BRAND

A brand is the identity of a specific product, service, or business.

]
A brand can take many forms, including a name, sign, symbol, color combination or slogan.

A legally protected brand name is called a trademark.

ROLE OF BRAND
In a world where products, markets, and industry boundaries are in flux, a well-managed brand can be a prime
source of strategic direction and competitive advantage. The following are the roles of branding which serve many
purposes

) A brand identifies the seller or maker.

2) A brand protects both the consumer and the producer from competitors who would attempt to provide products that
appear to be identical.
3) A brand reduces the primacy of price upon the purchase decision.
4) It accentuates the bases of differentiation.
5) A brand is essentially a sellers promise to consistently deliver a specific set of features, benefits and services to
the buyers.
6) A brand gives the seller the opportunity to attract a loyal and profitable set of customers..
7) Strong brands help build the corporate image, making it easier to launch and gain acceptance by distributors and
customers.
8) Managing a positive brand image creates opportunities to introduce new products that build on brand equity. It
helps to attract and retain good employees and it improves the stockholders

BRAND BUILDING STRATEGIES

Brand extensions often come in the forms of different product category introductions using a common name but
emanating from a common expertise pool. This strategy is particularly true in Japanese countries.

Brand Distinction:

Many brands achieve distinction in the form of a unique brand attribute, benefit or feature, which gets
uniquely associated with the brand. In such situations the company can work backwards to launch
different products, which essentially cash in on this distinction. For example, Parachute may have the
expertise of coconut nourishment in customers mind over time. This would give the company Marico
the opportunity to launch a variety of products exploiting this distinction.
Brand Image or Prestige:

A brand extension may involve a foray in to unrelated product categories based on a brand’s exclusive
image or prestige. Brand exclusivity or prestige bestows great extension opportunities. This is
particularly true of designers and artist brands.

UMBRELLA BRANDING

This again is of the type ‘One brand all products’. An umbrella brand is a parent brand that appears on a
number of products that may each have separate brand images. Videocon’s range of home appliances –
air conditioners, refrigerators, televisions, washing machines, etc. Phillips also has a whole range of
home appliances under the brand name Phillips-the mixers, irons, televisions, etc.

ENDORSEMENT BRANDING

Endorsement branding strategy is a modified version of double branding. It makes the product brand
name more [Link] brand gets the endorsement that it belongs to specified [Link] Kat
gives the signal that it belongs to Nestle and Dairy Milk conveys that it belongs to Cadburys. Cinthol’s
communication stresses that it is a Godrej product.

STEPS TO MEDIA PLANNING

Every media plan begins with target audience. The target audience can be classified in terms of age, sex, income,
education, occupation and other variables. The audience can also be classified as children teenagers, yound adults,
office goers, newly married couples,parents, grandparents,etc. 

DECIDING ON TARGET MARKETS :The classification of the target audience helps the media planner
to understand the media consumption habits, and accordingly choose the most appropriate media
or media-mix

Matching media and market :Advertisers must always attempt to match the profile of the
target market with the demographic characteristics of a given medium’s [Link] us consider
an example of cigarette advertising. The target market for this is men in the age group of 25 to 60
years. The advertiser would consider placing ads in magazines having a predominantly male
readership. Advertising in magazines having a predominantly female readership would be mostly
wasteful for this product. It may be true that rarely does any magazine have a 100 percent male
readership. Even so, when selecting a predominantly men’s magazine, the advertiser would
minimize wasteful expenditure,

DECIDING ON MEDIA OBJECTIVES:

The media planner has to decide on the media objectives. Media objectives often are stated in
terms of reach, frequency, gross rating points and continuity.

Media objectives are built around answers to five questions: who, when, where, how often, and
in what way?

MEDIA EVALUATION 

After the objectives are defined there is a need to evaluate each media in order to reach a
conclusion about the type of media that will be most effective for the accomplishment of the
objectives.

The objects of the evaluation are:

 To see which media are feasible.

