session 10 international branding
TRANSCRIPT
![Page 1: Session 10 international branding](https://reader036.vdocuments.pub/reader036/viewer/2022062512/554a7247b4c90579288b5033/html5/thumbnails/1.jpg)
B®ANDEX2011™
![Page 2: Session 10 international branding](https://reader036.vdocuments.pub/reader036/viewer/2022062512/554a7247b4c90579288b5033/html5/thumbnails/2.jpg)
Session 10International branding
chapter 14
![Page 3: Session 10 international branding](https://reader036.vdocuments.pub/reader036/viewer/2022062512/554a7247b4c90579288b5033/html5/thumbnails/3.jpg)
Vorige week
• Brandextensions
• Abell en Ansoff
• Lijn- en categorie-uitbreidingen
• Verticale merkuitbreiding
• Embedded giving
• Brand / community / value
![Page 4: Session 10 international branding](https://reader036.vdocuments.pub/reader036/viewer/2022062512/554a7247b4c90579288b5033/html5/thumbnails/4.jpg)
Regionalisering vs. Mondialisering
• Opkomst nichemarkten• Toename beschikbare klantinfo• Toename 1 op 1 communicatie-mogelijkheden
Nadelen?
![Page 5: Session 10 international branding](https://reader036.vdocuments.pub/reader036/viewer/2022062512/554a7247b4c90579288b5033/html5/thumbnails/5.jpg)
![Page 6: Session 10 international branding](https://reader036.vdocuments.pub/reader036/viewer/2022062512/554a7247b4c90579288b5033/html5/thumbnails/6.jpg)
Waarom internationaliseren?
• Thuismarkt verzadigd
• Hevig concurrentie op thuismarkt
• Extra groei in het buitenland mogelijk
• Overcapaciteit
• Risicospreiding
• Schaalvergroting
![Page 7: Session 10 international branding](https://reader036.vdocuments.pub/reader036/viewer/2022062512/554a7247b4c90579288b5033/html5/thumbnails/7.jpg)
•
![Page 8: Session 10 international branding](https://reader036.vdocuments.pub/reader036/viewer/2022062512/554a7247b4c90579288b5033/html5/thumbnails/8.jpg)
![Page 9: Session 10 international branding](https://reader036.vdocuments.pub/reader036/viewer/2022062512/554a7247b4c90579288b5033/html5/thumbnails/9.jpg)
Internationaliseren?
• Mondiaal toegepast marketingprogrammaof?
• Regionaal toegepast internationaal marketingprogramma
of?• Een tussenvorm
![Page 10: Session 10 international branding](https://reader036.vdocuments.pub/reader036/viewer/2022062512/554a7247b4c90579288b5033/html5/thumbnails/10.jpg)
Voordelen mondiale marketingprogramma’s
• Schaalvoordelen
• Lagere marketingkosten– Verpakking, reclame, promoties
• Macht en reikwijdte– Verbetering van de geloofwaardigheid
• Consistent merkimago
• Uniformiteit marketingactiviteiten
![Page 11: Session 10 international branding](https://reader036.vdocuments.pub/reader036/viewer/2022062512/554a7247b4c90579288b5033/html5/thumbnails/11.jpg)
Nadelen mondiale merkprogramma’s
• Fundamentele verschillen:– Tussen landen onderling– Verschillen in culturen
• Leidt tot fantasieloze en ineffectieve strategieën
![Page 12: Session 10 international branding](https://reader036.vdocuments.pub/reader036/viewer/2022062512/554a7247b4c90579288b5033/html5/thumbnails/12.jpg)
5 dimensies van Hofstede
• Organisatiepsycholoog
• Cultuurverschillen tussen landen (liggen vaak dieper dan gedacht)
• 5 dimensies
• Voorbeelden: KLM – Alitalia,
![Page 13: Session 10 international branding](https://reader036.vdocuments.pub/reader036/viewer/2022062512/554a7247b4c90579288b5033/html5/thumbnails/13.jpg)
voorbeeld
• McDonald’s noemt zijn Hamburgers “big macs” dat kan overal leuk zijn, maar in vooral in Canada, waar de term “big macs” in cafétaal wordt gebruikt om een grote boezem aan te duiden
![Page 14: Session 10 international branding](https://reader036.vdocuments.pub/reader036/viewer/2022062512/554a7247b4c90579288b5033/html5/thumbnails/14.jpg)
