This document discusses developing consumer products for international markets. It identifies three main types of products: global products with standardization across markets, adapted products that are culturally unique to each market, and standardized products produced for different kinds of markets. Successful brands are a company's most valuable resource due to the benefits of advertising, goodwill, and quality evaluations. When developing products for international markets, companies must consider cultural influences, country of origin effects, and how innovative the new product will be perceived.

2. DEVELOPING CONSUMER
PRODUCTS FOR
INTERNATIONAL
MARKET

3. Global Products
Adapted Products
INTERNATIONAL MARKETS
AND PRODUCT
DEVELOPMENT

4. GLOBAL
PRODUCTS
With strong unit-
cost orientation
who advocate
international
standardization.

5. ADAPTED
PRODUCTS
Culturally
unique with
each market.

6. STANDARD PRODUCTS
A single
standard
product
produced for
different kinds
of market.

7. GLOBAL BRANDS
Is the worldwide
use of
name, term, sign,
symbol design or
combination
thereof intended
to identify goods
or services to
differentiate them
from competitors.

8. GLOBAL BRANDS
Gives a company
a uniform
worldwide image.
Enhances cost
savings by
attaching other
products to the
brand.

10. SUCCESSFUL BRANDS
Most Valuable
resource of the
company.
Fruits of
advertising,
goodwill, quality
evaluation,
product
experience aka
OBSTACLES.

12. A positive or negative influence
of the country of manufacture
has on consumers
COUNTRY OF
ORIGIN EFFECT

13. STEREO-TYPED COUNTRY OF ORIGIN
PRODUCTS
English Tea
French Fashion
Norwegian
Salmon
Italian Leather
Mexican Tequila
Japanese
Electronics
German Cars

14. Brands owned by retailers
OWN BRANDS

15. Standardized Products vs Adapted Products
=Study of Cultural Influences
PRODUCTS AND
CULTURE

17. How will the market react to the
new Product?
DIFFUSION OF
INNOVATIONS

18. DEGREE OF
NEWNESS

19. Congruent Innovation
Nothing is
perceived
to change
in the
product. It’s
purpose is
practically
the same.

20. Continuous Innovation
Alterations
are
involved
rather than
creation of
a new
product.

21. Dynamically Continuous Innovation
Done to fulfil the needs of the consumers.

22. Discontinuous Innovation
Establishment
of a new
consumption
pattern and
the creation
of previously
unknown
product.

23. ANALYSIS OF PRODUCT
COMPONENTS

24. Core
Component
physical product.
The platform that
contains the
essential
technology and
all its features.

25. Packaging
Component
the styles features,
labelling, trademarks,
brand name, quality,
price and all aspects
of the products’
package

26. Support Services
Component
Component-repair,
maintenance,
instructions,
installations,
warranties, deliveries
and the availability of
parts.

27. PRODUCT LIFE CYCLE
AND ADAPTATION

28. A Presentation by
CARLO MIGUEL A. NARBONETA