Global Marketing Article 3

Beauty Products Adapted to Local Circumstances

Chinese Marketing of products adapted to local circumstances can be very successful in Singapore. The founder of the Singaporean firm Coslab, selling therapeutic beauty products, found that he could not compete with the multinational American and European pharmaceutical companies who had dominated the global market for a long time. Instead he concentrated on developing products that cured tropical skin problems because there weren't many such products at the time. Since the type of rashes that occur in humid countries are markedly different from those in temperate climates, he was able to develop special products that were more effective in treating "tropical" acne, for example. He also developed new products to treat other skin problems particular to the tropics such as sensitive skin, pigmentation, dehydration, and uneven skin. He started a franchise for beauty salons using the products. There are now 200 outlets in Singapore and Malaysia selling his products.

Failure of Giant's Particularistic Logo Policy

Chinese translations. When Taiwanese bicycle manufacturer Giant started to globalize, it did not see the need for one universal logo in all its locations. Giant felt that there should be different logos for different locations so that every location would have a logo that would fit the local environment and reflect local creativity. However this particularistic policy did not work out well. Giant could not get equal effort and quality from all locations in the design of the logo and in the end they chose to go with a single standardized logo.

Mass Manufacturing and Mass Market

For most of the twentieth century, America was the world's largest consumer market. Starting in the 1920s, the trend was to mass-market whatever machines could produce. America came to specialize in long manufacturing runs of simple products, cheaply produced, and widely advertised and distributed. It was the triumph of the universal product.

Nowadays customers are more demanding, and today markets are much more customer and niche oriented. As the advertising industry has expanded and evolved, it has also had an impact on the demand for more and more sophisticated and specialized products.