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    Lesson 8International Marketing

    1st of December

    Campus Dansaert 1Lecturer: Els Raemdonck

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    International positioning of the brand

    Campus Dansaert Lecturer: Els Raemdonck 2

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    Name asdriver forthe brand

    Area ofoperation

    where it fitsin the

    consumers

    life

    TangibleFeatures in

    The offer

    AdvantagesTo the

    consumer

    Real orImaginary

    Universe thatThe brand

    inhabits

    ExpertiseStature Attributes Benefits Territory Role

    Qualified Closeness

    Campus Dansaert 3Lecturer: Els Raemdonck

    Excercise

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    Stature name

    International naming different options:

    Same name

    New name that sounds like the original name and has a

    signifance

    Gucci Guziclassical appearance - Nivea Niweiya - girl

    keeps elegance

    Use of the local name

    Campus Dansaert Lecturer: Els Raemdonck 4

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    Name

    During its 1994 launch campaign, the telecom company Orange had to

    change its ads in Northern Ireland. "The future's bright the future's

    Orange." That campaign is an advertising legend. However, in theNorth

    the term Orange suggests the Orange Order. The implied messagethat

    the future is bright, the future is Protestant, loyalist... didn't sit wellwith

    the Catholic Irish population.

    Campus Dansaert Lecturer: Els Raemdonck 5

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    Name and international use

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    Name used internationally

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    Attributes

    Country of origin

    Product characteristics

    Campus Dansaert Lecturer: Els Raemdonck 8

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    More origin

    Campus Dansaert Lecturer: Els Raemdonck 11

    Attributes

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    Campus Dansaert Lecturer: Els Raemdonck 12

    Attributes - Origin

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    Attributes origin international use

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    Attributes product characteristics

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    Attributes and conventions

    Campus Dansaert Lecturer: Els Raemdonck 15

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    Towards 1 brand - Product eleminationprocess

    Campus Dansaert Lecturer: Els Raemdonck 16

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    Expertise

    Campus Dansaert Lecturer: Els Raemdonck 17

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    Expertise and international use?

    Campus Dansaert Lecturer: Els Raemdonck 18

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    Benefits

    What?

    Campus Dansaert Lecturer: Els Raemdonck 19

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    Maslow's hierarchy of needs

    Self-actualization

    Esteem

    Social

    Safety

    Physiological

    Campus Dansaert 20Lecturer: Els Raemdonck

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    Benefits - Example Stella

    Positioned as premium beer in UK

    See campaign

    Why did they never use this campaign in Belgium?

    Campus Dansaert Lecturer: Els Raemdonck 21

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    Campus Dansaert Lecturer: Els Raemdonck 22

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    UK

    Campus Dansaert Lecturer: Els Raemdonck 23

    http://www.youtube.com/watch?v=esgT1dpGOZohttp://www.youtube.com/watch?v=esgT1dpGOZohttp://www.youtube.com/watch?v=esgT1dpGOZo
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    Culture and different benefits

    Campus Dansaert Lecturer: Els Raemdonck 25

    http://www.youtube.com/watch?v=eznjM4sxtFo

    (the longer lasting pleasure)

    http://www.youtube.com/watch?v=GEpenoD9-Ts&p=999FFD2F4B1338B7&playnext=1&index=2(

    made like no other - Asia)

    http://www.youtube.com/watch?v=eznjM4sxtFohttp://www.youtube.com/watch?v=GEpenoD9-Ts&p=999FFD2F4B1338B7&playnext=1&index=2(madehttp://www.youtube.com/watch?v=GEpenoD9-Ts&p=999FFD2F4B1338B7&playnext=1&index=2(madehttp://www.youtube.com/watch?v=GEpenoD9-Ts&p=999FFD2F4B1338B7&playnext=1&index=2(madehttp://www.youtube.com/watch?v=GEpenoD9-Ts&p=999FFD2F4B1338B7&playnext=1&index=2(madehttp://www.youtube.com/watch?v=GEpenoD9-Ts&p=999FFD2F4B1338B7&playnext=1&index=2(madehttp://www.youtube.com/watch?v=GEpenoD9-Ts&p=999FFD2F4B1338B7&playnext=1&index=2(madehttp://www.youtube.com/watch?v=GEpenoD9-Ts&p=999FFD2F4B1338B7&playnext=1&index=2(madehttp://www.youtube.com/watch?v=eznjM4sxtFo
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    Campus Dansaert Lecturer: Els Raemdonck 26

