Marketing
Branding and Marketing Using a Global Standardization Strategy
Scaling up and appealing locally.
Having an audience composed of multiple backgrounds, cultures, and financial demographics can raise hurdles in finding the right marketing message to appeal to them all. The less you alter or add/subtract from a product, it’s packaging, and the way it’s sold, the more advantages a brand can have to leverage unique opportunities in a market, saving time and cost.
One strategy to market internationally is to adopt a global standardization strategy if your brand has universal appeal. You might ask, for example, “Is the product viewed and used by a consumer in Africa the same way it’s viewed and used by someone in India?”
Coca-Cola achieved a global standardization strategy by taking small, low-cost actions. It kept the same product structure, and universal brand message, but changed creative marketing details.
For instance, India’s ‘influencer-celebrities’ were featured in ads more than in Africa, whereby football is more appealing. This allowed Coca-Cola to maximize profits while appealing to each…
