Question

• Choose a country in Asia (e.g., Japan) and a country in South America (e.g., Brazil) where the mentor company you identified in your Week 2 - Global Marketing Plan Part 1 assignment currently has a presence. (Amazon)
• Explain what similarities and differences you see in the product and/or brand between the two countries using Maslow’s hierarchy of needs, cultural perceptions, and strategic alternatives in global marketing.Not all of the companies have a branch in those regions. In that case, discuss the implications of moving to an Asian county and/or a South American country should your mentor marketer decides to expand there using Maslow’s hierarchy of needs, cultural perceptions, and strategic alternatives in global marketing.

Answer 1

Successful marketing persuades a prospective client to purchase the product or service you are selling. One of the most effective ways to accomplish this is to appeal directly to one or more of his basic needs. Many business students are taught to view Maslow's hierarchy of needs as a guideline against which to target marketing efforts, arguing that success depends on meeting one of Maslow's identified needs. Although other needs theories also have relevance, Maslow's needs hierarchy remains the foundation for many fruitful psychological approaches to marketing.

Maslow's Hierarchy of Needs

In the most basic sense, Maslow's hierarchy identifies five primary areas of needs experienced by most humans. Beginning with physiological, or basic life survival, needs, the model progresses in subsequent steps through safety and security, love and belongingness, self-esteem and finally self-actualization. Maslow postulated that as man meets the needs at the first level, he moves toward the next, then the next and so on. More recent studies have added levels to the needs hierarchy and refined the categories, but marketing classes throughout the country continue to use Maslow's needs hierarchy as a reasonable focus for modern marketing efforts.

Brands

A brand is a complex bundle of images and experiences in the customer’s mind.

Brands perform two important functions.

1. A brand represents a promise by a particular company about a particular product.

2. Brands enable customers to better organize their shopping experience by helping them seek out and find a particular product.

The sum of a consumer’s impressions is a brand image, defined as perceptions about a brand as reflected by brand associations that consumers hold in their memories.

Brand image is one way that competitors in the same industry sector differentiate themselves.

Brand equity represents the total value that accrues to a product as a result of a company’s cumulative investments in the marketing of the brand.

Brand equity can also be thought of as an asset representing the value created by the relationship between the brand and customers over time. The stronger the relationship the greater the equity.

Companies develop logos, distinctive packaging, and other communication devices to provide visual representations of their brands.

A logo can take a variety of forms, starting with the brand name itself, a word mark consisting of words like “Coke” or a non-word mark such as the Nike swoosh.

Local Products and Brands

A local product or local brand is one that has achieved success in a single national market.

Sometimes a global company creates local products and brands in an effort to cater to the needs and preferences of particular country markets.

Local products and brands also represent the lifeblood of domestic companies.

Entrenched local products and brands can represent significant competitive hurdles to global companies entering new country markets. (In China, a sporting goods company started by Olympic gold medalist Li Ning sells more sneakers than Nike.)

In developing countries, global brands are sometimes perceived as overpowering local ones. Growing national pride can result in a social backlash that favors local products and brands.

International Products and Brands

International products and international brands are offered in several markets in a particular region.

Global Products and Brands

Globalization is putting pressure on companies to develop global products and to leverage brand equity on a worldwide basis. A global product meets the wants and needs of a global market. A true global product is offered in all world regions, including the Triad and in countries at every stage of development.

A global brand has the same name and, in some instances, a similar image and positioning throughout the world.

Some companies are well established as global brands. For example, Gillette (“The best a man can get”), BMW (“The ultimate driving machine”), GE (“Imagination at work”), and Harley-Davidson (“An American legend”).

In the twenty-first century, global brands are becoming increasingly important.

Worldwide, consumers, corporate buyers, governments, activists, and other groups associate global brands with three characteristics.

1. Quality signal. Global brands compete fiercely with each other to provide world-class quality. A global brand name differentiates product offerings and allows marketers to charge premium prices.

2. Global myth. Global brands are symbols of cultural ideals.

3. Social responsibility. Customers evaluate companies and brands in terms of how they address social problems and how they conduct business.

A global brand is not the same thing as a global product.