voorbeeld
• Mitsubishi Motors moest de naam van zijn Pajero-model veranderen, omdat Pajero in het Spaans …………….. betekent
![Page 15: Session 10 international branding](https://reader036.vdocuments.pub/reader036/viewer/2022062512/554a7247b4c90579288b5033/html5/thumbnails/15.jpg)
voorbeeld
• In Nederland kennen we allemaal het voorbeeld van de Fiat Croma
![Page 16: Session 10 international branding](https://reader036.vdocuments.pub/reader036/viewer/2022062512/554a7247b4c90579288b5033/html5/thumbnails/16.jpg)
voorbeeld
Een firma die babyvoedsel maakt, verkocht
haar product in dozen met een foto van een
mollige, blozende baby. In Afrikaanse
landen kocht niemand zo een doos – omdat
lokale analfabete bevolking dacht dat er
gemalen babyvlees in zat…
![Page 17: Session 10 international branding](https://reader036.vdocuments.pub/reader036/viewer/2022062512/554a7247b4c90579288b5033/html5/thumbnails/17.jpg)
Verschillen in landen/culturen:
• Consumentenbehoeftes / gebruikspatronen
• Reacties op elementen marketingmix
• Competitieve omgeving
• Juridische omgeving
• Marketing infrastructuur
• Administratieve procedures
![Page 18: Session 10 international branding](https://reader036.vdocuments.pub/reader036/viewer/2022062512/554a7247b4c90579288b5033/html5/thumbnails/18.jpg)
Consumentenbehoeftes / gebruikspatronen
• Wijnconsumptie (NL vs. Italia)
• Knoflookconsumptie
• Sushi
• Tupperware
![Page 19: Session 10 international branding](https://reader036.vdocuments.pub/reader036/viewer/2022062512/554a7247b4c90579288b5033/html5/thumbnails/19.jpg)
Reacties op elementen marketingmix
• Kleurgebruik (in Japan is wit de kleur van de rouw)
• Imago (C&A, Heineken, Vito Manzoni)
• Merknamen (Croma, Pajero, Mist)
• Prijsverschillen (hamburgerindex)
(goudzoekers 9 mei 2011 Ned 2 20.55 uur)
![Page 20: Session 10 international branding](https://reader036.vdocuments.pub/reader036/viewer/2022062512/554a7247b4c90579288b5033/html5/thumbnails/20.jpg)
Competitieve omgeving
• Verschillende fasen in levenscyclus (mobiele telefoon in Afrika en China)
• Mate van concurrentie
• Politieke situatie
![Page 21: Session 10 international branding](https://reader036.vdocuments.pub/reader036/viewer/2022062512/554a7247b4c90579288b5033/html5/thumbnails/21.jpg)
Juridische omgeving
• Tabaksreclame
• Alcoholreclame
• Reclame code commissie
![Page 22: Session 10 international branding](https://reader036.vdocuments.pub/reader036/viewer/2022062512/554a7247b4c90579288b5033/html5/thumbnails/22.jpg)
Marketinginfrastructuur& Administratieve procedures
• Beschikbaarheid distributiekanalen
(flagstores versus kledingzaken)
• Beschikbaarheid van media
(penetratiegraad internetaansluitingen)
• Verantwoordelijkheid locale managers
![Page 23: Session 10 international branding](https://reader036.vdocuments.pub/reader036/viewer/2022062512/554a7247b4c90579288b5033/html5/thumbnails/23.jpg)
Think global, act local
Standaardisatie vs. aanpassing v/d marketingmix
![Page 24: Session 10 international branding](https://reader036.vdocuments.pub/reader036/viewer/2022062512/554a7247b4c90579288b5033/html5/thumbnails/24.jpg)
OPDRACHT
Vind individueel 5 verschillen tussen
In het buitenland
![Page 25: Session 10 international branding](https://reader036.vdocuments.pub/reader036/viewer/2022062512/554a7247b4c90579288b5033/html5/thumbnails/25.jpg)
• Mac croquet
• Sausjes
• Frites
• Mac Royal (Fr)
• Bier / wijn
• Filmfragment “pulp fiction”
![Page 26: Session 10 international branding](https://reader036.vdocuments.pub/reader036/viewer/2022062512/554a7247b4c90579288b5033/html5/thumbnails/26.jpg)
Internationaliseren doe je zo!