 To pick the main medium.
 To prepare for the decision on how it should be used.
 To see whether there are suitable supporting media if required.

Creative suitability:

There may be obvious reasons why a particular medium is especially suitable for the campaign
or another is unsuitable, a coupon is to be included or the absence of colour is critical.

An idea:

Sometimes a media idea, or better an idea which involves media and creative content, is
‘obviously’ right or simply a novelty, which is expected to attract attention and so work.

Proven effectiveness:

When there is evidence that a particular medium is the most efficient, the choice is obvious.

Availability and timing:

The type of product or copy claim may prevent the use of a medium- this is most likely to rule
out TV, on which, for example cigarettes are not advertised. The flexibility required by the
advertiser, for example being able to cancel or change advertising at a few days’ notice, may also
rule out a medium-for example it may make colour press impossible.

Competition:

CHOOSING AMONG MAJOR MEDIA TYPES:

The media planner has to know the capacity of the major media types to deliver reach,
frequency, and impact. The major advertising media along with their costs, advantages, and
limitations are to be well understood. Every media plan requires that specific media types be
selected – Doordarshan, Direct mail, satellite TV, newspapers, magazines, etc. Media planners
must consider several variables before choosing among major types:

Target –audience media habits:

This is the most important factor. Housewives watch more of television, whereas, working
women go for magazines. Again television programmes have different viewers. For instance,
“world this week” is viewed by teenagers and young adults. Therefore, it would be advisable to
advertise during “World this week” such products which are of interest to teenagers and young
adults. Radio and television are the most effective media for reaching teenagers.

Products:

Products that require demonstration can suit for television. For example, the demonstration of the
use of a vacuum cleaner by Eureka Forbes. Financial advertising such as new issue of shares is
good in newspapers. Women's dresses are best shown in color magazines, and Polaroid cameras
a best demonstrated on television. Media types have different potentials for demonstration,
visualization, explanation, believability, and color.

Again there are media restrictions on certain products. For instance, alcoholic drinks and
cigarettes cannot be advertised in press as well as on DD and AIR, hence these two options are
totally ruled out.

Message:
The type of message dictates the type of media. For example, an ad that features technical
information is best suited for specific magazines. Again, an ad from retailer announcing major
sale on discount requires more of local newspapers.

Cost Factor:

Television is very expensive, where as, radio is very economical. However, cost is not the only
factor, even if it is calculated on the basis of cost per- person reached. The impact of the media is
to be taken into account.

SELECTING SPECIFIC MEDIA VEHICLES

Once a decision is made on media types, specific media vehicles within each medium must be
chosen. For instance, the media planner may take a decision to select only magazines. The
question now appears in which magazines. There are several classes of magazines- General
interest like Reader’s digest, Women Interest magazines like Femina, Savvy, Elle, Business
interest magazines like Business India, Business Today.

The importance of Public Relations

PR is vital to outreach programs.

 PR is all about building relationships to advance, promote, and benefit the reputation of you yourself, your
department and institution
 PR is about communicating your message to gain allies, advocates, supporters, etc. in the community and
the institution
 It aids in marketing the department for recruitment purposes and can lead to improved quality of student
applicants
 It demonstrates to funding agencies that you are making a difference and actually have results
 It can improve the reputation of an individual department
 It can also serve the greater physics community by convincing the public that “quarks, quantum dots, and
nanostructures are cool”
 It can lead to strong community and industrial partnerships, and even financial support

The more PR you do, greater potential for even moremedia exposure

 Other PR examples include:


o Special Events
o Special Promotions
o Public Affairs
o Internal Relations
o Community Relations
o High Tech PR: blogging, social networking
MEMBERS OF DISTRIBUTION CHANNEL

