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GLOBAL MARKETING<br />Presented by:<br />AbhinavPathak<br />ShreyRaturi<br />
CONTENTS<br />Definition <br />Why go global?<br />Factors that lead to global marketing.<br />Requirements of global mark...
DEFINITION OF GLOBAL MARKETING<br />The process of conceptualizing and then conveying a final product or service worldwide...
WHY DO COMPANIES GO GLOBAL<br />Getting  success  when marketing globally is not an easy feat hence there must be a concre...
FACTORS THAT LEAD TO GLOBAL MARKETING<br />Market need<br />Technology<br />Costs<br />Quality<br />Communication and tran...
RESTRAINT FACTORS<br />MARKET DIFFERENCE<br />CULTURAL BARRIERS<br />RELIGIOUS DIVIDE<br />ORGANISATION CULTURE<br />NATIO...
REQUIREMENTS OF GLOBAL MARKETING<br />GLOBAL MARKETING PLAN REQUIRE THREE ESSENTIAL THINGS<br />KNOWLEDGE OF THE MARKET AN...
ADVANTAGES OF GLOBAL MARKETING<br />VARIETY OF GOODS<br />AVAILABILITY OF RAW MATERIAL AND SPECIALISED GOODS<br />SPECIALI...
ADVANTAGES CONTINUED……….<br />POSSIBILITY OF ECONOMIC DEVELOPMENT<br />EASIER TO FACE NATURAL CALAMITIES<br />INTERNATIONA...
DISADVANTAGES<br />VULNERABLE POSITION DURING WARS<br />ECONOMIC INSTABILITY<br />EXPLOITATION<br />DISLODGING OF DOMESTIC...
CONTD……                By- AbhinavPathak<br />
MARKET ENTRY STRATEGY<br />ELEMENTS OF GLOBAL MARKETING MIX<br />MARKETING STRATEGIES OF HUL(SOAPS)<br />
GLOBAL MARKETING DECISION<br />
  Market Entry Strategies<br />EXPORTS<br />FRANCHISING, LICENSING<br />DIRECT INVESTMENT<br />
EXPORTS<br />Exports are goods and services which are produced in one country but marketed in another country.<br />Expand...
        LICENSING<br />One firm permits another to use its intellectual property for compensation called royalty.<br /> Th...
FRANCHISING<br />Franchising involves the granting of right by a parent company(the franchiser)to another(the franchisee)t...
DIRECT INVESTMENT<br />Foreign direct investment (FDI) or foreign investment refers to long term participation by country ...
JOINT VENTURES<br />A contractual agreement joining together two or more parties for the purpose of executing a particular...
WHOLLY OWNED SUBSIDIARIES<br />A subsidiary whose parent company own its 100% stock.<br />
GLOBAL MARKETING MIX<br />
PRODUCT MIX<br />Total number of products and items that marketer offers.<br />Also known as product assortment.<br />Prod...
Product Adaptation
Product Invention</li></li></ul><li>PRICE<br />Value which buyer passes on to the seller for the product or services provi...
Charge what consumers in each country will pay.
Company may become guilty of dumping.</li></li></ul><li>PROMOTION<br />Concerned with activities that are undertaken to co...
“Air” logo resembled “Allah” in Arabic script<br />
PLACE(Distribution)<br />Set of decisions that need to be taken in order to make the product available to the customer for...
Set up own distribution system in the target country.</li></li></ul><li>MARKETING STRATEGIES<br />
   Marketing strategy is a process that can allow an organization to concentrate its limited resources on the greatest opp...
HINDUSTAN UNILEVER LIMITED<br />
INTRODUCTION<br />Formed in the year 1933 as Lever Brothers  India Limited.<br />Unilever Plc is the parent company.<br />...
Contd……<br />HUL is India’s largest fmcg company.<br />With almost 35 brands HUL meets everyday need of the consumer.<br /...
PRODUCT MIX<br /> &<br /> PRODUCT LINES<br />
CONTRIBUTION TO DIFFERENT SECTORS<br />74.3%<br />
PERSONAL CARE<br />
TOILET SOAPS BY HUL<br />HUL is the market leader in the soap segment<br />
<ul><li>Lux was launched in UK in 1899 as a Laundry soap to wash delicate(silk) clothes in home.
In India, Lux launched in 1929 & it has proved to be a powerful brand in beauty soap segment.
From the starting, it has been claimed as “The Beauty Soap Of Film Stars”.
In 2006, Lux was awarded as Awaz consumer Award 2005 as the most preferred toilet soap.</li></li></ul><li><ul><li>Dove was...
