From Single Brand To Global Brand: Multi Local Global Maketing

From single brand to global brand
• Brand marketing strategy
Should the marketing policy be to stick close to the local markets...multi

local
Should the marketing policy be homogeneous on a global scale…global

maketing
eg. coca-cola follows a global marketing policy, while Nestle prefers multi-
local marketing.
• Global marketing….. implies the wish to extend a single marketing mix to a

particular region or even to the world it also denotes a situation in which a
firm’s competitive position in one country can be significantly affected by its
position in other countries.The aim of marketing in each country are no
longer determined by the local subsidiary but are decided according to the
global competitve system.
• Multi-local philosophy…..prefers to follow specific trends in
each country’s market not only will the same brand differ from
one market to the next both in positioning and in price level, but
it is also supported by its own specific advertising campaign .
• Eg.Maggi
In Germany it was positioned as practical nutritious food for
men and women aged between 30-40. In france..instant snack
for young single person….
The product achieved its sales objective…..however ultimate

aim is not simply achieving max sales but achieving
profitability.
Marketing globalization leads to
profitability
• It cuts out duplicate tasks
By producing ads with global appeal potential saving is
considerable.
• Launching products simultaneously eliminates the problems..
New products appear at staggering intervals from one country to
another
• Allows firm to exploit good ideas where ever they come from.
When representatives from different countries put their minds to a
particular question, there is a better chance of coming up with a new
idea that can be used on global plane.
• Less prone to local pressures
Example of a global strategy
• Head and shoulders
The overall culture which has made P&G a general success is
calculated risk and principle of caution :it employs everywhere what
has already worked elsewhere. head and shoulders relying on the
same marketing mix and positioning which had lead to success in
Netherlands and UK launched its product in France.
They had not taken into account a specific feature to french market
present nowhere else consumers either buy anti-dandruff shampoos
from pharmacies (efficiency and treatment) or they usually pick a
variant of their brand from hypermarket( cost effective).
…there is hardly room for brand positioned on efficiency.

Consumers and Globalisation
• The consumer does not buy a global brand per
se, but on the contrary, individualistic brands
that correspond exactly to his /her specific
needs.even when the brand is global, the brand
is brought in an individualistic fashion.
• Coincidence of globalization
Globalism expresses a corporate view where as at
consumer level, there is opportunity for global brand…
when groups and buyers appear sensitive to the same
advantages and expect the same features but inspite of
so-called similar needs , their choice remains
individualistic and egocentric.
• Brand must be like a chameleon.
• This does not apply to international hi-tech, luxury or
alcoholic beverages
• Competition must be studied at national level
Same brand policy cannot be promoted in each country using
the same name, positioning and advertising material.
….symbols have different meanings in different countries.
….names-preference, should also be taken into account.
The competition must be studied at national level.the same

idea must be expressed through different symbols. This
established fact has the paradoxical consequence that it is not
by using the same brand from one country to another that one
stays closet to the initial brand concept.
Global Retailing
• Assess your international Potential.
• Get expert Advice & Counseling.
• Select your countries
• Develop, Implement & Review the I.R. Strategy.
• Standardisation
Ownership
Goods/Service
Level of Competition OPERATIONS
Technology
INSTITUTIONAL
Govt. Restrictions FACTORS
MERCHNADISE
Standardised Approach
IRS
CONSUMER PRICING
STORE IMAGE &

LOCATION PROMOTION
Oppurtunities
• Foreign Markets may represent growth
oppurtunities if domestic markets are saturated.
• A retailer may be able to offer goods, services,
technology not yet available in foreign markets.
• Competition may be less in foreign markets.
• There may be tax or investments advantages in
foreign markets.
• Communications are easier than before.the
Internet enables retailers to reach cutomers &
suppliers well outside their domestic markets.
Threats
• There may be cultural differences between
domestic & foreign markets.
• Management Styles may not be easily available.
• Foreign governments may place restrictions on
some operations.
• Personal Income may be poorly distibuted
among consumers in foreign markets.
• Distribution systems and technology may be
inadequate.

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From single brand to global brand

• Brand marketing strategy

Should the marketing policy be to stick close to the local markets...multi

Should the marketing policy be homogeneous on a global scale…global

• Global marketing….. implies the wish to extend a single marketing mix to a

The product achieved its sales objective…..however ultimate

…there is hardly room for brand positioned on efficiency.

The competition must be studied at national level.the same

• Get expert Advice & Counseling.

• Select your countries

• Develop, Implement & Review the I.R. Strategy.

STORE IMAGE &

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