Question

Why would a company customize their promotional strategies/campaigns over standardizing the strategies/campaigns? Include examples.

Answer 1

In the strandardized strategies the company uses the same marketing strategy from one nation to the next, and across several cultures. It helps in achieving the consistency with customers, economies of scale and lower costs for the company. Moreover save money and time in its marketing efforts. But despite the many advantages of standardisation, it has its limitations. Selling the unified item lacks uniqueness thus allows the rivals to gain market share through tailoring their items to meet the requirements of a specific segment/market. Therefore the company prefers to customize their promotional strategies.

Customisation marketing strategy based on concept that due to culture and other differences within the nations, the promotional strategies must be tailored specifically to a nation. Thus marketing mix of an item will vary from nation to nation. It helps in increasing customer base, popularization of the brand globally, increasing marketing share, and the competitive advantages. Majority of the companies who customize their promotional strategies and achieved success includes Mc-Donald’s, P&G, MTV, KFC, Coca Cola, Motorola, and Microsoft. These industries often charges higher prices from its customers and such customers are also ready to pay such higher prices as they are satisfied with their items and services. Microsoft is globally developed, the functions are also similar however when the product developed in foreign nations, it needs different language. Microsoft localization strategy helps in dispel prejudices, cost reduction, and making a good brand image