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Global marketing By Abhi & Shrey

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Transcript of "Global marketing By Abhi & Shrey"

  1. 1. GLOBAL MARKETING<br />Presented by:<br />AbhinavPathak<br />ShreyRaturi<br />
  2. 2. CONTENTS<br />Definition <br />Why go global?<br />Factors that lead to global marketing.<br />Requirements of global marketing.<br />Advantages and Disadvantages.<br />Market Entry Strategies.<br />Elements of global marketing mix.<br />Marketing strategies of HUL.<br />
  3. 3. DEFINITION OF GLOBAL MARKETING<br />The process of conceptualizing and then conveying a final product or service worldwide with the hopes of reaching the international marketing community.<br />
  4. 4. WHY DO COMPANIES GO GLOBAL<br />Getting success when marketing globally is not an easy feat hence there must be a concrete business plan before embarking on an international journey for your business.<br />
  5. 5. FACTORS THAT LEAD TO GLOBAL MARKETING<br />Market need<br />Technology<br />Costs<br />Quality<br />Communication and transport<br />Geo-political location-geographical<br />
  6. 6. RESTRAINT FACTORS<br />MARKET DIFFERENCE<br />CULTURAL BARRIERS<br />RELIGIOUS DIVIDE<br />ORGANISATION CULTURE<br />NATIONAL CONTROL POLICIES<br />POLITICAL UPHEAVALS<br />
  7. 7. REQUIREMENTS OF GLOBAL MARKETING<br />GLOBAL MARKETING PLAN REQUIRE THREE ESSENTIAL THINGS<br />KNOWLEDGE OF THE MARKET AND MARKETING ENVIRONMENT<br />KNOWLEDGE OF THE PRODUCT, PEOPLE AND COMPETITION<br />KNOWLEDGE OF THE MARKETING FUNCTION AND PROCESS<br />
  8. 8. ADVANTAGES OF GLOBAL MARKETING<br />VARIETY OF GOODS<br />AVAILABILITY OF RAW MATERIAL AND SPECIALISED GOODS<br />SPECIALISATION AND DIVISION OF LABOUR<br />INCREASE IN EFFICIENCY THROUGH WIDENING OF MARKET<br />CHEAPER GOODS<br />COMPETITION<br />OPTIMUM ALLOCATION OF RESOURCES<br />VENT FOR SURPLUS PRODUCTION<br />
  9. 9. ADVANTAGES CONTINUED……….<br />POSSIBILITY OF ECONOMIC DEVELOPMENT<br />EASIER TO FACE NATURAL CALAMITIES<br />INTERNATIONAL COOPERATION<br />
  10. 10. DISADVANTAGES<br />VULNERABLE POSITION DURING WARS<br />ECONOMIC INSTABILITY<br />EXPLOITATION<br />DISLODGING OF DOMESTIC INDUSTRIES<br />EXHAUSTION OF NATURAL RESOURCES<br />LOP SIDED DEVELOPMENT<br />POLITICAL INTERFERENCE<br />POLITICAL CONFLICTS<br />IMPORT OF NON ESSENTIAL COMMODITIES<br />
  11. 11. CONTD…… By- AbhinavPathak<br />
  12. 12. MARKET ENTRY STRATEGY<br />ELEMENTS OF GLOBAL MARKETING MIX<br />MARKETING STRATEGIES OF HUL(SOAPS)<br />
  13. 13. GLOBAL MARKETING DECISION<br />
  14. 14. Market Entry Strategies<br />EXPORTS<br />FRANCHISING, LICENSING<br />DIRECT INVESTMENT<br />
  15. 15. EXPORTS<br />Exports are goods and services which are produced in one country but marketed in another country.<br />Expand sales, build brand equity.<br />
  16. 16. LICENSING<br />One firm permits another to use its intellectual property for compensation called royalty.<br /> The firm that makes the offer is the licenser and the recipient firm is designated as the licensee .<br />The properly licensed generally includes such as patents ,trademarks, copyrights,technolohy,technical know how, business skills etc.<br />
  17. 17. FRANCHISING<br />Franchising involves the granting of right by a parent company(the franchiser)to another(the franchisee)to do business in a prescribed manner. <br />This right can take the form of selling the franchiser’s product, using its name,production,and marketing techniques, or using its general business approach.<br />
  18. 18. DIRECT INVESTMENT<br />Foreign direct investment (FDI) or foreign investment refers to long term participation by country A into country B. It usually involves participation in management, joint-venture, transfer of technology and expertise.<br />Joint Ventures and Wholly owned Subsidiaries. <br />
  19. 19. JOINT VENTURES<br />A contractual agreement joining together two or more parties for the purpose of executing a particular business undertaking. All parties agree to share in the profits and losses of the enterprise.<br />
  20. 20. WHOLLY OWNED SUBSIDIARIES<br />A subsidiary whose parent company own its 100% stock.<br />
  21. 21. GLOBAL MARKETING MIX<br />
  22. 22. PRODUCT MIX<br />Total number of products and items that marketer offers.<br />Also known as product assortment.<br />Product decision:<br /><ul><li>Straight product Extension
  23. 23. Product Adaptation
  24. 24. Product Invention</li></li></ul><li>PRICE<br />Value which buyer passes on to the seller for the product or services provided.<br />Price Decision:<br /><ul><li>Charge uniform price all around the world.
