1. REGIONALMARKET SEGMENTS ? Regionalization is an important recent trend that, perhaps onthe surface, seems to run counter to globalization. ? Reasons for regionalmarketing ? Need for more focused targeting ? The shift from nationaladvertising to sales promotions ? Drawbacks ? Production headaches ? Marketingefficiency may suffer and costs may rise2. 3.
OTHERDEMOGRAPHIC AND CULTURAL SEGMENTS ? For example, the importance for marketersto consider age segments and how younger consumers can be brought into theconsumer franchise ? As another example, the 2000 census revealed that Asiansand Hispanics accounted for 79 million of 281 million people in the UnitedStates and an estimated $1 trillion in annual purchasing power.3. 4.RATIONALE FOR GOING INTERNATIONAL ? Perception of slow growth and increasedcompetition in domestic markets ? Belief in enhanced overseas growth and profitopportunities ? Desire to reduce costs from economies of scale ? Need todiversify risk ? Recognition of global mobility of customers4. 5.Advantages of Global Marketing Programs ? Economies of scale in production anddistribution ? Lower marketing costs ? Power and scope ? Consistency in brandimage ? Ability to leverage good ideas quickly and efficiently ? Uniformity ofmarketing practices5. 6.DISADVANTAGES OF GLOBAL MARKETING PROGRAMS ? Differences in consumer needs,wants, and usage patterns for products ? Differences in brand and productdevelopment and the competitive environment ? Differences in the legalenvironment ? Differences in marketing institutions ? Differences inadministrative procedures6.
7.STANDARDIZATION Vs. CUSTOMIZATION Indian consumer American consumer7. 8. Asbrand consultant Robert khan said. ” global branding does not mean having thesame brand everywhere” ? Standardization: same product-same communicationacross the border or globally – Followed by electronic instrument ?customization: to change or adopt product-communication according to the market- As coke’s marketing mantra “think global act local”8.
9. ?Standardization-customization process- product communication No change changeNo change change Straight extension Product adaptation Communication adaptationDual adaptation9. 10. ? Whycustomization: Meaning is different reading habits country 1 right left rightleft country 2 Detergent Ad10. 11. ?taste, need , demand is different from one country to other ? Culturedifference: individual Vs.
collectivism , masculine Vs. famine. ? Deliveryadaptation by domino pizza in different Countries because of culture ? becausein Britain anybody knocking on the door is rude Domino pizza home delivery ? toget positing difference or country Of origin effect ” Tokyo beer”11. 12. ?Global brand strategy: we need to get attention over few basic issues whilemaking product brand in global market – Identify differences in consumerbehaviour.
How he purchase and use product. – Adjust the branding programaccordingly through the choice of these customers – Then have a leveragesecondary association programme according to the market. – After the applicationof these factors over the brand we need to focus on the implication, controland measurement of these factors12. 13. ?Making the brand by the use of CBBE model : Salience- awareness about theproduct useful for product recall and recognition Performance-its basicallyrelated to the product features and its performance. Tailor product accordingto the globally market Increase brand awareness Favourable brand associationPositive reaction Increase brand locality13.
14.Imagery: imagery means what is your product having mental map in the mind ofcostumer. Should be carefully because each word symbol and picture representdifferent meaning.
So it hurt sentiment of people Source of imagery- ? Corebrand association ? Identifying points of parity and point of difference ? Byorigin effect Judgement and feeling: brand judgement can be negative orpositive like good quality , credible and worthy. At this point judgementprovide feeling to the consumer like excitement, happy etc. ? making productbrand by the use of LSA in global market-14. 15.
?LEVERAGE SECONDARY ASSOCIATION BRAND Other brand placespeople things allianceingredient extension company employees endorsers events Third party ChannelsCountry of origin15. 16. ?Celebrity endorser: all good character related to celebrity gets transfer toproduct and influence to the decision of the consumer. trustworthy intelligence Likeabilit y Familiarit y attractiveness attractivenes s trustworthyFamiliarit y Likeabilit y16. 17. ?Resonance: it is a final stage in making any product globally brand herecostumer is having locality towards your product ? Resonance is depend on thesuccess of other parameters in the CBBE model. ? And you can have your productas a brand now.
