International product decisions: Dr. Gopal Thapa

1. International Product
Decisions
Dr. Gopal Thapa
Associate Professor
Tribhuvan University

2. Product Mix in International
Markets
 Standardization and adaptation
 Packaging
 Branding
 Labelling
 Warranty and service policy
 International marketing of service products
 Product planning and development
5/26/2020 Copy right reserved 2

3. Standardization and Adaptation
 Standardization is an act of keeping or making of
uniform shape, size, color, quality etc.
 Adaption is an act of making products fit or suit to
the market condition.
 Adaption is also called localization
5/26/2020 Copy right reserved 3

4. Factors Encouraging Standardized
Products Internationally
 Economies scale in production
 Economies in product research and development
 Economies in marketing activities
 Company and product image
 Technological impact
5/26/2020 Copy right reserved 4

5. Factors Encouraging Product
Adaption
 Differing use conditions
 Socio-economic factor
 Cultural differences
 Government influences
5/26/2020 Copy right reserved 5

6. Packaging
 Packaging is designing and producing container or
wrapper for the product.
 The container package includes:
 Bags
 Drums
 Wooden boxes and crates
 Flexible container
 Others
5/26/2020 Copy right reserved 6

7. Levels of Packaging
 Primary package
 Secondary package
 Shipping
5/26/2020 Copy right reserved 7

8. Considerations while Packaging
the Export Products
 Nature of product
 Cultural aspects
 National preferences and requirements
 Mode of transportation
 Purchasing capacity of the people
 Environmental impact
 Possibility of duplication
5/26/2020 Copy right reserved 8

9. Labelling Decision
 Label is a simple tag attached to the product or an
elaborately designed graphic or pictorial
presentation that is the part of the package.
 Types of label
 Brand label
 Grade label
 Informative/descriptive label
5/26/2020 Copy right reserved 9

10. Essential Elements of Packaging
 Colour
 Size
 Shape
 Materials
 Cost
5/26/2020 Copy right reserved 10

11. Factors to be considered while
labelling the product
 Language
 Government regulations
 Customer information
 Manufacturer’s own interest
5/26/2020 Copy right reserved 11

12. Branding and Trade Mark Decision
 Brand is a name, term, sign, symbol, or design, or
a combination of them which is intended to
identify the goods or services of ne seller or group
of sellers and to differentiate them from those of
competitors
 Trade mark is a symbol, or design or a part of
brand that is given legal protection
5/26/2020 Copy right reserved 12

13. Reasons for using brand and trade
mark
 Identification
 Differnetiation
5/26/2020 Copy right reserved 13

14. Branding Strategies
 Use global brand
 Use national or private brand
5/26/2020 Copy right reserved 14

15. Considerations while using brand
name and trade mark
 The legal dimension
 Cultural aspect
 Strength of distributor
 Marketing consideration
5/26/2020 Copy right reserved 15

16. Warranty and Service Policy
 Should warranty be standardized?
 Should warranty be localized?
 Should warranty be used as a competitive tool?
5/26/2020 Copy right reserved 16

17. International Marketing of Service
Products
 Marketing of Airlines services
 Marketing of international consulting services
 Marketing of international licensing
5/26/2020 Copy right reserved 17

18. Selection and management of
International Product Line
 A product line refers to a set of interrelated
products offered by a company that fulfils the
identical needs and wants of the customers.
5/26/2020 Copy right reserved 18

19. Factors Determining the
International Product Lines
 Competitive Situation
 Market situation
 Government regulation
 Level of economic development
 Company’s method of growth
 Length of time in the market
5/26/2020 Copy right reserved 19

20. Management Strategy of the
International Product Line
 Drop the product
 Add and drop the product
 Add new product
 Line modernizing
 Line featuring
5/26/2020 Copy right reserved 20

21. Product Planning and
Development
 It is the planning activity of marketing carried out
for the purpose of selecting the right products or
services and distributing them:
 To the right locations
 At the right time
 In the right quantities
 At the right price
5/26/2020 Copy right reserved 21

22. Any Queries?
Thank you
5/26/2020 Copy right reserved 22