Question

Nescafe coffee is marketed using different coffee blends and promotional campaigns to match consumer preferences in different countries. for example, nescafe generally emphasizes the taste, aroma, and warmth of shared moments in its advertising around the world. however, in thailand, nescafé is advertised as a way to relax from the pressures of daily life. this is an example of which type of global marketing product/promotion strategy?

Answer 1

The answer is dual adaption marketing strategy. It is the adaptation of both the good and the communications to a local marketplace. For instance, when a business modifies their marketing communications for a local market, the method is recognized as communications adaptation.