Communication with the world consumer
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1. Constraints on Global Communications Strategies 2. Setting the Global Advertising Budget 3. Message Strategy 5. Global Media Decisions 6. Choosing an Advertising Agency 7. Other Forms of Communication
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This document discusses key concepts in developing marketing strategies and plans. It covers value delivery processes, the value chain, core business processes, core competencies, holistic marketing, marketing plans, levels of marketing plans, corporate headquarters planning activities including defining mission and assessing growth opportunities, strategic business units, Porter's generic strategies, and categories of marketing alliances. The document provides definitions and explanations of these marketing concepts.
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Social factors also impact the buying behavior of consumers. The important social factors are: reference groups, family, role and status.
a)Reference Groups
Reference groups have potential in forming a person attitude or behavior. The impact of reference groups varies across products and brands. For example if the product is visible such as dress, shoes, car etc .
b) Family
Buyer behavior is strongly influenced by the member of a family. Therefore marketers are trying to find the roles and influence of the husband, wife and children. If the buying decision of a particular product is influenced by wife then the marketers will try to target the women in their advertisement. Here we should note that buying roles change with change in consumer lifestyles.
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2. Cultural Factors:
Consumer behavior is deeply influenced by cultural factors such as: buyer culture, subculture, and social class.
Culture
Basically, culture is the part of every society and is the important cause of person wants and behavior. The influence of culture on buying behavior varies from country to country therefore marketers have to be very careful in analyzing the culture of different groups, regions or even countries.
Subculture
Each culture contains different subcultures such as religions, nationalities, geographic regions, racial groups etc. Marketers can use these groups by segmenting the market into various small portions. For example marketers can design products according to the needs of a particular geographic group.
Social Class
Every society possesses some form of social class which is important to the marketers because the buying behavior of people in a given social class is similar.
3. Economic Factors:
Consumer behaviour is influenced largely by economic factors. Economic factors that influence consumer behaviour are as: personal income, family income ,savings ,consumer credit and other economic factors.
a) Personal Income:
The discretionary personal income refers to the balance remaining after meeting basic necessaries of life. This income is available for the purchase of shopping goods, durable goods and luxuries. An increase in the discretionary income leads to an increase in the expenditure on shopping goods, luxuries etc. which improves the standard of living
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The document discusses key concepts in brand management including:
1) It defines what a brand is - a name, term, sign, symbol or design that identifies a seller's goods/services and differentiates them from competitors.
2) It explains the importance of brands to companies as drivers of financial performance and most valuable assets, and to customers as risk reducers and promises of quality.
3) It outlines the stages of brand evolution from unbranded to iconic brands, and how the application of "brand" has changed over time.
4) It discusses challenges in maintaining brand associations and revitalizing brands.
Analyzing Consumer Markets
This document outlines key concepts related to consumer buyer behavior and the consumer decision-making process. It discusses how cultural, social, and personal characteristics influence consumer behavior. It also describes the consumer buying process and different types of buying decisions. The central concept is a model of consumer behavior that shows how marketing and other stimuli interact with a consumer's characteristics and decision process to influence their responses.
Module 4 identifying market segments and selecting targeting markets
1. The document discusses customer-driven marketing strategies, including market segmentation, targeting, differentiation, and positioning.
2. Market segmentation involves dividing large, heterogeneous markets into smaller segments based on geographic, demographic, psychographic, and behavioral factors.
3. Targeting involves evaluating market segments and choosing specific segments to target based on size, attractiveness, and fit with company objectives.
4. Differentiation and positioning involve identifying competitive advantages to build a unique position for the product or service in customers' minds relative to competitors.
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For more such innovative content on management studies, join WeSchool PGDM-DLP Program: http://bit.ly/ZEcPAcIntegrated Marketing Communication Strategy
Integrated marketing communication is a strategic business process used to plan, develop, execute and evaluate coordinated, measurable, persuasive brand communications programs over time with consumers, customers, prospects, employees, associates and other targeted relevant external and internal audiences.
The Goal is to generate both short-term financial returns and build long-term brand and shareholder value.
