International Marketing Questions about brands December 2011
Question 1 : Degree of transferability Mean Fuchsschwanz Dr Oetker 1. 2 2. 1 Daewoo Baygon 68 79 3. 1 3. 6 Daewoo / Nexia Bosch 101 4. 6 Bayer Pentium 102 118 4. 6 5. 4 Dolmio Mars 120 124 5. 5 5. 6 Pizza Rustica Intel Not transferable at all 26 46 131 139 6 6. 3 1 2 3 4 5 6 7 Fully transferable worldwide
Question 2: Dr Oetker and Ancel A French name is a synonym for food quality n French are proud of their cuisine, they would not accept German food products which are seen as “inferior” (fat food: sausage) n French people like to keep their ways of saying things and their own expressions n French people may prove resistant to change n Consumer loyalty to the brand (i. e. being used to the brand name): people would have to adapt n French people may be nationalist/patriotic: they may like to buy products (that look) “made in France” n
Question 2: Dr Oetker and France n n n n Pronunciation and phonology problems (‘tk’) Dr Oetker sounds German + valuation of Dr title in Germany => such credibility may not transfer to France Dr Oetker connotes the medical/pharmaceutical domain (Is it food? ) => more appropriate for drugs than for food Dr Oetker sells pizza: association pizza and Germany not necessarily adequate (product ethnicity issue) Feeling of security to buy known brands People don’t like multinational brands taking over local companies Less packaging and marketing costs (however insignificant) Historical problems between French and German (WW 1, WW 2…) => not a real problem. Times have changed.
Q 3 : Country and product image n Example of Germany (your elaborations, not mine…): n n People: rigid, well educated, specialists, aggressive, organized, structured, strong, cold, direct in communication History: highly industrialized, good infrastructures, aggressive, expansive, xenophobe Political and social situation: conservative, pragmatic education system Image of products: high-quality, reliable (idiotensicher), strong, powerful, large, advanced technologies (+/-), long-lasting products n Cars: BMW, Mercedes, VW n Technology: Siemens n Chemicals: Bayer n Beer: many small, artesanal factories of high-quality
Q 3 : Country and product image n Example of Switzerland (your elaborations, not mine…): People: punctual, precise, reliable, meticulous workers, organized, slow, supposedly literal in communication n History: neutral country (however a great nations of warriors-mercenaries), unique country, tradition-oriented n Political and social situation: respect of law and authority, rich country, high-education level, political stability n Image of products: precision, quality, luxury, after sales reliability, exclusivity n Product ethnicity: watches, chocolates, tunnels, etc. n
Q 3 : Product ethnicity n Country of origins: Switzerland for watches, chocolate, fondue. n Italia for pasta, pizza, fashion. n Norway for salmon. n USA for jeans, fast food. n Japan for electronic/technological products, sushi. n Germany for cars. n Netherlands for tulips. n France for Haute Couture, cosmetics, wine. n
Q 3 : Product ethnicity
Question 4 : Degree of transferability Mean Schimmelpenninck Ishikawajima Harima Heavy Industries Teysseire Douwe-Egberts 1. 4 1. 5 2. 1 2. 2 Roi des Montagnes Müller Hewlett-Packard Club Méditerrannée Kuoni Procter & Gamble Barilla 2. 2 3. 5 4. 1 4. 3 4. 5 4. 6 5. 6 Not transferable at all 1 2 3 4 5 6 7 Fully transferable worldwide
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