| 26 ematona Business ne ete ental ob recptend cone pict Give renons for is impliétions in tnterne tional marketing vis-a-vis domestic marketing ISA aapedebag thu toch cater tael = distribution, identify the factors thatmake * managing distribution channels in, interna tional markets much more complex compared to domestic markets. Reiss scamine the factors influencing the comm. ion decisions in international markets 1: Keegan's framework for product promotion strategies in international markets ‘ith suitable examples. CRITICAL THINKING QUESTIONS 1 1, Consult your library and explore the Internet 2. Explore the Internet and identify an ad used —_tofind out packaging and labelling regulations globally fora brand of your choice. Also find for cigarettes in Canada, France, Japan, and ‘outa brand that uses different ads for different __ Singapore. Compare it with the prevailing ‘markets. Critically examine the: us regulations in your country. Identify the of such an advertising strategy. such ‘similarities and differences and discuss your ads and share your findings with your col- _ findings in cass. Teagues. . a em ct alocal firm operating in international, and find out its pricing strategy markets. Compare and discuss your esults with your colleagues who have visited firms, the introduction of the doll. Barbie's ‘appearance was modelled on the German ili doll, a risqué gag gift for a man, based the cartoon character featured in the West erman newspaper Bild Zeitung, Barbie made its in the American International Toy Fair in ‘York on 9 March 1959. This date is also con ed to be Barbie's official birthday. Barbie sells over £1 billion annually across 450 countries. It is estimated that three Bart dolls are sold every second. Although Barbie waspostioned ar the ukimate American gi was fever manufactured in the US, grigary towed lghyprotacn ost, The tie date mmanufactared in Japan with Ui clothes bos! sched by Japanese home workers Inthe ity of production, around 350,00 Barbe dole sere sold. The Matelowned four factories twain China and one each in Malaysia and Indonesia,? produce ove 10 milion Barbe dolla year However, number of other companies produced Barbie meee The process of Barbie production is very com plex, which incides shipping the dolls from one country to another for different processes, Tollus trate, the US ships the cardboard packaging, paint Pigments, and moulds to manufacturing fies in China that provides the factory space, labour, electricity, and cotton cloth for Barbie’ drewes, Taiwan fins de oi int eye for plc ts for Barbie’s body whereas attaches ti apie et acanl eee ee sre carried out by Hong Kong based manager. of ory’—her girls. She has been the subject of us books and controversies, besides, being ‘in her own movies. Young girls love Barbie ‘she continually evolves as girls change. ‘remains paramount in the hearts and minds Pe 2 Ritz, Ashish, ‘Introducing: Slave Barbie’, available at hp:/ihscsinews orpview article. Intamatonal Marketing Fig. C.1_ Barbie with her boyriend Ken of girls and moms alike because she reflects the interests, activities, and aspirations of present-day ‘irl. Barbie offers a way for girls to play out their dreams and fantasies in a way that is relevant to today's girls. She is also credited to have provided many young girls an alternative to restrictive fif- ties’ gender roles. She demonstrates girls that they ‘can be anything they want to be—a princess, a “teacher, an Olympic athlete, a doctor, a pilot, or man astronaut. The doll became a role model ict customization to suit diverse cultures across the world. The dolls are customized to rep. ‘esent varied cultures, regions, and occasions (Fig. C2). It is estimated that since 1959, over a billion Barbie dolls representing over 45 nation: alities and 80 occupations have been sold world wide. ‘The Chinese Barbie evokes the exotic Far East with a costume inspired by those of the Qing Dynasty. The Egyptian Barbie wears a serpent ‘ornament with a stunning golden crown inspired by the royalty of ancient Egypt. The Moja Barbie perfectly reflects the grandeur of the African con tinent. Mattel has customized the Barbie doll for Ceestion of Barbie’, available at hip://wwwlelark edu ~soan21/97/Basbie3 he!African-American celebrations kwanza, meaning the firs fruit of the harvest; Carnival