The essence of International Marketing. Most fundamentals for every company and brand wishing to expand globally. Compass to effective export strategy and global brand building.

1. by Lev Mikulitski
The essence of International Marketing
Practical approach / world best practices

2. So, you’ve understood
that the future of your business
is far from home.

3. And you have the ambition,
vision and confidence to want
to become a global
player.

4. From this point,
you have two key
challenges:
you need to build
global business and you need
to build global brand.

5. You have
a clear target
but how
will you
get there?

6. Without a sustainable
global business model,
you simply put your
company resources at risk.

7. Without the ability
to define how you
capture, create
and deliver value globally,
you simply don’t know
what you are doing.

8. So, It’s all about
an effective and focused
strategy!

9. And… risk
management.

10. NOT a race
to plant flags in as many
countries as possible.

11. It’s a long way to go,
not a one year event and…
you won’t see the fruits immediately,
so be patient.

12. 10 basic rules before
you’ll ship your first
container.

13. 1
It’s a
WIN WIN WIN GAME
or loss
!
Think about how your partners will benefit
from you selling them.

14. 2
Management is
everything!
You should put your best man to
handle it and you should measure
your every move.

15. 3
Collect data
as much as you can.
You can’t go there without sufficient market research.

16. 4
Make sure your
ambition match
your efforts.
If you declare that you want to go
globally, you’ll have to behave as one.

17. 5
You’re no#1
Don’t expect that everybody knows
challenge would be
who you are and what you’re good at.
Most of the time they will not!
building brand
Your no#1
challenge should be building brand awareness.
awareness.
Don’t expect that everybody know who
you are and what you’re good at.
Most of the time they will not!

18. 6
Be as creative as possible.
It will lower your marketing expenses.

19. 7
One size
does not fit all!
Don’t copy paste the same penetration/product
strategy every place you go.
Different places = different game rules.

20. 8
Seek the shortest
and efficient path to the
consumer!
It will enable the most attractive
pricing strategy.

21. 9
It is your baby.
If you’re not willing
to invest in it,
no one will do
it for you.
If you’ll put your costs on your channel
partners, they simply stop be your ones.

22. 10
Learn from your
competitors and from
other markets all the time.
The world is changing all the time,
embrace the change.

23. OK, let’s connect
by applying the 3P Model.

24. What the h…
Is the 3P Model?
Planning,
Partnering,
Promoting.

25. The 3P model is a general approach
to an effective global business/ brand
building. It based on world best practices
and maybe applied to almost all
Industries.

27. Pay attention!
It’s a basic strategic
marketing planning model.
While applying it on
an international marketing,
you’ll have to alter it in order
making it more effective.

29. So, where do you go first?
BRIC countries (Brazil, Russia, India, China),
VIP countries (Vietnam, Indonesia, Philippines),
or maybe African countries?

30. First choose
consumer segment,
then choose countries!

31. First choose
consumer segment,
then choose countries!
Segment first
Country after
Similar Markets / Non Similar Markets
Ethnic
Diaspora
Price
Segments
Functional
segments
Niche
Segments
High Growth
Segments
New Brands
Consumers
Opportunity for profit / Ability to profit
Market
Size
Geographic
Centrality
Market
Growth Rate
Similar
Markets
Ease of Brand
Building
Proximity

32. Always remember the
CONTEXT.
Some segments/countries
you’ll be able to approach more
easily, while others will remain
inaccessible.

33. Some of the question you’ll have to ask:
What does your
company do well?
which product categories
do you outperform your
competitors?
what change do you
bring to the world?

34. Some of the question you’ll have to ask:
What does your
competitors stand for?
what are their market
shares? Pricing? How
much do they invest in
brand building?

35. Some of the question you’ll have to ask:
What are their
unmet needs? what trends
can you spot and
leverage? what insights
can you identify from their
behavior?

36. How are you going to be
perceived
the consumers minds?
in

37. Your positioning
should express your
market sustainable
competitive
advantage!

38. Your Marketing Mix
has to be in
congruence with your
positioning.

39. Sometimes you’ll win
the market by applying a
100% product quality,
targeting the mid-premium market.
Other times you’ll have
to develop a 50%
quality
/ 20% price strategy.

40. So, be flexible!

42. It’s strictly a question
of a segment/country you want
to approach + your business DNA
and financial capabilities.

43. Every country should have
It’s own business approach
/ business model.

44. Your own facilities in a target
location. Full commitment of the
sales force. Full presence and
control over the system. Fixed cost
solution which require a certain
sales volume to effectively operate
the subsidiary.

45. You can apply this model
if you can provide an exceptional
visionary management team.

46. This is usually how companies
do business. Distributors generally
offer “one stop shop” for commercial,
logistics and financial services.
Variable cost operation.

47. You’ll fight a margin
and a share of focus “war”
with a good distributor
but it will open the doors
to the market.

48. Approaching a good distributor
it’s an art. Think strategically.
Show how can he benefit from you.
Be complimentary to his business
leveraging his resources to new horizons.

49. Make sure the supply chain
to the market is efficient and
as short as possible.

50. The synergy between local
Marketing team and separated
distributor who responsible for the
logistics/sales force under the
supervision of the local team is a
common practice.

51. Could be with local manufacturer
or local distributor. Usually a solution
that may leverage the expertise and
existing marketing channels of the
local partner.

52. Very efficient.
The ability to “open the right doors”.
Very popular in the food sector and in
the US/North American Market.

53. No “middleman solution”.
The ability to approach the consumer
with more attractive pricing.
Direct interaction with the consumer.
A very big challenge approaching all
the market.

54. Opportunistic sales to opportunistic
markets. The ability to sell small
volumes without the necessity to long
term brand building.

55. Going this way,
think if it doesn’t have a
LONG TERM BAD IMPACT
on your business/brand.

56. Partnering is all abut
TRUST and RESPECT!

58. Nobody will develop
a relationship with you
before he will know you,
trust you and feel good to
have you at home .

59. This is true for B2C as
well as for B2B business.
This what gives
all the parties involved
the security that your
products can be adopted
by the final consumer!

60. Communication is
extremely important!
BUT expensive.

61. So you need an effective
and… cheep approach to
overcome your first and most
important challenge:
to build awareness.

62. FIRST, create value through
differentiation. “Build” new markets.

63. A strategic approach for “low cost”
awareness building.
1
2
Start with
focused range of
special products
and create
differentiation in
the market space
3
Grow in
consumer
relevance and
increase market
penetration
4
Gain consumer
trust and esteem
through quality
Build knowledge
and awareness to
the brand

64. SECOND, don’t apply the
conventional brand building
approach.
Purchase
Preference
Awareness

65. BE CREATIVE.
Create BUZZ and advocacy.
Advocacy
Purchase
Relationship

67. What NEXT?
Think long term.

68. Expanding Over Time:
A: Increasing Share of Wallet
B: Adding New Segments
C: Adding New Markets

69. When you’ll face challenges,
go back to the 10 basic rules.
Good luck!

70. by Lev Mikulitski
The essence of International Marketing
Practical approach / world best practices