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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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International Marketing

Questions about brands

December 2009


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Question 1 : Degree of transferability

Mean


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Question 2: Dr Oetker and Ancel

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”


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Question 2: Dr Oetker and 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.


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Q3 : Country and product image

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

Technology: Siemens

Chemicals: Bayer

Beer: many small, artesanal factories of high-quality


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Q3 : Country and product image

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.


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Q3 : Product ethnicity

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.



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Question 4 : Degree of transferability

Mean


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