Barbi, thg ‘eek long joyous Braziian celebrations of musie, ance, sequins, and feathers at Rio de Jancirot Chinese New-year Barbie, the ancient festival of Chinese New year beginning with the new moon ‘on the frst day of the year that ends the evening of the full moon on the 1th day, called the Lantern festival, ete Barbie is also known as the ‘most collectible doll in the world’. Through the years, she has developed from a teenage fashion model to a trendsetter and fashion adventurer. The four ‘major types of Barbie collectors include pink, _alver, gold, and platinum label Barbies. Packaged in pink-trimmed boxes, Pink Label Barbies are widely available and not limited to production ‘numbers Silver Label Babies, insiver- {rimmed boxes are only available at select retail- ‘ers and can be produced at only 50,000 per edition. (Gold Late barbies a even re dies io find as only 25,000 of each worldwide. . Inerationl Mantng “y more prone to the Barbie syndrome, iis appl cable to any age group. Barbie came under fire, in Rasta andl was banned in 2002 because thé doll was ticught 12 fiwaken sexual impulses in the very young, and encourage consurpersn among Russian children: ‘The Commission fr the Propagation of Virtue and Prevention of Vice, known as moral police oF smutacen is Saud Arabia, declared Barbie dolls = theeat to morality and offensive to Islam.‘ Barbie was banned in Saud Arabi in 2008 os Sd “Arabia's religious police found the Jewish. dolls with their revealing clothes and sh postures, accesories and tool, decadence ofthe West.Chinese rentional Barbie dolls have also been de: igned bolize various festivals across th Barbie symbolizes Diwali; Kwa world. Indian 2a Barbie, the India as well by cladding her in the conv sari and traditional jewellery especially desi to appeal to Indian masses.fh of Fulla do not include swimwear or anything revealing. Besides, Fulla has a smaller chest, skinnier compared to Barbie's curves, large bredsts and shapely legs..An average Barbie i designed to have blond hai, blue eyes, an fairskin whereas Fulla has dark hair, brown eyes, and olive ski. New Boy also introduced dolls with lighter hair and eyes, assuming they would be popularin Medi- terranean regions whete blue-eyed blonds are not ‘unknown, However, bth he dolls have been criti- cized for presenting the same unrealistic idea of beauty, a certain image for women to conform to. Flla is differentiated from Barbie in terms of her lifestyle and appearance. Shopping, spending time with her friends, cooking, reading, and pray- ing are Fulla’s favourite activities whereas Barbie hhas a wide range of hobbies and careers. Unlike Barbie, a perennial jobchopper for about last half a century, who has beea everything from an astro- aut to the US president, Fulla remains a tradi- tional Arab woman, whose life Fevolves around the family, serving as a role model for Muslim girls Fula has also been designed to be a doctor and a most careers in the em] The children are suppotéd to be eight years ol young enough under the Islamic law for Sara to appear in public without a headscarE, But each model of Sara comes with a white seat to eover her brown or black hair. In the fist round of pro- Auction, 100,000 dolls were mad by @ mamufac- turer in China. Razanne was created as an altemative to Barbie for American Muslim girls by Ammar and Sherrie Saadeh at their toy company NoorArt based in Livonia, Michigan, outside of Detroit. Razanne as long-sleeved dresses, ahead scarf, and ‘anotso-buxom busine. Unlike Baie, Razanne, with her modest dress and a removable hijab, exemplifies the virtues ofa proper, young Muslim woman, such as modesty, piety, and humility. Moreover, the dol is more than a toy. It is tool for young Muslim gis to Tearn the value of things Hh edaton done pity ed os ing on their bodies asthe most aspect of their lives. Razanne has the body ofa pre-teen. ‘The doll comes in various types: fairskinned blonde, olive-skinned with blackbai, or black skin and black hair. Her aspirations represent a mod- ‘woman. Praying Razanne, who comes ‘with a long Ajab and a modest prayer ‘timed to attract Saudi Arabia and other Fig.C.5 Instead of a beau, Iranian dol Sara has @ brother doll Dara.Tomakeher se ofthe sch and hea Although, Filla was dressed ina black abaya and headsar forthe Stuch market it had no ell