    http://www.haagen-dazs.com.hk/html/eng/ourcollection/2ourProducts.htm (Hong

    Kong Website) - reference to France

    http://www.haagen-dazs.com.hk/html/eng/ourcollection/2ourProducts.htmhttp://www.haagen-dazs.com.hk/html/eng/ourcollection/2ourProducts.htmhttp://www.haagen-dazs.com.hk/html/eng/ourcollection/2ourProducts.htmhttp://www.haagen-dazs.com.hk/html/eng/ourcollection/2ourProducts.htmhttp://www.haagen-dazs.com.hk/html/eng/ourcollection/2ourProducts.htm
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    Different benefits

    Calve Netherlands - energy

    Nutella : energy

    http://www.youtube.com/watch?v=iBPM2xdu7gU (Calve)

    http://www.youtube.com/watch?v=_z8NMVk2U1U (good start of theday with Nutella)

    Campus Dansaert Lecturer: Els Raemdonck 27

    http://www.youtube.com/watch?v=_z8NMVk2U1Uhttp://www.youtube.com/watch?v=_z8NMVk2U1Uhttp://www.youtube.com/watch?v=_z8NMVk2U1Uhttp://www.youtube.com/watch?v=_z8NMVk2U1Uhttp://www.youtube.com/watch?v=_z8NMVk2U1Uhttp://www.youtube.com/watch?v=_z8NMVk2U1Uhttp://www.youtube.com/watch?v=_z8NMVk2U1Uhttp://www.youtube.com/watch?v=_z8NMVk2U1Uhttp://www.youtube.com/watch?v=_z8NMVk2U1Uhttp://www.youtube.com/watch?v=_z8NMVk2U1Uhttp://www.youtube.com/watch?v=_z8NMVk2U1Uhttp://www.youtube.com/watch?v=_z8NMVk2U1Uhttp://www.youtube.com/watch?v=_z8NMVk2U1Uhttp://www.youtube.com/watch?v=_z8NMVk2U1Uhttp://www.youtube.com/watch?v=_z8NMVk2U1Uhttp://www.youtube.com/watch?v=_z8NMVk2U1Uhttp://www.youtube.com/watch?v=_z8NMVk2U1Uhttp://www.youtube.com/watch?v=_z8NMVk2U1Uhttp://www.youtube.com/watch?v=_z8NMVk2U1Uhttp://www.youtube.com/watch?v=_z8NMVk2U1U
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    Different benefits

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    Different benefits

    Mac Donalds U.S. vs China at launch

    Campus Dansaert Lecturer: Els Raemdonck 29

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    Benefits and international use?

    Campus Dansaert Lecturer: Els Raemdonck 30

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    Territory

    Our brand

    belongs to ...Universe that the brand inhabits

    - Imaginary experience context for the brand

    -Authentic or created

    Campus Dansaert 31Lecturer: Els Raemdonck

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    Territory

    Campus Dansaert Lecturer: Els Raemdonck 32

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    Territory

    Campus Dansaert Lecturer: Els Raemdonck 33

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    Territory

    Bertolli (Italy vs Netherlands)

    Campus Dansaert Lecturer: Els Raemdonck 34

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    Role

    Brands with a societal mission

    Western world vs Asia

    Campus Dansaert Lecturer: Els Raemdonck 35

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    Campus Dansaert Lecturer: Els Raemdonck 36

    Japanese women are not beautiful

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    I am not going to be restricted anymore by what

    someone else has defined as beauty

    Campus Dansaert Lecturer: Els Raemdonck 37

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    Campus Dansaert Lecturer: Els Raemdonck 38

    Grey hair or gorgeous?

    Beautiful or ugly ?

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    Campus Dansaert Lecturer: Els Raemdonck 39

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    Campus Dansaert Lecturer: Els Raemdonck 40

    Slogan - Japanese women are beautiful

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    Conclusion and exercise

    What positionings travel best?

    Honda Choir

    Exercise launch in Netherlands

    Proximus ?

    Jupiler ?

    l d k