NB:
It's not mine, but it could help anyone else
Kotler 14. Designing and Managing Services.ppt
The document discusses services marketing and management. It defines services and outlines their key characteristics of intangibility, inseparability, variability, and perishability. It then covers categories of service offerings, achieving excellence in services marketing through concepts like strategic commitment and monitoring quality, differentiating services, managing service quality using models like SERVQUAL, and improving post-sale product support services. The overall document provides an overview of classifying and designing effective marketing strategies for services.
McDonalds Corporation Strategic Management Analysis
This document provides a strategic management case study of McDonald's Corporation. It includes an overview of the company profile, franchise model, products, locations, history, mission, vision, values, and various analyses including Porter's 5 Forces, competitors, brand value, competitive advantages, strategies, services, promotions, global expansion, impact on performance, internal analyses, issues, and recommendations. The key information presented includes McDonald's revenues, profits, employees, competitors, emphasis on quality, service, cleanliness and value, and strategic focus on emerging markets, McCafe, international growth, and menu variety.
Service guarantees
Service guarantees are marketing tools used by service firms to reduce customer risk, signal quality, differentiate offerings, and institutionalize complaint management. Guarantees pledge that a service will perform as promised and provide reparation if not. For customers, guarantees alleviate purchase risk and facilitate complaining since they expect resolution and compensation. For companies, guarantees help understand what satisfies customers. An effective guarantee should fully cover failures, be easy to invoke and collect from, and satisfy customers.
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This document discusses consumer motivation and the psychological forces that drive consumer behavior. It covers topics like the different types of needs that motivate consumers, both innate and acquired needs. The document also discusses the concepts of goals, how motives are aroused, and the dynamics of motivation over time as needs and goals change. Marketers aim to understand consumer motivation to better appeal to consumers' needs and drive purchase decisions.
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A brand is primarily an idea or image that customers instantly identify with a product or service. Branding elements like logos, slogans, and color schemes allow companies to build a unique reputation beyond just their products and services to generate more revenue. However, focusing too much on short-term financial gains can neglect building the brand as an asset. Effective branding requires excellent brand concepts and execution, as well as sensible budgeting for both branding and marketing efforts. Building opportunities for branding include defining customer personas, having a strong online and social media presence, blogging to share valuable information, and prioritizing great customer service which can boost word-of-mouth recognition of the brand.
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This document discusses brand management and customer-based brand equity. It defines a brand and explains the challenges of brand management. It introduces the concept of customer-based brand equity and presents a pyramid model with the key dimensions of brand identity, meaning, response, and resonance. It outlines the strategic brand management process and emphasizes the importance of building strong, favorable brand associations in the minds of customers.
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The document discusses competitive strategies and positioning. It outlines Porter's five forces model for determining market attractiveness. It describes different industry structures and how to identify primary competitors using industry and market approaches. Key aspects of competitors like strategies, objectives, strengths and weaknesses should be analyzed. Competitive intelligence systems can be designed to collect and disseminate competitor data. Major competitive strategies include positioning as a market leader, challenger, follower or nicher. Both customer-centered and competitor-centered orientations are discussed.
Project on Domino's
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Marketing strategy
The document discusses marketing strategy formulation. It begins by explaining that every business unit develops functional strategies for key departments like marketing to support the overall business strategy. Marketing strategy involves processes like understanding customer needs and demands. The marketing mix or "4Ps" of product, price, place, and promotion are also discussed in depth in terms of the various decisions involved in each element. Other aspects of marketing discussed include the marketing environment, analysis, planning, and various strategy techniques.
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Marketing involves more than just advertising and sales - it includes analysing trends, determining markets, researching consumer behavior, and designing integrated marketing mixes. Societal marketing holds that companies should consider consumers' wants, their own needs, and society's long-term interests when making marketing decisions. It emphasizes social responsibilities and suggests companies develop strategies to provide more value to customers and improve customer and societal well-being over competitors. Societal marketing aims to create a favorable company image and increase sales while being ethical and addressing social needs.
