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MILESTONE FOUR: GUIDELINES FOR GLOBAL MARKETING COMMUNICATIONS
Milestone Four: Guidelines for Global Marketing Communications
Jordan Sadler
MKT 605
Dr. Papoulias
MILESTONE FOUR: GUIDELINES FOR GLOBAL MARKETING COMMUNICATIONS
Selected Countries
The two countries that I've selected where I would like to market Rolex's new high-end
clothing line are Germany and France. I've selected these countries based on two important factors, which are the high discretionary incomes within these countries, as well as the high presence that the Rolex brand has already created within these countries. This new clothing line from Rolex will be marketed to individuals who value luxury products, and the clothing line will have premium prices so it will be important to market it in places where consumers will have the higher incomes needed to buy the products. Germany and France are two countries that are ranked in the top 10 countries around the world with the highest discretionary incomes amongst their populations. Germany has an average disposable income of over $44,000 and France has an
average disposable income of over $39,000 (Sebastian, 2023). This means that consumers in these countries have the additional income needed to be able to purchase luxury products like the
new clothing line from Rolex. The Rolex brand also already has a strong presence in these countries and consistently makes a lot of revenue from them. According to Statista, Germany and France were ranked in the
top 10 for countries that see the most revenue from the luxury watch market worldwide (Sabanoglu, 2023). Specifically regarding Rolex, the company’s exports and sales increased in 2023 by 17.4% in Germany and 13.9% in France (Besler, 2023). So, since the market for the Rolex brand is already strong within these two countries, it makes perfect sense to market the new clothing line from Rolex to these countries who will likely have a high interest in it.
Marketing Communications in Germany
When it comes to the overall culture in Germany and the United States, although the countries share many similarities, there are also many differences present between the countries
MILESTONE FOUR: GUIDELINES FOR GLOBAL MARKETING COMMUNICATIONS
when you evaluate different aspects such as communication styles, marketing and advertising norms, business culture and more. When looking at the marketing and advertising styles between
Germany and the U.S., a major difference between them is that German marketing tends to be more informative and detailed than marketing in the U.S. The communication in German advertisements tends to be more impersonal, formal, and focused more strongly on a products features. Whereas in the United States, the communication in advertisements tends to be more direct, informal, and tries to have more of an emotional appeal. For Americans, German ads can seem very cluttered with too much information. And for Germans, ads in America can be perceived as having a lack of details or being too simple (Auckenthaler, 2019). Even when it comes to the colors and imagery used in advertisements, German ads tend to be more crisp, clean, and uses more neutral colors, where ads in the U.S. tend to be more playful, fun, and uses more vibrant colors and imagery (Auckenthaler, 2019). So, when Rolex is advertising their new clothing line in Germany, they must be aware that the marketing communication needs to be as detailed and informative as possible while still portraying the overall message of the product. For example, the advertisement in Germany should still portray that this is a luxury clothing line, but be more specific and outline the many features that make it a luxury product.
There is also a different personal communication style when comparing Germany and the United States. The main difference in how these two countries communicate is that Germans tend to be way more direct when communicating than people in the U.S. are. While Americans tend to sugar coat things when communicating as a way to mitigate and soften criticism, sugar coating really does not exist in Germany. Germans like to get straight to the point and there is far
less beating around the bush when they communicate. Although their communication style can
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