International Marketing in Germany – From a cultural perspective

5.5.3
 
Promotion 
The 
advertisement message
is standardized and formed in Stockholm. The stores can create 
their own campaigns but with material made at the headquarters and they have to get approval 
from the headquarters. The 
communicator
is standardized, using Filippa Knutsson to spread 
the story of Filippa K. In the beginning Filippa K used one model for each campaign, but now 
the company uses any person who can communicate the brand in the best way. Sellers in 
stores are also communicators of the brand. 
The German 
target group
is adapted but still similar to the Swedish, although the actual 
customer varies between the countries. The typical customer in Germany is normally younger 
than in Sweden since Sweden has a broader target group. 
Filippa K’s print 
media 
as well as online media are standardized. It also uses promotion in 
stores, public relations, for example event and customer relation management. In each new 
region Filippa K tries to profile Filippa, who she is and the story behind the Filippa K 
concept. The 
personal selling
is adapted making use of a German agent, or German sales staff 
in stores.
Filippa K uses standardized 
sales
promotion
to the stores to inform about coming collections, 
as well as standardized 
direct
marketing
, in cooperation with the department stores.
The 
public relations are adapted
and Filippa K uses it to inform about the story behind the 
brand, on events and in creative cooperation’s with magazines and design companies as well 
as in store activities. The basic message is the same but how the company communicates it 
differs. Filippa K has graded Sweden as a mature market and Germany as a new growth 
market, which leads to a standardized message but how the company communicates it differs. 
The decisions made within promotion are all decided from the headquarters in Stockholm. 
The content is the same but the design varies, depending on if it is a mature market or a new 
growth market.
234