Factors influencing consumer behavior
Strategies Affecting Consumer Behavior:
Consumer behavior refers to the selection, purchase and consumption of goods and services for the satisfaction of their wants. There are various factors influencing the purchases of consumer such as social, cultural,economic, personal and psychological.
1. Social Factors
Social factors also impact the buying behavior of consumers. The important social factors are: reference groups, family, role and status.
a)Reference Groups
Reference groups have potential in forming a person attitude or behavior. The impact of reference groups varies across products and brands. For example if the product is visible such as dress, shoes, car etc .
b) Family
Buyer behavior is strongly influenced by the member of a family. Therefore marketers are trying to find the roles and influence of the husband, wife and children. If the buying decision of a particular product is influenced by wife then the marketers will try to target the women in their advertisement. Here we should note that buying roles change with change in consumer lifestyles.
c) Roles and Status
Each person possesses different roles and status in the society depending upon the groups, clubs, family, organization etc. to which he belongs. For example a woman is working in an organization as finance manager. Now she is playing two roles, one of finance manager and other of mother. Therefore her buying decisions will be influenced by her role and status.
2. Cultural Factors:
Consumer behavior is deeply influenced by cultural factors such as: buyer culture, subculture, and social class.
Culture
Basically, culture is the part of every society and is the important cause of person wants and behavior. The influence of culture on buying behavior varies from country to country therefore marketers have to be very careful in analyzing the culture of different groups, regions or even countries.
Subculture
Each culture contains different subcultures such as religions, nationalities, geographic regions, racial groups etc. Marketers can use these groups by segmenting the market into various small portions. For example marketers can design products according to the needs of a particular geographic group.
Social Class
Every society possesses some form of social class which is important to the marketers because the buying behavior of people in a given social class is similar.
3. Economic Factors:
Consumer behaviour is influenced largely by economic factors. Economic factors that influence consumer behaviour are as: personal income, family income ,savings ,consumer credit and other economic factors.
a) Personal Income:
The discretionary personal income refers to the balance remaining after meeting basic necessaries of life. This income is available for the purchase of shopping goods, durable goods and luxuries. An increase in the discretionary income leads to an increase in the expenditure on shopping goods, luxuries etc. which improves the standard of living
Target marketing
This document discusses market segmentation and target marketing. It defines market segmentation as dividing a market into subgroups with distinct needs and characteristics that may require separate products or marketing mixes. The document outlines different levels of market segmentation from mass marketing to niche and individual marketing. It also discusses various bases for segmenting consumer markets, including geographic, demographic, psychographic, and behavioral factors. Finally, it covers strategies for evaluating and selecting target markets, such as undifferentiated, concentrated, and differentiated approaches.
Customer Satisfaction on Domino's Pizza’
This document discusses customer satisfaction with Domino's Pizza. It provides background on Domino's history and operations, describing its founding in 1960, worldwide presence, and products including pizza, breadsticks and pasta. It then outlines the methodology used in a customer satisfaction survey, including questionnaires. Key findings indicate customers agree Domino's is their first choice over other brands and appreciate its delivery guarantee. Recommendations include maintaining consistency, expanding product lines and increasing promotions. The conclusion is that Domino's provides good value and ambience while maintaining quality and preference over competitors.
Wendys Presentation
The document discusses strategic factors for Wendy's, including opportunities like global expansion, mass customization, and upscale boutique stores. Threats include commoditization, consumer concerns about nutrition, and potential government actions. Key external factors are analyzed, including rivalry among competitors, customer power, substitutes, new entrants, supplier power, and complementor power. The document also evaluates Wendy's value chain, value net, critical success factors, and competitive positioning relative to other major fast food brands.
Brand Management
The document discusses key concepts in brand management including:
1) It defines what a brand is - a name, term, sign, symbol or design that identifies a seller's goods/services and differentiates them from competitors.
2) It explains the importance of brands to companies as drivers of financial performance and most valuable assets, and to customers as risk reducers and promises of quality.
3) It outlines the stages of brand evolution from unbranded to iconic brands, and how the application of "brand" has changed over time.
4) It discusses challenges in maintaining brand associations and revitalizing brands.
