This document discusses key considerations for international product decisions. It addresses factors around standardization versus adaptation, packaging, branding, labeling, and product lines. Specifically, it notes that standardization allows for economies of scale while adaptation is needed due to differing use conditions, socio-economic factors, and cultural differences across countries. Packaging must consider the nature of the product, cultural aspects, transportation method, and purchasing capacity. Effective branding and labeling requires understanding government regulations, customer information needs, and the manufacturer's interests. The management of international product lines and product planning requires assessing the competitive situation and market across locations.

1. International Product
Decisions
Dr. Gopal Thapa
Associate Professor
Tribhuvan University

2. Product Mix in International
Markets
 Standardization and adaptation
 Packaging
 Branding
 Labelling
 Warranty and service policy
 International marketing of service products
 Product planning and development
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3. Standardization and Adaptation
 Standardization is an act of keeping or making of
uniform shape, size, color, quality etc.
 Adaption is an act of making products fit or suit to
the market condition.
 Adaption is also called localization
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4. Factors Encouraging Standardized
Products Internationally
 Economies scale in production
 Economies in product research and development
 Economies in marketing activities
 Company and product image
 Technological impact
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5. Factors Encouraging Product
Adaption
 Differing use conditions
 Socio-economic factor
 Cultural differences
 Government influences
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6. Packaging
 Packaging is designing and producing container or
wrapper for the product.
 The container package includes:
 Bags
 Drums
 Wooden boxes and crates
 Flexible container
 Others
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7. Levels of Packaging
 Primary package
 Secondary package
 Shipping
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8. Considerations while Packaging
the Export Products
 Nature of product
 Cultural aspects
 National preferences and requirements
 Mode of transportation
 Purchasing capacity of the people
 Environmental impact
 Possibility of duplication
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9. Labelling Decision
 Label is a simple tag attached to the product or an
elaborately designed graphic or pictorial
presentation that is the part of the package.
 Types of label
 Brand label
 Grade label
 Informative/descriptive label
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10. Essential Elements of Packaging
 Color
 Size
 Shape
 Materials
 Cost
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11. Factors to be considered while
labelling the product
 Language
 Government regulations
 Customer information
 Manufacturer’s own interest
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12. Branding and Trade Mark Decision
 Brand is a name, term, sign, symbol, or design, or
a combination of them which is intended to
identify the goods or services of ne seller or group
of sellers and to differentiate them from those of
competitors
 Trade mark is a symbol, or design or a part of
brand that is given legal protection
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13. Reasons for using brand and trade
mark
 Identification
 Differentiation
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14. Branding Strategies
 Use global brand
 Use national or private brand
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15. Considerations while using brand
name and trade mark
 The legal dimension
 Cultural aspect
 Strength of distributor
 Marketing consideration
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16. Warranty and Service Policy
 Should warranty be standardized?
 Should warranty be localized?
 Should warranty be used as a competitive tool?
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17. International Marketing of Service
Products
 Marketing of Airlines services
 Marketing of international consulting services
 Marketing of international licensing
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18. Selection and management of
International Product Line
 A product line refers to a set of interrelated
products offered by a company that fulfils the
identical needs and wants of the customers.
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19. Factors Determining the
International Product Lines
 Competitive Situation
 Market situation
 Government regulation
 Level of economic development
 Company’s method of growth
 Length of time in the market
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20. Management Strategy of the
International Product Line
 Drop the product
 Add and drop the product
 Add new product
 Line modernizing
 Line featuring
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21. Product Planning and
Development
 It is the planning activity of marketing carried out
for the purpose of selecting the right products or
services and distributing them:
 To the right locations
 At the right time
 In the right quantities
 At the right price
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22. Any Queries?
Thank you
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