International product launches
Generally speaking, there are four different go-to-market strategies for launching products internationally: with a global product that meets the needs of all markets, by changing the product to meet the needs of many international markets, by adapting the product to local market needs and by translating the product and/or documentation into the new market languages.
The easiest way to remember the four methods is with the acronym GILT:
Globalization
Internationalization
Localization
Translation
Coca-Cola is probably the best known example of a global product, followed by McDonald’s, although certain localized aspects can be found at McDonald’s throughout the world. (For example, at McDonald’s in France, you can buy a glass of wine. Try doing that in Des Moines.)
Other industries have struggled with global products. Years ago, Ford Motor Company tried to develop and sell a “world car”. The product, a classic 4-door sedan, was even given a name which sounds similar to the word “world” in a number of languages: Mondeo. Developed in Germany, the product roll-out in the US did not meet expectations. American marketeers changed the product name (Ford Contour and Mercury Mystique) and sent engineers back to change the suspension (softer) and the interior (more room needed for larger bodies) to accommodate American tastes. For the most part, the automotive industry has given up on global product, using “platforms” instead to gain synergies.
Product naming is also a critical issue for market introductions. Business books are full of case studies about products which failed due to unsuccessful names. The introduction of the Chevrolet Nova into Spanish-speaking countries (where “no va” means “no go”) is a classic.
One of the most overlooked and under recognized topics concerning market introductions is translation. This includes text on the product and the packaging, marketing brochures, advertising, web sites, user guides, repair information, consumer hot-line and so on. Although technology like translation memories and automated translation have improved in recent years leading to cost reductions, a typical company’s translation budget tends to grow every year as more products are introduced to more markets.
There are two main associations for the GILT industry which provide a myriad of information: GALA and LISA.
Unless your company has a truly global product with little need for instructions, the best advice for smooth product launches into new markets is to start the planning process early and find a GILT specialist to help.
Tags: global-product, international-markets, localization, market-strategies, translationRelated Stories
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Learn Spanish » International product launches
Nov 22, 2007 at 3:46 pm
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