Adaptation of Marketing Mixes
What are the Adaptation of Marketing Mixes of Companies for International Markets?
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Adaptation of Marketing Mixes of Companies for International Markets- for offering the product in international at times the companies need to adapt the product as per the foreign country. That is they need to make changes in their promotion and pricing.
• Packaging: should be as per the climate of the product so that the shelf life of the product can be increased. Also the size of the package should be considered as per the demand in the country.
Example- 2-liter bottles of Coke were too large for the compartments in most refrigerators in Spain
• Labeling: the product could be required to be labeled in many languages like if the product is for Canada then in French and English. Also many nations require display of food labels.
• Pricing: could be based on cost based strategy i.e. standard worldwide pricing is followed or a dual pricing mechanism could be followed. Also the price could be as per the demand of the product i.e. charging price for the product as per the demand in different markets.
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