Some adaptation samples in product, place and promotion have been observed from the perspective of CULMAR tool dimensions. Revised marketing plan can be built by the help of new adapted (revised) marketing mix which is derived by CULMAR tool. New model called CULMAR model, consisting of CULMAR tool, adapted marketing mix, and revised marketing plan has been introduced with this research. Original marketing mix of companies should be analysed and new adapted marketing mix for each country should be created according to CULMAR tool. Revised marketing plan should be built based on new adapted marketing mix.
Basic strategic marketing plan contains mission statement, corporate objectives, marketing audit, swot and pestel analysis, other strategic analysis (Porter’s five forces, vrio analysis etc.), marketing objectives(specific, measurable, realistic, and timed oriented ), marketing strategies (consisting of market segmentation, target marketing, and market positioning), marketing mix, estimate expected results, identify alternative plans & mixes, first year implementation programme, managing the marketing effort, and communicating the value.
Adapted marketing mix, created by CULMAR tool, must be verified the suitability to current marketing strategies (market segmentation, target marketing, and market positioning). If adapted marketing mix does not fit to current marketing strategies, necessary readjustments must be fulfilled on adapted marketing mix. Marketing implementation and control must be done according to revised marketing mix.
Making local adaptations for more than 100 countries without loosing global brand perception can be possible with CULMAR perspective.
CULMAR tool introduces special different product adaptations which meet the needs of consumers living in different countries. In other words, country based product adaptations of global product can be obtained by the help of CULMAR tool.
CULMAR tool consists of six culture oriented dimensions, 1 socio-economic and 1 socio-cultural dimension which influences to mid and outer level of product designs. Cultural oriented dimensions are individualism-collectivism oriented, long- short term oriented, masculinity-femininity oriented, power distance oriented, uncertainty avoidance oriented and indulgence-restraint oriented dimensions. Socio-cultural and socio-economic dimensions comprise of educational level and gross domestic product per capita respectively. According to targeted sector, the most suitable CULMAR dimensions must be selected for adaptations of global products for specific countries. CULMAR tool and its dimensions are placed at the right.
PRODUCTS
CULMAR compatible products means that adapting one specific global product to each culture or country’s preference by adding some local touches without changing main outlines, features and forms. Keeping global family image of the brand is important. When we see each adapted product, we can easily notice common features and outlines in all product adaptations fulfilled for different countries. For instance, one of the worldwide known product can be adapted to different countries and cultures by adding some local touches (representative colours, patterns, ingredients etc) which are used in each specific country.
MUSICS
CULMAR compatible musics means that adapting one specific global sound to each country or culture sound by adding some compatible ethnic or local sounds to the main global sounds. When we listen to each adapted sound, we can comprehend one main core melody in all music adaptations fulfilled for different countries. For instance, one of the worldwide known song can be adapted to different countries and cultures by adding specific music instruments which are used in each specific country.
DISHES
CULMAR compatible dishes means that adapting one specific global dish to each country or culture taste by adding some compatible ethnic or local spices or other ingredients to the main global recipe. When we taste each adapted dish, we can get of core savor in all recipe adaptations fulfilled for different countries. For instance, one of the worldwide known dish can be adapted to different countries and cultures by adding specific spices and ingredients which are used in each specific country.
FASHIONS
CULMAR compatible fashions means that adapting one specific global trend to each country or culture local trend by adding some compatible ethnic or local patterns, materials, and etc to the main fashion style. When we look over each adapted trend, we can see main global trend in all fashion adaptations for different countries. For instance, one of the worldwide known fashion trend can be adapted to different countries and cultures by adding specific patterns and materials which are used in each specific country.
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