Examples Of Global Product Launches
• Launching an iPad in a rich country like Switzerland may be far easier than launching an iPad in a very poor region, such as India's Calcutta. Every country and region is different; what sells in one place will not sell in another place. The marketing experts at Apple would have looked at demographics and economic information about every world market before they planned the media campaign that launched their new iPad device. By focusing their biggest launch efforts on New York City's Times Square, they found the perfect, urban audience for their new invention.
• McDonalds adjusts their product lines to reflect the needs of consumers in different nations; for example, they will not serve "taboo" foods in countries where certain foods are avoided; they will also use sauces that reflect the specific tastes of countries. Again, market research helps McDonalds to decide exactly what will work where. For global product launches, such as the annual McRib sandwich promotion, they will adjust ads to show in every language, and use different models that reflect the ethnicities of different regions.
• Beauty product launches, such as perfume launches, will be coordinated in different countries through department store tours with celebrity or supermodel spokespersons. One example of this is Reese Witherspoon's campaign for Avon. Using a celebrity who is world-renowned is a great way to tie a global product launch together for an international audience.
Market research and a corresponding comprehension of world economies are vital to a perfect global product launch of any product.