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5 Major Product Communication Strategies Used In International Marketing by Smriti Chand Marketing
Some of the important product communication strategies used in international marketing are as follows:
A product can be marketed abroad only with the help of a communication strategy, which is what conveys the promotional theme to consumers abroad, allowing them to form perceptions about the product, spelling out, in turn, the quantitative and qualitative sales for the manufacturers. Keegan has identified five major product communication strategies, international marketers can chose from to convey the message to customers in different foreign markets.
Companies can pursue three strategies to penetrate foreign markets. Some firms will simply adopt the same product or communication strategy used in their home market. This is extension. Other companies prefer to adapt their strategy to the local marketplace.
This strategy of adaptation enables the firm to cater to the needs and wants of its foreign customers. A third alternative is to adopt an invention strategy, where products are designed from scratch for the international marketplace. These three basic strategies can be extended into five strategic options which are as follows:
Strategic Option 1:
Product and Communications Extension – Dual Extension: At one extreme, a company might choose to market a standardized product using a uniform communications strategy. Early entrants in the international arena will often opt for this approach. Also, small companies with few resources typically prefer it.
For them, the potential pay-offs of customized products or advertising campaigns usually do not justify the costs of adaptation. Dual extension might also work when the company targets a ‘global’ segment with similar needs. The Japanese firm, Shiseido, the world’s sixth-largest cosmetics company by sales volume, sells

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