Analyzing Consumer Markets
This document outlines key concepts related to consumer buyer behavior and the consumer decision-making process. It discusses how cultural, social, and personal characteristics influence consumer behavior. It also describes the consumer buying process and different types of buying decisions. The central concept is a model of consumer behavior that shows how marketing and other stimuli interact with a consumer's characteristics and decision process to influence their responses.
Module 4 identifying market segments and selecting targeting markets
1. The document discusses customer-driven marketing strategies, including market segmentation, targeting, differentiation, and positioning.
2. Market segmentation involves dividing large, heterogeneous markets into smaller segments based on geographic, demographic, psychographic, and behavioral factors.
3. Targeting involves evaluating market segments and choosing specific segments to target based on size, attractiveness, and fit with company objectives.
4. Differentiation and positioning involve identifying competitive advantages to build a unique position for the product or service in customers' minds relative to competitors.
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Module 4 identifying market segments and selecting targeting markets
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Similar to Communication with the world consumer
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Global brands face challenges in expanding to new markets that have different cultures. While products that succeeded in Western markets in the past could sometimes be easily adapted to other countries, today's globalism requires understanding local differences. Companies must ensure their offerings are culturally appropriate for target markets. Both product-focused and culture-focused research are needed to understand consumers, but each has advantages and limitations. Successful companies coordinate globally while allowing local responsiveness in areas like product delivery and marketing.
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This document discusses international advertising and its impact on international marketing. It defines international marketing and advertising, and explores some key barriers to international advertising like culture, language, education level, and government regulations. Culture can make communication difficult if perceptual frameworks differ between countries. Translation errors can also undermine advertising messages if literal translations fail to convey the intended meaning across cultures. Regulations vary by country on issues like language used and sensitivity around topics. Overall, international advertisers must carefully consider local cultural and regulatory contexts to effectively promote products abroad.
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Advertisements of 20 different products.
This is a slideshare of 20 different products who advetise. Their communication strategy, value proposition and the reason or importance of their advertisement are mentioned.
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This case study describes a campaign by PR company Bottle to help retailer Poundland be seen as more than just a discount store. Bottle conducted market research and analysis to understand Poundland's customers and develop a strategy. They launched a "Weekly Essentials" campaign using PR techniques like partnerships with mom bloggers and a news article. This led to increased sales in grocery, beauty, and household categories. A second case study describes how Cohn & Wolfe promoted the DVD release of "Bridesmaids" by hosting an event themed around the royal wedding. They used a lookalike of Pippa Middleton to garner media coverage and distributed goodie bags, resulting in high DVD sales.
Task 2
The document discusses two case studies involving PR campaigns. The first case study describes how PR company Bottle worked with Poundland to change perceptions of the store from occasional to weekly shopping destination. Bottle conducted research, developed a "Weekly Essentials" campaign using PR and social media, and increased grocery sales significantly. The second case study discusses how Cohn & Wolfe promoted the DVD release of Bridesmaids using a themed event leveraging interest in the royal wedding. They created fake photos of Pippa Middleton at the wedding to generate tabloid coverage, hosted a themed party for media that secured over 500 million impressions, and significantly increased DVD sales in the first week.
Task 2
The document discusses two case studies involving PR campaigns. The first case study describes how PR company Bottle worked with Poundland to change perceptions of the store from occasional to weekly shopping destination. Bottle conducted research, developed a "Weekly Essentials" campaign using PR and social media, and increased grocery sales significantly. The second case study discusses how Cohn & Wolfe promoted the DVD release of Bridesmaids using a themed event leveraging interest in the royal wedding. They created fake photos of Pippa Middleton at the wedding to generate tabloid coverage, hosted a party for media/celebrities, and the DVD sold almost 300,000 copies in its first week.
