Danone, makers of Activia yogurt, launched a campaign in 55 countries featuring global pop star Shakira. Her international appeal combined with the tagline, "feeling good starts from the inside" helped Danone have a global impact. This is an example of:

Question

Quizplus · Accepted Answer

This is an example of a straight extension strategy, where a company uses the same product and marketing strategy in multiple countries without making significant changes to adapt to local markets. Danone used Shakira's global appeal and the same tagline across 55 countries, indicating they did not alter their product or promotional strategies significantly for different markets.

Danone, Makers of Activia Yogurt, Launched a Campaign in 55