Example Of Standardization Approach

The Standardization Approach

Standardization is the technique of using a similar marketing strategy in multiple countries. Basically in this approach a company has a certain plan that they believe works worldwide so they use it in every market regardless of the country. A huge benefit of this approach is that it is extremely efficient to set up. Since companies already have a set plan they do not waste any time making changes and tailoring their strategy to fit the desires of a certain culture. Another big plus for this approach is familiarity to a product or brand that it provides. Van Heerden states, “By using the same marketing strategy, different markets will develop a consistent image of a particular product or brand” (38). People will

Van Heerden points out that culture often requires that the elements of any marketing strategy be modified. McDonalds understands this and does not use the same products and advertisements from country to country. What they do is modify and change their menu items and advertisements in order to fit the likes of their potential customers. They realize that not all people like or eat the same things so they come up with specialty items for each country they conducting business in. For example in India, McDonalds is known selling what they refer to as the McCurry Pan. The McCurry Pan is something McDonalds realizes will be a hit in the country of India, so they provide and advertise it to those

During this promotion Coca-Cola would print random names on coke bottles with the intent of helping promote the idea of sharing that coke with somebody who had that particular name. Coke realizes not all people have names like Sarah, Laura or Dan. So what they did was incorporate popular names from other cultures as well. They included names like Tao, Ali, and Alejandra in order to appeal to people from all over the world while still using the same basic marketing idea. Mike Esterl reported that the marketing campaign actually resulted in an increase of 7% in sales in countries like Australia. People from all over the world were very keen to the idea of having a personalized bottle and as a result the campaign was a success. Coca-Cola is a company that has mastered the concept of mixing both standardization and adaption techniques. They know how to maintain their same brand image while appealing to different