Dean Bennett has gotten a new assignment for an upscale pen made in Switzerland

Question

Dean Bennett has gotten a new assignment for an upscale pen made in Switzerland under the brand name of Pinnacle. Its primary advantage is that it has an extremely long-lasting cartridge, one that is guaranteed to last for at least five years. The pen is available in a variety of forms, including roller ball, felt tip, and a variety of widths from fine to wide stroke. Use the adaptability continuum to analyze the globalization or localization options for launching this pen first in Europe and then globally, including North America and Asia. What would your recommendation be on standardizing the advertising?

Class: Advertising (MK380)

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Explanation / Answer

Answer:

Pinnacle - Upscale Pen made in Switzerland: - Dean Bennett has got a new assignment for an upscale pen made in Switzerland under the brand name of Pinnacle.

This pen has primary advantage is that it has an extremely long-lasting cartridge, which is guaranteed to last for at least five years.

The pen is available in a variety of forms, including roller ball, felt tip, and a variety of widths from fine to wide stroke.

Based on the adaptability continuum, the analysis is as below

·       High quality levels

·       Customer satisfaction levels

·       Product Cost

·       Customer paying capacity

·       Market support environment

·       Product differentiations/ options

So based on above elements, we would like to launch this pen in the globalization market as it suites the global market key requirements. The first launch will be in the in Europe and followed by globally launch in North America, Asia and other market locations.

Recommendation on standardizing the advertising: For launching this Pinnacle Pen product in the global market with first start in Europe, we would like to plan the advertisement for each region, so that proper communication in the market segment results in proper market awareness and promotion of the brand for the sure success of this pen product.

Following are recommendation o standardization on advertisement as below

·       Standardize the advertisement in main content so that common message spread globally

·       Add the option to have local attractors in advertisement, so that local people attracts by this local advertisement attractors.

·       The common language and common message for the advertisement

·       Common frequency of advertisement for the global market.

·       Marketing with global sports or other events so that it attracts the attention of larger consumers in the global market.

·       Showcase the best product features in the advertisement so that it attracts the consumer attention effectively.

·       Local language version for the global advertisement, so that it will be effective for regional people and language problem issues

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