Marketing Communications

14 CHAPTER 1 INTEGRATED COMMUNICATIONS

presenters, experts or celebrities are employed, or that reference is made to local history or

national symbols; Big Ben in London, the Eiff el Tower in Paris, the Atomium in Brussels, the

gondolas in Venice ( Photo 1.2 ). Coca-Cola records radio spots in about 40 languages and

uses 140 diff erent music backgrounds.^27 Goodyear and Kraft develop a pool of ads from

which each country selects the most appropriate one.^28 Miele runs campaigns with a diff erent

pay-off line. In Germany, Spain and Switzerland Miele is ‘a decision for life’, in Austria Miele

is ‘reliability for many years’, and in the Netherlands, Belgium, the USA and Canada ‘there is

no better one’.^29

Photo 1.2 Absolut Vodka: think

global, act local.

Source : The Absolut Company: Vincent

Dixon.

For decades, adapted both its `brand hardware' and `software' to local markets. Due to cost considerations,

local companies are no longer allowed to adapt the brand hardware, consisting of product formula, pack-

aging and product range. However, a brand’s software, such as the brand name, advertising, PR and event marketing,

is still localised. For example, although standardised products are used, decided to retain different brand

names for its fabric softener in each country (Lenor in the UK, Kuschelweich in Germany, Coccolino in Italy,

Mimosin in Spain, Snuggle in the USA and Robijn in Belgium). Also, the Coccolino teddy used in the Italian market

BUSINESS INSIGHT

Globalising and standardising at and Procter & Gamble

M01_PELS3221_05_SE_C01.indd 14M01_PELS3221_05_SE_C01.indd 14 5/28/13 11:09 AM5/28/13 11:09 AM