P8 Keputusan Merek dan Produk dalam Pemasaran Global

Summary

This lecture discusses global marketing strategies, focusing on product decisions and branding. It covers the classification of products into consumer and industrial categories, types of consumer products, and the importance of warranties, packaging, labeling, and aesthetics. It also highlights the significance of brand identity, certifications, and global branding strategies, along with the role of consumer needs in product development. Key strategies include dual extension, adaptation, and innovation to cater to global markets, while emphasizing the need for speed, product testing, and leadership in managing global marketing efforts.

Takeaways

• 😀 The script discusses the importance of understanding product decisions in global marketing, including product types, warranties, packaging, labeling, and aesthetics.
• 😀 Products are categorized into two main groups: consumer products (for personal use) and industrial products (used in production or business).
• 😀 Consumer products are further divided into four categories based on purchasing orientation: convenience, preference, shopping, and specialty products.
• 😀 A warranty is a promise from the manufacturer to the consumer that the product will meet certain quality standards, offering reassurance and protection.
• 😀 Eco-friendly packaging is a growing global trend, with companies considering recyclable materials, sustainable production processes, and waste reduction in their packaging designs.
• 😀 Labeling in global marketing often includes multilingual labels, ensuring that product information is accessible to consumers from diverse linguistic backgrounds.
• 😀 Aesthetics, such as colors, design, and symbols, can vary across cultures and should be adapted for local preferences to enhance consumer appeal.
• 😀 A brand is more than just a name or logo; it represents the entire customer experience and perceptions of the product or company.
• 😀 Global branding strategies include product extension and communication adaptation, balancing standardization and localization for diverse markets.
• 😀 Companies must focus on competitive opportunities, engage senior management in innovation, and recruit top talent to succeed in global markets.

Q & A

What are the two main categories of products in global marketing?

The two main categories of products are consumer products, which are bought for personal needs (e.g., food, clothing), and industrial products, which are used in the production process or for business purposes (e.g., machinery, raw materials).

What is a convenience product?

A convenience product is a product that is bought frequently and with minimal effort. Examples include items like soap or snacks.

What role does warranty play in global marketing?

Warranty acts as a promise from the manufacturer to the consumer, ensuring that the product is reliable and will be repaired or replaced if it fails. A strong warranty can be a competitive tool in global markets.

How does eco-packaging influence global product marketing?

Eco-packaging, which involves using environmentally friendly materials and sustainable processes, is becoming a global trend. It is increasingly important to consumers who are concerned about environmental impact, and it can influence purchasing decisions.

What is the significance of labeling in global product marketing?

Labeling provides essential product information, such as ingredients, usage instructions, and expiration dates. In global marketing, labels often need to be multilingual to cater to different linguistic regions, and they play a key role in building brand trust and consumer decision-making.

What does product aesthetics refer to in global marketing?

Product aesthetics refers to the visual appeal of a product, including aspects like color, shape, and design. These elements are crucial as they create the first impression for consumers and can differ across cultures. For example, the color red may symbolize good luck in China but danger in Western cultures.

How is a global brand different from a global product?

A global product refers to a good or service that is available worldwide, whereas a global brand refers to the identity, name, and image that represents that product. For example, Coca-Cola is a global brand, while the product itself is sold in numerous countries.

What are the strategies for global brand building?

Key strategies for global brand building include creating a compelling value proposition, maintaining consistent brand messaging and identity across regions, and adapting products or communications to local cultures when necessary. Successful global brands also ensure strong internal communication and clear brand goals across international teams.

What are the five alternative strategies for product and marketing communication in global markets?

The five strategies are: 1) Product and communication extension (dual extension) - using the same product and marketing message in international markets; 2) Product extension and communication adaptation - keeping the product the same but adapting marketing messages; 3) Product adaptation and communication extension - adapting the product but keeping the marketing message consistent; 4) Dual adaptation - changing both the product and the marketing message; 5) Innovation - creating entirely new products for specific markets.

Why is it important to understand cultural differences in global product marketing?

Understanding cultural differences is crucial because consumer preferences, behaviors, and values vary widely across regions. Misunderstanding these can lead to poor marketing decisions and product failures. For instance, a product that works well in one country may not be accepted in another due to cultural or social differences.