<ul><li>Global Marketing </li></ul><ul><li>Best Practices </li></ul>Avi Dan, Founder and President
What We’ll Cover <ul><li>The Global Consumer </li></ul><ul><li>Selecting A Global Strategy </li></ul><ul><li>Best Practice...
The Emergence of the Global Consumer Culture <ul><li>Cheaper travel, increased exposure </li></ul><ul><li>Communications b...
Why Go Global <ul><li>Competition </li></ul><ul><li>Regional Integration </li></ul><ul><li>Technology </li></ul><ul><li>Ec...
<ul><li>Ethnocentric </li></ul><ul><li>Polycentric </li></ul><ul><li>Regiocentric </li></ul><ul><li>Geocentric </li></ul>S...
Types of Markets <ul><li>Developed Markets </li></ul><ul><li>Underdeveloped Markets </li></ul><ul><li>Emerging Markets </l...
Entry Mode Alternatives <ul><li>Exporting </li></ul><ul><li>Licensing </li></ul><ul><li>Franchising </li></ul><ul><li>JV <...
Determining Market Receptivity <ul><li>Differential response  Measurability </li></ul>Actionability  Sustainability  Acces...
Consumer Target Best Practices <ul><li>Demographic  </li></ul><ul><li>Psychographic </li></ul><ul><li>Urbanization/Income ...
Rate Of Adoption Best Practices <ul><li>Product Factors  Market Factors </li></ul>New Product/Service  Adoption Advantage ...
Consumer Adopters Innovators Early Adopters Early Majority Late   Majority Laggards 2.5% 13.5% 34% 34% 16%
Targeting Strategies Best Practices <ul><li>Differentiating Targeting Strategy - Identify Market Segments That Want Differ...
Gray Goods <ul><li>A Distribution System Unauthorized </li></ul><ul><li>By The Manufacturer Whereby The </li></ul><ul><li>...
Charge  Similar Prices Worldwide Methods of  Combating Parallel imports Create products  For low markets That are not as  ...
Price Considerations <ul><li>Intuition-driven and highly decentralized </li></ul><ul><li>The influence of currency fluctua...
Media Challenges <ul><li>Availability </li></ul><ul><li>Reliability </li></ul><ul><li>Restrictions </li></ul><ul><li>Costs...
Choosing Ad Agency  <ul><li>Consolidation Vs. Localization </li></ul><ul><li>Control </li></ul><ul><li>Efficiencies </li><...
Best Practices In Agency Review <ul><li>Hire A Culture </li></ul><ul><li>Process </li></ul><ul><li>Talent </li></ul><ul><l...
Best Practices Agency Audits <ul><li>Annual, Less For New Agency </li></ul><ul><li>Joint Improvement Plans, Who Owns Initi...
More Resources From The  ANA School of Marketing <ul><li>Join us for a one day course on  Global Marketing Management  Sch...
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Best Practices In Global Marketing

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  1. 1. <ul><li>Global Marketing </li></ul><ul><li>Best Practices </li></ul>Avi Dan, Founder and President
  2. 2. What We’ll Cover <ul><li>The Global Consumer </li></ul><ul><li>Selecting A Global Strategy </li></ul><ul><li>Best Practices In Segmentation </li></ul><ul><li>Dealing With Gray Markets </li></ul><ul><li>Pricing Best Practices </li></ul><ul><li>Media </li></ul><ul><li>Best Practices For Selecting An Ad Agency </li></ul><ul><li>Auditing </li></ul>
  3. 3. The Emergence of the Global Consumer Culture <ul><li>Cheaper travel, increased exposure </li></ul><ul><li>Communications became global </li></ul><ul><li>Immigration trends </li></ul><ul><li>Luxury Consumption Class </li></ul><ul><li>Global Consumption Homogenization </li></ul>
  4. 4. Why Go Global <ul><li>Competition </li></ul><ul><li>Regional Integration </li></ul><ul><li>Technology </li></ul><ul><li>Economic Growth </li></ul><ul><li>Product Life Cycle </li></ul><ul><li>High New Product Development Cost </li></ul><ul><li>Production Economies Of Scale </li></ul>
  5. 5. <ul><li>Ethnocentric </li></ul><ul><li>Polycentric </li></ul><ul><li>Regiocentric </li></ul><ul><li>Geocentric </li></ul>Strategic Models