  25. 25. Charge what consumers in each country will pay.
  26. 26. Company may become guilty of dumping.</li></li></ul><li>PROMOTION<br />Concerned with activities that are undertaken to communicate with customers to enhance the sales.<br />Advertising, introductory coupons, discounts, etc.<br />Touches the perception and psyches of customers.<br />Spin off the existing media ads, simply substituting the local language.<br />
  27. 27. “Air” logo resembled “Allah” in Arabic script<br />
  28. 28. PLACE(Distribution)<br />Set of decisions that need to be taken in order to make the product available to the customer for purchase and consumption.<br />APPROACH:<br /><ul><li>Sell goods to a trading company.
  29. 29. Set up own distribution system in the target country.</li></li></ul><li>MARKETING STRATEGIES<br />
  30. 30. Marketing strategy is a process that can allow an organization to concentrate its limited resources on the greatest opportunities to increase sales and achieve a sustainable competitive advantage.  A marketing strategy should be centred around the key concept that customer satisfaction is the main goal.<br />
  31. 31. HINDUSTAN UNILEVER LIMITED<br />
  32. 32. INTRODUCTION<br />Formed in the year 1933 as Lever Brothers India Limited.<br />Unilever Plc is the parent company.<br />Changed to Hindustan Lever Ltd in 1956 after merger of Lever Brothers, Hindustan Vanaspati Mfg. Co. Ltd. and United Traders Ltd.<br />Changed to Hindustan Unilever Ltd. In 2007.<br />
  33. 33. Contd……<br />HUL is India’s largest fmcg company.<br />With almost 35 brands HUL meets everyday need of the consumer.<br />It is India’s one of the largest exporter; it has been recognized as a Golden Super Star Trading House by Government of India.<br />Two out of three Indians use the HUL’s product.<br />
  34. 34. PRODUCT MIX<br /> &<br /> PRODUCT LINES<br />
  35. 35.
  36. 36. CONTRIBUTION TO DIFFERENT SECTORS<br />74.3%<br />
  37. 37. PERSONAL CARE<br />
  38. 38. TOILET SOAPS BY HUL<br />HUL is the market leader in the soap segment<br />
  39. 39. <ul><li>Lux was launched in UK in 1899 as a Laundry soap to wash delicate(silk) clothes in home.
  40. 40. In India, Lux launched in 1929 & it has proved to be a powerful brand in beauty soap segment.
  41. 41. From the starting, it has been claimed as “The Beauty Soap Of Film Stars”.
  42. 42. In 2006, Lux was awarded as Awaz consumer Award 2005 as the most preferred toilet soap.</li></li></ul><li><ul><li>Dove was launched in 1955 in US. It has been available in India from 1995.
  43. 43. It has proved to have ¼ of moisturising cream that maintains the skin be smooth & soft.
  44. 44. In 2004, HUL’s campaign of Real Beauty by Ogilvy inspired women to have the</li></ul> confidence to be comfortable with themselves & in 2006 it got the Grand Effie Award.<br />
  45. 45. GERMS SE KOI DAR NAHI<br /><ul><li>Launched in 1895 in UK and then in India.
  46. 46. A Low cost soap catering huge population.
  47. 47. The jingle, ‘Making a billions of Indian feel safe and secure’</li></ul>Says everything!!<br /><ul><li>Comes with different varieties and treats different needs.</li></li></ul><li>Competitors of HUL SOAPS <br />HUL brands<br />Lux<br />Rexona<br />Breeze<br />Lifebuoy<br />Competitors brands<br />Santoor, Chandrika<br />Cinthol, Mysore Sandal<br />Godrej no. 1, Nirma<br />Dettol<br />
  48. 48. THANK YOU<br /> Presented BY:<br />AbhinavPathak- 03<br />ShreyRaturi- 43<br />
  49. 49. BIBLIOGRAPHY<br />Marketer's Toolkit: Harvard Business Essential.<br />BUSINESS ENVIRONMENT: K. ASWATHAPPA <br />WIKIPEDIA<br />FRANK ECONOMICS: D.K SETHI and U.ANDREWS <br />
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