International Marketing Questions about brands. December 2009. Question 1 : Degree of transferability. Mean. Question 2: Dr Oetker and Ancel. A French name is a synonym for food quality
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Questions about brands
Question 1 : Degree of transferability
A French name is a synonym for food quality
French are proud of their cuisine, they would not accept German food products which are seen as “inferior” (fat food: sausage)
French people like to keep their ways of saying things and their own expressions
French people may prove resistant to change
Consumer loyalty to the brand (i.e. being used to the brand name): people would have to adapt
French people may be nationalist/patriotic: they may like to buy products (that look) “made in France”
Pronunciation and phonology problems (‘tk’)
Dr Oetker sounds German + valuation of Dr title in Germany => such credibility may not transfer to France
Dr Oetker connotes the medical/pharmaceutical domain (Is it food?) => more appropriate for drugs than for food
Dr Oetker sells pizza: association pizza and Germany not necessarily adequate (product ethnicity issue)
Feeling of security to buy known brands
People don’t like multinational brands taking over local companies
Less packaging and marketing costs (however insignificant)
Historical problems between French and German (WW1, WW2…) => not a real problem. Times have changed.
Example of Germany (your elaborations, not mine…):
People: rigid, well educated, specialists, aggressive, organized, structured, strong, cold, direct in communication
History: highly industrialized, good infrastructures, aggressive, expansive, xenophobe
Political and social situation: conservative, pragmatic education system
Image of products: high-quality, reliable (idiotensicher), strong, powerful, large, advanced technologies (+/-), long-lasting products
Cars: BMW, Mercedes, VW
Beer: many small, artesanal factories of high-quality
Example of Switzerland (your elaborations, not mine…):
People: punctual, precise, reliable, meticulous workers, organized, slow, supposedly literal in communication
History: neutral country (however a great nations of warriors-mercenaries), unique country, tradition-oriented
Political and social situation: respect of law and authority, rich country, high-education level, political stability
Image of products: precision, quality, luxury, after sales reliability, exclusivity
Product ethnicity: watches, chocolates, tunnels, etc.
Country of origins:
Switzerland for watches, chocolate, fondue.
Italia for pasta, pizza, fashion.
Norway for salmon.
USA for jeans, fast food.
Japan for electronic/technological products, sushi.
Germany for cars.
Netherlands for tulips.
France for Haute Couture, cosmetics, wine.
Question 4 : Degree of transferability