Retailers
The characteristic that sets a retailer apart from other members of its distribution channel is that the retailer is the
party who ultimately sells the product to its end user or consumer. Retailers may be grouped according to any of the
following four categories:
Ownership. Every brick-and-mortar retailer can be classified as a large, nationalchain store; a smaller, regional
chain store; an independent retailer; or a franchisee.
Pricing philosophy. Stores are generally either discounters or full-price retailers. Within the “discounter” category,
there are several subcategories such as factory outlets, consignment stores, dollar stores, specialty discount
stores, warehouse membership clubs, and so on.
Product assortment. The breadth and depth of product lines carried by the store depends a lot on its ownership.
Service level. The more exclusive or specialized the store, the more types of services it will generally offer—from a
name-branded credit card, to on-site alterations, to liberal return policies for its loyal customers.
.
Wholesalers
Wholesalers are intermediaries or middlemen who buy products from manufacturers and resell them to the retailers.
They take the same types of financial risks as retailers, since they purchase the products (thereby taking legal
responsibility for them), keep them in inventory until they are resold to retailers, and may arrange for shipment to
those retailers. Wholesalers can gather product from around a country or region, or can buy foreign product lines by
becoming importers.
Agents and Brokers
Agents (sometimes called brokers) are also intermediaries who work between suppliers and retailers (or in B2B
channels), but their agreements are different, in that they do not take ownership of the products they sell. They are
independent sales representatives who typically work on commission based on sales volume, and they can sell to
wholesalers as well as retailers. In B2B arrangements, this means they sell to distributors and end users.
Resident sales agents are good examples in retail. They reside in the country to which they sell products, but the
products come from a variety of foreign manufacturers. The resident sales agent represents those manufacturers,
who pay the agent on commission. A resident sales agent does not always have merchandise warehoused and ready
to sell, but he or she does have product samples for which orders can be placed and is responsible for bringing the
items through the importation process.
Buying offices can also be considered a type of agent or broker, since they earn their money pairing up retailers with
product lines from various manufacturers.

The Ten Types of Wholesalers:

Wholesaling, jobbing, or distributing is defined as the sale of goods or merchandise to
retailers, to industrial, commercial, institutional, or other professional business users, or to other
wholesalers and related subordinated services.[1] In general, it is the sale of goods to anyone other
than a standard consumer.

1. Merchant wholesalers.  These wholesalers own (take title to) the products they sell.  For example, a
wholesale lumber yard that buys plywood from the producer is a merchant wholesaler.  It actually owns -
takes title to - the plywood for some period of time before selling to its customers. 
2. General merchandise wholesalers.  These are service wholesalers who carry a wide variety of
nonperishable items such as hardware, electrical supplies, plumbing supplies, furniture, drugs, cosmetics,
and automobile equipment.
3. Single-line (or general-line) wholesalers.  These are service wholesalers who carry a narrower line
of merchandise than general merchandise wholesalers.  For example, they might carry only food, wearing
apparel, or certain types of industrial tools or supplies.  In consumer products, they serve the single- and
limited-line stores.  In business products, they cover a wide geographic area and offer more specialized
service.

4. Specialty wholesalers.  These are service wholesalers who carry a very narrow range of products -
and offer more information and service than other service wholesalers.  A consumer products specialty
wholesaler might carry only health foods or oriental foods instead of a full line of groceries. .  Specialty
wholesalers often know a great deal about the final target markets in their channel. 
5. Cash-and-carry wholesalers.  These wholesalers operate like service wholesalers - except that the
customer must pay cash.  Some retailers, such as small auto repair shops, are too small to be served
profitably by a service wholesaler.  So service wholesalers set a minimum charge - or just refuse to grant
credit to a small business that may have trouble paying its bills.  Or the wholesaler may set up a cash-
and-carry department to supply the small retailer for cash on the counter. 
6. Drop-shippers.  These wholesalers own (take title to) the products they sell - but they do not actually
handle, stock, or deliver them.  These wholesalers are mainly involved in selling.  They get orders - from
wholesalers, retailers, or other business users - and pass these orders on to producers.  Then the
producer ships the order directly to the customers.  Because drop-shippers do not have to handle the
products, their operating costs are lower.  Drop-shippers commonly sell products so bulky that additional
handling would be expensive and possibly damaging.

