“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.
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
Research Objectives and Themes
This thesis examines the validity of Theodore Levitt's 1983 arguments regarding the "globalisation of markets" within the contemporary skin care industry, specifically comparing market dynamics and consumer preferences in Germany and Turkey.
- Analysis of global vs. local market strategies in the skin care sector.
- Comparison of consumer purchasing behavior in Germany and Turkey based on cultural dimensions (Lewis model).
- Evaluation of the "7Ps of Marketing" (Product, Price, Place, Promotion, Packaging, People, Physical Evidence) for five leading brands.
- Empirical study of consumer preferences regarding environmental factors, climate, and lifestyle.
- Recommendations for international beauty brands to optimize local market entry and consumer engagement.
Excerpt from the Book
3.1.1. Clinique
Clinique offers various products to both men and women of all ages and ethnicities. Its makeup product portfolio includes products that are suitable to different skin types and colours. The key products are skin care, makeup and fragrances. All their products are allergy tested and fragrance free. They also have products that address all common skin problems such as acne, hyperpigmentation, fine lines, redness, large pores, and lack of hydration.
Differently from the products that include pigments, such as foundations, concealers and powders, the three-step skin care system, does not differ on a global basis. In every country Clinique is sold, the three-step skin care system includes the same facial soap, four different types of clarifying lotions for four different skin types, and the same moisturising lotion.
Chapter Summary
1. Worldwide skin care market: Provides an overview of the global beauty market, including size, growth projections, and major trends like natural/organic ingredients and anti-aging focus.
2. Brands & products compared: Introduces the five specific case study brands (Clinique, Vichy, Nivea, Diadermine, and SkinCeuticals) and their product offerings.
3. 7Ps on a global basis: Analyzes how each of the five brands implements the 7Ps of marketing across global markets, focusing on standardized versus local approaches.
4. Summary of “The Globalisation of Markets” by Theodore Levitt: Condenses Levitt's original theory regarding the necessity of global standardization for corporate success.
5. Cultural Differences Between Germany and Turkey: Explains the cultural landscape of both countries using the Lewis Model of behavioral dimensions.
6. 7Ps comparison between Turkey and Germany: Contrasts marketing implementations of the studied brands in Germany and Turkey, highlighting regulatory and economic differences.
7. Comparison of German and Turkish skin care consumers’ preferences: Presents the findings of an empirical study regarding environmental factors, climate, and demographics.
8. Recommendations: Offers brand-specific strategic advice for Clinique, Vichy, Nivea, Diadermine, and SkinCeuticals based on the study findings.
9. Review of validity of Levitt’s theory after 30 years: Evaluates the continued relevance of Levitt's theory in the modern, culturally sensitive beauty market.
Keywords
Globalisation, Localisation, Skin Care Industry, Marketing Strategy, Theodore Levitt, Consumer Behavior, Germany, Turkey, Cultural Differences, 7Ps, Market Research, Branding, Cosmetic Industry, Multi-Active, Linear-Active.
Frequently Asked Questions
What is the core subject of this thesis?
The thesis explores the tension between global standardization and local adaptation in marketing, testing if Theodore Levitt's 1983 theory of globalized markets still holds true in the skin care industry.
What are the primary themes addressed?
The work covers global market trends, cultural influences on consumer behavior, brand-specific marketing strategies (the 7Ps), and a comparative analysis between the German and Turkish markets.
What is the primary research question?
The core objective is to determine if global corporations must adopt standardized strategies to be successful, or if localized customization remains a vital necessity in the modern skin care market.
Which scientific methods were utilized?
The author combined an extensive literature review with an empirical survey conducted in Germany and Turkey, alongside the application of Richard Lewis's "Dimensions of Behaviour" cultural model.
What is covered in the main body?
The main body systematically applies the 7Ps of marketing to five distinct brands—Clinique, Vichy, Nivea, Diadermine, and SkinCeuticals—and provides a deep dive into the cultural and demographic differences between German and Turkish consumers.
Which keywords characterize this work?
Key terms include Globalisation, Localisation, Marketing Strategy, Skin Care, Consumer Behavior, and Cross-Cultural Comparison.
How does the author specifically compare Germany and Turkey?
The author uses Lewis's cultural classification (Linear-Active vs. Multi-Active) to explain why German consumers prioritize facts and efficacy, while Turkish consumers are more influenced by relationships, social recommendations, and brand availability.
Why does the author suggest that Levitt’s theory needs refinement?
While acknowledging the success of standardization, the author concludes that Levitt failed to foresee the emergence of "Antiglobals" and the necessity of cultural sensitivity, demonstrating that modern companies must balance global presence with local resonance.
- Citar trabajo
- Deniz Ünal (Autor), 2018, Globalisation vs. Localisation of Marketing 30 years after Theodore Levitt. Analysis, Survey and Comparison of the German and Turkish skincare markets, Múnich, GRIN Verlag, https://www.grin.com/document/423507
