What is international promotion? Features of international Promotion Methods of international promotions-Below the line promotion-Above the line promotion uses of international promotion Stages of international promotions Advantages of International Promotions Conclusion
International promotion is promoting the business internationally or world wide or it is the marketing carried out by companies in overseas or across national borderlines. Key function - developing and spreading credible communication about an offer (product / service). world’s largest beverage company Sold in more than 200 countries through out the world
Multi lingual advertisements. Wider platform for all the products and services. Wider brand awareness through different medias (internet / magazines / tv/ radio). Advertising campaigns on a large scale Conducting charitable contributions.
Below the line promotion includes promotion methods which are morepersonal, traditional and allow the company control. They can include: Public Relations- when a business communicates directly with its public through press releases and speaking at conferences Sales promotions - such as 50% extra free, buy one get one free or coupons and gifts Sponsorship - where a business will pay to be associated with another product, person or event. Sportspersons are often sponsored by sports companies. Direct sales - when a representative of the business will visit potential customers
Above the line promotion includes promotion methodsusing "mass media", Such techniques are usually seenas impersonal, designed to reach as many people at aslittle cost as possible. They can include: TV, Radio and Cinema - allows businesses to target a large group of people Newspapers - allow advertisers to reach specific groups of people The web (internet)- allows businesses to reach a large international audience at a very low cost. Outdoor/transport - advertisements on the side of busses, outside shops and on billboards enable
International promotion has many potential usesin business: Increase sales Attract new customers Encourage customer loyalty Create awareness Remind potential customers Encourage new customers Encourage brand switching Position a product
Identify Target Audience.Which area , category, purpose will be decided Determine Communication Objectives.The company identifies the most important promotingobjectives (sales / demand/ Expanding/ market shares ) Determine the Message.The company will decide the structure format ofmessage, message source. Budget Decisions.The company will decide the estimated cost ofpromotional activities Communication Mix DecisionsThe media & method of promotional activities.
Businesses promote themselves internationallyand for various reasons: increase and maintain demand for the product. increase and maintain the market share of the product. raising awareness for the product. create or enhance a brand image. To expand by promoting new areas.