For example, there is a global teen culture of watching MTV, going to school, wearing jeans, and being concerned about getting a good job. Teen-focused products like Clearasil can have a global brand platform with relatively minor local adjustments. A TV commercial for the Japanese market was very visual in its product demonstration, and it showed local kids laughing and running around in packs, as they do around the world. The second step is high-quality product development . The third step is to convert consumers to the best products.
Global brands can be surprisingly successful in unexpected categories.
For example, underarm product usage indexed relative to 100 for the world is at 350 in the U.S. and only 2 in the Philippines. However, both men and women are concerned about both odor and wetness throughout the world. So the potential market is there. This brand promise completely fails to appeal to European women, but because the product performs so much better than local competitors, technology-focused communications build sales in Europe. The fourth and final step in global marketing is to tailor marketing to real local differences , balancing the global with the local.