Global Marketing Standardization vs. Adaptation essays

Global Marketing Standardization vs. Adaptation essays 1. The similarities between the French and Quebec markets were wildly overestimated and overemphasized in the marketing of Cleopatra soap in Quebec. It appears that Steve Boyd, group product manager for Colgate- Palmolive Canada, wanted a big win and saw Quebec as a proving ground for using European advertising techniques and appeals on the North American continent. He reasoned that French-speaking Quebec would offer that chance. If the French-speaking people of France liked it, why not the French-speaking people of Quebec' This seemed to follow a standardization' path, because "Though many critical issues pertaining to standardization remain largely unresolved, there is a general belief that greater efficiencies might be achieved through the standardization of global marketing activities," and this could be considered one small step in that direction. (Samiee, 1994, 579+) However, there were a couple of red flags immediately. First, at least as it is written here, Boyd had a fairly unshakeable preconception regarding his Canadian test.' Second, some other managersnotably Stan House, were enthusiastic because of Boyd's conviction and not because of any conviction of their own. Third, and perhaps most telling in the narrative, some mangers were skeptical. Moreover, these were Canadian managers who "resented having a brand thrust on them." (Local Marketing, Had Boyd done some additional research, he might have found that even introducing Cleopatra across Europe had not been without problems, and that adaptation in the marketing plan had been required. "In marketing a Euro- brand it is vital to know the consumer in order to identify commonalities and differences. The Cleopatra concept, with its message of luxury and indulgence, was felt to have a universal appeal. Nonetheless, different markets demanded subtle changes in the verbal and visual me...