Date post: | 20-Jan-2015 |
Category: |
Business |
Upload: | carlonarbs |
View: | 156 times |
Download: | 3 times |
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