7. Truck wholesalers.  These wholesalers specialize in delivering products that they stock in their own
trucks.  By handling perishable products in general demand - tobacco, candy, potato chips, and salad
dressings - truck wholesalers may provide almost the same functions as full-service wholesalers.  Their
big advantage is that they deliver perishable products that regular wholesalers prefer not to carry.  Some
truck wholesalers operate 24 hours a day, every day - and deliver an order within hours. 
8. Mail-order wholesalers.  These wholesalers sell out of catalogs that may be distributed widely to
smaller industrial customers or retailers who might not be called on by other middlemen.  These
wholesalers operate in the hardware, jewelry, sporting goods, and general merchandise lines. 
9. Producers' cooperatives.  These wholesalers operate almost as full-service wholesalers - with the
"profits" going to the cooperative's customer-members.  Cooperatives develop in agricultural markets
where there are many small producers. 
10. Rack jobbers.  These wholesalers specialize in nonfood products sold through grocery stores and
supermarkets - and they often display them on their own wire racks.  Most grocers don't want to bother
with reordering and maintaining displays of nonfood items (housewares, hardware items, and books and
magazines) because they sell small quantities of so many different kinds of products.  Rack jobbers are
almost service wholesalers - except that they usually are paid cash for what is sold or delivered.
Types of retail outlets
Retail is usually classified by type of products as follows:

 Food products
 Hard goods ("hardline retailers") - appliances, electronics, furniture, sporting goods, etc.
 Soft goods - clothing, apparel, and other fabrics.

There are the following types of retailers by marketing strategy:

 Department stores - very large stores offering a huge assortment of "soft" and "hard
goods; often bear a resemblance to a collection of specialty stores. They offer considerable
customer service.
 Discount stores - tend to offer a wide array of products and services, but they compete
mainly on price offers extensive assortment of merchandise at affordable and cut-rate
prices. Normally retailers sell less fashion-oriented brands.
 Supermarkets - sell mostly food products;
 Warehouse stores - warehouses that offer low-cost, often high-quantity goods piled on
pallets or steel shelves; warehouse clubs charge a membership fee;
 Variety stores or "dollar stores" - these offer extremely low-cost goods, with limited
selection;
 Demographic - retailers that aim at one particular segment (e.g., high-end retailers
focusing on wealthy individuals).
 Mom-And-Pop : is a retail outlet that is owned and operated by individuals. The range of
products are very selective and few in numbers. These stores are seen in local community
often are family-run businesses.
 Specialty stores: A typical speciality store gives attention to a particular category and
provides high level of service to the customers. A pet store that specializes in selling dog
food would be regarded as a specialty store. However, branded stores also come under this
format. For example if a customer visits a Reebok or Gap store then they find just Reebok
and Gap products in the respective stores.
 General store - a rural store that supplies the main needs for the local community;
 Convenience stores: is essentially found in residential areas. They provide limited
amount of merchandise at more than average prices with a speedy checkout. This store is
ideal for emergency and immediate purchases.
 Hypermarkets: provides variety and huge volumes of exclusive merchandise at low
margins. The operating cost is comparatively less than other retail formats.
 Malls: has a range of retail shops at a single outlet. They endow with products, food and
entertainment under a roof.
 Category killers or Category Specialist: By supplying wide assortment in a single
category for lower prices a retailer can "kill" that category for other retailers. For few
categories, such as electronics, the products are displayed at the centre of the store and
sales person will be available to address customer queries and give suggestions when
required.
 E-tailers: The customer can shop and order through internet and the merchandise are
dropped at the customer's doorstep. Here the retailers use drop shipping technique. They
accept the payment for the product but the customer receives the product directly from the
manufacturer or a wholesaler. This format is ideal for customers who do not want to travel to
retail stores and are interested in home shopping. However it is important for the customer
to be wary about defective products and non secure credit card transaction. Example:
Amazon and Ebay.
 Vending Machines: This is an automated piece of equipment wherein customers can
drop in the money in machine and acquire the products.