n other markets For relatively liberal [lami coun tees, such Syria and Lebanon, Falla has awit seaef and making her outdoor c much skin unlike their Western counterpart Full shoulders are always covered andthe skirt always falls below her knees. The carefully drawn mae keting strategy could maintain the brand Wentty of aconservative gil rather than beingjust another doll eying wo eflect Barbe. The toy capitalizes on the Islamization of cultural fein the Arab world as evidenced ina heightened focus di dress and rituals. Like most Muslims in the Arab world, Fulla has two sts of clothes. Form iting, revealing outfits are sported athome,whilitems that cover te arms egy neck, and often the hair are donned in public (ig C3) ‘This concep oftwo wardrobes and especialy that ofthe conservative ‘outdoar eutits is what mainly distinguishes the Arab dolls from their Western counterparts Full’ clothes inchide cloaks and prayer outfis that conceal her long dark-brown hha She also has her own prayer matin pink el. ‘With her two wardrobes, Flla taps into the Arab Muslim market by combining religious ide: tity with femininity. The skies in Fll’s home” wardrobe may not rise norhofthe knee, ut many cof her topsare close fitng and brightly celoured ‘Nowadays, many Arab women sport these ‘home’ Cutts outdoors, topped with a scarf. ‘The brand personality of Full is designed 10 be loving, caring, honest, and rspecthltoher par ents’. She is honest and doesnot lie. ula has two friends, Yasmeen and Nada, as wel litle brother and sister Fla has an older protective brothertoo. Fulla would never have a boyfriend unlike her Western counterpart, Babie, as this is frowned upon in Islam. ‘Barbie Hao «Prayer agro De aes Se nia acacia ie a Barbies Fulla Barbie and Fulla offer contrasting role models Fig. C4) to customers. Although both Barbie and Falla have a wide range of costumes, jewellery, furniture, and other accesories, the outdoor clothes Fig.C.4_ Barbie and Fula: Contrasting samc Dol’ The Sunday Tims, 2 Jansary 20cE Inerational Business Fig. C.3 Dolls or the Islamic markets in Islamic cultures, representing how most Mus- lim buyer like their daughtaisto dress and behave. Islamic dolls launched in the market, include Sara from Iran, Falla form Syria, Razanne by a Michigan-based US Company, Saghira from Morocco, and Salma from Indonesia. Fulla Conceptualized by a Damascus! ‘manufacturer, New Boy Razanne (In-Out) Fula | doll in the Middle East. over the years, the prod- ‘uct profile of Fulla and her accessories have grown, ‘manifold. Now there is a'Singing Fulla’ and a'Talk- {ng Full’ pushing a luggage cart with suitcases to hhold the dozens of seasonal outfits that crowd their closets. The product catalogue rans to almost 80 ‘pages and includes 150 Fulla-licensed items, rang- mcameras to CD players to inflatable chairs “Girls from Beirut to Bahrain wear Fulla watches, ride Fulla derived from a fragrant yinthe Middle East. Like h tall, but unlike Mattel’s Jess bosomy. There is no ‘Arab look, but broader figures are more the norm However, Fulla's button nose, svelte figure testify tothe interna Western standards of beauty, ous ideas of beauty. Fulla's (live compared to Barbie's peaches “and:-cream skin-tone, her hairis much thicker than Barbie's blonde mane and her face is fuller than® that of the typical American, but otherwise she is much the same, Palla —The Arab World's Barbie! Khal Times, 25 November 2006.Sughica was created by a Moroccan manufac turer in 2005-06 and launched in January 2007 in the Morocco market She has ‘mix of both authentic traditional and Western aitire, but her accessories, even if Western versions, are based on™ thecarticles usually found in Arabic and Muslim households. The dolls come both in veiled and unveiled model, the later representing Saghira within herhome or in family environment. Each ‘model has a different Arabic git’s name: Amira (princess), Doaa (Prayer), Aya, Abir, Abd, Shad, Nada, Dahab, Naja, Nour, Lina, ee. Little Farah is designed to recite some most commonly used Islamic phrases (Fig. C3) in Ara. bic and English. For instance: ‘Welcome, Asalamu’, “Alaikum peace be upon you’; ‘Lets begin, Bismillah inthe name of Allah’; ‘I promise, Inshallah if Allah will, An Indonesian busi ‘Suryaman, created Salma,” in Arabic, targeted at The world’s enchanted little gils