International marketing

1. By : AMAN NARA
IBS GURGAON
INTERNATIONAL
MARKETING

2. Types of orientation
5 international product strategies
Effect on Price , Promotion , Product
Home country effect
Indian dilemma (case study)
Topics covered

3. TYPES OF
ORIENTATIONS
DOMESTIC MARKET
EXTENSION
MULTI- DOMESTIC
GLOBAL MARKETING

4. DOMESTIC MARKET
EXTENSION
 Sales of domestic products in international
markets.
 Domestic orientation
 See International Market as secondary just to
increase revenue
 Choose markets similar to domestic.
 Very little adaptation of product or marketing mix.
Ex penetration pricing , emotional advertising
 Usually produced domestically

5. Multi-Domestic Market
 Separate operations in each country -
production, marketing etc.
 Different strategies and marketing mix
 Very little interaction in between
 Markets could be very different.
 Ex ; ranbaxy , nestle etc

6. Global-Marketing
 Views the world as one market.
 Develop product and marketing strategies for
world markets.
 Standardize as far as possible, adapt where
necessary.
 Economies of scale, transfer of knowledge and
technology, global image, and better
competitive position.
 Ex: Google , pepsi co. , etc.

7. FIVE INTERNATIONAL PRODUCT
AND PROMOTIONAL
STRATEGIES
Product
Straight
extension
Dual
adaptation
Communi-
cation
adaptation
Product
adaptation
Adapt
product
Promotion
Do not change
product
Develop new
product
Do not change
promotion
Adapt
promotion
Product
invention

8. EFFECT ON
 PRICE : Standard worldwide Pricing –
Based on average unit costs of fixed,
variable and export related costs.
 Dual Pricing – Domestic and export
prices are differentiated.

9. •PROMOTION : Global or
standardized advertising
strategy. OR similar basic
message with some variation
EX Apple indian marriage ad
•Customized.
•Marketing strategy; Cultural
differences ex starbucks logo
in saudi arabia ; Media
availability.
•PRODUCT : PACKAGING ,
QUALITY ETC.

10. ROLE OF COUNTRY HOME
COUNTRY
 Positive country image
 Neutral country image
 Negative country image
Many brands are taking advantage of the positive
perceived image of the country where the product
is made. This is used by brands to develop a
competitive brand po- sitioning and the
phenomenon is very much pronounced within the
luxury sector.

11. INDIAN DILEMMA
The dilemma facing Indian fashion, premium,
and luxury brands is whether to embrace or
conceal its Indian origin.

12. Positive country image
association

13. TAJ GROUP
Indian hospitality, for example, based on a
strong tradition of providing an exceptional regal
service, enjoys a positive reputation in
international markets
The Taj Group celebrates its Indian
identity that is seen as an offering,
accord- ing to its website, “an
unrivalled fusion of warm Indian
hospitality, world-class service, and
modern luxury”

14. Neutral country image
association
In the business of fashion,
London, Paris, Milan, and
New York are generally
seen as the capitals of the
fashion world
Whereas
Indian designers still face
high barriers to compete on
the global stage.

15. HIDESIGN
Hidesign, which has over 70 exclusive retail stores in
India and a distribution network in 23 countries. In an
attempt to address negative association, Hidesign has
invested in brand communications. Its emphasis on
traditional handcraftsmanship, highlighted by the long-
standing slogan: ‘Real Leather Crafted the
Forgotten Way’ seeks to educate consumers about the
heritage and quality of its products. Best of both the world
approach

16. Negative country image
association
negative country image association The brand Titan
may not necessarily resonate with watch
connoisseurs outside of India. Manufacturing over 13
million watches a year, it has however grown into the
fifth largest watch company in the world. Its presence
spans over 30 countries and, as of 2012, Titan
watches entered the US market.

17. Titan’s approach is to therefore
minimise its country image
association. Consumers out-
side of India will find little if no
reference to its Indian origin.

18. THANK YOU