Promotion adaptationUse of this str

Promotion adaptation
Use of this strategy involves leaving a product unchanged but fine-tuning promotional activity to take into account cultural differences between markets.It is a relatively cost-effective strategy as changing promotion messages is not as expensive as adapting products.An example of this strategy is illustrated by Lux.
LUX soap (Unilever): the United Kingdom versus India The UK version of the LUX advertisement is based on the classic transborder advertising campaign, ‘the beauty soap of film stars’, which has been standardized to a high degree. In India the LUX campaign has been given a special local touch. The Indian version is one of three advertisements that trace LUX’s association with film stars from the past era to the current stars of today and the potential film stars of tomorrow. The advertisement focuses on three past legendary beauties of Indian cinema who have endorsed the brand. The creative statement is in a cinema poster style, keeping the brand image in mind, and in a sepia tone to give it a nostalgic feel.
Product adaptation
By modifying only the product a manufacturer intends to maintain the core product function in the different markets. For example, electrical appliances have to be modified to cope with different electrical voltages in different countries.A product can also be adapted to function under different physical environmental conditions.Exxon changed the chemical composition of petrol to cope with the extremes of climate, but still used the ‘Put a tiger in your tank’ campaign unchanged around the world.
Dual adaptation
By adapting both product and promotion for each market the firm is adopting a totally differentiated approach. This strategy is often adopted by firms when one of the previous

Results (Indonesian) 1:

Promosi adaptasiPenggunaan strategi ini melibatkan meninggalkan produk tidak berubah tetapi fine-tuning kegiatan promosi untuk mengambil ke account perbedaan budaya antara pasar. Ini adalah strategi yang relatif efektif dengan mengubah pesan promosi tidak semahal mengadaptasi produk. Contoh dari strategi ini diilustrasikan oleh Lux.Sabun LUX (Unilever): Inggris vs India The UK versi LUX iklan didasarkan pada kampanye iklan bersama klasik, 'sabun Kecantikan film bintang-bintang', yang sudah dibakukan ke tingkat tinggi. Di India kampanye LUX yang diberi sentuhan lokal khusus. Versi India adalah salah satu tiga iklan bahwa jejak LUX asosiasi dengan film bintang-bintang dari era masa lalu saat ini bintang hari ini dan film potensi bintang mendatang. Iklan berfokus pada tiga masa lalu legendaris keindahan bioskop India yang telah mendukung merek. Pernyataan kreatif adalah dalam gaya poster bioskop, menjaga citra merek dalam pikiran, dan dengan nada sepia untuk memberikan kesan nostalgia.Produk adaptasiBy modifying only the product a manufacturer intends to maintain the core product function in the different markets. For example, electrical appliances have to be modified to cope with different electrical voltages in different countries.A product can also be adapted to function under different physical environmental conditions.Exxon changed the chemical composition of petrol to cope with the extremes of climate, but still used the ‘Put a tiger in your tank’ campaign unchanged around the world.Dual adaptationBy adapting both product and promotion for each market the firm is adopting a totally differentiated approach. This strategy is often adopted by firms when one of the previous