P/M/180. Standardisation versus adaptation of Marketing Mix

This paper analyses standardisation versus adaptation of Marketing Mix for international and global companies. Theories and views towards standardisation and adaptation are carefully discussed related to the academic theories. Views towards Brand standardization, Brand adaptation, Brand globalization and Brand customization are discussed. After that this paper explores the following: advantages and drawbacks of standardisation versus adaptation, promotional standardization (The pattern standardisation and the prototype standardisation), Standardised brand/product and standardised communications, Standardised brand or product and locally adapted communications, Locally adapted product or brand and locally adapted communications and Locally adapted product or brand and standardised communications. The report ends with analysis of applicability of Standardisation versus adaptation of Marketing Mix and branding.