Product adaptation

Product adaptation

1. Product adaptation strategy

2. ¿Whatisproductadaptationstrategy?
Itistheprocessof adjustingoradaptingcharacteristicsin a product,
serviceorprocedure; withtheaimof makingthemresemble a
commontype, modelorstandard.
Fuente: Secretaría de Economía: https://www.gob.mx/se/articulos/que-
es-la-estandarizacion
B

3. Standardizationallowsthe
creationof normsorstandards
thatestablishthecommon
characteristicswithwhich
productsmustcomplyand
whichare respectedin different
partsof theworld.
Fuente: Secretaría de Economía: https://www.gob.mx/se/articulos/que-
es-la-estandarizacion

4. Mostproductsrequireat leastsomeadaptation. Thefollowingelementsshouldbe examined, and wemustidentifywhichaddmore revenuethancostsifadapted:
•Productcharacteristics
•Labeling
•Colors
•Materials
•Sales promotion
•Brand
•Packaging
•Advertising
•Pricing
•Advertisingmedia
Marketing adaptations

5. Productadaptationstrategies
Developingstrategiesforglobal
productsrequiresknowing
whichtypesof productsor
servicescan be easily
standardized, and which
adaptationstrategiesare
appropriate.

6. Some products can
cross borders without
adaptation, but
others, require
various adjustments.

7. High-qualityproductsalsobenefitfromstandardization, becausequalityand prestigecan oftenbe similarlymarketedin allcountries.

8. Cultural and monetaryfactorsinfluencehowquicklya new productwillbe acceptedin a country, despitethefactthatadoptionand diffusionratesare becoming
increasinglysimilar in allnations.

9. Philips reserves thehighestquality
and priceproductsto developed
markets.
Companiescan highlighttheirproductsdifferentlyin eachmarket.
In developing markets
they sell products with
basic and accessible
functionalities.

10. Philips brandhadto maketheircoffeemachines smallerto sellthemin Japan, dueto thesizeof thecountry’skitchens.

11. In Spain, Coca-Cola withdrewthe2-liter presentation, as thereisnotenoughroomin therefrigeratorsforbottlesof thissize.

12. Whenmarketing specialistslaunchproductsand servicesglobally,
theymayneedto changesomeelementsof thebrand.
Even a known brand
might require the choice
between its phonetic and
semantic translation.

13. P
¿Do do know the
meaning of the word
“trastes” in
Argentina?

14. In England, theslogan forthisvaccumis“NothingsuckslikeanElectrolux”
(Nada aspira como una Electrolux)
Butin USA ”sucks” isa badword
Sometimesitis
necessaryto change
theslogans of the
brandadvertisements

15. Thank you