Global Marketing by Confectionery Businesses (Edexcel A Level Business): Revision Note

What is global marketing?

• Global marketing refers to how businesses sell their products in multiple countries, adapting or standardising their marketing mix to suit different markets

  • Confectionery and biscuit businesses often operate internationally because growth in individual countries, such as the UK, is limited

• Businesses must decide whether to:

  • use a standardised approach, keeping products and marketing similar worldwide

  • use an adapted approach, changing products and strategies for local markets

  • or use a mixed approach, combining global brands with local adaptation

Product strategies

• Many confectionery and biscuit businesses sell global brands, but adapt their products to suit local tastes, cultures and consumption habits

  • This allows firms to benefit from strong global brand recognition while still appealing to consumers in different countries

• A common approach is to keep the core product and brand identity the same, while making selective adaptations to improve local appeal

How products are adapted for different markets

• Global businesses often keep:

  • the same brand name and logo

  • the same basic product format, such as a chocolate bar or biscuit

• However, they may adapt specific features, including:

  • flavours, to reflect local preferences

  • sweetness levels, as tastes vary between regions

  • portion sizes, to match income levels and consumption habits

  • ingredients, to meet local regulations or dietary expectations

Examples

• KitKat flavours vary by country, with unique flavours in Japan that reflect local tastes

• Oreo uses the same core biscuit worldwide, but adapts flavours and fillings for different markets

• This allows firms to benefit from brand recognition while appealing to local consumers.

Pricing strategies

• Pricing in global confectionery and biscuit markets varies significantly between countries

  • Businesses respond to local economic and competitive conditions rather than charge a single global price

  • Prices differ because of:

    • Income levels, as consumers in higher-income countries can afford higher-priced branded treats

    • Exchange rates, which affect the cost of importing ingredients and finished products

    • Taxes, including import duties, which increase prices in some markets

    • Local competition, including strong domestic brands and own-label products

Strategies in different markets

• By varying prices and pack sizes:

  • businesses can maximise revenue in high-income markets

  • remain competitive and accessible in lower-income markets

  • avoid pricing themselves out of local markets

Distribution (place) strategies

• Confectionery and biscuits are fast-moving consumer goods that rely on wide availability and frequent purchase

  • A product is unlikely to succeed internationally if it is not easy for consumers to find and buy

• Businesses must decide:

  • which retailers to supply, depending on the structure of each market

  • whether to sell through supermarkets, convenience stores or online

  • how to manage international supply chains, including transport, storage and reliability

Strategies in different markets

Promotion strategies

• Promotion is often the most visible part of global marketing, but it is closely linked to the other elements of the marketing mix.

• Approaches include:

  • Global advertising campaigns using the same brand message

  • Localised campaigns that reflect culture, language and values

Standardised global promotion

• Many global confectionery and biscuit brands use standardised advertising campaigns that communicate the same core message worldwide

  • It reinforces a strong global brand identity

  • It reduces marketing costs

  • Businesses can ensure consistent messaging across markets

Examples

• Brands such as Mars, Snickers and Oreo use similar logos, packaging and slogans in many countries

• Oreo’s playful tone and visual identity are recognisable worldwide

Localised promotion

• Other businesses adapt promotion to reflect local culture, language and values

  • This seen when

    • advertising uses local languages and humour

    • campaigns link to national festivals or traditions

    • products are promoted differently depending on how they are consumed locally

Examples

• Chocolate brands adapt advertising around Christmas, Easter or Valentine’s Day in different countries

• Promotional messages vary to reflect gifting traditions or family-focused occasions

The role of social media and digital promotion

• Social media has transformed global promotion by making it easier to run global campaigns with local targeting

• Businesses can

  • use the same campaign idea worldwide

  • tailor content to specific countries or age groups

  • respond quickly to local trends

Examples

• Confectionery brands use TikTok and Instagram to launch limited editions aimed at younger consumers

  • E.g. Mondelēz launched Oreo biscuits featuring Pokémon characters by promoting them heavily with short videos and challenges on TikTok and Instagram

Approaches to global marketing