Global Product Positioning
Global product positioning denotes multinational, international, and global processes or techniques marketers apply to establish how best to convey or communicate products’ attributes to targeted customers depending on competitive pressures, customer needs, existing communication channels, as well as carefully drafted key messages (Czinkota & Ronkainen, 2011). Appropriate product positioning guarantees that messages of marketing resonate with target consumers as well as compel them to act. Global product positioning enables a firm to attain its aims of international expansion. The objective of global product positioning is to create capabilities platform culled from the experiences, innovations, and resources of units functioning within multiple or many locations; to transport such capabilities where suitable; as well as systematically renew and upgrade them-prior to competition (Kahn, 2013).
Global product positioning is most relevant within the overseas market by exploiting or utilizing capabilities first created at home. Many firms have been capable of successfully control their homegrown abilities within foreign markets. For example, McDonald exploited capabilities, which made it a successful fast-food entity within America to global markets, attaining an impressive influence of global presence as well as success with negligible regional adjustments (Lee, 2010). Global product positioning is most relevant during sporting activities; a firm may consider positioning its products by communication through television commercials as was the case of automobile manufacturers. These circumstances are most relevant for global product positioning because it is possible to sustain maximum consumer satisfaction to survive and compete (Kahn, 2013).
An international positioning can be achieved through packaging. Firms add value through adapting packaging dependent on consumer preferences. For example, N. American Red Bull is a global product positioning. The red for consumers is a symbol for courage and action, silver symbolizes maturity, blue symbolizes peace and youth spirituality (Keller, 2008).
References
Czinkota, M. R., & Ronkainen, I. A. (2011). Global business: Positioning ventures ahead. New York: Routledge.
Kahn, B. E. (2013). Global Brand Power: Leveraging Branding for Long-Term Growth. New York: Wharton Digital Press.
Keller, K. L. (2008). Best practice cases in branding: Lessons from the world's strongest brands. Upper Saddle River, NJ: Pearson/Prentice-Hall.
Lee, J. W. (2010). Branded: Branding in sports business. Durham, NC: Carolina Academic Press.
