International Marketing
Module 4
Module 4
• International Promotion Strategies: Communications, Management of
Global Marketing Communication – key issues and challenges.
• International promotion tools and planning – Advertising, personal selling,
publicity and sales promotion.
• Developing international promotion campaign; Planning for direct mail, sales
literature, trade fairs and exhibitions.
Promotion
✓ Promotion is a marketing tool, used as a strategy to communicate between the
sellers and buyers. Through this, the seller tries to influence and convince the
buyers to buy their products or services. It assists in spreading the word about
the product or services or company to the people.
✓ Promotion is a fundamental component of the marketing mix, which has 4 Ps:
product, price, place, and promotion. It is also an essential element
promotional plan or mix, which includes advertising, publicity, sales
promotion, direct marketing.
Communications
✓ The word communication in marketing simply means the transmission of a
message, to the buyer or the consumer or the channel of distribution, in
which the supplying company aims to tell each one of these receivers why
they should buy or handle the product.
✓ In other words, in its least sophisticated form communication aims to make
potential buyers (or middlemen) more favourably disposed toward’s the firm’s
offerings.
✓ It seeks to achieve these objectives by informing the recipient of the message
of the existence of the product and its unique details or by modifying his
attitude towards such a product or by enhancing his preference for one
product against
Communications
✓ The word communication in marketing simply means the transmission of a
message, to the buyer or the consumer or the channel of distribution, in
which the supplying company aims to tell each one of these receivers why
they should buy or handle the product.
✓ In other words, in its least sophisticated form communication aims to make
potential buyers (or middlemen) more favourably disposed toward’s the firm’s
offerings.
✓ It seeks to achieve these objectives by informing the recipient of the message
of the existence of the product and its unique details or by modifying his
attitude towards such a product or by enhancing his preference for one
product against
Communications
Communication performs one or more or all of the following functions:
(i) Making the potential consumers aware of the product.
(ii) Persuading the consumers to buy the product.
(iii) Motivating the consumers to buy the product by special incentives.
(iv) Reassuring the consumers and helping to overcome the post-purchase
dissonance.
(v) Informing the channels about the product.
(vi) Motivating the channels to handle the product.
(viii) Promoting the image of the product.
(ix) Promoting the image of the company.
(x) Promoting the image of the country.
Communication Process
Various communication platforms in the global marketing context
Global marketing relies on various communication platforms to reach a diverse and widespread
audience. These platforms leverage different channels and technologies to facilitate
communication between businesses and consumers across the world.
Traditional Media:
Television: Global advertising campaigns on international TV networks and channels.
Radio: International radio broadcasts and advertisements.
Print Media: Global magazines, newspapers, and other print publications.
Digital and Online Platforms:
Websites: Global brands maintain websites accessible in multiple languages.
Social Media: Utilizing global social media platforms like Facebook, Twitter, Instagram,
LinkedIn, and local platforms popular in specific regions.
Email Marketing: Sending targeted and localized email campaigns to a global audience.
Online Advertising: Display ads, search engine marketing, and other forms of digital
advertising on a global scale.
Mobile Marketing:
Mobile Apps: Developing mobile applications for global audiences.
SMS Marketing: Text message-based marketing campaigns for international users.
Video Platforms:
YouTube: Creating and sharing global video content.
Streaming Services: Advertising on international streaming platforms.
E-commerce Platforms:
Online Marketplaces: Utilizing global e-commerce platforms like Amazon, Alibaba, eBay, etc.
Company Websites: Offering global e-commerce functionality on brand websites.
Search Engines:
Search Engine Optimization (SEO): Optimizing content for global search engines like
Google, Bing, and others.
Pay-Per-Click (PPC) Advertising: Running global PPC campaigns on search engines.
Virtual and Augmented Reality:
Virtual Events: Hosting global virtual events, conferences, or product launches.
Augmented Reality (AR): Implementing AR in marketing campaigns for an interactive experience.
Podcasting:
Global Podcasts: Creating and promoting podcasts that cater to a global audience.
Influencer Marketing:
Global Influencers: Collaborating with influencers who have a broad international following.
Events and Sponsorships:
Global Events: Participating in or sponsoring international events and conferences.
Localized Events: Hosting events in different regions tailored to local preferences.
Public Relations (PR) and Press Releases:
Global PR Campaigns: Engaging in international PR efforts.
Multilingual Press Releases: Distributing press releases in various languages.
MAJOR DECISIONS IN INTERNATIONAL
MARKETING COMMUNICATION
✓ Identifying the Target Audience
✓ Determining Communication Objectives
✓ Determining the Message
✓ Budget Decisions
✓ Communication Mix Decision
MAJOR DECISIONS IN INTERNATIONAL MARKETING COMMUNICATION
Global marketing communication
✓ Global marketing communication refers to the strategic management and
coordination of communication efforts across different countries and
cultures to promote a consistent and effective message for a brand or product
in the global marketplace.
✓ This involves creating a unified communication strategy that transcends
national borders while considering cultural, linguistic, and contextual
variations. The goal is to build a strong and coherent brand image that
resonates with diverse audiences worldwide.
Global marketing communication key issues and challenges.
✓ Cultural Sensitivity and Adaptation:
Challenge: Creating communication that resonates across diverse cultural contexts.
Example: 1. The color white symbolizes purity in Western cultures but is associated
with mourning in many Asian cultures. Therefore, a marketing campaign relying heavily
on white may not have the intended positive impact in certain regions.
