international+marketing promotion+

8/13/2019 International+Marketing Promotion+

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Promotion


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Group 4

Abhishek Kamath - 13

Sheetal Mamtora - 21

Manish Menghani - 22 Anurag Singhai - 49

Prashant Vithalani - 56

Prachi Wadiwala - 57


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Forms of Promotion

Personal selling

Sales promotion

Samples Trade fairs and exhibitions

Foreign catalogs

Publicity


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Personal selling

It is beneficial where wages tend to be low

Multi-Linguistic Countries

Investment of time and effort in recruiting, motivating,

organizing and training a local sales force Sales Force needs to know about products and markets,

language and culture, the location of target segments,

customer buying behaviour

There is a dilemma as to whether to place expatriateemployees into your international target market, or to recruit

locally.


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Sales promotion

Supplement and strengthen the personal

selling and advertising

Sales promotion is highly regulated in Europe

Promotions such as cash backs, free draws,lottery and in pack premiums are permitted in

some countries


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Foreign catalogs

Help to close gap between buyer and seller

Purpose of Catalogs

Create interest and attract readership Mirror the personality of the manufacturer or exporter

Carry the reputation of manufacture or exporter to world market

Make buying easy

Create the desire for ownership

supply all the needed information from size, colors and quantities to packing,

shipping time, payment terms and so on..


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Samples

Idea of form and quality to the potential foreign

buyer

Avoid misunderstanding over styles, sizes, models

Limited to certain products only


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Trade fairs and exhibitions

Important for some industries and countries

Purpose

Gathering names/business leadsDemonstration

Client promotion

Buying and Selling of products


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Advertising - Culture dimension

Directness vs. indirectness

Comparison

Humor

Gender

Explicitness

Sophistication

Popular vs. traditional culture

Information content vs.fluff


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International marketing Promotion

decision

What Message?

What Communication Media?

How much money or effort to be spent?


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Factors Affecting the Promotion Mix

Availability of funds

Cost of activities

Degree of competition

Type of product, seasonality and price

Mode of Market Entry

Type and size of Market

Media availability


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Tactical decisions

In Brazil, TV commercials are sandwiched together in a stringof 10-50 commercials within one station break

National coverage can mean using as many as 40-50 differentmedia

Specialised media reach small segments of the market only In Germany, TV scheduling for the entire year must be

arranged by 30th August

In Germany, no guarantee that commercials intended for

summer viewing will run in that period In Vietnam, advertising in newspapers and magazines will be

limited to 10 % of space and 5 % of time, or three minutes

and hour on radio or TV


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Reason for ineffective communication

The message may not get through the intended recipient

The message may reach the target audience but may not

be understood (or may be misunderstood)

The message may reach the target audience and may beunderstood but may not induce the recipient to take

action desired by the sender

The effectiveness of the message can be impaired by

noise, or the effect of external influences such ascompetitive advertising etc


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Barriers to International Marketing

Cultural Differences

Government Regulation

Media Availability

Economic Differences

Tastes and Attitudes

Buying Process


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Cross cultural communication

communication between a person in one culture

and a person or persons in another culture

possible that culture differences occur in one

nation. Eg: India


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Government Regulations

In Germany, an advertisement can be run in

English for the product made in U.K but not

for the product made in Germany

Australian television would only run commercial

produced there


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Market Segment

Increasing concern about advertising aimed at

children ,in U.K. and Europe

The British Independent Television Commission

states that ads targeting children must not take

advantage of their natural credulity


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Buying Process

Hierarchy Sequences

Traditional learning Learn-Feel-Do

Low involvement Learn-Do-Feel

Dissonance attribution D0-Feel-Learn

Dependency Feel-Do-Learn


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Integrated Marketing Communication

By Coca-Cola

Coca-Cola in India announced a new integrated marketing

communication during the 2010 FIFA World CupTrophy Tour

in Kolkata.

The strategic communication leveraged the passion of football

and also included rolling out 'Coca-Cola Open Happiness'

communication initiative titled 'Borders'.

The communication included showcasing the hilarious things

that sometimes happen as the FIFA World CupTrophy makes

its way around the globe.


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IMC by Coca Cola..

