This document provides an overview of global promotion strategies for a course on competing in global markets. It discusses key topics such as communication in marketing for global markets, integrated marketing communication, benefits of a global communication strategy, and different promotion tools including advertising, public relations, personal selling, and sales promotion. The document outlines objectives, roles, issues, and considerations for developing an effective global promotion strategy to influence customer behavior internationally.

1. COURSE: Competing in Global Markets
Course Code:403
Unit 5
Global Promotion Strategies
Session 1

2. Learning Outcome
1. INTRODUCTION TO GLOBAL MARKETING
COMMUNICATION
2. DIFFICULTIES WHILE ATTEMPTING TO COMMUNICATE
INTERNATIONALLY
3. OBJECTIVES
4. ROLE
5. KEY ISSUES

3. INTRODUCTION TO COMMUNICATION
• All forms of communication that organization use to influence buying
behaviour of present and potential customers
• Designed to inform customers
• Advertising, personal selling ,publicity and sales promotion
• Vary from country to country

4. INTRODUCTION TO COMMUNICATION
• Important Place in marketing
• Informing the target customer
• Influencing customer behaviour
• Exchange persuasive messages and information
• Right Kind to right group of target buyers

5. Difficulties while attempting to communicate
Internationally
• The message may not get through to the intended recipient
• May reach the target Audience but may not be understood
• May reach the target Audience may be understood still not induce to
take action
• The effectiveness of Message can be impaired by noise

6. Objectives-Global Marketing Communication
1. Introduction of New Products
2. Induce potential customers to buy
3. Reminding users about exsisiting product
4. Create an International Brand Image
5. Intimate International Customers about new use
6. Highlight Brand Character internationally
7. Dealer support in local markets

7. Objectives-Global Marketing Communication
8. Increase retail trade
9.To introduce a brand in foreign
10.To introduce to new International Market

8. Role-Global Marketing Communication
• Study of total Marketing system as operating in target foreign Market
• Important questions to be addressed
Why do potential foreign buyers want to buy your product
• Considerable time to be spend to find out the reasons
• Develop a marketing programme in which component parts work in
coordinated and synergistic manner
• Depend on Distribution Channel Selected-Push and pull strategy

9. Key Issues in Global Marketing
Communication
• Straight Extension: Introducing product in foreign market without
change
• Product Adaption: Altering the Product to meet local conditions or
preferences
• Communication adaption: Fully adapting advertising messages to local
markets
• Global Advertising: Transfer of advertising appeals,message ,art,copy
from one country to another

10. COURSE: Competing in Global Markets
Course Code:403
Unit 5
Global Promotion Strategies
Session 2

11. Learning Outcome
1. Communication in Marketing for Global Market
2. Integrated Marketing Communication
3. Global Communication Strategy-Benefits
4. Advertising-An Idea of How Ads need to be formed
5. Public Relation
6. Personal Selling
7. Sales promotion

12. Communication in Marketing
• Communication can be defined as transmitting, receiving, and
processing information
• Brand communication is undertaken by organizations to create
popularity for their product among the end-users.

13. Integrated Marketing Communication
• There are three elements in any IMC strategy: the consumer, the
channels through which the message is communicated, and the
evaluation of the results of the communication

14. Global Communication Strategy-Benefits
1. Consistency-Creating a global communication program enables a firm to communicate
a consistent message to customers in all its export markets
2. Reduced Risk-Building an existing brand progressively, market by market, is the safest
and most cost effective way to create a global brand
3. Localization-Understanding the language, cultural and business differences in
individual territories, firm adopting its communication strategy keeping in mind the
local preferences, in terms of the language, cultural and business differences
4. Leadership-The benefit which involves defining the important elements of its brand,
but using a flexible approach and customizing the communication for local market
5. Management of Campaigns
6. Media Planning

15. Advertising
1. According to American Marketing Association,
Advertising is “Any paid form of non-personal presentation and
promotion of ideas, goods or services by an identified sponsor
Global advertising is the use of the advertising appeals, messages, art,
copy, photographs, stories, and video segments in multiple country
markets

16. An Idea of How Ads
need to be formed

17. AVAILABLE ALTERNATIVE MEDIA
• 1. Print media: daily and weekly newspapers to
magazines and business publications with national,
regional, or international audiences
• 2. Electronic media: broadcast television, cable television,
radio, and the Internet
• 3. Other media: outdoor, transit, and direct mail
advertising
• Even when media availability is high, its use as an
advertising vehicle could be limited.

18. PUBLIC RELATION
• Public relations personnel also are responsible for
fostering goodwill, understanding, and acceptance among
a company’s various constituents and publics.
• The Tools that are generally used under Public Relations
can be News releases, Media kits, Press conferences

19. PERSONAL SELLING
• Personal selling is personal communication between a
firm representative and a potential customer to persuade
prospective customer to buy something their product or
service idea

20. Sales Promotion
Sales promotion refers to any paid consumer or trade communication program of limited
period that adds substantial value to a product or brand.
The three major types of Sales promotion are Consumer sales promotion, Trade sales promotion, and
business to business
sales promotion.