When Campbell launches tomato soup in the UK with the same product and advertisement used in the US, this strategy is called product extension and communication, also known as dual extension.
Product extension and communication occurs when an organization uses a uniform communication strategy to market its product in a new location.
This international trade strategy can be risky due to the lack of adaptation of advertising and product characteristics to the local market, which is usually culturally variable and according to consumer preferences.
This strategy can generate cost reductions and economies of scale, faster processes, higher sales volume and increased global brand positioning.
Therefore, the product extension and communication strategy ensures product and advertising uniformity, and is used when customization and adaptation costs are not justified, as the company operates in a global segment with similar needs.
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