MODELS OF CONSUMER BEHAVIOR

Black box model

ENVIRONMENTAL FACTORS BUYER'S BLACK BOX BUYER'S RESPONSE

Marketing Stimuli Environmental Stimuli Buyer Characteristics Decision Process

Economic Attitudes
Problem recognition Product choice
Product Technological Motivation
Information search Brand choice
Price Political Perceptions
Alternative evaluation Dealer choice
Place Cultural Personality
Purchase decision Purchase timing
Promotion Demographic Lifestyle
Post-purchase behaviour Purchase amount
Natural Knowledge
 Theory of Consumer Behavior
The Theory of Consumer Behavior, like the Law of Demand, can be explained by the Law of
Diminishing Marginal Utility.

 Consumer Behavior is how consumers allocate their money incomes among goods and
services.
Consumer Choice and Budget Constraint: 
Rational behavior:

o The consumer is a rational person, who tries to use his or her money income to derive
the greatest amount of satisfaction, or utility, from it. Consumers want to get "the most for their
money" or, to maximize their total utility. nsumers (we assume) all engage in rational behavior.
 Preferences:
o Each consumer has preferences for certain of the goods and services that are available
in the market. Buyers also have a good idea of how much marginal utility they will get from
successive units of the various products they might purchase. However, the amount of marginal &
total utility that the people will get will be different for every individuals in the group because all
individuals have different taste and preferenes.
 Budget Constraint:
o The consumer has a fixed, limited amount of money income. Because each consumer
supplies a finite amount of human and property resources to society, he or she earns only limited
income.
o Every consumer faces a budget constraint
o There is infinite demand, but limited income
 Prices:
o Goods are scarce because of the demand for them. Each consumers purchase is a part
of the total demand in a market. However, since consumers have a limited income, they must choose
the most satisfying combination of goods based partially on prices. For producers, a lower price is
needed in order to induce a consumer to buy more of their product.

Utility Maximizing Rule: 

To maximize satisfaction, a consumer should allocate his or her money so that the last Rs. spent on
each product, yields the same amount of marginal (extra) utility.

 When marginal utility are equivalent, consumer is in a equilibrium.

Marginal Utility per dollar:

 Rational consumers should compare extra utility from each product with its added price.
 MU/$ is found by taking the Marginal utility per good over the price of each good.

o If marginal utility increases, then total utility increases
o If marginal utility decreases, then total utility decreases
 Algebraic Restatement:

 MU of product A/Price of A = MU of product B/price of B (this is when the consumer is at

equilibrium)
Relationship marketing
Relationship Marketing was first defined as a form of marketing developed from direct response marketing
campaigns which emphasizes customer retention and satisfaction, rather than a dominant focus on sales
transactions.

ROLE OF RELATIONSHIP MARKETING

Internal marketing
Relationship marketing also stresses what it calls internal marketing. This refers to using a
marketing orientation within the organization itself. It is claimed that many of the relationship
marketing attributes like collaboration, loyalty and trust determine what "internal customers" say
and do. According to this theory, every employee, team, or department in the company is
simultaneously a supplier and a customer of services and products. An employee obtains a
service at a point in the value chain and then provides a service to another employee further
along the value chain. If internal marketing is effective, every employee will both provide and
receive exceptional service from and to other employees. It also helps employees understand
the significance of their roles and how their roles relate to others'.
The six markets model

Christopher, Payne and Ballantyne (1991) from Cranfield University goes further. They identify
six markets which they claim are central to relationship marketing. They are: internal markets,
supplier markets, recruitment markets, referral markets, influence markets, and customer
markets.

Referral marketing is developing and implementing a marketing plan to stimulate referrals.

