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Unit 14: The Global Marketplace

1. Brands or ad messages can be adapted for visual appeal, such as Boeing aircraft or Apple’s Notes
iMac desktop computers.
2. Brands that are promoted with image campaigns using sex or wealth appeal, such as
liquor, jewelry, cosmetics, or cigarettes.
3. High-tech products and new-to-the-world products that have nothing to do with cultural
heritage of the country, such as TVs, calculators, or computers.
4. Products identified with nations, if the country has built a reputation in the field, such as
Swiss watches, German autos, and French wines.

5. Products that appeal to market segment having similar taste universally, such as elite rich
around the world buy very expensive jewelry, clothing, and autos etc.

Caselet MNC Ads Go Back to Global Roots

ere we go around the mulberry bush – from global to local to global again. MNC
marketers seem to be gaining in confidence. There was a time when their
Hbranding had to be rooted in local context, not any more, at least where punch
lines are concerned. And even though the jury is out on whether global tag lines actually
interface appropriately with local consumers, a phalanx of corporates is mining the trend.
In Reebok’s new global campaign, ‘I Am What I Am’, Rahul Dravid, Irfan Pathan and
company may have replaced Lucy Liu and rapper J-Z in TV promos the American faces are
still stamped on some print campaigns.
Sony’s new global slogan ‘Like No Other’, and Pepsi’s ‘Do the Dew’ are other cases in
point. Or take McDonald’s, which had to junk its first-ever global TV commercial after it
bombed in almost every market, but didn’t withdraw the catch line ’I Am Loving It’. Now
even Coca-Cola has, reportedly, set aside $400 million this year to shift local brand
campaigns to global initiatives that can cover continents. So what really gives?
Advertisers feel the idea is to consolidate the diffused brand equity across markets. Says
Prasoon Joshi, regional creative director South and South East Asia, McCann Erickson,
which handles Coca-Cola: “Local flavour in communication is required when one is
introducing an alien idea or product in a new market. Today most of the brands used
in our daily life are global. And locals are at ease with their global image and stature.
A unified brand communication, thus, makes sense.”
Apparently, today’s young consumers are on the same bandwidth when it comes to attitude,
aspiration and lifestyle.
Source: Archana Shukla, Times of India, May 23, 2005.
The second approach is to “Think Globally, Act Locally.” Such companies use the same theme
globally but adapt the advertising copy in different countries to respond to differences in
language, market conditions, and other factors. Many international marketers use a strategy
called pattern advertising. The advertisements follow a basic approach, but ad themes, copy, or
even visuals are adapted to suit local market conditions.

Example: The Dove soap uses the same product positioning in all countries but its
advertisements include local female models in India, Australia, or European countries.

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