By

Fazin Bin Ummer

08ac11
 Developing standardized advertisements
that are marketed worldwide.

 It is a process of maintaining uniformity in

operations and marketing processes
throughout the world
 Key Benefits

▪ Cost Reduction
▪ Improved Quality
▪ Global Customers
▪ Global Market Segments
 Drawbacks of Standardization

 Off-Target or Wrong positioning in some

countries
 Lack of Uniqueness
 Vulnerable to Country Specific Barriers
 In reality 100% standardization is rare
 Some features have to be localized
▪ Packaging, pricing etc
 Only the “Core Ad” which acts as the
foundation is standardized
 All additional things are standardized in
varying degrees to meet local tastes
 Legal
 Consumer demographics
 Culture
 Local traditions/ customs—e.g.,
 Local usage conditions
 Pricing Pressures
 Area of strategies and tactics
Standardization of creative strategy and tactics
Local Environmental Determinants
Cultural Environment
Economic Conditions A spectrum
Legal Conditions
Competition of various
Advertising Infrastructure
Consumer Profile degrees of The
Country of Origin Image
adaptation International
Firm
FirmEnvironmental Determinants
Environment Determinants influenced by advertising
Managerial
* Managerial and
and
Financial
FinancialCharacteristics
Characteristics
- Corporate
- Corporate
Strategy
Strategy
the presence strategy
- Internal
- Internal
Culture
Culture
- Decision-making
- Decision-makingauthority
authority
or absence continuum
- Financial
- Financial
condition
condition
of organization
of organization
*Nature
Natureorofproduct
product
of the local,

Intrinsic Determinants firm and

International advertising objectives
Relationship between multinational advertiser intrinsic
and advertising agency (ies)
Creative Strategies determinants
Media Strategy
Other elements of the communication mix
Support activities and barriers
Adaptation of creative
strategy and tactics
 Assumption:Consumers everywhere share
the same wants and needs
 Maintaining consistent image
 Reducing confusion among world travelers
 Implementing single-coordinated campaign across
countries
 Reducing development, media, and other costs
 Luxury products
 High-tech products
 Experiential products
 Favorable country image
 Assumption: Insurmountable
cultural, economic, infrastructural,
and political differences across
countries
 Increasing effectiveness by tailoring
ads to local conditions
 Giving more freedom to subsidiaries
 SCALE ECONOMIES
 CONSISTENT IMAGE
 GLOBAL CONSUMER INSIGHTS
 CREATIVE TALENT
 CROSS FERTILIZATION
 CULTURAL DIFFERENCES
 ADVERTISING REGULATIONS
 MARKET MATURITY
 “NOT INVENTED HERE”(NIH)
SYNDROME.
 Global
Difficulties with the
Communication Process
 In China: KFC’s slogan: “Finger lickin’ good”
came out as “Eat your fingers off”
 Also in China: Coca-Cola had thousands of signs
made using the translation: “Ke-kou-ke-la”
▪ Depending on the dialect this means . . .
▪ “Bite the wax tadpole,” or
▪ “Female horse stuffed with wax”
 In Taiwan: Pepsi’s slogan, “Come alive with the
Pepsi generation” came out as “Pepsi will bring
your ancestors back from the dead”
 800 products-200 countries
 Consistent worldwide image as
masculine sports oriented company.
 In Us blades is known as Trac II
 Worldwide as G-11
 Silkience hair conditionr is Soyance
in france and sientel in Italy

 Cleaning Liquid
 Vif-switzerland
 Viss-Germany
 Jif –Britan
 Cif –France
Ford escort advertises the affordability in
USA
But In India the Ads projected it as a
premium segment product
 In Usa excellent pictures with easy foolproof
operation are expected by most of the market.
 In germany and Japan a camera must take
excellent pictures but the camera must also be
state of the art in design.
 In africa where penetration o cameras is < 20%
the concept of picture taken must be sold
Ultimately, the perspective of standardization
is realistic though not absolute. This means
the need for minor adaptations to facilitate
the process of standardization is required.
The mantra followed by successful global
companies is
THINK GLOBAL!
ACT LOCAL!
THANK YOU……