International Customers

In order to meet the needs of international customers, CM's adapt their products to suit individual or regional markets. UC's is using good product and communication adaptation straregy for their different markets. For example, In the U.K., the Wake Up! Instant coffee brand was formulated as a mild to medium roast beverage promoted as 'the perfect milk coffee'. But in France and Italy it was sold as a dark roast product and advertised as 'the instant espresso.' And differences in the positioning of Mother Hubbard's Pies resulted in it being offered as a high-end desert in Germany, while in the U.K. it was priced aggressively and positioned as 'a convenient everyday treat.' I agree standardization is the best method in Healthy Berry Crunch. Standardization is the process of applying the same marketing mix to all markets. A single production process, brand, and appeal are used. The Healthy Berry Crunch project has own production process line, in the late 1990's, aging baby boomers took interest in natural, healthy foods in both the United States and Europe. In 2003, Kellogg introduces Special K with freeze-dried strawberries in the U.K., and in 2007 Cereal Partners launched Berry Burst Cheerios. In 2008, Michel stared initial product development and testing in France. In 2010, French subsidiary to launch Healthy Berry Crunch offered the possibility of a first test case.