  6. 6. Types of Markets <ul><li>Developed Markets </li></ul><ul><li>Underdeveloped Markets </li></ul><ul><li>Emerging Markets </li></ul><ul><li>N11 : Bangladesh, Egypt, Indonesia, Iran, Mexico, Nigeria, Pakistan, the Philippines, South Korea,Turkey, Vietnam </li></ul>
  7. 7. Entry Mode Alternatives <ul><li>Exporting </li></ul><ul><li>Licensing </li></ul><ul><li>Franchising </li></ul><ul><li>JV </li></ul><ul><li>Consortia </li></ul><ul><li>Wholly Owned Subsidiary </li></ul><ul><li>Alliances </li></ul>
  8. 8. Determining Market Receptivity <ul><li>Differential response Measurability </li></ul>Actionability Sustainability Accessability Stability Over Time
  9. 9. Consumer Target Best Practices <ul><li>Demographic </li></ul><ul><li>Psychographic </li></ul><ul><li>Urbanization/Income </li></ul><ul><li>Social Class </li></ul><ul><li>Education </li></ul>
  10. 10. Rate Of Adoption Best Practices <ul><li>Product Factors Market Factors </li></ul>New Product/Service Adoption Advantage Compatibility with Adopter’s needs Media Trial Cultural Similarity Economic similarity
  11. 11. Consumer Adopters Innovators Early Adopters Early Majority Late Majority Laggards 2.5% 13.5% 34% 34% 16%
  12. 12. Targeting Strategies Best Practices <ul><li>Differentiating Targeting Strategy - Identify Market Segments That Want Different Benefits And Target With Different Brands </li></ul><ul><li>Concentrate Targeting - Companies Select Only One Market Segment And Target With A Single Brand </li></ul><ul><li>Undifferentiated Targeting - Aiming The Product At All Markets Using A Single Strategy </li></ul>
  13. 13. Gray Goods <ul><li>A Distribution System Unauthorized </li></ul><ul><li>By The Manufacturer Whereby The </li></ul><ul><li>Products Purchased In A Low-Price </li></ul><ul><li>Market Are Diverted To Another </li></ul><ul><li>Market. </li></ul>
  14. 14. Charge Similar Prices Worldwide Methods of Combating Parallel imports Create products For low markets That are not as Attractive or are Not a perfect fit With an up market Litigate Complicate the Repair and Servicing Inform consumers About gray market goods
  15. 15. Price Considerations <ul><li>Intuition-driven and highly decentralized </li></ul><ul><li>The influence of currency fluctuations </li></ul><ul><li>Price paid to the marketing supply chain </li></ul><ul><li>Labor, raw materials </li></ul><ul><li>Share vs.. Profitability </li></ul><ul><li>Competition </li></ul>
  16. 16. Media Challenges <ul><li>Availability </li></ul><ul><li>Reliability </li></ul><ul><li>Restrictions </li></ul><ul><li>Costs </li></ul>
  17. 17. Choosing Ad Agency <ul><li>Consolidation Vs. Localization </li></ul><ul><li>Control </li></ul><ul><li>Efficiencies </li></ul><ul><li>Holding Co. Bundling Vs. Best In Class </li></ul>
  18. 18. Best Practices In Agency Review <ul><li>Hire A Culture </li></ul><ul><li>Process </li></ul><ul><li>Talent </li></ul><ul><li>Decide Who Are The Deciders </li></ul><ul><li>Set Expectations </li></ul><ul><li>Focus On Few Agencies </li></ul><ul><li>Precise Contract </li></ul>
  19. 19. Best Practices Agency Audits <ul><li>Annual, Less For New Agency </li></ul><ul><li>Joint Improvement Plans, Who Owns Initiatives, Timing </li></ul><ul><li>Online Tools </li></ul><ul><li>Tie To Compensation </li></ul><ul><li>Get Management, Agency Support </li></ul><ul><li>360 Degrees Evaluations </li></ul><ul><li>Qual, Quant, Business Metrics,Tech Platforms </li></ul>
  20. 20. More Resources From The ANA School of Marketing <ul><li>Join us for a one day course on Global Marketing Management Scheduled for November 8 th in NYC: http://www.ana.net/training/show/id/GM-NOV10 </li></ul>

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