The most exciting part about international marketing is that you get to create or adapt your marketing mix to expand into a new country and connect with a whole new audience.
The truth is, it's never as easy as "translating" your marketing communications and website to a new language—the key is to "localize" and better understand the unique qualities of different cultures.
You might need to modify your product to agree with local preferences, the way Coca-Cola and Fanta do. In Europe, for example, Fanta has a higher percentage of fruit juice, no high fructose corn syrup, a lighter color, and a taste that's more refreshing than the way too orange and sweet American version.
Or, even if your product stays the same, you need to find a way to communicate with a new market. One example is the way multinational companies use different brand names in the US and the UK for the same products: Axe in the US is Lynx in the UK; Mr. Clean in the US is Mr. Proper in the UK.
Localization is the practice of adapting a product, service, or marketing content to conform to the language, culture, and legal and technical requirements of a country.
Here are three basic levels of localization to get you started as you gear up to expand into a new market in another country.
1. Functional requirements
These are the building blocks of your product launch in a new market, and the minimum investment you need to make to set up shop: