Marketing Communications

12 CHAPTER 1 INTEGRATED COMMUNICATIONS

diff erent consumption behaviour. Even in cases where consumers’ needs are homogeneous,

this does not automatically mean that people want to satisfy these needs in a similar way.

Nescafé, for example, off ers more than 100 varieties since consumers in diff erent countries

prefer diff erent blends and fl avours. Furthermore, diff erent cultures have diff erent attitudes

towards instant coff ee. One analysis of instant coff ee’s share of the total coff ee market found

it to be more than 90% in the UK, 85% in Japan, 50% in Canada, 35% in France, 32% in the

USA and 10% in Germany,^20 making global advertising less obvious. Philishave modifi es its

ads because of the diff erent shaving habits in diff erent countries.^21 Nokia adapted its 6100

series mobile phones and, for example, raised the ring volume for noisy crowds in Asia.^22

Komatsu enlarged the door handles of its mechanical shovels for the Finnish market because

Finnish workers oft en wear gloves against the cold.^23

Photo 1.1 H&M: A global brand.

Source : Getty Images: Chinafoto Press.

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