For example, during the FIFA World Cup, each of the company’s international homepages featured local celebrities and cultural references, alongside the instantly recognisable Coca-Cola branding. A Multi Brand strategy is defined as the approach of the company to market several similar and competitive brands of the same company under the guise of different brand names. In Finland this is unheard of. For example in France you can buy wine in there, where s in Germany you can buy beer. McDonalds has several examples of dual adaptation. Adaptation relates to McDonald’s marketing strategy as well. Dual Adaptation. It is for companies which introduce their products in a new country. Firstly, McDonald's uses a strategy of standardisation by offering identical products worldwide, for example, the Mc Chicken, the Filet-O … For example, the fast-food chain has introduced Kaisu Burger in Singapore, after locally popular comic character Mr. Kaisu. Social marketing has traditionally been the adaptation and adoption of commercial marketing. The following texts are the property of their respective authors and we thank them for giving us the opportunity to share for to students, teachers and users of the Web their texts will used only for illustrative educational and scientific purposes only. Founded in 1943 by Ingvar Kamprad, Ikea has become a globally recognisable brand, with stores all over the world, from Japan to Croatia. Ex: For example, a skin color enhancing cream may communicate that product provides the maximum whitening to their consumers. The idea of Multi-brand strategy is to restrict or end the competition and increase the market share.Relatively larger corporations run Multi-Brand Strategy since they have different brands running in the market … Dual adaptation is a marketing strategy designed by Philip Kotler. Communication adaptation - changing marketing communications programs for each local market. Product adaptation is often essential for successful international sales. Dual adaptation - adapting both the product and the communications to the local market. Dual marketing adaptation management company. The second strategy is the adaptation. Adapted global marketing is an international marketing strategy for adjusting the marketing strategy … When both the product and communication are changed, it is called dual adaptation. Ikea. Thus, McDonald’s is able to achieve advantages of both, standardisation and adaptation strategies in … The international success of McDonald's can be explained by their dual marketing strategy in going global. Ex: When both the product and communication are changed, it is called dual adaptation. Coca Cola for example, which are globally standardized products sold everywhere and welcomed by everyone (Levitt, 1983). In this lesson, you'll learn what product adaptation is, some of its key concepts, and be provided some examples. 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