Kind-Bar-Campaign
Premier Advertising has created an advertising campaign for KIND bars to increase sales by 8% by the end of the year. Their big idea is "Be our KIND" which aims to appeal to their target market's sense of belonging by portraying personas of hardworking real women like moms, athletes, and students aged 18-49. Most of their $14 million budget will go towards television advertising starting in January to capitalize on health resolutions. Primary research found their target prefers taste over price/nutrition and secondary research showed the top 3 bars and KIND's social media popularity but lack of advertising. The objectives are to increase awareness, create a positive brand image, and have 75% understanding and 60% conviction from their target audience
P&G case study analysis
P&G operates in multiple consumer product segments including fabric and home care, beauty and grooming, healthcare, snacks and pet care. The fabric and home care segment, which includes brands like Ariel, Dawn, and Tide, is the most profitable division accounting for 30% of net sales. P&G aims to expand globally and enter new markets through small acquisitions and trials. Strategies to engage customers include customized advertising, sponsorships, digital marketing, and integrated marketing communications across multiple brands. The company also focuses on product development through connecting R&D with sales and marketing and adopting a customer-centric approach. P&G is analyzing underperforming segments like snacks and pet care and considering addressing challenges through sponsorship
Introduction to Consumer Behavior (Updated)
This document provides an overview of key concepts in consumer behavior taught in an introductory consumer behavior course. It discusses definitions of consumer behavior and different consumer orientations throughout history. The marketing concept is explained as well as how marketers segment, target, and position products. The document also covers customer value, satisfaction, trust and retention. It provides examples of how companies like Starbucks create value propositions and how McDonald's communicates value to consumers. The impact of digital technologies and social media on marketing is examined. A simple model of the consumer decision making process is also presented.
Lecture 12-international imc
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global communications advertising and sales.ppt
The document discusses global communications strategies and challenges with international advertising. Some key points:
1. There are various approaches to international advertising campaigns, from fully standardized global campaigns to fully customized local campaigns, with "pattern advertising" being an intermediate approach of using a broadly similar message and positioning with some local adaptation.
2. Cultural differences, legal restrictions, infrastructure limitations, and differences in consumer needs and behaviors across countries make developing truly global campaigns difficult. Messages intended may not be interpreted as intended in other cultures.
3. Public relations, sales promotions, and choosing appropriate media also require local adaptation and partnerships with local entities abroad. Overall, an approach of "thinking globally but acting locally" is often most effective.
White Paper - Redefining How Brands Approach Global Content Creation
This document discusses the importance of creating native brand experiences for global audiences. It defines native brand experiences as content and presence that resonate across markets by meeting local expectations, using the proper context and language, respecting cultural sensitivities, and resonating with the audience. It argues that translation alone is not enough and that brands must commit to understanding local nuances to connect with diverse global customers. The document provides examples of how considering factors like dialects, meanings of words, cultural norms, and buying behaviors can help brands succeed in new markets. It also outlines key steps for marketers to start building native brand experiences, like hiring local strategists and taking a company-wide, coordinated approach.
Final Thesis-Virgin
This document provides background information on Starbucks' expansion strategies in different international markets. It discusses the concepts of standardization vs localization and how Starbucks has used both approaches. The document also summarizes Starbucks' history and expansion into markets like China, where it localized, and Australia, where it failed to localize. Finally, it provides context on Italian coffee culture, which strongly differs from Starbucks' model. The research aims to design an effective marketing strategy for Starbucks to expand into the difficult Italian market.
Polaris Strategic Communication JOUR8201 Final - ATV Diversity
Polaris is analyzing issues threatening its reputation and global market position. Its goals are to engage new diverse audiences, ensure diversity compliance, and build an internal diversity campaign. Objectives include increasing social media engagement with Gen Xers and Millennials by 15% and increasing Polaris Adventure booking rates by 20% over 12 months. External communication plans include a "#PolarisLook" social media campaign and influencer marketing. Internal plans establish diversity positions and marketing materials to diversify audiences and dealers. Metrics and key factors for success include internal culture change, user participation, and dealer involvement.
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White Paper - Redefining How Brands Approach Global Content Creation
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This document discusses how to measure the success of a website through web analytics. It recommends setting up separate accounting for the website and tracking key metrics like visits, conversion rate, and sales statistics. Conversion rate is very important but what counts as a conversion depends on the business - for a retailer it's sales numbers and values, for a lead generator it's requests for quotes. The document also discusses diagnosing issues with low conversion rates by examining the audience, website itself, business fundamentals, product selection, competition, expectations, and sales integration.
