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
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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
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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
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5. Factors Encouraging Product
Adaption
Differing use conditions
Socio-economic factor
Cultural differences
Government influences
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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
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7. Levels of Packaging
Primary package
Secondary package
Shipping
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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
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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
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10. Essential Elements of Packaging
Colour
Size
Shape
Materials
Cost
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11. Factors to be considered while
labelling the product
Language
Government regulations
Customer information
Manufacturer’s own interest
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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
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13. Reasons for using brand and trade
mark
Identification
Differnetiation
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14. Branding Strategies
Use global brand
Use national or private brand
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15. Considerations while using brand
name and trade mark
The legal dimension
Cultural aspect
Strength of distributor
Marketing consideration
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16. Warranty and Service Policy
Should warranty be standardized?
Should warranty be localized?
Should warranty be used as a competitive tool?
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17. International Marketing of Service
Products
Marketing of Airlines services
Marketing of international consulting services
Marketing of international licensing
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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.
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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
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20. Management Strategy of the
International Product Line
Drop the product
Add and drop the product
Add new product
Line modernizing
Line featuring
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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
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