In many industries, modern producti

In many industries, modern production processes, such as Computer-Aided Design/Computer-Aided Manufacturing (CAD/CAM) technologies, obviate the need for largo production batch sizes. Blundstone, the unique and highly successful Australian boot brand, exports the same range and is similarly positioned in each of its international markets. It has been able to leverage the inherent features of the products and capitalize on its Australian heritage to differentiate itself and become an international success using the dual product and communication extension strategy.
Strategic Option 2:
Product Extension – Communications Adaptation: Because of differences in the cultural or competitive environment, often the same product is used to offer benefits or functions that dramatically differ from those in the home market. These differences between the foreign and home market drive companies to market the same product using customized advertising campaigns.
Although it retains the economies of scale in manufacturing, the firm sacrifices potential savings on the advertising front. Clothing Company Levi’s uses this approach. Although the famous Levi’s brand name carries clout in many parts of the globe, and the basics such as manufacturing and distribution are pursued by Levi’s relatively uniformly, there are wide differences in its communication strategies within different markets.