Globalisation vs. Localisation of Marketing 30 years after Theodore Levitt. Analysis, Survey and Comparison of the German and Turkish skincare markets

Nivea, Clinique, Vichy, Diadermine and Skinceuticals as examples

Master's Thesis , 2018 , 88 Pages , Grade: 1,3

Business economics - Offline Marketing and Online Marketing

“The Earth is round but, for most purposes, it’s sensible to treat it as flat.”

The quote above is a part of Theodore Levitt’s iconic article “The Globalisation of Markets”, published in May 1983. Since it was published, it has been the focus of many discussions, with both protagonists and antagonists. In this thesis, the validity of Levitt’s arguments in “The Globalisation of Markets”, 35 years after it is published, is researched using the example Germany and Turkey’s skin care industry.

This research was conducted with the combination of existing literature and research, as well as an empirical survey. The current situation of the skin care market in Germany and Turkey was reviewed through various channels. After the literature review, the findings were supported with the cultural identification model “Dimensions of Behaviour”, developed by Richard Lewis, and compared to the results achieved by two surveys conducted in Germany and Turkey.

Inhaltsverzeichnis (Table of Contents)

• Introduction
• 1. Worldwide skin care market
• 1.1. Global Skin Care Market
• 1.1.1. Market size, growth, historic values and key players.
• 1.1.2. Market trends.
• 1.2. German skin care market
• 1.2.1. Market size, growth and historic values
• 1.2.2. Market trends.
• 1.2.3. Distribution channels.
• 1.2.4. Key players_
• 1.3. Turkish skin care market
• 1.3.1. Market size, growth and historic values.
• 1.3.2. Market trends.
• 1.3.3. Distribution channels_
• 1.3.4. Key Players
• 2. Brands & products compared
• 2.1. Estée Lauder - Clinique - 3 Step Skin Care System_
• 2.2. L'oreal Vichy - Liftactiv Supreme.
• 2.3. Beiersdorf - Nivea - Nivea Creme_
• 2.4. Henkel - Diadermine - Lift+ SPF 30_
• 2.5. L'oreal - SkinCeuticals - Pigment Corrector_
• 3. 7Ps on a global basis.
• 3.1 Product
• 3.1.1. Clinique.
• 3.1.2. Vichy
• 3.1.3. Nivea
• 3.1.4. Diadermine_
• 3.1.5. SkinCeuticals
• 3.2 Price
• 3.2.1. Clinique
• 3.2.2. Vichy
• 3.2.3. Nivea
• 3.2.4. Diadermine_
• 3.2.5. SkinCeuticals
• 3.3 Place
• 3.3.1. Clinique
• 3.3.2. Vichy
• 3.3.3. Nivea
• 3.3.4. Diadermine.
• 3.3.5. SkinCeuticals
• 3.4 Promotion_
• 3.4.1. Clinique
• 3.4.2. Vichy
• 3.4.3. Nivea
• 3.4.4. Diadermine.
• 3.4.5. SkinCeuticals
• 3.5 Packaging
• 3.5.1. Clinique
• 3.5.2. Vichy
• 3.5.3. Nivea.
• 3.5.4. Diadermine.
• 3.5.5. SkinCeuticals
• 3.6 People
• 3.6.1. Clinique
• 3.6.2. Vichy
• 3.6.3. Nivea
• 3.6.4. Diadermine_
• 3.6.5. SkinCeuticals.
• 3.7 Physical Evidence_
• 3.7.1. Clinique
• 3.7.2. Vichy
• 3.7.3. Nivea
• 3.7.4. Diadermine.
• 3.7.5. SkinCeuticals
• 4. Summary of "The Globalisation of Markets" by Theodore Levitt
• 5. Cultural Differences Between Germany and Turkey-
• 5.1. Germany
• 5.2. Turkey
• 6. 7Ps comparison between Turkey and Germany_
• 6.1 Product
• 6.2 Price.
• 6.3 Place
• 6.4 Promotion_
• 6.5 Packaging.
• 6.6 People
• 6.7 Physical Evidence_
• 7. Comparison of German and Turkish skin care consumers' preferences
• 7.1. Research results
• 7.1.1. Environmental Factors.
• 7.1.2. Climate Conditions.
• 7.1.3. Lifestyle_
• 7.1.4. Demographic factors
• 7.2. Survey methodology_
• 7.3. Survey outcome_
• 7.3.1. Environmental Factors
• 7.3.2. Climate Conditions.
• 7.3.3. Lifestyle.
• 7.3.4. Demographic factors_
• 7.3.5. Other findings
• 8. Recommendations_
• 8.1. Clinique.
• 8.2. Vichy
• 8.3. Nivea
• 8.4. Diadermine
• 8.5. SkinCeuticals.
• 9. Review of validity of Levitt's theory after 30 years.

Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)

This master's thesis explores the interplay between globalization and localization in the skin care market. Through an analysis of the German and Turkish skin care markets, the study investigates the application of the 7Ps of marketing on a global scale, highlighting cultural differences and consumer preferences. The study aims to provide a comprehensive understanding of the complexities of adapting marketing strategies to distinct cultural contexts.

• Global and regional skin care market trends
• Cultural differences between Germany and Turkey
• Application of the 7Ps of marketing in a global context
• Comparison of German and Turkish consumer preferences
• Assessment of the validity of Theodore Levitt's "Globalisation of Markets" theory after 30 years

Zusammenfassung der Kapitel (Chapter Summaries)

• Introduction: The introduction provides a brief overview of the thesis, outlining the objectives, research questions, and methodology used.
• Worldwide skin care market: This chapter explores the global and regional skin care market, including market size, growth, historic values, and key players. It also examines market trends and distribution channels in both Germany and Turkey.
• Brands & products compared: This chapter presents a comparison of five prominent skin care brands: Clinique, Vichy, Nivea, Diadermine, and SkinCeuticals. The chapter highlights key product features and positioning strategies for each brand.
• 7Ps on a global basis: This chapter analyzes the application of the 7Ps of marketing for each of the five brands, considering factors such as product, price, place, promotion, packaging, people, and physical evidence.
• Summary of "The Globalisation of Markets" by Theodore Levitt: This chapter summarizes Levitt's influential theory on the globalization of markets, highlighting its key arguments and implications.
• Cultural Differences Between Germany and Turkey: This chapter explores the cultural differences between Germany and Turkey, identifying factors that may influence consumer behavior and marketing strategies.
• 7Ps comparison between Turkey and Germany_: This chapter compares the application of the 7Ps of marketing in Germany and Turkey for each of the five brands, taking into account cultural differences and consumer preferences.
• Comparison of German and Turkish skin care consumers' preferences: This chapter presents the results of a research study conducted to understand the preferences of German and Turkish skin care consumers. The study explores the influence of environmental factors, climate conditions, lifestyle, and demographic factors.
• Recommendations_: This chapter provides recommendations for each of the five brands based on the findings of the thesis. These recommendations focus on improving marketing strategies and adapting to the unique demands of the German and Turkish markets.

Schlüsselwörter (Keywords)

The thesis explores the core concepts of globalization, localization, and the 7Ps of marketing within the context of the skin care industry. Key themes include cultural differences, consumer preferences, and the adaptation of marketing strategies to diverse markets. Specific brands analyzed include Clinique, Vichy, Nivea, Diadermine, and SkinCeuticals. The study also examines the relevance of Theodore Levitt's "Globalisation of Markets" theory in the contemporary business landscape.

• College: University of Applied Sciences Nuremberg
• Grade: 1,3
• Author: Deniz Ünal (Author)
• Publication Year: 2018
• Pages: 88
• Catalog Number: V423507
• ISBN (eBook): 9783668696198
• ISBN (Book): 9783668696204
• Language: English
• Tags: beiersdorf 4ps, german skincare market, german skin care market, turkish skincare market, turkish skin care market