Advantages of Global Marketing and Advertising

A global marketing strategy and advertising program offer certain advantages to a company, including the following:

• Economies of scale in production and distribution.

• Lower marketing and advertising costs as a result of reductions in planning and control.

• Lower advertising production costs.

• Abilities to exploit good ideas on a worldwide basis and introduce products quickly into various world markets.

• A consistent international brand and/or company image.

• Simplification of coordination and control of marketing and promotional programs.

Advocates of global marketing and advertising contend that standardized products are possible in all countries if marketers emphasize quality, reliability, and low prices. They say people everywhere want to buy the same products and live the same way. Product standardization results in lower design and production costs as well as greater marketing efficiency, which translates into lower prices for consumers. Product standardization and global marketing also enable companies to roll out products faster into world markets, which is becoming increasingly important as product life cycles become shorter and competition increases.

A number of companies have been very successful using a global advertising approach, including Coca-Cola, Merrill Lynch, Xerox, American Express, and British Airways. Gillette used global advertising in the early 90s to launch its Sensor shaving system, which became one of the most successful products in the company's history. The advertising theme for the global campaign was "The Best a Man Can Get." At the end of the decade Gillette launched the Mach3, its new triple-bladed shaving system, and once again used a global campaign built around the high-tech theme of the product and retaining the same tagline. Prior to the introduction of the new product, Gillette launched the Mach3.com website, which was supported by online advertising to educate prospective customers about the intricacies of the triple-bladed razor. The Web campaign was followed by a $200 million global media blitz that helped make the Mach3 the number-one-selling shaving system after less than a year on the market. Exhibit 20-6 shows an ad for the Mach3 that was used in Spain.

Exhibit 20-6 Gillette used global advertising to launch its new Mach3 shaving system

Exhibit 20-6 Gillette used global advertising to launch its new Mach3 shaving system

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Responses

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    2 years ago
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