Explain the differences between "product adaptation-communication extension" and "product-communication adaptation" strategies

Question

What will be an ideal response?

Answer 1

In the product adaptation-communication extension strategy, the global product planning is to extend, without change, the basic home-market communication strategy or brand name while adapting the product to local use or preference conditions. The products perform the same function around the globe under different market conditions. For example, a new Cadillac model is built six inches shorter for Sweden and is available with an optional diesel engine. Thus, the function is the same but there are minor adaptations to suit the preference of the local consumers. On the other hand, product-communication adaptation strategy is a combination of the adaptations needed for changes in the environmental conditions and consumer preferences. For example, marketers of home appliances found that Italian women are not interested in labor saving conveniences since most of their time at home goes to housekeeping chores. They would rather prefer a product which will make the house shinier than one which will save a few hours. Thus, these two different strategies vary based on the difference in conditions when compared to the home country.