This document discusses different positioning strategies for products in international markets. It identifies four main strategies: 1. Product communications extension, which simply extends an existing product line and positioning to new countries. 2. Product extension with communications adaptation, where the product usage varies between markets but the positioning remains similar. 3. Product localization with communications extension, where the product usage changes between markets but the positioning stays the same. 4. Dual adaptation, where both the product and communications are adapted for local markets, as seen with Benetton adjusting sizing and advertisement styles for different countries.

1. Mgr. Cesar Augusto Díaz Moya

2. «Brand´s Place in Consumers Mind»
Attributes
How ????
1. Identify atributes and benefits wanted by
customers.
2. Identify how the product measures up on
them against competitors.

3. What to positionate?
 Specific characteristics
 Benefits it Offers (Vanish- 4 times bikes)
 Usage Occation (Red Bull- Power Sex- Bonfiest)
 Type of User (Roll Royce)
 Comparisson (Fab –Ariel)
 Disociation of Product Class (Yox)

4. Pricing Policies
1. Product
Communications
Extension
Advertising appeals and
Simply extending promotional themes to
product line the new countries entered
COCA COLA
(Preferences and competitive conditions are similar
for colas)

5. Same product
2. Product extension usage –
– communications fullfilled
adaptation different
needs
MINOLTA MAXXUMM CAMERA
(Usage varies in Japan and Europe v/s USA)

6. 3. Product Localization
– communications
extension
Product usage
changes but
positioning is the
same
Exxon Slogan «Put a tiger into your tank»
Changes in additives for climate, seasons,
topography

7. 4. Dual Product
adaptation localization
Communications
adaptation
BENETTON
(Different sizes in Asian countries.
Advertisement is politically charged)

8.  Nissan Primavera European Mk
 VolksWagen Rabbit for Americam MK based
on European Golf platform.