UNIVERSIDAD TECNOLÓGICA GRAL.

MARIANO ESCOBEDO
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ARTÍCULOS PARA LECTURA EN INGLÉS

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6 Businesses with brilliant Global Marketing Strategies

By Hannah Fleishman Updated on March 2022

Guess what? Global marketing is no longer reserved for brands with deep pockets, nor is it
a huge hassle for marketing managers who handle all marketing efforts.
In fact, a global presence is possible for any business with a creative strategy and an
understanding of world markets. Let’s go over what a good global marketing strategy looks like
and the best examples worldwide. Global marketing is the act of focusing a product on the needs
of potential buyers in other countries.
Like most types of marketing, though, a global marketing strategy comes down to one
thing: audience. Knowing who needs your product, what form they need it in, and how to market
it in a way that strengthens the brand are core ingredients of awesome global marketing.
Typically, a global marketing strategy requires a business to do new market research,
identify countries where the business's product might be successful, and then localize the brand to
reflect the needs of those communities. However, localization is not always necessary. Some
brands adopt a global standardization strategy instead.

Global Standardization Strategy

A global standardization strategy refers to the ability to use standardized marketing
messaging and campaigns across markets, countries, and cultures. The world’s biggest brands,
such as Adidas and Coca-Cola, use a global standardization strategy to create a consistent brand
experience across regions and languages.
No matter where you visit those brands, the experience and imagery are virtually the
same.
In contrast to localization, where there's a more differentiated marketing approach to
each market, global standardization provides significant cost benefits as a result of less messaging
and fewer campaigns.
However, the key is in knowing when a global standardization strategy will be effective.
Because it banks on a universal appeal despite cultural or locational differences, you'll need to
research whether customers use or think about your products differently depending on their
market. If there's no difference between the usage and understanding from country to country, a
global standardization approach is practical.
Choosing localization or global standardization is one aspect of
creating a great global marketing strategy. To give you an idea of what
a great global marketing strategy looks like, we've compiled a list of
brands that totally "get it."
From adapting their social strategies to translate across
multiple languages to adjusting their menus to appeal to the cravings

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of a diverse group of people, these brands are taking positive steps toward creating a solid
presence across the globe. So, if you're looking for inspiration on how to craft a successful
international marketing strategy and expand your business' reach, check out these examples from
the world’s most successful companies.

Global Marketing Strategies

1. Red Bull: One of its most successful tactics is to host extreme sports events all over the
world. Aside from events, Red Bull's packaging also plays a part in its global appeal. For
smaller brands, reaching Red Bull’s level of international awareness might seem out of
reach, but you can imitate the brand’s strategy by offering one notable product —the
product you’ll most be known for. Then, be sure to keep the packaging the same no
matter where you distribute it. You can also host virtual events across different time zones
and regions, which the pandemic has made more possible and trendier than ever.

2. Airbnb: Airbnb, a community marketplace for people to list and book accommodations
around the world, was founded in 2008 out of San Francisco, California. Since then, Airbnb
has grown to 1,500,000+ listings in 34,000+ cities worldwide. Airbnb is inherently an
international brand because its guests and hosts hail from a wide variety of locations
worldwide. Even if you identify as a more local brand, there are ways to globalize your
efforts. First, bring the focus to different customers in different regions when you create a
testimonial or case study. You can also ask your international customers to contribute a
photo or video of your product in use, and feature that in your social media content.

3. Dunkin Donuts: With over 3,200 stores in 36 countries outside of the U.S., Dunkin Donuts
has evolved its menu to satisfy the sweet tooth of its global customers. With over 3,200
stores in 36 countries outside of the U.S., Dunkin Donuts has evolved its menu to satisfy
the sweet tooth of its global customers. If you run a restaurant business, Dunkin Donut’s
strategy should draw plenty of inspiration. To globalize your restaurant brand, try to serve
regional or cultural menu items during special holidays for those cultures and regions. You
don’t necessarily have to expand to international regions first, but if it’s financially viable,
opening new locations or launching regional websites can help you become a global brand.

4. Domino’s: The joy of pizza is that bread, sauce, and cheese works fundamentally
everywhere, except maybe China, wher0e dairy wasn’t a big part of their diet until lately.
By making a conscious effort to gain a better understanding of the preferences of the
markets it's trying to break into, Domino’s can deliver pies diverse enough to gain
international attention. Try to invite chefs from different cultures and regions, then have
them cook your menu items in their regional style and with regional ingredients.

5. Coca-Cola: This is a great example of a brand that’s well-known for its international
marketing efforts. Though a large corporation, Coca-Cola focuses on small community
programs and invests a lot of time and money in small-scale charity efforts. In Egypt, Coca-
Cola has built 650 clean water installations in the rural village of Beni Suef and sponsors
Ramadan meals for children across the Middle East. In India, the brand sponsors the
Support My School initiative to improve facilities at local schools. Not to mention, the
brand sticks with selling an emotion that can't get lost in translation: happiness. In your
marketing efforts, try to promote your values by investing in communities worldwide. You
can start small, such as with a yearly sponsorship or recurring donation, and then work
your way up to launching a charity effort on the ground. Try to appeal to a universal

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 human feeling as well. These feelings transcend countries and languages, and
automatically help you reach a global audience.

6. Spotify: Considered one of the best global companies in the world. We've all heard of
Spotify, but how did it suddenly, and so quickly, expand from Sweden into other
countries? It's one thing to select a genre of music to listen to —it's another thing to select
a “mood” to listen to. In Spotify's Browse page, you can listen not just to “country” and
“hip-hop”, but also music that caters to your “workout” or “sleep” preferences. This allows
international artists to access listeners from other countries simply because their product
is being categorized a different way. Spotify now has offices in more than fifteen countries
around the world. Spotify’s example is a winner because its global marketing strategy is
entirely product-based. It offers music, podcasts, and media in so many languages, the
audiences in those countries couldn’t help but start using the product. If your product
lends itself to that, try featuring items or products that will appeal to the people of
different regions and countries.

Start Global Marketing in Small Steps

If you have global aspirations for your business, you need to find out what customers in
different communities have in common —and how to localize your product for these different
markets. Your first step? Take inspiration from one of the businesses above. Start small, then work
your way up as your business grows.

Reflecting questions:
1. What is global marketing?
It is the act of focusing a product on the needs of potential buyers in other countries.

2. How does global standardization strategy refer to?

To the ability to use standardized marketing messaging and campaigns across markets,
countries, and cultures.

3. What global marketing strategy is Spotify based on?

Entirely based-on their product.

4. What strategy can we learn from Airbnb?

To focus to different customers in different regions when creating a testimonial and ask
international customers to contribute a photo or video of your product in use, and feature
that in social media content.

5. What can we learn from Coca-Cola global strategies?

To focus on small community programs and to invest in small-scale charity efforts, to
promote values by investing in communities worldwide.

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