Cadbury Schweppes
This company uses a pragmatic approach to standardize their confectionery and soft drinks products. It applies similar marketing mix to sell their products locally and globally. The products remain same but differences may occur in prices, distribution channel aspects as well as the language they use to advertise them. In case they are rolling out a new product, it will have to be tasted before being considered for distribution around their global market.
Gillette
Gillette is a self-described global company that manufactures and markets blades and razors. It has become a classic multinational company and fully globalized by marketing their products to countries outside USA. Their products remain same in design but the pricing policy is what changes from one country to another. It has sports personalities like Thierry Henry featuring in adverts and also it sponsors sport activities to make their impact felt globally.
Nokia
Nokia has standardized its products to cover different cultures with their phones and tablets having same capabilities in all countries and markets that they serve. They have expanded to overseas markets through international market strategies. They do not change their products to suit different environments but only adapt their advertising measures to standardize their phones and tablets globally. The capabilities of the products remain same to all their audience but rather change the features of the products to fit into the cultures that differ.
Adaptation
Red Bull
Red Bull is an Australian energy drinks company that is doing great in global marketing. The drink is carbonated and exported to other countries like China and Western countries too. The countries which consume this product have it modified to fit their culture. In China for instance, there are two versions of the drink: one regular-strength similar to Thai drink and another one extra-strength that looks more of the Western version. All these are not carbonated.
Innocent Drinks
This is the leading smoothie company in UK. It has availed its products in 13 countries across Europe with diverse cultures. This has been aided by its consistent "chatty branding". Its website is very bubbly scripted with contact information tags like "visit the fruit towers" and "call the banana phone." It has consistent recognizable branding in every country that strengthens their presence.
Dunkin Donuts
This company has an evolved menu that satisfies sweet tooth of all their customers in over 30 countries outside USA depending on their cultures. It celebrates the cultural differences in all these countries to strengthen their international presence. In China for instance, Dunkin Donuts serves up seaweed donuts and fresh batch of dry pork, in Korea they serve Grapefruit Coolata, in Russia they serve Dunclairs and in Lebanon they serve Mango Chocolate Donut.
