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Internationalization Process Model: Uppsala Model

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The developer of this models argued that companies while going international select to penetrate in those market which are physically close and then gradually move to those countries which are physically are at distance. Further companies will adopt those modes of internationalization which involves least commitment. Initially companies having least knowledge about the foreign market may only go for exporting the products and as their knowledge improves they may go with stronger commitment (Karadeniz, 2007). Increased knowledge reduces the risk of failure in international market with strong control on process and …show more content…

These emerging markets have various challenges as their major proportion of population still have low level of awareness about technological advanced products. They have comfort of using with low level technological sophisticated products as in evident in case of Gillette Guard. Companies can meet the challenge of meeting customers demand in emerging market by adopting following approaches (Mundim et al., 2012):

Research for understanding market demand: Companies must conduct through market research about the customer’s needs, potential market. Company can go into contract with local market to have more in depth knowledge or can conduct independent research (Guarino, …show more content…

Gillette developed whole new product for Indian market and target the larger market segment with using localized advertising polices. Indian faces endorsing Gillett gave an impression of being Gillett as a product worth useable and affordable and enable Gillette to capture more than 50% market share.

P&G Local Marketing Communication Approach in India and its Benefits
P&G used local marketing approach for Indian market as the product was specially designed for considering specific needs of the Indian customers. P&G remain successful in creating acceptability in the minds of India customers. Advertising campaign with local stars was designed in a manner that fully elaborates the features of Gillette guard and improved customers awareness. Further P&G used domestic retailers knows as kiranas making it easily assessable for customers.
The advantage of local communication approach is that locals can easily understand the features of products and its benefits and the advantage of global communication or integrated communication approach are (Schultz, Kitchen, 2000):
• cost effectiveness
• Communication of brands story via communication channels
• Suitable for mid-sized companies with limited advertising

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