Although it may take months before you see the effect of referral marketing, this is often the
most effective part of an overall marketing plan and the best use of resources.

Marketing to suppliers is aimed at ensuring a long-term conflict-free relationship in which all

parties understand each others' needs and exceed each others' expectations. Such a strategy
can reduce costs and improve quality.

Influence markets involve a wide range of sub-markets including: government regulators,

standards bodies, lobbyists, stockholders, bankers, venture capitalists, financial analysts,
stockbrokers, consumer associations, environmental associations, and labor associations.
These activities are typically carried out by the public relations department, but relationship
marketers feel that marketing to all six markets is the responsibility of everyone in the
organization. Each market may require its own explicit strategies and a separate marketing
mix for each.
Live-in Marketing

Live-in Marketing is a term used to describe a variant of marketing and advertising in which the
target consumer is allowed to sample or use a brands product in a relaxed atmosphere over a
longer period of time.

Internet Marketing - The Ideal Medium

The internet has grown explosively in the ten or so years that it has been in
widespread use,and internet marketing has grown along with it. Many factors
contribute to making the internet the ideal business medium. Let's examine a few
of the factors that make it so much easier to make money online.

Low Startup and Overhead Costs. Even as recently as five or six years ago, it
could cost one hundred dollars or more to register a domain name, and a similar
monthly fee to host a web site. These days, both of those costs are down to around
$10 US.

Portability and Flexibility. Most of us live where we do because of our work. We

were recruited to a specific area due to a job, or moved there for the availability of
jobs, or can't afford to relocate, because of the expense and potential interruption
of income. When you own and operate an online business, however, you are not
geographically restricted. If you need or want to travel, you can continue to operate
your business with a laptop computer, and access to a phone line. If you want to
move to another location for any reason, such as family connections, environment,
or recreational opportunities, you can relocate your internet business without any
interruption.

Multiple Income Streams. Once you've developed one online business, you can
easily develop a second, third, and fourth online business. You have the option to
focus each of these businesses on different markets, or different segments of your
primary market, thus giving yourself several streams of income.

Expanded Marketing Reach. Unlike a traditional business, which most likely is

restricted to a limited geographic area, an online business can have customers
located around the world.
Opportunities for Automation. Nearly every aspect of an internet business can
be automated. Order processing, credit card processing, drop-shipping or electronic
delivery can all be automated..

Niche Marketing. When marketing online, it is easy to develop and sell products
that are designed to appeal to a relatively small niche market.

Business models
Internet marketing is associated with several business models:

 E-commerce: a model whereby goods are sold directly to consumers (B2C), businesses
(B2B), or from consumer to consumer (C2C).[citation needed]
 Lead-based websites: a strategy whereby an organization generates value by acquiring
sales leads from its website..
 Affiliate Marketing: a process wherein a product or service developed by one entity is
sold by other active sellers for a share of profits]
 Local Internet marketing: a strategy through which a small company utilizes the Internet
to find and to nurture relationships that can be used for real-world advantages. Local
Internet marketing uses tools such as social media marketing, local directory listing,[6] and
targeted online sales promotions.
One-to-one approach

In a one-to-one approach, marketers target a user browsing the Internet alone and so that the
marketers' messages reach the user personally.[citation needed]This approach is used in search
marketing, for which the advertisements are based on search engine keywords entered by the
users.
Appeal to specific interests

When appealing to specific interests, marketers place an emphasis on appealing to a specific

behavior or interest, rather than reaching out to a broadly defined demographic]. These
marketers typically segment their markets according to age group, gender, geography, and
other general factors.
]Niche Marketing

Niche and hyper-niche internet marketing put further emphasis on creating destinations for web
users and consumers on specific topics and products. Niche marketers differ from traditional
Internet marketers as they have a more specialized topic knowledge. For example, whereas in
traditional Internet marketing a website would be created and promoted on a high-level topic
such as kitchen appliances, niche marketing would focus on more specific topics such as 4-slice
toasters.]

