International Marketing in Germany – From a cultural perspective

 
Product 
The 
core product
is produced in Gothenburg and it is standardized all over the world. 
Concerning the actual product, the 
label 
is adapted with regard to the language on the 
package. In Germany it is German and in Sweden Swedish. 
Features, package, quality 
and
 
brand name 
are standardized. Reasons for this are economies of scale as well as wishes of 
being a univocal brand. Göteborgs Kex has had no reasons to adapt the entire actual product 
to the German market since it has experienced sales success through IKEA.
The 
after-sales services
are standardized and in case of complaints, the customer has to turn 
to the Swedish main office. However, Göteborgs Kex would like to have a German person 
handling complaints, but it hasn’t yet been necessary.
Since it is a food-product Göteborgs Kex has no 
installation service, warranty service 
or
 
delivery service 
included in the product for end customers.
218
5.2.3
 
Promotion 
The overall promotion is adapted to the German market due to the difference in market share. 
In Sweden, Göteborgs Kex has a big market share and advertises heavily with TV 
advertisement to build the brand, and different sales promotion activities to increase sales.
The advertising is adapted and consists of an advertisement leaflets called “Handzettel” which 
is sent every week to the households with different offers. The 
message
is adapted to the 
German market consisting of promotion which fits in the initial phase of the products and the 
message is in German. Göteborgs Kex doesn’t use any 
communicator 
and its 
target group
consists of families with children, adults in the age of 25-45 years old. This is adapted since 
the target group in Sweden is broader. The leaflet paper is the only 
media
that the company 
uses for advertisement in Germany. This advertisement is also seen as Göteborgs Kex's 
direct 
marketing, 
hence it is adapted. The pro’s of little advertisement as applied in Germany, is that 
the costs are low but on the other hand, sales are also low. 
217
Göteborgs Kex AB. 
218
Ibid 

---

57 
Göteborgs Kex has adapted 
personal selling
using agents in Germany and in Sweden the 
company make use of own sales force. The 
sales promotion
is adapted and consists of special 
offers in the weekly advertisement leaflet as well as ¼ - displays used during campaigns. The 
adaptation is due to the tougher market climate where more products compete for less space 
as well as the different language.
Public relations
are adapted and are only done in cooperation with the Swedish Trade Council 
that arranges “Schwedische Woche” (Swedish weeks) as an in store activity. Göteborgs Kex 
has been participating in these events.
Since the products also are sold in Ikea's Swedish Stores, Göteborgs Kex hopes to increase 
knowledge and trial of the product. Through this channel, the company has understood that 
there is a demand for the product and that Germans like the product. In a near future, 
Göteborgs Kex wishes to make use of more promotion for the products. The decision has 
been based on this fact.
219