Tuesday, January 19, 2010

Product adaptation in new markets

Modifications of the product itself are often required to make the product appeal more to the market this is the so called product adaptation. It can also be necessary to make the product safer, more up to date or more useful for a different target audience, especially on domestic markets. Product adaptation on international markets it is important to adapt the product to the culture.

Things that can differ in different cultures are the taste of the product, the style, the colour, or symbols, language, but also more specific like differences in technology, environmental differences, religion etc. The taste of a product is very important for the food, drinks and cigarette industry. Style is more important in car and fashion industry, which also includes the colour and symbols. The meaning of a colour or a symbol can differ from culture to culture.