Public interest soared as media coverage was secured across the country, on national current affairs television programs including dedicated segments on The Today Show over two consecutive daysmetro radio, print and widespread online media. Many stores reported sales increases of over per cent.
Jun 25 Finding the balance between standardization and localization of the web content is one of the preeminent dilemmas that companies face when tapping international markets.
Rationales for standardization strategy are many including1: Standardization can also lead to development of single and unified brand and corporate identity worldwide. This can lead to better global recognition and provide global competitive advantage over competitors.
Standardization can lead to having a rationalized product line which includes only a few core global brands instead of multiple localized brands and brand extensions.
This could lead to a better allocation of resources, higher efficiencies, consistent marketing, and higher profits When implementing a standardization strategy, companies assume homogenized consumer needs. Thus investments in international market research related to modifying the marketing mix are minimal.
Product, Price, Place distributionand Promotion.
Companies following a standardized approach to marketing tend to have a centralized global marketing program, and thus the need for coordinating, managing, and controlling local subsidiaries for local marketing strategy is minimized.
However, both research and business experience suggests that standardization strategy may not be the most effective way to meet international market demands. The complex nature of the international marketing environment promotes diversity in terms of physical environment, political and legal systems, cultures, product usage conditions, and economic development.
For example, Intel ads promoting a microprocessor experienced severe backlash in the US for showing black men bowing in front of a white man; this imagery evoked feelings of the dark practice of slavery. Localization strategy is geared toward understanding local consumer preferences and other locale-specific requirements and then adapting the marketing mix and other business strategies to best satisfy consumer needs and wants.
Several companies have created standardized products and communications that have offended people in international markets. There is a long list of companies, including Pepsi, Electrolux, Chevrolet, Colgate, and Gerber, whose non-localized messages were misinterpreted in various countries.
While several of the publicized marketing blunders came from US or other developed-country multinationals, we are now seeing multinationals from China, India, Brazil, and other countries making the same mistakes. The Chinese automobile industry is growing fast and is poised for global expansion, but the industry faces international barriers related to poor quality perceptions of Chinese cars.
Even the Chinese car brand names seem to be less global. I asked my students what they thought of Chinese car brands such as Geely or Cherry; they responded that they sound too feminine.
The lack of localization strategy can mean missing the consumer sweet spot or, even worse, making costly errors that result in sanctions, product recalls or even consumer boycotts.
Proper localization can save a company millions. Because the cost of offending a group of consumer by insensitive marketing messages can be very expensive and in some cases permanent, leading to costly efforts in terms of re-positioning.
Localizing brand names into other languages without compromising brand identity is a crucial international marketing challenge for many companies. This becomes more of a problem when brand names need to be localized for languages wherein phonetic and semantic issues pose a challenge.
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The most common example is when companies use transliteration strategies to localize their English brand name to a completely different writing system, as in the case of Chinese script. For example, Carrefour chose its Chinese brand name Jia-le-fu based on how it sounds phonetic appealand its positive meaning in Chinese: The famous example of a bad brand name translation into Chinese is that of Coca Cola: Even a simple thing such as the use of a number in a culturally inappropriate way can derail product sales.
A golf ball manufacturing company packaged golf balls in packs of four for convenient purchase in Japan. Similarly, in the US, the number is associated with the cannabis culture, and in India spoken in Hindi refers to a conman or con-woman and has negative connotation.Aug 06, · A video prank two Domino’s Pizza employees posted online has shown how social media has the reach and speed to turn tiny incidents into marketing .
The number of Pizza Hut restaurants is still greater in the U.S. with 7,, but international is catching up quickly -- the current count is 7, locations. The record for the most total locations, with 43, restaurants, Here is a Look at the History of Franchising in the United States.
Pizza Hut . THREAT OFRIVALRY HIGH • There is large number of competing firms that are roughly the same size (Pizza Hut, Domino’s Pizza, Little Caesars) • The restaurant, pizza industry has already mature and saturated, leads to slow industry growth.
Threats in SWOT analysis of Pizza hut Dominos is a single major threat to pizza hut when concerned with pizza or Italian food.
Dominos does not have a high quality food variety like pizza hut but Dominos is present in most places where Pizza hut is not. HISTORY OF PIZZA HUT: Business Strategy-Kfc Company Overview 1. KFC Company Overview KFC Corporation (KFC, Pizza Hut in order to fulfill its marketing objective Calzone, Chicago-style pizza.
It came up with chicken nuggets, wedges, garlic bread, smiley etc. International marketing strategy: Pizza Hut started with local market strategy in Kansas, USA then moved on to regional markets in and across USA.
In , Pizza Hut started its international movement by opening its 1strestaurant in Canada.