Niche marketing provides end users of such sites very targeted information, and allows the
creators to establish themselves as authorities on the topic or product.[citation needed]
Geo-targeting

In Internet marketing, geo targeting and geo marketing are the methods of determining

the geolocation of a website visitor with geolocation software, and delivering different content to
that visitor based on his or her location, such as latitude and longitude, country, region or state,
city, metro code or zip code, organization, Internet Protocol (IP) address, ISP, and other criteria.

5 Step Action Plan For Successful Export Marketing

Export marketing is not just a process to find buyers/importers and approach them with the
expectation of export orders but a well planned strategic marketing process one should
follow and performed well to get success in International Market.

So what is that strategic marketing action plan..?

Strategic marketing action plan is a set of key functional areas of export marketing which
should be performed well and followed step by step to get succeed in Export marketing.
Performing following key tasks step by step will give you a rapid success in export
marketing with sustainable and profitable export sales growth.

Step-1 : Identify your target market

First step of export marketing is to identify target market and market needs where your
products/services has good market potential and demand. There are many countries in
world and you should pick right one(s) for your product and services. If you know your
target market and market needs, you could easily get export orders from those countries.
You can identify target market by conducting International Market research activity that will
give you detailed knowledge of opportunities in International market.

Step-2 : Developing Export Marketing strategies

After identifying target market, second step of export marketing is to develop a right Export
Marketing Strategies including market entry strategy, positioning strategy, product strategy,
pricing strategy, branding strategy, supply strategy and promotional strategy according to
target market needs. Based on the conclusions of the International market research, you
will be able to develop the strategy to meet your export marketing objectives. Your Export
Marketing strategies should be able to develop a sense,

o To enter in right market where your products/services has good market potential and
demand 
o To position appropriately that give you and edge over competitor 
o To develop products/services that satisfy needs of buyer, 
o To offer prices that give both of you and your buyer a competitive advantage, 
o To offer own brand or private label solution 
o To supply as per ready stock or buyer's requirements 
o To promote your company that creates awareness among buyers/importers

If you have developed right export marketing strategies you could enter and develop
international market faster with sustainable export sales growth.

Step-3 : Preparing Marketing Communication tools:Once you have developed

strategies based on target market needs, third step is to prepare informative and appealing
marketing communication tools like Company Profile, Sales letter, Product Catalogue,
Brochures, Website etc. that can supports in positioning and promoting your company. Your
all marketing communication tools should be well designed, informative, professional and
appealing that can deliver all necessary information of your company and products/services
to prospective buyers/importers and influence their decision to start business
communication with you.

Step-4 : Promotion:After preparing marketing communication tools, next step is

Promotion which plays a major role in export marketing success. Main objective of
promotion is to create awareness among buyers/importers of what you are and what you
offer. Promotional mix should be cost effective and should deliver right message, in right
time and at right place. Promotion should lead buyers/importers to get attention, capture
interest and take action in initiating business communication with you. Internet is the best
cost effective and fastest promotion tool in present export marketing practices. It has been
seen that major buyers/importers using search engines, B2B portals and directories to find
and contact genuine suppliers. So presence of your company profile and products/services
in major search engines like Google, yahoo and B2B portals like [Link] will give your
company a global exposure and creates awareness among buyers/importers effectively.
Participating in Trade fairs,

Step-5 : Generating Export Inquiries:Success in export Marketing begins with

generating genuine export inquiries from prospective buyers/importers which requires
expertise and focused work of promotion, sourcing genuine buyers and approaching them
professionally. One should study buyer's profile and/or buy leads to know whether you can
offer them what they requires. It has been seen that many suppliers contact majority of
those buyers/importers who have no interest in their product/services without
understanding their profile and needs. A Buyer/importer can send you inquiry only when he
needs your products/services either better than his existing supplier in terms of either
Quality, Price, Services and/or developing more suppliers and/or for other reasons.