Download as PDF, PPTX
More Related Content
Similar to International Marketing Strategy
International Marketing Strategy
- 1. by Lev Mikulitski Theessence of International Marketing Practical approach / world best practices
- 2. So, you’ve understood thatthe future of your business is far from home.
- 3. And you havethe ambition, vision and confidence to want to become a global player.
- 4. From this point, youhave two key challenges: you need to build global business and you need to build global brand.
- 5. You have a cleartarget but how will you get there?
- 6. Without a sustainable globalbusiness model, you simply put your company resources at risk.
- 7. Without the ability todefine how you capture, create and deliver value globally, you simply don’t know what you are doing.
- 8. So, It’s allabout an effective and focused strategy!
- 9.
- 10. NOT a race toplant flags in as many countries as possible.
- 11. It’s a longway to go, not a one year event and… you won’t see the fruits immediately, so be patient.
- 12. 10 basic rulesbefore you’ll ship your first container.
- 13. 1 It’s a WIN WINWIN GAME or loss ! Think about how your partners will benefit from you selling them.
- 14. 2 Management is everything! You shouldput your best man to handle it and you should measure your every move.
- 15. 3 Collect data as muchas you can. You can’t go there without sufficient market research.
- 16. 4 Make sure your ambitionmatch 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 expectthat 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 creativeas possible. It will lower your marketing expenses.
- 19. 7 One size does notfit all! Don’t copy paste the same penetration/product strategy every place you go. Different places = different game rules.
- 20. 8 Seek the shortest andefficient path to the consumer! It will enable the most attractive pricing strategy.
- 21. 9 It is yourbaby. 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 competitorsand from other markets all the time. The world is changing all the time, embrace the change.
- 23. OK, let’s connect byapplying the 3P Model.
- 24. What the h… Isthe 3P Model? Planning, Partnering, Promoting.
- 25. The 3P modelis 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 abasic 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 doyou go first? BRIC countries (Brazil, Russia, India, China), VIP countries (Vietnam, Indonesia, Philippines), or maybe African countries?
- 30. First choose consumer segment, thenchoose countries!
- 31. First choose consumer segment, thenchoose 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. Somesegments/countries you’ll be able to approach more easily, while others will remain inaccessible.
- 33. Some of thequestion 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 thequestion 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 thequestion 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 yougoing to be perceived the consumers minds? in
- 37. Your positioning should expressyour market sustainable competitive advantage!
- 38. Your Marketing Mix hasto be in congruence with your positioning.
- 39. Sometimes you’ll win themarket 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.
- 42. It’s strictly aquestion of a segment/country you want to approach + your business DNA and financial capabilities.
- 43. Every country shouldhave It’s own business approach / business model.
- 44. Your own facilitiesin 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 applythis model if you can provide an exceptional visionary management team.
- 46. This is usuallyhow companies do business. Distributors generally offer “one stop shop” for commercial, logistics and financial services. Variable cost operation.
- 47. You’ll fight amargin and a share of focus “war” with a good distributor but it will open the doors to the market.
- 48. Approaching a gooddistributor 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 thesupply chain to the market is efficient and as short as possible.
- 50. The synergy betweenlocal 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 withlocal manufacturer or local distributor. Usually a solution that may leverage the expertise and existing marketing channels of the local partner.
- 52. Very efficient. The abilityto “open the right doors”. Very popular in the food sector and in the US/North American Market.
- 53. No “middleman solution”. Theability to approach the consumer with more attractive pricing. Direct interaction with the consumer. A very big challenge approaching all the market.
- 54. Opportunistic sales toopportunistic markets. The ability to sell small volumes without the necessity to long term brand building.
- 55. Going this way, thinkif it doesn’t have a LONG TERM BAD IMPACT on your business/brand.
- 56. Partnering is allabut TRUST and RESPECT!
- 58. Nobody will develop arelationship with you before he will know you, trust you and feel good to have you at home .
- 59. This is truefor 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.
- 61. So you needan effective and… cheep approach to overcome your first and most important challenge: to build awareness.
- 62. FIRST, create valuethrough differentiation. “Build” new markets.
- 63. A strategic approachfor “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 applythe conventional brand building approach. Purchase Preference Awareness
- 65. BE CREATIVE. Create BUZZand advocacy. Advocacy Purchase Relationship
- 67.
- 68. Expanding Over Time: A:Increasing Share of Wallet B: Adding New Segments C: Adding New Markets
- 69. When you’ll facechallenges, go back to the 10 basic rules. Good luck!
- 70. by Lev Mikulitski Theessence of International Marketing Practical approach / world best practices