Transcript International Marketing

Promotion
Group 4
• Abhishek Kamath - 13
• Sheetal Mamtora - 21
• Manish Menghani - 22
• Anurag Singhai - 49
• Prashant Vithalani - 56
• Prachi Wadiwala - 57
Forms of Promotion
•
•
•
•
•
•
Personal selling
Sales promotion
Samples
Trade fairs and exhibitions
Foreign catalogs
Publicity
Personal selling
• It is beneficial where wages tend to be low
• Multi-Linguistic Countries
• Investment of time and effort in recruiting, motivating,
organizing and training a local sales force
• Sales Force needs to know about products and markets,
language and culture, the location of target segments,
customer buying behaviour
• There is a dilemma as to whether to place expatriate
employees into your international target market, or to recruit
locally.
Sales promotion
• Supplement and strengthen the personal
selling and advertising
• Sales promotion is highly regulated in Europe
• Promotions such as cash backs, free draws,
lottery and in pack premiums are permitted in
some countries
Foreign catalogs
• Help to close gap between buyer and seller
• Purpose of Catalogs
–
–
–
–
–
–
Create interest and attract readership
Mirror the personality of the manufacturer or exporter
Carry the reputation of manufacture or exporter to world market
Make buying easy
Create the desire for ownership
supply all the needed information from size, colors and quantities to packing,
shipping time, payment terms and so on..
Samples
• Idea of form and quality to the potential foreign
buyer
• Avoid misunderstanding over styles, sizes, models
• Limited to certain products only
Trade fairs and exhibitions
• Important for some industries and countries
• Purpose
Gathering names/business leads
Demonstration
Client promotion
Buying and Selling of products
Advertising - Culture dimension
•
•
•
•
•
•
•
•
Directness vs. indirectness
Comparison
Humor
Gender
Explicitness
Sophistication
Popular vs. traditional culture
Information content vs. fluff
International marketing Promotion
decision
• What Message?
• What Communication Media?
• How much money or effort to be spent?
Factors Affecting the Promotion Mix
• Availability of funds
• Cost of activities
• Degree of competition
• Type of product, seasonality and price
• Mode of Market Entry
• Type and size of Market
• Media availability
Tactical decisions
• In Brazil, TV commercials are sandwiched together in a string
of 10-50 commercials within one station break
• National coverage can mean using as many as 40-50 different
media
• Specialised media reach small segments of the market only
• In Germany, TV scheduling for the entire year must be
arranged by 30th August
• In Germany, no guarantee that commercials intended for
summer viewing will run in that period
• In Vietnam, advertising in newspapers and magazines will be
limited to 10 % of space and 5 % of time, or three minutes
and hour on radio or TV
Reason for ineffective communication…
• The message may not get through the intended recipient
• The message may reach the target audience but may not
be understood (or may be misunderstood)
• The message may reach the target audience and may be
understood but may not induce the recipient to take
action desired by the sender
• The effectiveness of the message can be impaired by
noise, or the effect of external influences such as
competitive advertising etc
Barriers to International Marketing
• Cultural Differences
• Government Regulation
• Media Availability
• Economic Differences
• Tastes and Attitudes
• Buying Process
Cross cultural communication
– communication between a person in one culture
and a person or persons in another culture
– possible that culture differences occur in one
nation. Eg: India
Government Regulations
• In Germany, an advertisement can be run in
English for the product made in U.K but not
for the product made in Germany
• Australian television would only run commercial
produced there
Market Segment
• Increasing concern about advertising aimed at
children ,in U.K. and Europe
– The British Independent Television Commission
states that ads targeting children must not take
advantage of their natural credulity
Buying Process
Hierarchy
Sequences
Traditional learning
Learn-Feel-Do
Low involvement
Learn-Do-Feel
Dissonance attribution
D0-Feel-Learn
Dependency
Feel-Do-Learn
Integrated Marketing Communication
By Coca-Cola
• Coca-Cola in India announced a new integrated marketing
communication during the 2010 FIFA World Cup™ Trophy Tour
in Kolkata.
• The strategic communication leveraged the passion of football
and also included rolling out 'Coca-Cola Open Happiness'
communication initiative titled 'Borders'.
• The communication included showcasing the hilarious things
that sometimes happen as the FIFA World Cup™ Trophy makes
its way around the globe.
IMC by Coca Cola…..