• Landenselectie
• Distributieselectie (b.v. Erke flagstore naar Nederland, G-sus naar China)
• Aanpassing int. marketingmix (AH -artikel)
![Page 27: Session 10 international branding](https://reader036.vdocuments.pub/reader036/viewer/2022062512/554a7247b4c90579288b5033/html5/thumbnails/27.jpg)
Landenselectie
• Buurmanbenadering (dichtbij, minste cultuurverschillen (?))
• Filtermodel (op basis van allerlei variabelen meten wat de beste landen zijn)
![Page 28: Session 10 international branding](https://reader036.vdocuments.pub/reader036/viewer/2022062512/554a7247b4c90579288b5033/html5/thumbnails/28.jpg)
Buurmanbenadering
Thuismarkt is het uitgangspunt,
Zoek naar overeenkomsten met het thuisland op basis van:
Politieke, culturele en sociale aard
Grote gelijkenis met thuisland
Weinig / geen aanpassing int. marketingmix
![Page 29: Session 10 international branding](https://reader036.vdocuments.pub/reader036/viewer/2022062512/554a7247b4c90579288b5033/html5/thumbnails/29.jpg)
Filtermodel
Aan de hand van macro- en mesofilters worden systematisch +/- 200 landen
onderzocht om te bepalen welk land het aantrekkelijkst is.
![Page 30: Session 10 international branding](https://reader036.vdocuments.pub/reader036/viewer/2022062512/554a7247b4c90579288b5033/html5/thumbnails/30.jpg)
Distributieselectie
• Directe of indirecte distributie
• Of te wel: Zelf doen of uitbesteden
![Page 31: Session 10 international branding](https://reader036.vdocuments.pub/reader036/viewer/2022062512/554a7247b4c90579288b5033/html5/thumbnails/31.jpg)
Directe distributie
Hierbij neemt de ondernemer het initiatief in eigen hand, opent eigen winkels e.d.
Voordeel: alles in eigen hand
Nadeel: hoge investeringen
![Page 32: Session 10 international branding](https://reader036.vdocuments.pub/reader036/viewer/2022062512/554a7247b4c90579288b5033/html5/thumbnails/32.jpg)
Indirecte distributie
De ondernemer kiest een bestaand distributienetwerk om zijn product te verkopen (piggy-backsysteem)
Voorbeeld Grolsch en Guinness gaan samenwerken in Spanje
![Page 33: Session 10 international branding](https://reader036.vdocuments.pub/reader036/viewer/2022062512/554a7247b4c90579288b5033/html5/thumbnails/33.jpg)
Aanpassing int. marketingmix (AH)
• Geef de verschillen weer met behulp van de internationale marketingmix van een AH in Nederland en de AH in België.
![Page 34: Session 10 international branding](https://reader036.vdocuments.pub/reader036/viewer/2022062512/554a7247b4c90579288b5033/html5/thumbnails/34.jpg)
Assortiment : naamgeving en Belgische productenPrijs: aanpassen aan Belgische concurrentPromotie: taalgebruik aanpassenDistributie: Belgische winkelpanden en distributie vanuit Tilburg
![Page 35: Session 10 international branding](https://reader036.vdocuments.pub/reader036/viewer/2022062512/554a7247b4c90579288b5033/html5/thumbnails/35.jpg)
• AH voor beginners in België• Ter gelegenheid van zijn entree op de Belgische
markt heeft Albert Heijn een Vlaams-Nederlands boodschappenlijstje gemaakt. Wie 'sojascheuten' wil, zoeke 'taugé'.
