GLOBAL PROMOTION

GLOBAL PROMOTION

SUBMITTED TO: Mrs. CHHAVVI JAIN

SUBMMITED BY: ANJALI GUREJANI HARSHIKA GUPTA ANUKRATI GUPTA

WHAT IS INTERNATIONAL MARKETING?

International marketing (IM) or global 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 the firm-level marketing practices across the border including market identification and targeting, entry mode selection, marketing mix, and strategic decisions to compete in international markets.

GLOBAL PROMOTION

4PS IN MARKETING MIX

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.

GLOBAL PROMOTION

GLOBAL PROMOTION
Promotion

objectives Problems and opportunities in promotional activities Legal issues

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GLOBAL PROMOTION

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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CONSTRAINTS ON ADVERTISING
Language

Difference Government Controls Agency Availability Economic 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 while designing its advertising programmes:
GLOBAL PROMOTION

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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PROCESS OF PERSONAL SELLING

Prospecting
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Pre-approach Approach Presentation Handling objections

Closure
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Follow-up

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 some promotional tools.

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GLOBAL PROMOTION

TYPES OF SALES PROMOTION

Sales promotions can be directed at either the customer, sales staff, or distribution channel members. Sales promotions targeted at the consumer are called consumer sales promotions. Sales promotions targeted at retailers and wholesale are called trade sales promotions

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TOOLS OF SALES PROMOTION

Samples

Coupons
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Cash refunds Premiums Patronage rewards Free trail

Contests
Sweepstakes Price packs
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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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OTHER UNIQUE FORMS OF GLOBAL PROMOTION

Government Role Trade Fairs Barter and Countertrade Bribery Miscellaneous Measures

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CONSTRAINTS ON GLOBAL COMMUNICATIONS STRATEGIES

Language barriers Cultural barriers Local attitudes toward promotion Production/cost Media availability Promotion regulations

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PROMOTION AS A MEANS OF POSITIONING

How

do people see advertising and promotion efforts? Promotion as a means to communicate

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benefits of product use of product product image

Differences

in desires by
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culture

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GLOBAL PROMOTION