Nescafe coffee is marketed using different coffee blends and promotional campaigns to match consumer preferences in different countries. For example, Nescafe generally emphasizes the taste, aroma, and warmth of shared moments in its advertising around the world. However, in Thailand, Nescafé is advertised as a way to relax from the pressures of daily life. This is an example of which type of global marketing product/promotion strategy?

Question

Quizplus · Accepted Answer

This is an example of dual adaptation, where both the product and the promotional strategy are adapted to meet the preferences and needs of different markets. In this case, Nescafe adapts its promotional message to emphasize relaxation in Thailand, while maintaining different blends to suit local tastes.

Nescafe Coffee Is Marketed Using Different Coffee Blends and Promotional