• croque monsieur = tosti• dubbele room = crème fraîche• kotelet = karbonade• pompelmoes = grapefruit• pudding = vla• stoemp = stampot• tournedos = kogelbiefstuk• verse kaas = kwark• vol-au-vent = kippenragout• zwarte pensen = bloedworst
![Page 36: Session 10 international branding](https://reader036.vdocuments.pub/reader036/viewer/2022062512/554a7247b4c90579288b5033/html5/thumbnails/36.jpg)
![Page 37: Session 10 international branding](https://reader036.vdocuments.pub/reader036/viewer/2022062512/554a7247b4c90579288b5033/html5/thumbnails/37.jpg)
![Page 38: Session 10 international branding](https://reader036.vdocuments.pub/reader036/viewer/2022062512/554a7247b4c90579288b5033/html5/thumbnails/38.jpg)
values
tokiohotel
community
• young
• creative
• urban
• metro-sexual
![Page 39: Session 10 international branding](https://reader036.vdocuments.pub/reader036/viewer/2022062512/554a7247b4c90579288b5033/html5/thumbnails/39.jpg)
values
tokiohotel
community
• young
• creative
• urban
• metro-sexual
![Page 40: Session 10 international branding](https://reader036.vdocuments.pub/reader036/viewer/2022062512/554a7247b4c90579288b5033/html5/thumbnails/40.jpg)
![Page 41: Session 10 international branding](https://reader036.vdocuments.pub/reader036/viewer/2022062512/554a7247b4c90579288b5033/html5/thumbnails/41.jpg)
![Page 42: Session 10 international branding](https://reader036.vdocuments.pub/reader036/viewer/2022062512/554a7247b4c90579288b5033/html5/thumbnails/42.jpg)
3. values (+ 3 kenmerken)
1. music brand
2. Community(+ naam)
4. corporate
brand
![Page 43: Session 10 international branding](https://reader036.vdocuments.pub/reader036/viewer/2022062512/554a7247b4c90579288b5033/html5/thumbnails/43.jpg)
1.Music
brand
2.Community 3.Community values
4.Corporate brand
Onderbouwing
Hieronder graag
een cijfer invullen
Noem 3 waarden die
bij de community passen
Hieronder graag
een cijfer invullen
1
2
3
4
5
6
7
8
9
10
![Page 44: Session 10 international branding](https://reader036.vdocuments.pub/reader036/viewer/2022062512/554a7247b4c90579288b5033/html5/thumbnails/44.jpg)
wat hebben we geleerd ?
• door het toepassen van crossbranding versterkt de beleving bij merken als daarbij de juiste, versterkende combinatie wordt gemaakt of gezocht
• combinaties tussen twee brands zijn weloverwogen om consumentengroepen
te kunnen bereiken
• en verder?
![Page 45: Session 10 international branding](https://reader036.vdocuments.pub/reader036/viewer/2022062512/554a7247b4c90579288b5033/html5/thumbnails/45.jpg)
a community gives input to the meaning
and value of the brand:
“…if you’re like us, you use brand X…”
![Page 46: Session 10 international branding](https://reader036.vdocuments.pub/reader036/viewer/2022062512/554a7247b4c90579288b5033/html5/thumbnails/46.jpg)
a band gives input to the meaning and value
of the brand:
“…if the band srews up, so does the brand…”
![Page 47: Session 10 international branding](https://reader036.vdocuments.pub/reader036/viewer/2022062512/554a7247b4c90579288b5033/html5/thumbnails/47.jpg)
![Page 48: Session 10 international branding](https://reader036.vdocuments.pub/reader036/viewer/2022062512/554a7247b4c90579288b5033/html5/thumbnails/48.jpg)
![Page 49: Session 10 international branding](https://reader036.vdocuments.pub/reader036/viewer/2022062512/554a7247b4c90579288b5033/html5/thumbnails/49.jpg)
![Page 50: Session 10 international branding](https://reader036.vdocuments.pub/reader036/viewer/2022062512/554a7247b4c90579288b5033/html5/thumbnails/50.jpg)
THE DIXIE CHICKS
![Page 51: Session 10 international branding](https://reader036.vdocuments.pub/reader036/viewer/2022062512/554a7247b4c90579288b5033/html5/thumbnails/51.jpg)
THE DIXIE CHICKSThe Dixie Chicks are a country music group, comprising three women; Martie Maguire, Natalie Maines, and Emily Robison. Together, they have sold over 36 million albums as of May, 2008.
The group formed in 1989 in Dallas, Texas, and was originally composed of four women performing bluegrass and country music, busking and touring the bluegrass festival circuits and small venues for six years, without attracting a major label. After the departure of one bandmate, the replacement of their lead singer, and a slight change in their repertoire, the Dixie Chicks achieved massive country music and pop success, beginning in 1998 with hit songs like "Wide Open Spaces", "Cowboy Take Me Away", and "Long Time Gone". The women became well-known for their independent spirit and outspoken comments on controversial subjects, including politics.
Ten days before the 2003 invasion of Iraq, lead vocalist Natalie Maines said "We don't want this war, this violence; and, we're ashamed that the President of the United States is from Texas", (the Dixie Chicks' home State). As of 2008, they have won thirteen Grammy Awards, with five of them earned in 2007 including the coveted Grammy Award for Album of the Year for Taking The Long Way.
