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Standardisation&Adaptation: Orkun Eti Özgür Gemici

The document discusses the concepts of standardization and adaptation in marketing. Standardization refers to developing standardized products and marketing mixes worldwide, while adaptation is adjusting elements to different target markets. There are reasons pulling companies towards both standardization, like economies of scale, and adaptation, like cultural differences. The document provides examples of companies like Coca-Cola, McDonald's, and HSBC that both standardize core elements but also adapt campaigns and products to local markets.

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Ozgur Gemici
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4K views

Standardisation&Adaptation: Orkun Eti Özgür Gemici

The document discusses the concepts of standardization and adaptation in marketing. Standardization refers to developing standardized products and marketing mixes worldwide, while adaptation is adjusting elements to different target markets. There are reasons pulling companies towards both standardization, like economies of scale, and adaptation, like cultural differences. The document provides examples of companies like Coca-Cola, McDonald's, and HSBC that both standardize core elements but also adapt campaigns and products to local markets.

Uploaded by

Ozgur Gemici
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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Standardisation&Adaptation

Orkun Eti
Özgür Gemici
Standardisation&Adaptation
 Developing  Adjusting the marketing
standardized mix elements to each
products marketed target market
worldwide with a  Essence of
standardized segmentation
marketing mix  Think globally, act
 Essence of mass
Product
Product locally
marketing
Price
Price
Promotion
Promotion
Place
Distribution
Standardisation&Adaptation
 Reasons Pulling  S
A Reasons Pulling
 Towards Towards
 T
D
Adaptation 
 A Standardisation A
1. Market 1. Economies of
 development  N
P scale in production,
 2. Economic research and
 D
T
differences 
 A development and A
3. Culture promotion
 4. Differences in  R
T 2. Global uniformity
 customer perception and image
 D
I
5. Competition 
 O 3. Consistency with I
6. Differences in the mobile consumer
 physical conditions  S
N 4. Easier planning
7. Laws and control
 A
8. Level of customer 
5. Stock costs T
similarity reduction
9. Political  I
6. Synergetic and
environment transferable
 O
10.Marketing 
experience N
infrastructure
Cross-Cultural Advertising Gaffes
 Kentucky Fried Chicken - Chinese market "finger lickin' good" came out as "eat your
fingers off“
 Coca-Cola – Chinese Market Ke-kou-ke-la > female horse stuffed with wax. "ko-kou-
ko-le“ "happiness in the mouth".
 Pepsi – Chinese Market "Pepsi Brings you Back to Life" "Pepsi Brings Your Ancestors
Back from the Grave".
 Italy, "Schweppes Tonic Water” "Schweppes Toilet Water".
 General Motors - Chevy Nova in South America > in Spanish, "nova" means "it won't
go“
 Scandinavian vacuum manufacturer Electrolux in an American campaign: "Nothing
sucks like an Electrolux"
Adaptation /Coca-Cola/Name
Adaptation / Coca-Cola / Cans

 Different adapted cans of Coca-Cola


Adaptation / Coca-Cola Zero Campaign

 Coca Cola Zero Launch in Japan vs USA


Adaptation / Coca-Cola Zero Campaign

 Coca Cola Zero Launch in Turkey


Adaptation / Coca-Cola / Products

 Designed bottles for Milan Fashion Week


Adaptation / Coca-Cola/Products

 Designed bottles for Milan Fashion Week


Adaptation / Coca-Cola /Japan

 Cocal Cola Japan website / crowded / highlight


ads and promotion campaigns
Adaptation / Coca-Cola / UK

 Coca Cola UK website / colorful /


highlight social responsibility projects
Adaptation / Coca-Cola / Taiwan

 Coca Cola Taiwan website / plain / highlight


products and company’s message
Adaptation/Absolut/Print Ads
Adaptation /Mc Donald’s/Message

 Same message and positioning strategy.


Adaptation /Mc Donald’s/Place

 Mc Donald’s adapts its restaurants to


environment
Adaptation /Mc Donald’s/Products

 Mc Donald’s adaptation in products and ad


campaigns.
Adaptation / HSBC

 HSBC always highlight the importance of acting


locally.
 “Thinking Globally, Acting Locally”
Adaptation / HSBC / Print Ads
Adaptation / HSBC / Print Ads
Adaptation/HeartBrand

 40 different
brand
names in
different
countries
with same
positioning
strategy.
Standardization / HP

 HP’s Global Gwen Stefani Campaign


Standardization / HP

 HP’s “the computer is personal again” campaign


was used in many countries.
Standardization / Mercedes /
Standard Website

 Mercedes France web site


Standardization /Mercedes/
Standard Website

 Mercedes Greece web site


Standardization/Nike/Message

 Same message in all countries.


Standardization/Apple/Ads

 Same
postioning/
messages.
 Same
commercials/
Ex: iPhone’s
first launch
Thank You!

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