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perspective

markathon|may 2013 strategies also differ. To reach more customers in markets they already compete

norms. For Example: Alcohol. In such cases the company has to localize its promotional strategies and advertise in a more subtle way. To increase value of brand Living standards are different in countries, a product which is a mass product in one country might be positioned as a premium product in another country or it may be targeted for different age brackets. Consider Volkswagen Jetta. Aside from the fact that the model used to be named “Bora” in Europe, Volkswagen also adapted its advertising strategy for the local market. If you compare the commercials, you will notice a subtle difference in approach. It’s the same car, same campaign, yet the German commercial is clearly targeted at an older demographic while the American version is focused on price and attainability, aimed at a younger audience. Another such example is of Levis. While it is positioned as a mass brand in the US, it is looked upon as a premium brand in India. Hence the advertising

One such example is Google’s Doodle. Perhaps no company captures the taste of its local customers better than Google. There is a doodle for every occasion, for every country. From Diwali to Christmas, Thanks Giving day to Kartini Day and from India Winning the cricket World Cup to Spain’s crowning as the FIFA Champs, there is a customized doodle to capture the visitor. Google Doodle is not just for fun but a serious business initiative for Google as it has shown to shoot website traffic to more than 130% through organic Google search mechanism alone. Different interpretation of symbols, nonverbal and indirect verbal expressions When a company designs a logo the first thing they consider is their target audience. What are they looking for in a product such as theirs? What are the tangible and less tangible benefits to them? How can the company make this promise both with and without words? Answering these questions helps the company to build a brand that is attractive to their target customers. In this pursuit some companies have even localised their logo!! 7up is one good example of this. Although, the American and German 7up logos look similar they are notably different. The American logo design is angled for a feeling of movement. It uses a slightly lighter, cooler shade of green with the red dot in the centre of the word. The German version uses a sleeker, more modern numeral with shiny bevels and the word ‘up’ in the centre of the red dot. It is more of an image than a word. Both logos are appropriate for their audience and the way the brand is marketed in the region in question. Americans like a little fun and youthful charm in their soda pop brands. This logo certainly delivers that. If you look at the German 7up website, they are promoting the sparkling beverage as a simple, clean choice. Their

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IIM Shillong Markathon May 2013  

IIM Shillong Markathon May 2013