From the course: International Marketing Foundations
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Product changes: Don't forget the packaging
From the course: International Marketing Foundations
Product changes: Don't forget the packaging
- Product adaptation is defined quite simply. It refers to adapting or changing your product to reflect the local needs in a new market. As the cornerstone of the four Ps, product plays the most important role for many companies. So it's vital that you consider what adaptations will be required when you expand internationally. Another important consideration in the adaptation of your product will be the size of your packaging. In Western countries, it's common for consumers to purchase large volumes of product at a time. Exhibit-a, the 64 ounce laundry detergent bottle. In developed markets, these large volume products serve the customer well because they have the space to store them and the wealth to buy enough detergent to last them for three months. But if you go into a bodega in Central America, you'll notice that the retailer doesn't have room on their shelves to stock a 64 ounce bottle. What's more, the customers…
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