Understanding the international consumer (MC, unit 3)

Think about...

• language - danger of direct translation rather than reinterpretation ("Come Alive with the Pepsi Generation" was translated for a Taiwanese billboard as "Pepsi brings your ancestors back from the dead.")
• culture/tradition - colours, symbols, numbers, product types (pork), surroundings in which product set
• legal & regulatory requirements - tobacco, condoms, sales promo techniques vary in diff markets
• buying habits & motivational factors - diff purchase patterns, income levels, aspirations
• standards of living - luxury in some markets is common in others
• media availability & usage - requires same media in all markets, some countries spot advertising is norm whilst others group at set times, media may have different status in diff markets (political or religious)
• the competitive environment - difficult to define USP when operating in different markets (might be occupied by another brand)

Very difficult, so many 'think globally, act locally' (common strat, local implement)