Case on Disneyland

Disney in America was a success Disney in Japan was a success too Disney faced difficulties in France for assaulting French culture (EuroDisney) In two years, it lost about 900 million dollars in EuroDisney Product Idea: everything was in English in France?..WHAT? Restructuring Plan: New Name: Paris Disneyland, medium of language within Disney was changed to French Result: Today, we have Paris Disney & Disney Studio theme park in Paris and both are profitable venture

Few more Demonstration on Product Modification on International level

KFC more spicy in Bangladesh MacDonald's Veggie burger in India and other veg items from a franchise who have got marvelous reputation with MEAT Xperia X10: Skype is a default application in UK

What is Quality?
Market perceived qualities Performance quality Which one is more important? Specially, when competitors products meet all performance quality attributes Maintaining quality is equally important as providing a quality product at the beginning

Adaption as per the Requirement

Product Homologation: It is used to describe the changes mandated by local product and service standard Product homologation is at the basis of product adaption Some changes are very obvious while others are mainly due to economical, technological, or for climatic differences

Green Marketing and Product Development

Green marketing involves developing and promoting products and services that satisfy your customers wants and needs for quality, performance, affordable pricing and convenience without having a detrimental impact on the environment A product is evaluated on all significant environmental effects throughout its life cycle from manufacturing to disposal

Green Marketing and Product Development

Identify customers environmental needs and develop products to address these needs; develop environmentally responsible products to have less impact than competitors. Products made from recycled goods Products that can be recycled or reused. Certified products, which meet or exceed environmentally responsible criteria.

Green Marketing and Product Development

Efficient products, which save water, energy or gasoline, save money and reduce environmental impact. Products with environmentally responsible packaging. Organic products many consumers are prepared to pay a premium for organic products, which offer promise of quality. Main Concept involvement of 3R

Case Study Fujitsu (Worlds first commercialized vegetable derived casing

Fujitsu is the first one in the world to manufacture casings of netbook using vegetable derived materials and very less harmful substances They used Corn in Netbook Casings The commercialized technology includes a flameretardant characteristic requisite for notebook computers casings, while achieving a strength and resistance comparable to those of ABS casing. This casing production employing this technology requires 40% less energy than conventional casing production, it helps to reduce the environmental burden

Products and Culture

A product is more than a physical item, its the bundle of utilities that the buyer receives. A product is a physical and psychological satisfaction it provides the user Usually, few changes are required when a product is moved from one culture to another Products physical, mechanical attributes need to be very much consistent with behavior pattern of the customers Therefore, before getting into a new market look for cultural differences since that is going to tell you how much product modification you require

Case Study on Cake Manufacturer in US

Successful American cake producer went to Britain with their successful Fancy Iced Cake Reason British people have cake with tea unlike the Americans after dinner plus when they buy fancy cake, they want to buy it from proper bakery, not from a super store.

Innovative Products and Adaption

New product ensures success? What if people reaction to new product is cold? Therefore, success of a new product depends on how people react to the new product and how new the product is to a market A product that reached its decline stage in a country can ever be considered as innovation some other country?

Innovative Products and Adaption

Any idea perceived as new by a group of people can be called innovation From Marketing perspective, product innovations can be
A modified version of an existing product range A new model in the existing product range A new product outside the existing range but in a similar field of technology A totally new product in a new field of technology.

Innovations can be rejected completely if culture is not kept in mind while innovating the product (there are other reasons as well)

Case Study on Incinerator Company

Incinerator Company (IC) is an example of both planned and opportunistic innovation. It began as a supplier and sub-contractor of fabricated components. Over a period it investigated the possibility of entering the market for advanced incinerators. However it was only when a customer firm, which was installing an incinerator, asked it to take over the contract with which it was having technical difficulties, that it was able to carry out its plan. The company subsequently introduced a new type of incinerator offering more complete combustion and reduced smoke emission. This had become the main source of the companys growth and had permitted it to enter export markets

Diffusion of Innovation
Describes the manner in which a product is disseminated in the marketplace. The diffusion of innovation spans an unspecified period of time from new product introduction through market saturation and affects the total sales level of a product

Product Diffusion Curve

Diffusion of Innovation
Five characteristics that affect acceptance/ rejection:
Relative Advantage: Perceived marginal value of the new product to the old one Compatibility: Compatibility with culture Trialability: perceived economic risk associated with it Observability: the ease with each product benefit can be communicated Complexity: complexity associated with the product

Product Component Model

Core Component Packaging Component Support Service Component

Product Component Model

Core Component:
Product Platform, design features & functional features Essential technology of the product Variations can be added or deleted according to the social need Example: Nestle in Japan, Cleaning materials in Japan

Product Component Model

Packaging Component:
Packaging, labeling, trademarks, brand name, quality, price (mentioned/not mentioned) and all other aspects of products package You need to be careful with packaging company with a red circle in Japan, company with a yellow flower in Mexico, Brugel in China ( pictures are taken as instructions) Color of the packaging can also affect your business ( Pink Diaper in China) Size of the packaging is also important Sometimes, you need to follow mandatory instructions in packaging

Product Component Model

Support Service Component:
Repair, Maintenance, Instructions, installation, warranties, deliveries, availability of spare parts

Product Component Model

Class Activity
Imagine, HP has gone into a joint venture with Dell Computers in order to initiate a new laptop brand for Bangladesh market. Use Product Component Model in order to explain the products that would be offered by the company