The Sony Walkman is an example of combination or tiered branding, whereby a corporate name (Sony) is combined with a product brand name (Walkman).

By using combination branding, marketers can leverage a company’s reputation while developing a distinctive brand identity for a line of products.

Co-branding is a variation on combination branding in which two or more different company or product brands are featured prominently on product packaging or in advertising. Properly implemented, co-branding can engender customer loyalty and allow companies to achieve synergy.

Global companies can also leverage strong brands by creating brand extensions. This strategy which entails using an established brand name as an umbrella when entering new businesses or developing new product lines that represent new categories to the company. (The Virgin brand is one example.)

Global Brand Development

Developing a global brand is not always an appropriate goal.

Managers contemplating the development of a global brand must be aware of three points:

1. Managers must assess whether anticipated scale economies will materialize.

2. Managers must recognize the difficulty of building a successful global brand team.

3. Managers must be alert to instances in which a single brand cannot be imposed on all markets successfully.

Aaker and Joachimsthaler recommend that companies place a priority on creating strong brands in all markets through global brand leadership.

The following six guidelines can assist marketing managers in their efforts to establish global brand leadership

1. Create a compelling value proposition for customers in every market entered, beginning with the home country market.

2. Think about all elements of brand identity and select names, marks, and symbols that have the potential for globalization. Give special attention to the Triad and BRIC nations.

3. Develop a company-wide communication system to share and leverage knowledge and information about marketing programs and customers in different countries.

4. Develop a consistent planning process across markets and products.

5. Assign specific responsibility for managing branding issues to ensure that local brand managers accept global best practices.

6. Execute brand-building strategies that leverage global strengths and respond to relevant local differences.

Coke is arguable the quintessential global product and global brand. Coke relies on similar positioning and marketing in all countries. The basic underlying strategic principle that guide the management of the brand are the same worldwide: are we offering essentially the same product and brand promise?

Local versus Global Products and Brands: A Needs-Based Approach

Coca-Cola, McDonald’s, Singapore Airlines, Mercedes-Benz, and Sony are a few of the companies that have transformed local products and brands into global ones.

The essence of marketing is finding needs and filling them.

Maslow’s hierarchy of needs , a staple of sociology and psychology, provided a framework for extending local products and brands abroad.

Maslow hypothesized that people’s desires can be arranged into a hierarchy of five needs. An individual fulfills needs at each level and progresses to higher levels.

At the basic level of human existence, physiological and safety needs must be met.

People need food, clothing, and shelter, and a product that meets basic needs has the potential for globalization.

However, the basic need to eat is not the same as wanting a Big Mac or a Coke.

Because Coca-Cola and McDonald’s fulfill basic human needs and market their products well, they built global brand franchises.

Both know that some food and drink preferences are embedded in culture, both companies created local products and brands for particular markets.

Mid-level needs in the hierarchy include self-respect, self-esteem, and the esteem of others.

These social needs create demand for status-oriented products and cut across stages of country development (e.g., consumers in Malaysia buy the same upscale Parker pen as Americans shopping at Neiman Marcus).

Luxury goods marketers are especially skilled at catering to esteem needs on a global basis. (e.g., Rolex).

Some consumers flaunt their wealth: this behavior is called conspicuous consumption or luxury badging.

Products fulfill different needs in different countries. The primary function of the refrigerator in high-income countries

relates to basic needs.

In developing countries, refrigerators have a secondary purpose related to higher-order needs – prestige.

Hellmut Schütte proposed a modified hierarchy to explain the needs and wants of Asians.

The three highest levels emphasize the intricacy and importance of social needs.

Affiliation needs in Asia are satisfied when an individual feels accepted by a group; conformity with group norms is a key force driving consumer behavior.

The next level is admiration, a higher-level need that can be satisfied through acts that command respect within a group.

At the top of the Asian hierarchy is status, the esteem of society as a whole.

“COUNTRY OF ORIGIN” AS BRAND ELEMENT

One of the facts of life in global marketing is that perceptions about and attitudes towards particular countries often extend to products and brands known to originate in those countries. Such perceptions contribute to the country-of-origin effect; they become part of a brand’s image and contribute to brand equity.