17. 18. TenCommandments of Global Branding 1. Understand similarities and differences inthe global branding landscape 2. Don’t take shortcuts in brand building 3.Establish marketing infrastructure 4. Embrace integrated marketingcommunications 5. Cultivate brand partnerships 6.
Balance standardization andcustomization 7. Balance global and local control 8. Define operable guidelines9. Implement a global brand equity measurement system 10. Leverage brandelements18. 19.
LENOVO:BUILDING A GLOBAL BRAND • In the year 2004 IBM’s personal computeracquired by Lenovo. • By the year of 2004, 90% of revenue comes from chinamarket. • Lenovo sponsor “Turin Winter Olympics” in order to gain strong marketshare in china and Asia.19. 20. TheGlobal PC Industry ? 1970s- IBM introduced its first PC after microcomputer andhome computer. ? IBM relied on three key technical contributor- 1.
Intel for8080 processor 2. Microsoft for DOS operating system 3. Software for VisiCalcArt20. 21. 1990s? Internet Boomed ? Launching the set of basic standard for PCs by Microsoftand Intel. ? Increase in the number of outsourcing and off shoring. ? Early21st century major consolidation had taken place between HP-Compaq andGateway-e machines.21.
22.Contd………. ? By 2004 half of the PCs sold around the world came from Dell , HPand Lenovo including IBM’s market share. RISE OF LEGEND: 1984- china academicsof science invest $25000 to form the New Technology Developer.
1987- Introducedits original product Legend card.22. 23.Contd…….
. ? 1990- Company launched their own PC. ? 1996- Launched their firstlaptop and marketed its PCs carrying Intel Pentium chip. DEAL: ? IBM was anopportunity to shed “Unprofitable operation”. ? Lenovo gained the right to useIBM think pad laptop and think centre23. 24.
ThinkPad Legacy ? The research showed that in customer mind IBM and Think pad arehard to separate. OPPORTUNITY: ? The way IBM and Lenovo sold PCs was verycomplementary. CHALLENGES: ? Lenovo focus on the SMEs while IBM focus oncorporate and enterprise customer.24. 25.
Organizational Changes ? September 2005 – Management restructuring thatintegrated the original Lenovo and former IBM ? New international compositionand scope ? Company’s working language changed to English ? Working viaconference calls posed challenges ? 12-hour time difference between Beijing andU.S. east coast also caused some strain25. 26.Branding Opportunities ? Opportunity and Challenge to build an internationalbrand using IBM legacy.
? Turin Olympics Sponsorship – a platform to showcaseits capabilities to the world ? Right to use IBM logo for five years26. Best from East and West ? From Lenovo ? Understanding ofemerging markets ? Excellent efficiency ? Focus on long-term strategy ? FromIBM ? Deep insights into worldwide markets ? Best practices from westerncompanies27. Main concerns with customers ? Innovation would slowdown ? Quality would suffer ? Service and support would be outsourced overseasBranding Alternatives 1. Master Brand Strategy 2. House ofBrands Strategy 3. Synergy Approach 4.
Lexus/Toyota Strateg “One-Two Punch”Strategy ? Two main elements: 1. Build up Lenovo as a strong master brand 2.Continue to strengthen the ThinkPad product brand, which was a specialfranchise that could be leveraged to support the Lenovo master brand. ?Differentiation: Innovation and Efficiency Advertising Plan ?”Maintain ThinkPad brand and use that brand’s strength to build the Lenovobrand” ? Three phase advertising plan: 1.
Worldwide Advertising campaign –”ThinkPad” instead of Lenovo (maintain ThinkPad sales momentum) 2. “ThinkPadUnleashed” campaign – Lenovo making ThinkPad even better 3. Third campaignstress innovation for Lenovo master brandRecommended