loc vs std aspm
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8/6/2019 Loc vs Std ASPM
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STANDARDIZATION
V/S
LOCALIZATION
Presented By: Alexander Maurya
Smriti Krishna
Sonal Darra
Sumit Manchanda
Vichatra Kumar
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STANDARDIZATION (Globalization)
� Developing standardized advertisements thatare marketed worldwide.
� It is a process of maintaining uniformity in
operations and marketing processes throughoutthe world
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ADVANTAGES
x Cost Reduction
x Improved Quality
x Global Customers
x Global Market Segments
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DISADVANTAGES
Off-Target or Wrong positioning in somecountries
Lack of Uniqueness
Vulnerable to Country Specific Barriers
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EXTENT OF STANDARDIZATION
In reality 100% standardization is rare
Some features have to be localized
x Packaging, pricing etc
Only the ³Core Ad´ which acts as thefoundation is standardized
All additional things are standardized in varying degrees to meet local tastes
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MOTIVATIONS FOR ADAPTATION
Legal
Consumer demographics
Culture Local traditions/ customs²e.g.,
Local usage conditions
Pricing Pressures
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Standardization vs. Adaptation of
International Advertising
Local Environmental Determinants
Cultural Environment
Economic Conditions
Legal Conditions
Competition
Advertising Infrastructure
Consumer Profile
Country of Origin Image
Firm Environment Determinants* Managerial and Financial Characteristics
- Corporate Strategy
- Internal Culture
- Decision-making authority
- Financial condition of organization
* Nature of product
Firm Environmental Determinants
Managerial and Financial Characteristics
- Corporate Strategy
- Internal Culture
- Decision-making authority
- Financial condition of organization
Nature or product
Intrinsic DeterminantsInternational advertising objectives
Relationship between multinational advertiser
and advertising agency (ies)
Creative Strategies
Media Strategy
Other elements of the communication mix
Support activities and barriers
Area of strategies and tactics
Standardization of creative strategy and tactics
A spectrum
of various
degrees of
adaptation
influenced by
the presence
or absence
of the local,
firm and
intrinsic
determinants
The
International
advertising
strategy
continuum
Adaptation of creativestrategy and tactics
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PRODUCTS SUITABLE FOR
STANDARDIZED ADVERTISING
� Luxury products
� High-tech products
� Experiential products
� Favorable country image
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BARRIERS TO STANDARDIZATION
� CULTURA L DIFFER ENCES
� ADV ERTISING R EGUL ATIONS
� MARK ET MATUR ITY
� ³NOT IN V ENTED HER E´(NIH) SY NDR OME.
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GLOBAL DIFFICULTIES WITH THE
COMMUNICATION PROCESS
In China: K FC¶s slogan: ³Finger lickin¶ good´
came out as ³Eat your fingers off´ Also in China: Coca-Cola had thousands of signsmade using the translation: ³Ke-kou-ke-la´x Depending on the dialect this means . . .x
³Bite the wax tadpole,´ orx ³Female horse stuffed with wax´
In Taiwan: Pepsi¶s slogan, ³Come alive with thePepsi generation´ came out as ³Pepsi will bring
your ancestors back from the dead´
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GILLETTE
� 800 products-200 countries
�C
onsistent worldwide image as masculine sportsoriented company.
� In Us blades is known as Trac II
� Worldwide as G-11
� Silkience hair conditionr is Soyance in franceand sientel in Italy
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Uniliver
� Cleaning Liquid
� Vif-switzerland� Viss-Germany
� Jif ±Britan
� Cif ±France
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Ford escort advertises the affordability in USABut In India the Ads projected it as a premium segment
product
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THANK YOU««