The art of e mail marketing
This document discusses best practices for using email marketing. It covers using business email as a marketing tool, writing bulk email messages, developing newsletters, building email lists, and sending email professionally. Some key points include using auto-responders and branded email signatures, keeping subject lines short and specific, identifying yourself clearly in email text, and testing newsletter elements like headlines and offers to maximize effectiveness.
global logistics and distribution
To understand the escalating importance of logistics and supply-chain management as crucial tools for competitiveness.
To learn about materials management and physical distribution.
To learn why international logistics is more complex than domestic logistics.
To learn why international inventory management is crucial for success.
International Distribution
What is international distribution system
What is indirect exporting
What is direct export
What are the types of foreign intermediaries
Why the distribution system in the market is influenced by the business environment
What is international logistics
Global Pricing
1. Drivers of Foreign Market Pricing
2. Managing Price Escalation
3. Pricing in Inflationary Environments
4. Global Pricing and Currency Movements
5. Transfer Pricing
6. Global Pricing and Antidumping Regulation
7. Price Coordination
8. Countertrade
globalization and introduction to international marketing
Globalization refers to the increasing integration and interaction of economies, markets, technologies and cultures around the world. There are several key aspects of globalization, including the integration of economies and financial markets, opportunities for businesses and labor to operate internationally, and the growth of multinational corporations. While globalization can generate economic opportunities, its benefits are often unevenly distributed and can increase inequality between rich and poor. Major players in globalization include multinational firms, organizations like the WTO that negotiate trade agreements, and the World Bank and IMF that provide loans to governments. For firms to operate globally, they must consider factors like market regulations, infrastructure, government support, resources and competitors in foreign markets when deciding how to enter new countries
Web Marketing Plan
This document outlines a web marketing plan. The plan includes objectives to increase website views, new users, click-through rate, and earnings. A SWOT analysis identifies strengths like an educated workforce, experience, and customization, as well as weaknesses like a lack of technology and free customer switching. The overall strategy is cost leadership through free services and earnings from ads. Tactics include social media, search engine optimization, email marketing, and banner ads. Metrics like website traffic and downloads will be monitored monthly and compared to budgets. Contingency plans include converting the site, finding joint ventures, creating sister sites, or selling the website.
Planning a sucessful business website
This document provides guidance on producing a successful business website. It discusses applying direct marketing principles to website design, assessing websites, conceptualizing design based on the target audience, writing effective marketing content, developing navigation to guide visitors, and using calls to action. The key points covered are using the AIDA model of attracting attention, building interest, creating desire, and prompting action; assessing websites based on concept, content, navigation, decoration, and marketing efficacy; developing an effective concept and branding; and writing concise and scannable content tailored for online reading.
Challenges in Indian Education Sector
India faces several challenges in its education sector including a demand-supply gap, lack of quality education, shortage of trained faculty, and excessive regulation. The demand for education is high due to India's growing population and expanding middle class, but supply has not kept pace. While access to education has increased, many students still lack basic reading and math skills. Faculty shortages are also an issue, and existing faculty are often poorly trained. Excessive government regulation has stifled private sector participation which could help address some of these challenges. Overall, India must work to improve education quality and make its education system more relevant to the needs of students and the job market.
