Marketing Management, 16th Edition

Deciding on the Global Marketing Program

International companies must decide how extensively to adapt their marketing strategy to local conditions. At one extreme is a standardized marketing program worldwide, which promises the greatest consistency across individual countries. At the other extreme is an localized marketing program in which the company, consistent with the marketing concept, believes consumer needs vary and tailors its marketing to each target group. Oreo cookies offers a good example of the latter strategy.

Oreo

In launching its Oreo brand of cookies worldwide, Kraft chose to adopt a consistent global positioning, “Milk’s Favorite Cookie.” Although not necessarily highly relevant in all countries, it did reinforce generally ...