Coming up with a marketing strategy is not enough to make a product hit globally! Why? Well, catering to a local market segment is one thing and ensuring a product is being bought by the global TA is a completely different ballgame! So what is the solution then? Well, In order to ensure that a product becomes a hit both in the local as well as the international market, most (if not all) businesses formulate a two-step plan –
The first step consists of taking the help of companies that offer manual translation services. Translating marketing content to the local language is crucial to ensure the marketing message is reaching every nook and corner of the market segment overseas.
The second step is manufacturing products differently for each country. This practice is widespread and also has a technical term for it. This is known as product standardization.
There are several reasons why businesses adopt product standardization. Have a look
It Helps Your Business To Keep Your Customers Happy
Product standardization should be looked upon as an opportunity to educate/remind your TA about the goals as well as the visions of your company. In this way, you will be sending out strong vibes to your TA that they can rely on your company.This will make your clients more invested in your products/services and also compel them to come back for more!
It Is A Simple Way To Send A Consistent Message To Your Clients
Standardization of products is a clever way to send a consistent message to your TA that your business and the products/services it offers are stable. It sends the idea to your TA that they can rely on your company for years to come since your company and the products/services it offers are not going anywhere, anytime soon!
It Is The Only Way You Can Maintain Your Brand’s Integrity
Product standardization is impossible without keeping the overall visuals cues of a product the same in countries where it is being produced locally.
Now by maintaining similarity in the overall look of the product such as Its packaging, logo, name, tagline and even its ingredients (in case of consumable products like a face wash or a candy bar)/raw materials (in case of electronic devices like a laptop) – is the only practical way to standardize a product.
Sure variations in the overall internal specifications of the product may vary – this is done in order to minimize costs and maximize profit. But in the end, the sole purpose of going through all of this trouble is simple – This is done to maintain the brand’s integrity in the eyes of the TA.
One should remember that going global is okay as long as a business is doing all that it can to make its products a hit in foreign markets. In order to do just that, a business would need to make the best use of translation service providers and also proactively practice product standardization.