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Talking Global: The Importance of International Promotion in the 21st Century

An introductory look at the current context of international promotion, and what firms must do to successfully speak to a global audience.

Talking Global: The Importance of International Promotion in the 21st Century

  1. 1. TALKING GLOBAL THE IMPORTANCE OF INTERNATIONAL PROMOTION IN THE 21ST CENTURY
  2. 2. AN INTERNATIONAL BUSINESS ENVIRONMENT (L301) PRESENTATION ABU YOUSUF MD ABDULLAH, PHD PROFESSOR INSTITUTE OF BUSINESS ADMINISTRATION UNIVERSITY OF DHAKA 2
  3. 3. THE TEAM 3 Shatabdi Biswas RH-12 Sharmili Rowshon Kabir RH-30 Arifur Reza Chowdhury ZR-23 Muhtasim Sarowat Rayed ZR-61 GROUP 5, BBA 21st BATCH, SECTION A
  4. 4. 1 2 3 4 OUTLINE 4
  5. 5. 5 6 7 OUTLINE 5
  6. 6. Superior sales and distribution by itself can create a monopoly, even with no product differentiation. The converse is not true. No matter how strong your product—even if it easily fits into already established habits and anybody who tries it likes it immediately— you must still support it with a strong distribution plan. — Peter Thiel, Zero to One “ 7
  7. 7. PROMOTION THERE IS NO ALTERNATIVE TO 8
  8. 8. 9WHAT IS WRONG WITH THIS TWEET? HINT: IT WAS TWEETED IN SPRING 2011
  9. 9. MARKETER AUDIENCE COMMUNICATION THE MANY CONTEXTS OF 10
  10. 10. CULTURAL CONTEXT IS KEY 11IN INTERNATIONAL MARKETING
  11. 11. PUSH AND PULL FACTORS 13 These compel firms to expand beyond their country of origin. These attract firms into foreign markets.
  12. 12. PUSH AND PULL FACTORS 14 Domestic market may become too saturated. Consumer demand patterns may change over time. Increasingly restrictive government regulations may force a firm to expand overseas
  13. 13. PUSH AND PULL FACTORS 15 With a global population of over 7 billion, the global market place is packed with endless opportunities. Cheap labor is one of the chief cost driven factors that are attracting MNCs to China. Entering the global marketplace presents an opportunity to learn the market practices in the industry.
  14. 14. 17 DIFFERENCE BETWEEN TRADITIONAL AND INTERNATIONAL PROMOTION THE DEVIL IS IN THE DETAILS What your promotional objectives should be depends on the level of familiarity a market has with your product. Contents of the promotional message will have to change depending on the cultural and social values of the market. Which promotional medium is more effective varies from country to country. Segmenting and Targeting cannot be copied and pasted.
  15. 15. HOW TO UNDERSTAND THESE DIFFERENCES? 18
  16. 16. 20 COMMUNICATIONS PROCESS UNDERSTANDING THE Mistakes in International Promotions Occur due to Problems in One or More Steps in the Communication Process.
  17. 17. 21 CULTURAL CONTEXT SOME IMPORTANT DIMENSIONS OF Getting straight to the point vs beating around the bush Differences in norms and taboos Varying levels of female empowerment Focus on celebrities vs focus on historical and cultural lineage
  18. 18. 23THE IMC PROMOTIONAL MIX FLEXIBLE, HIGHLY ADAPTABLE STRATEGY THAT IS CONSISTENT AT ITS CORE 6 2 3 4 5 1
  19. 19. SALES PROMOTION 24 Coupons Discounts Free Samples Special Sales Usually occurs at the point of sales. Effective for FMCG Products. Effective in regions which is less accessible by other media. Marketing activities which aim to stimulate consumer purchases and improve retailer or middlemen effectiveness and cooperation. They usually occur at the point of sale.
  20. 20. TRADE SHOWS 25 Time and sector-defined marketing events. Aimed primarily at B2B Consumers. Effective for companies looking to introduce their exports into a new territory Showcase different business firms’ products, services and their manufacturing capabilities Can create demand for products from both the suppliers’ side and the consumers’ side
  21. 21. 26 PERSONAL SELLINGFace to face interaction between seller and buyer for the purpose of sale of an offering. Very Hard to Say No to a Good Salesman The need to develop cultural intelligence for international promotions
  22. 22. 27 DIRECT SELLINGMulti-Channel Approach that Focuses on Customer, Data Analytics and Accountability. Online and Mobile Marketing is a big focus. Newsletters Flyers Online Ads SMS Ads Effective for products for whom cultural factors do not play as large a role Analytics gives chance to measure actual impact of marketing campaign
  23. 23. 28 PUBLIC A concerted effort on part of the company to generate goodwill among all relevant stakeholders. RELATIONS
  24. 24. 29 ADVERTISEMENTSThe most widely used—and possibly the most potent– promotional tool in the international IMC mix. ANNUAL GLOBAL EXPENDITURE (2014) STANDARDIZED VS ADAPTIVE EFFECTIVENESS OF VARIOUS MEDIA VARIES FROM COUNTRY TO COUNTRY
  25. 25. 31 BARRIERS TO INTERNATIONAL PROMOTION 1 Gross translation problems Subtle distinctions from language to language Different accents and dialects 2 Values, customs, morals, religious views 3 Some consider advertisements too crass. Transformational vs Informational 4 Comparative ads banned in most countries outside US
  26. 26. 33 TAKEAWAYS There is no alternative to International Promotion There are subtle differences between traditional and international promotion Business communication theory provides the framework to understand these differences International Marketers fail when they do not understand cultural context IMC is the most effective way to address these problems Even then, several challenges still remain Constant research and dedicated local teams are key to success

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