![Page 52: Session 10 international branding](https://reader036.vdocuments.pub/reader036/viewer/2022062512/554a7247b4c90579288b5033/html5/thumbnails/52.jpg)
THE DIXIE CHICKS
• “Wide open spaces”
• “Long time gone”
• Lipton
![Page 53: Session 10 international branding](https://reader036.vdocuments.pub/reader036/viewer/2022062512/554a7247b4c90579288b5033/html5/thumbnails/53.jpg)
![Page 54: Session 10 international branding](https://reader036.vdocuments.pub/reader036/viewer/2022062512/554a7247b4c90579288b5033/html5/thumbnails/54.jpg)
Lipton is one of the world's best known and best-selling brands ofboth hot leaf and ready-to-drink tea. It is currently owned byUnilever. Over the course of acentury, Lipton has become a dominant tea brand in manymarkets. The brand is well-represented in many countriesacross the globe, including the US, Russia, Saudi Arabia,France, Japan, Australia, and Sweden.
Compared to other tea brands, Lipton has always had a strongfocus on innovation, given its continuous launch of both leaf teaand ready to drink tea products. Products target the massmarket and are generally positioned in the middle of the pricespectrum for tea. Due to its size, Lipton is also a dominant playerin tea expertise in the world.
![Page 55: Session 10 international branding](https://reader036.vdocuments.pub/reader036/viewer/2022062512/554a7247b4c90579288b5033/html5/thumbnails/55.jpg)
In 1991, Unilever created a first joint venture withPepsiCo, the Pepsi Lipton Partnership, for themarketing of ready to drink (bottled and canned)teas in North America. this was followed by asecond joint venture, Pepsi-Lipton International(PLI) in 2003, covering many non-US markets. PLIwas expanded in September 2007 to include anumber of large European markets. Both PepsiCoand Unilever control 50% of the shares of these joint ventures.
![Page 56: Session 10 international branding](https://reader036.vdocuments.pub/reader036/viewer/2022062512/554a7247b4c90579288b5033/html5/thumbnails/56.jpg)
![Page 57: Session 10 international branding](https://reader036.vdocuments.pub/reader036/viewer/2022062512/554a7247b4c90579288b5033/html5/thumbnails/57.jpg)
Shut up & sing
• Deel 1
• Deel 2
• Deel 3
• Deel 4
![Page 58: Session 10 international branding](https://reader036.vdocuments.pub/reader036/viewer/2022062512/554a7247b4c90579288b5033/html5/thumbnails/58.jpg)
An ad for Lipton Iced Tea that features the Dixie Chicks is temporarily on hold, according to people familiar with the situation. The country music group’s lead singer in March during a concert was made comments critical of President Bush in the days leading up to the country’s war with Iraq.
A spokeswoman for Unilever, which jointly markets Lipton with PepsiCo in the Pepsi-Lipton Tea Partnership, would not comment on why the Dixie Chicks ad is not running but said, “Lipton has a number of different advertising and promotional plans in the works and has opted for now to run the commercials that currently are on air.”
It’s uncertain when or if the ad will run. The ads were to have debuted in May to coincide with the group’s first world tour in three years. Three current 30-second spots, which focus on getting back to a healthy way of living, started running in May in the slots designated for the Dixie Chicks ad, according to one person familiar with the situation. The person said the ads were rushed into production after comments made by Natalie Maines, the group’s lead singer, caused a furor among some country music fans.
![Page 59: Session 10 international branding](https://reader036.vdocuments.pub/reader036/viewer/2022062512/554a7247b4c90579288b5033/html5/thumbnails/59.jpg)
uitleg werkvorm
• kies uit de volgende categorie telkens 1 onderdeel: – 1. music brands– 2. community– 3. values– 4. corporate brands
• maak koppelingen tussen de 4 entiteiten door middel van het volgende model
• onderbouw de keuzes die je maakt
![Page 60: Session 10 international branding](https://reader036.vdocuments.pub/reader036/viewer/2022062512/554a7247b4c90579288b5033/html5/thumbnails/60.jpg)
questions? /comments
![Page 61: Session 10 international branding](https://reader036.vdocuments.pub/reader036/viewer/2022062512/554a7247b4c90579288b5033/html5/thumbnails/61.jpg)
thank you!