Parker Pens: Failures Of Global Marketing

were branded to the bone. They always understood that they were selling brands before product. They had their eyes fixed on global expansion.

Product advertising campaigns are detected roughly every day and it is due to the competing businesses that currently exist. The ongoing debate of who will obtain the trade-mark “It’s the real thing”, is a hilarious dispute that occurs between the representatives of a beverage and book company. This debate gets to the point where circumstances are sufficed and it is a longing children's tantrum. The letters of two different personalities representing, two diverse industries, portray two sides of an argument, however, Richard Seaver’s reply to Ira C. Herbert is a notably more commanding letter that emphasizes onto its true claim and does so through his distinct use of rhetorical devices and strategies.

The company went with a new concept the “Follow your Folly where it relied on whimsical branding that evoked nostalgic and reflective memories” (Ferrell, 2010.pg 67/473).

Unclear brand image: made many changes that have strayed from their main brand image and focus.

Much has changed over the last 50-60 years, including the way products are advertised. Techniques that are effective now differ dramatically from techniques used in the 1950’s. These differences are advertisers attempt at staying relevant to the audience they are promoting to.

Consequently P&G aimed to increase its innovative capacity and speed in order to accelerate global rollout of products and brands throughout new structures and policies. This was the main goal of Organization 2005:

P&G need to work hard and do more research and development in order to produce higher quality, more innovative, and more unique in products in order to answer consumer’s need and compete with those major world brand competitors.

Catherine, W., Tat Pui, L. and Henrik, U. (2011) The Roles of Branding for a Brand Entering

In 2000, Unilever decided to reduce 1,600 brands down to 400 and then select a small number of them to serve as “Masterbrands”. One of the reasons to have fewer brands is to decrease control issues. It is harder to manage so many brands, especially when each one has its own particularities. As Deighton pointed, Unilever’s brand portfolio had grown in a relatively laissez-faire manner. In other words, the company’s brands were created without large interference.

Their strategy was about customer service rather than profit or revenue. The growth was built on creating new products for the existing target market.

The company that I selected is Johnson & Johnson and the product I will be writing about is Listerine. Listerine was originally marketed by Lambert Pharmacal Company later known as Warner-Lambert. In December 2006, Johnson & Johnson acquisition of Pfizer’s consumer healthcare division is what led to the manufacturing and distribution of Listerine for this company. The inputs put into making Listerine is Raw Materials, design, and the manufacturing process, with these inputs we will analyze them to see how the effect the production and cost of making and selling Listerine.

This confusion, change, and complexity are even greater within the international world-wide marketing environment. The debate over the amount or extent of standardisation or adaptation is of long duration. Vrontis and Vignali (1999) comment that the debate on this came under discussion as early as 1961, with Elinder (1961) considering the idea with regard to world wide advertising. The early sixties first coined the term ‘global village’ that was further discussed by Roostal (1963) and Fatt (1964). Buzzell (1968) widened the debate by stating that it would encompass not just advertising, but the whole of the marketing mix. Buzzel (1968) argues that in the past, dissimilarities among nations have led a multinational company to view and design its marketing planning in each country strictly as a local problem. However, the situation has changed, and the experiences of a growing number of multinational companies suggest that there are 7

Proctor and Gamble recently completed large restructuring, put new management in place, and cut capital spending needs. Since then they are now focused on increasing top and bottom line results after shifting business mix toward higher margin, less capital-intensive health and beauty care sectors and also gearing towards developing markets and lower-income consumers.

The main aspect of advertising is to ‘get more bang for the buck’, to make it aesthetically pleasing to the eye and gain the viewer’s attention. Throughout the years, advertising has varied in many ways from catchy slogans to iconic logos. Some may say there is nothing wrong with a little healthy competition, but what if one area is gaining the benefits slightly different than the others because of their boldness? American and European advertising are very different culturally as well as aesthetically. There has always been a cultural difference in the style of

Branding is a tool to make the goods of one producer different from another producer (Keller, 2003). Carroll (2008) asserts that branding is a sign of quality, and it is helpful to increase