Global Marketing and R&D

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Global Marketing and R & D Chapter Outline OPENING CASE: Dove – Building a Global Brand INTRODUCTION THE GLOBALIZATION OF MARKETS AND BRANDS MARKET SEGMENTATION Management Focus: Marketing to Black Brazil PRODUCT ATTRIBUTES Cultural Differences Economic Development Product and Technical Standards DISTRIBUTION STRATEGY Differences between Countries Choosing a Distribution Strategy COMMUNICATION STRATEGY Barriers to International Communication Management Focus: Overcoming Cultural Barriers to Selling Tampons Push Versus Pull Strategies Management Focus: Unilever—Selling to India’s Poor Global Advertising PRICING…show more content…
QUESTION 2: In 2003, Unilever adopted its Real Beauty strategy. Explain how this new strategy differed from its traditional approach to foreign markets? How should this new approach help Unilever’s international sales? ANSWER 2: Unilever’s Real Beauty strategy involved establishing a basic product and message that could be used across several markets, but that allowed for tweaking at the local level. So, rather than developing a Dove shampoo and message for the Indian market, and for the Chinese market, and so on, the company used a basic message that Dove stood for the beauty of all women, and then the product and message was adapted to local markets. So, while the basic message is the same, in the Latin America, ads might show women touching each other, but in the United States, the ad might show women standing apart from each other. Moreover, the Real Beauty message was carried through other products like body gels and skin creams allowing Unilever to further reduce its costs. So far, the new strategy seems to be working. Dove is now a leading brand in the global market place. Teaching Tip: To see learn more about Unilever’s international operations and its Real Beauty strategy, go to {http://www.unilever.com/}. Lecture Note: To extend this discussion to Unilever’s efforts to market a

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