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Communication with the world consumer
- 1. Communication with the world consumer by Anubhav Singh
- 2. Overview 1. Constraints on Global Communications Strategies 2. Setting the Global Advertising Budget 3. Message Strategy 5. Global Media Decisions 6. Choosing an Advertising Agency 7. Other Forms of Communication
- 3. 1. Constraints on Global Communication Strategies • Language Barriers • Cultural Barriers • Local Attitudes toward Advertising • Media Infrastructure • Advertising Regulations Advertising of “Vice Products” and Pharmaceuticals Comparative Advertising Content of Advertising Messages Advertising toward Children
- 4. Actions to cope with advertising regulations 1. Keep track of regulations and pending legislation 2. Lobbying activities 3. Challenge regulations in court 4. Adapt marketing mix strategy
- 5. 2. Setting the Global Advertising Budget • Percentage of Sales • Competitive Parity • Objective-and-Task
- 6. 3. Message Strategy The “Standardization” versus “Adaptation” Debate Merits of Standardization Scale Economies Consistent Image Global Customer Segments Creative Talent Barriers to Standardization Cultural Differences Advertising Regulations Market Maturity “Not-Invented-Here” Syndrome
- 7. 4. Global Media Decisions Media Infrastructure Media Limitations Recent Developments in the International Media Landscape • Growing commercialization and deregulation of mass media • Shift from radio and print to TV advertising • Rise of global and regional media • Growing importance of multimedia advertising tools Improved monitoring Improved TV-viewership measurement
- 8. 5. Choosing an Advertising Agency Options 1. Work with the agency that handles the advertising in the firm’s home market 2. Pick a purely local agency in the foreign market 3. Choose a local office of a large international agency 4. Select an international network of ad agencies that spans the globe Criteria • Market coverage • Quality of coverage • Expertise in developing a central international campaign • Scope and quality of support services • Desirable image (“global” versus “local”) • Size of agency • Conflicting accounts
- 9. 6. Coordinating International Advertising • Monetary Incentives (Cooperative Advertising) • Advertising Manuals • Feedback via the Internet • Lead-Country Concept • Global or Pan-Regional Meetings Guidelines 1. Top management must be dedicated to going global. 2. A third party (e.g., the ad agency) can help sell key managers the benefits of going global. 3. A global brief based on cross-border consume research can help persuade managers to think in terms of global customers. 4. Find product champions and give them charter for the success of the global marketing program. 5. Convince local staff that they have an opportunity in developing a global campaign. 6. Get local managers on the global marketing team: have them do the job themselves.
- 10. 7. Other Forms of Communication Sales Promotions • Economic development • Market maturity • Cultural perceptions • Trade structure • Government regulations Event Sponsorships Trade Shows
- 11. Walmart bakes an ISIS mark on cake
- 12. McDonald's runs ads invoking 9/11 and Boston bombings Seeking to insert some gravitas to its ads, McDonald's (MCD, -0.47%) in January launched a campaign that featured messages on McDonald's billboards across the U.S. over the decades. The messages varied from birth announcements to "We Remember 9/11" to "Boston Strong," all with the burger chain's trademark golden arches above them. Many objected to the campaign, accusing McDonald's of trying to capitalize on tragedy. The company said it was trying to have "deeper" conversations with customers.
- 13. Pampers Confuses Japanese Parents When Proctor & Gamble started selling Pampers diapers in Japan, they were confused why sales were so dire. After some careful research, they realized that the problem was the packaging, which featured an image of a stork delivering a baby. The reference was completely lost on Japanese parents, since the story isn’t part of Japanese folklore – instead their story goes that giant floating peaches deliver babies. American Motors Launches ‘The Killer’ When American Motors launched a car named ‘Matador’, they were confident of sales success, with research suggesting that the word meant virility and excitement to consumers. However, when they introduced the model to Puerto Rico they ran into trouble. It turned out that matador was the Spanish word for ‘killer’ – hardly a good advertisement. Pepsi ‘Brings Your Ancestors Back from the Grave’ When Pepsi entered the Chinese market it launched with the slogan ‘Pepsi Brings You Back to Life’. Unfortunately, the company failed to realize that the phrase had been translated as ‘Pepsi Brings Your Ancestors Back from the Grave’. Not an ideal blunder in a country where reverence for ancestors is an important part of the culture.
- 14. Pepsodent ‘You’ll Wonder Where the Yellow Went’ When Pepsodent tried to sell toothpaste in South East Asia by promising white teeth, the brand overlooked a key cultural factor. In this part of the world, people chew betel nuts to try and blacken their teeth – a habit which is viewed as a status symbol. Consequently, the brand’s promise wasn’t what their audience wanted to hear.
- 15. Critics show Dove the door
- 16. Hitler Ice Cream (yes, you read that right)