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STANDARDIZATION

V/S

LOCALIZATION

Presented By: Alexander Maurya

Smriti Krishna

Sonal Darra

Sumit Manchanda

 Vichatra Kumar

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STANDARDIZATION (Globalization)

� Developing standardized advertisements thatare marketed worldwide.

� It is a process of maintaining uniformity in

operations and marketing processes throughoutthe world

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ADVANTAGES

x Cost Reduction

x Improved Quality 

x Global Customers

x Global Market Segments

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DISADVANTAGES

Off-Target or Wrong positioning in somecountries

Lack of Uniqueness

 Vulnerable to Country Specific Barriers

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EXTENT OF STANDARDIZATION

In reality 100% standardization is rare

Some features have to be localized

x Packaging, pricing etc

Only the ³Core Ad´ which acts as thefoundation is standardized

 All additional things are standardized in varying degrees to meet local tastes

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MOTIVATIONS FOR ADAPTATION

Legal

Consumer demographics

Culture Local traditions/ customs²e.g.,

Local usage conditions

Pricing Pressures

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Standardization vs. Adaptation of

International Advertising

Local Environmental Determinants

Cultural Environment

Economic Conditions

Legal Conditions

Competition

Advertising Infrastructure

Consumer Profile

Country of Origin Image

Firm Environment Determinants* Managerial and Financial Characteristics

- Corporate Strategy

- Internal Culture

- Decision-making authority

- Financial condition of organization

* Nature of product

Firm Environmental Determinants

Managerial and Financial Characteristics

- Corporate Strategy

- Internal Culture

- Decision-making authority

- Financial condition of organization

 Nature or product

Intrinsic DeterminantsInternational advertising objectives

Relationship between multinational advertiser 

and advertising agency (ies)

Creative Strategies

Media Strategy

Other elements of the communication mix

Support activities and barriers

Area of strategies and tactics

Standardization of creative strategy and tactics

A spectrum

of various

degrees of 

adaptation

influenced by

the presence

or absence

of the local,

firm and

intrinsic

determinants

The

International

advertising

strategy

continuum

Adaptation of creativestrategy and tactics

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PRODUCTS SUITABLE FOR

STANDARDIZED ADVERTISING

� Luxury products

� High-tech products

� Experiential products

� Favorable country image

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BARRIERS TO STANDARDIZATION

� CULTURA L DIFFER ENCES

�  ADV ERTISING R EGUL ATIONS

� MARK ET MATUR ITY 

� ³NOT IN V ENTED HER E´(NIH) SY NDR OME.

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GLOBAL DIFFICULTIES WITH THE

COMMUNICATION PROCESS

In China: K FC¶s slogan: ³Finger lickin¶ good´

came out as ³Eat your fingers off´  Also in China: Coca-Cola had thousands of signsmade using the translation: ³Ke-kou-ke-la´x Depending on the dialect this means . . .x

³Bite the wax tadpole,´ orx ³Female horse stuffed with wax´

In Taiwan: Pepsi¶s slogan, ³Come alive with thePepsi generation´ came out as ³Pepsi will bring

 your ancestors back from the dead´

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GILLETTE

� 800 products-200 countries

�C

onsistent worldwide image as masculine sportsoriented company.

� In Us blades is known as Trac II

�  Worldwide as G-11

� Silkience hair conditionr is Soyance in franceand sientel in Italy 

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Uniliver

� Cleaning Liquid

�  Vif-switzerland�  Viss-Germany 

� Jif ±Britan

� Cif ±France

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Ford escort advertises the affordability in USABut In India the Ads projected it as a premium segment

product

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THANK YOU««