Promotional strategies in international marketing

22,671 views

Published on

Promotional strategies in international marketing

Promotional strategies in international marketing

  1. 1. Course Instructor: Sneha Sharma
  2. 2. Identifying the target audience Determining communication objectives Determining the message Budget decisions
  3. 3.  Overcoming the Language Barrier  IBM slogan “solutions for a small planet” became ▪ “solutions for a small world ” in Argentina  English slogan used worldwide ▪ You and US UBS  Overcoming the Cultural Barrier  In Saudi Arabia only veiled women can be shown inTV commercials  Political sensitiveness ▪ Cadbury Kashmir Advertisement “Too good to share”
  4. 4. Percentage of Sales Competitive Parity Objective and Task Method
  5. 5.  StandardizationVersus Customization (Adaptation)
  6. 6. Scale Economies Consistent Image Globalization of Media • Television :TimeWarner,Viacom Global Consumer Segments CreativeTalents in Ad Agencies
  7. 7.  Cultural Differences  Advertising Regulations  Ad in Indonesia  Market Maturity  IcedTea in Europe  NIH (Not Invented Here) Syndrome
  8. 8.  “Laissez-Faire.”  No centralized policy  Export Advertising  More People Go withVISA (2009)  Prototype Standardization  Mercedes/TAG Heuer: Handbook to communicate its advertising guidelines to local subsidiaries  RegionalApproach  Concept Cooperation
  9. 9.  Growth of Commercialization and deregulation of mass media  Rise of Global and Regional Media  Growth of Non traditional interactive media  Improved media monitoring  Coverage, circulation etc
  10. 10.  Advertising ofVice Product  In Japan word “Safe” can not be used for promoting over the counter drugs  Comparative Advertising  Foreign Made Ads  In Malaysia: 80% of ad production cost to be spent within the country  Content of Advertising Message  Advertisements targeting children
  11. 11. Sales Promotion Direct Marketing Global Sponsorships Mobile Marketing Trade Shows Product Placement Viral Marketing

×