According to Mansoor Siddiqi, Director, Integrated Marketing

Communications, Coca-Cola India,

.We are bringing the FIFA Trophy to India in January 2010,

as part of the Worldwide Coca-Cola FIFA trophy tour The

FIFA World CupIndian Trophy Tour will give football

enthusiasts an outlet for their celebrations through our

football, music and interactive initiatives. We want to

encourage all Indians to be part of this event as we warm up

towards the 2010 FIFA World Cupand come together to'Open Happiness."


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IMC by Coca Cola

In addition to leveraging the mass media, the entire

communication effort was complimented by a range of

initiatives including Out-of-home (OOH), radio, experiential

zones, musical shows, interactive displays, on-the-ground

activities etc. across the key markets in West Bengal.

As a part of the on-ground activation, the consumers along

with State ministers, Government awardees, members of

Kolkata football clubs and football enthusiasts from highschools will get the unique opportunity to get themselves

photographed with the original FIFA World Cup Trophy, a

memento they will cherish for the rest of their lives.


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IMC by Coca-Cola

This once-in-a-lifetime experience by Coca-Cola India aims to

bring people close to the world's most coveted prize in a sport

which has followers in every corner of the earth.

The trophy tour will be further supported by an extravagant

evening of music and entertainment by Chandrabindoo,a

leading Bangla band followed by an electric performance by

Euphoria,the famous rock band and some brilliant

choreography.

Coca-Cola partnered with All India Football Federation (AIFF)to organize Coca-Cola Mir Iqbal Hussain Trophy,a grassroots

talent hunt initiative rolled out to uncover the most dynamic

young footballers in the country.


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IMC by Cola Cola

As part of the Coca-Cola Mir Iqbal Hussain Trophy, 20

promising young footballers will be identified and short-listed

by AIFF and will be subsequently coached and groomed to

form the National Under-16 Sub-junior Team.

Out of these 20 young footballers, 16 most promising players

will attend The Coca-Cola International Football Camp in

South Africa,to be organized in June 2010 during the FIFA

World Cup. Jharkhandteam from the East Zonewon thenational finals of the 'Coca-Cola Mir Iqbal Hussain Trophy'.


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Selling Indian Tourism in US, Canada

Initiated by THE INDIAN MINISTRY of

Tourism/Government of India

A major multi-city travel agent presentation to

promote Indian tourism. This was to demonstrate that India is safe for travel

and described the various vacation options that exist

in the country.

Cities visited included New York, Boston, Chicago,

San Francisco, Los Angeles, Vancouver and Toronto.

Representatives from 26 tour operators participated


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Selling Indian Result

The growth in tourism to India has been

significant, representing an increase of 57

percent in the last four years.

About 800,000 U.S. tourists visit India every

year.


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Promotion Blunders..

Company name: Parker

Location: Latin America

Advertisement statement Wont leak in yourpocket

Blunder: Due to poor translation - In Spanish,

it came out as Wont leak in your pocket and

impregnate you


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Promotion Blunders..

Proctor & Gamble used a television

commercial in Japan that was popular in

Europe. The ad showed a woman bathing, her

husband entering the bathroom and touchingher. The Japanese considered this ad an

invasion of privacy, inappropriate behaviour,

and in very poor taste.


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Promotion Blunders

"Traficante" and Italian mineral water found a great reception

in Spain's underworld.

Reason: In Spanish it translates as "drug dealer".

Umbro the UK sports manufacturer had to withdraw its new

trainers (sneakers) called the Zyklon.

Reason: The firm received complaints from many

organisations and individuals as it was the name of the gas

used by the Nazi regime to murder millions of Jews in

concentration camps.


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American Motors tried to market its new car, the Matador,based on the image of courage and strength.

Reason: In Puerto Rico the name means "killer" and was not

popular on the hazardous roads in the country.

Pepsodent tried to sell its toothpaste in Southeast Asia by

emphasizing that it "whitens your teeth."

Reason: They found out that the local natives chew betel nutsto blacken their teeth which they find attractive.

Promotion Blunders


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Promotion Blunders

When Pepsico advertised Pepsi in Taiwan with the ad "Come

Alive With Pepsi" they had no idea that it would be translated

into Chinese as "Pepsi brings your ancestors back from the

dead.

Kellogg had to rename its Bran Buds cereal in Sweden when it

discovered that the name roughly translated to "burned

farmer."


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Thank You

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