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GLOBAL PROMOTION

SUBMITTED TO: SUBMMITED BY:

Mrs. CHHAVVI JAIN ANJALI GUREJANI

HARSHIKA GUPTA

ANUKRATI GUPTA

GLOBALPROMOTION

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WHATISINTERNATIONALMARKETING?

International marketing (IM) orglobal

marketing refers to marketing carried out by

companies overseas or across national borderlines.

This strategy uses an extension of the techniques

used in the home country of a firm. It refers to thefirm-level marketing practices across the border

including market identification and targeting, entry

mode selection, marketing mix, and strategic

decisions to compete in international markets.

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PROMOTION


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4PSINMARKETINGMIX

PRODUCT

PRICE

PLACE

PROMOTION

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PROMOTION

Promotion embraces all efforts by an international

business to enhance the desirability of its product

among the potential buyers.

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GLOBAL PROMOTION

GLOBALPROMOTION

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Promotion

objectives

Problems and

opportunities in

promotional

activities

Legal issues


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4 ELEMENTS OF PROMOTION MIX

Advertising

Sales promotion

Personal selling

Public relation

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ADVERTISING

It is any paid form of non-personal

presentation and promotion of goods

or services by an identified sponsor.

Higher income countries tend to spend

more on advertising.

U.S. has especially high advertising

spending.

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CONSTRAINTSONADVERTISING

Language Difference

Government Controls

Agency AvailabilityEconomic Difference

Cultural Diversity

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GLOBAL ADVERTISING

International TV channels: CNN, BBC

Magazines with regional editions:

Time, Newsweek, Playboy,

Cosmopolitan

International newspapers: Financial

Times, Wall Street Journal

Internet

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ADVERTISING PROGRAMMES

The firm needs to consider three factors whiledesigning its advertising programmes:

The message it wants to convey.The media available to convey the

message.The extent to which the firm wants to

globalise its advertising efforts.

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PERSONAL SELLING

Based on personal contacts.

Commonly known as salesmanship.

Requires high cost

Effective for developing confidence in

a customer

Works well with high-unit value and

infrequently purchased products

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PROCESSOFPERSONALSELLING

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ROMOTION

Prospecting

Pre-approach

Approach

Presentation

Handling objections

Closure

Follow-up


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SALES PROMOTION

Consists of a diverse collection of incentive tools,

mostly short-term

Offer incentives to buy Works well for low unit value and high turnover

products

Sales promotion activities are constrained by local

laws that may not permit the use of somepromotional tools.

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TOOLSOFSALESPROMOTION

Samples

Coupons

Cash refunds

Premiums

Patronage rewards

Free trail

Contests

Sweepstakes

Price packs15

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PUBLIC RELATIONS

Public relations (PR) is a the practice of managing

the flow of information between an individual or

an organization and the public.

Designed to promote a companys image or its

individual products

Old name is publicity

Plays an important role in assisting in the launch of

new product, repositioning etc

Gains political allies

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OTHERUNIQUEFORMSOFGLOBALPROMOTION

Government Role

Trade Fairs

Barter and Countertrade

Bribery Miscellaneous Measures

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CONSTRAINTSON GLOBAL COMMUNICATIONS

STRATEGIES

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ROMOTION

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Language barriers

Cultural barriers

Local attitudes toward

promotion Production/cost

Media availability

Promotion regulations


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PROMOTIONASA MEANSOF POSITIONING

GLOBALP

ROMOTION

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How do people see advertising

and promotion efforts?

Promotion as a means to

communicate benefits of product

use of product

product image

Differences in desires by

culture


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ROMOTION

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