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International Product Decisions

International product decisions: Dr. Gopal Thapa

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International Product Decisions

  1. 1. International Product Decisions Dr. Gopal Thapa Associate Professor Tribhuvan University
  2. 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 5/26/2020 Copy right reserved 2
  3. 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 5/26/2020 Copy right reserved 3
  4. 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 5/26/2020 Copy right reserved 4
  5. 5. Factors Encouraging Product Adaption  Differing use conditions  Socio-economic factor  Cultural differences  Government influences 5/26/2020 Copy right reserved 5
  6. 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 5/26/2020 Copy right reserved 6
  7. 7. Levels of Packaging  Primary package  Secondary package  Shipping 5/26/2020 Copy right reserved 7
  8. 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 5/26/2020 Copy right reserved 8
  9. 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 5/26/2020 Copy right reserved 9
  10. 10. Essential Elements of Packaging  Colour  Size  Shape  Materials  Cost 5/26/2020 Copy right reserved 10
  11. 11. Factors to be considered while labelling the product  Language  Government regulations  Customer information  Manufacturer’s own interest 5/26/2020 Copy right reserved 11
  12. 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 5/26/2020 Copy right reserved 12
  13. 13. Reasons for using brand and trade mark  Identification  Differnetiation 5/26/2020 Copy right reserved 13
  14. 14. Branding Strategies  Use global brand  Use national or private brand 5/26/2020 Copy right reserved 14
  15. 15. Considerations while using brand name and trade mark  The legal dimension  Cultural aspect  Strength of distributor  Marketing consideration 5/26/2020 Copy right reserved 15
  16. 16. Warranty and Service Policy  Should warranty be standardized?  Should warranty be localized?  Should warranty be used as a competitive tool? 5/26/2020 Copy right reserved 16
  17. 17. International Marketing of Service Products  Marketing of Airlines services  Marketing of international consulting services  Marketing of international licensing 5/26/2020 Copy right reserved 17
  18. 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. 5/26/2020 Copy right reserved 18
  19. 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 5/26/2020 Copy right reserved 19
  20. 20. Management Strategy of the International Product Line  Drop the product  Add and drop the product  Add new product  Line modernizing  Line featuring 5/26/2020 Copy right reserved 20
  21. 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 5/26/2020 Copy right reserved 21
  22. 22. Any Queries? Thank you 5/26/2020 Copy right reserved 22

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