According to Mansoor Siddiqi, Director, Integrated Marketing
Communications, Coca-Cola India,
“…. We are bringing the FIFA Trophy to India in January 2010,
as part of the Worldwide Coca-Cola FIFA trophy tour…… The
FIFA World Cup™ Indian Trophy Tour will give football
enthusiasts an outlet for their celebrations through our
football, music and interactive initiatives. We want to
encourage all Indians to be part of this event as we warm up
towards the 2010 FIFA World Cup™ and come together to
'Open Happiness."
IMC by Coca Cola…
• In addition to leveraging the mass media, the entire
communication effort was complimented by a range of
initiatives including Out-of-home (OOH), radio, experiential
zones, musical shows, interactive displays, on-the-ground
activities etc. across the key markets in West Bengal.
• As a part of the on-ground activation, the consumers along
with State ministers, Government awardees, members of
Kolkata football clubs and football enthusiasts from high
schools will get the unique opportunity to get themselves
photographed with the original FIFA World Cup™ Trophy, a
memento they will cherish for the rest of their lives.
IMC by Coca-Cola…
• This once-in-a-lifetime experience by Coca-Cola India aims to
bring people close to the world's most coveted prize in a sport
which has followers in every corner of the earth.
• The trophy tour will be further supported by an extravagant
evening of music and entertainment by Chandrabindoo, a
leading Bangla band followed by an electric performance by
Euphoria, the famous rock band and some brilliant
choreography.
• Coca-Cola partnered with All India Football Federation (AIFF)
to organize Coca-Cola Mir Iqbal Hussain Trophy, a grassroots
talent hunt initiative rolled out to uncover the most dynamic
young footballers in the country.
IMC by Cola Cola…
• As part of the Coca-Cola Mir Iqbal Hussain Trophy, 20
promising young footballers will be identified and short-listed
by AIFF and will be subsequently coached and groomed to
form the National Under-16 Sub-junior Team.
• Out of these 20 young footballers, 16 most promising players
will attend The Coca-Cola International Football Camp in
South Africa, to be organized in June 2010 during the FIFA
World Cup. Jharkhand team from the East Zone won the
national finals of the 'Coca-Cola Mir Iqbal Hussain Trophy'.
Selling Indian Tourism in US, Canada
• Initiated by THE INDIAN MINISTRY of
Tourism/Government of India
• A major multi-city travel agent presentation to
promote Indian tourism.
• This was to demonstrate that India is safe for travel
and described the various vacation options that exist
in the country.
• Cities visited included New York, Boston, Chicago,
San Francisco, Los Angeles, Vancouver and Toronto.
• Representatives from 26 tour operators participated
Selling Indian… Result
The growth in tourism to India has been
significant, representing an increase of 57
percent in the last four years.
About 800,000 U.S. tourists visit India every
year.
Promotion Blunders..
• Company name: Parker
• Location: Latin America
• Advertisement statement “Won’t leak in your
pocket”
• Blunder: Due to poor translation - In Spanish,
it came out as “Won’t leak in your pocket and
impregnate you”
Promotion Blunders..
Proctor & Gamble used a television
commercial in Japan that was popular in
Europe. The ad showed a woman bathing, her
husband entering the bathroom and touching
her. The Japanese considered this ad an
invasion of privacy, inappropriate behaviour,
and in very poor taste.
Promotion Blunders
"Traficante" and Italian mineral water found a great reception
in Spain's underworld.
Reason: In Spanish it translates as "drug dealer".
Umbro the UK sports manufacturer had to withdraw its new
trainers (sneakers) called the Zyklon.
Reason: The firm received complaints from many
organisations and individuals as it was the name of the gas
used by the Nazi regime to murder millions of Jews in
concentration camps.
•
Promotion Blunders
American Motors tried to market its new car, the “Matador”,
based on the image of courage and strength.
Reason: In Puerto Rico the name means "killer" and was not
popular on the hazardous roads in the country.
Pepsodent tried to sell its toothpaste in Southeast Asia by
emphasizing that it "whitens your teeth."
Reason: They found out that the local natives chew betel nuts
to blacken their teeth which they find attractive.
Promotion Blunders
When Pepsico advertised Pepsi in Taiwan with the ad "Come
Alive With Pepsi" they had no idea that it would be translated
into Chinese as "Pepsi brings your ancestors back from the
dead.“
Kellogg had to rename its Bran Buds cereal in Sweden when it
discovered that the name roughly translated to "burned
farmer."
Thank You