DEVELOPING CONSUMER PRODUCTS FOR

INTERNATIONAL MARKET

Global Products

Adapted Products

INTERNATIONAL MARKETS AND

PRODUCT DEVELOPMENT

GLOBAL PRODUCTS

With strong unit-cost orientation who advocate international standardization.

ADAPTED PRODUCTS

Culturally unique with each market.

STANDARD PRODUCTS

A single standard product produced for different kinds of market.

GLOBAL BRANDSIs the worldwide use of name, term, sign, symbol design or combination thereof intended to identify goods or services to differentiate them from competitors.

GLOBAL BRANDSGives a company a uniform worldwide image.

Enhances cost savings by attaching other products to the brand.

SUCCESSFUL BRANDSMost Valuable resource of the company.

Fruits of advertising, goodwill, quality evaluation, product experience aka OBSTACLES.

A positive or negative influence of the country of manufacture

has on consumers

COUNTRY OF ORIGIN EFFECT

STEREO-TYPED COUNTRY OF ORIGIN PRODUCTS

English Tea

French Fashion

Norwegian Salmon

Italian Leather

Mexican Tequila

Japanese Electronics

German Cars

Brands owned by retailers

OWN BRANDS

Standardized Products vs Adapted Products

=Study of Cultural Influences

PRODUCTS AND CULTURE

How will the market react to the new Product?

DIFFUSION OF INNOVATIONS

DEGREE OF NEWNESS

Congruent InnovationNothing is perceived to change in the product. It’s purpose is practically the same.

Continuous Innovation

Alterations are involved rather than creation of a new product.

Dynamically Continuous Innovation

Done to fulfil the needs of the consumers.

Discontinuous InnovationEstablishment of a new consumption pattern and the creation of previously unknown product.

ANALYSIS OF PRODUCT

COMPONENTS

Core Componentphysical product. The platform that contains the essential technology and all its features.

Packaging Componentthe styles features, labelling, trademarks, brand name, quality, price and all aspects of the products’ package

Support Services Component

Component-repair, maintenance, instructions, installations, warranties, deliveries and the availability of parts.

PRODUCT LIFE CYCLE AND ADAPTATION

A Presentation by

CARLO MIGUEL A. NARBONETA