2. IKEA, the Swedish furniture retailer, demonstrated cultural sensitivity by adapting its
catalog content to align with the values and customs of its Saudi Arabian audience. In
the Saudi Arabian version of the catalog, images featuring families showcased them in
more conservative and segregated settings. This included digitally adding clothing to
bare skin on some figures and adjusting the positioning of family members to adhere to
cultural norms.
Global marketing communication key issues and challenges.
✓ Language Barriers:
Challenge: Managing language differences for effective communication.
Example: 1. The slogan "Finger Lickin' Good" by KFC had to be adapted in
China to "Eat Your Fingers Off" due to linguistic differences and cultural
nuances.
2. When PepsiCo expanded into China, they faced challenges with the translation
of their slogan "Pepsi Brings You Back to Life." The translation was interpreted
as "Pepsi Brings Your Ancestors Back from the Grave," causing confusion and
negative reactions.
2. When Coca-Cola first entered the Chinese market, literal translations of its
brand name sounded like "Bite the Wax Tadpole." Coca-Cola had to adapt its
brand name to "Ke-kou-ke-le," which means “Tasty Fun”.
Global marketing communication
key issues and challenges.
✓ Media Fragmentation:
Challenge: Navigating diverse media landscapes in different countries.
Example: In some markets, traditional media like TV and radio dominate,
while in others, digital platforms are more effective. Creating a balanced
media mix that suits each market is challenging
Global marketing communication
key issues and challenges
Legal and Regulatory Compliance:
Challenge: Adhering to varied advertising and marketing regulations
across different countries.
Example: 1. Alcohol advertising faces strict regulations in some
countries, and companies like Diageo have to tailor their communication
strategies accordingly to comply with local laws.
2. The tobacco industry faces stringent advertising regulations in many
countries. Crafting global marketing campaigns that comply with these
regulations while conveying brand messages is a complex task
Global marketing communication
key issues and challenges.
Brand Consistency vs. Local Relevance:
Challenge: Striking a balance between maintaining a consistent global brand
image and adapting to local preferences.
Example: 1. McDonald's maintains a consistent global brand but adapts its menu
to suit local tastes, such as serving a McVeggie in India to cater to vegetarian
preferences.
2. McDonald's faced this challenge when introducing the "I'm Lovin' It"
campaign globally. While the central theme remained consistent, the specific
advertisements and adaptations varied to suit local tastes and preferences.
Global marketing communication
key issues and challenges.
Coordination Across Markets:
Challenge: Coordinating communication strategies across multiple markets
and regions.
Example: Unilever faces the challenge of managing diverse product
portfolios across various countries, requiring careful coordination to ensure a
unified global brand message
Global marketing communication
key issues and challenges.
Global Crisis Management:
Challenge: Addressing global crises that may impact the brand on a global
scale.
Example: During the COVID-19 pandemic, companies faced the challenge
of communicating effectively about safety measures, supply chain
disruptions, and changes in business operations across various markets
Global marketing communication
key issues and challenges.
Technological Advancements:
Challenge: Keeping up with technological advancements and ensuring a
consistent brand presence across evolving platforms.
Example: The rise of augmented reality (AR) and virtual reality (VR)
presents opportunities for global brands, but adapting and implementing
these technologies across diverse markets can be challenging.
Global marketing communication
key issues and challenges.
Managing Local Competitors:
Challenge: Competing with local brands that may have a better
understanding of the local market.
Example: Western fast-food chains may face strong competition from local
eateries with a deep understanding of local tastes and preferences.
Global marketing communication
key issues and challenges.
Consumer Privacy Concerns:
Challenge: Navigating different attitudes toward privacy and data protection.
Example: GDPR (General Data Protection Regulation ) compliance in Europe
requires companies to handle consumer data differently than regulations in the
United States or Asia, impacting the way marketing communication is
conducted.
Global marketing communication
key issues and challenges
Coordination Across Time Zones
Challenge: Global marketing teams often operate across different time zones,
making real-time coordination challenging. This can result in delays in
communication and decision-making, impacting the timeliness and effectiveness
of campaigns.
Example: An international product launch scheduled for simultaneous release
in multiple countries may face logistical challenges in coordinating media
coverage, events, and online activities, given the time zone differences.
Global marketing communication
key issues and challenges
Technological and Digital Challenges:
Digital Divide
Challenge: While digital marketing offers global reach, not all markets have
equal access to digital platforms. In some regions, limited internet
infrastructure or different online habits may require alternative marketing
strategies.
Example: While social media might be a primary platform for promotion in
developed countries, in some emerging markets, traditional media such as
radio and outdoor advertising may still play a significant role
Concept of Promotion Mix
Concept of Promotion Mix
ADVERTISING:
✓ Any paid form of non-personal communication through mass media about a
product, a service or an idea by an identified sponsor is called advertising. It
consists of paid messages by identified sponsors through non-personal
channel (media).
✓ Advertising bears a signature in the form of a company or brand name. The
media used could include, magazines, newspapers, radio, television, bill-board
(hoarding), direct mail, etc. Sponsors may be non-profit organization
(colleges universities, institutes), companies or individuals.
Concept of Promotion Mix
Creative Advertising :
✓ Creative advertising involves developing unique and compelling strategies to capture the
attention of the target audience and communicate a brand's message effectively.
✓ The key is to understand the target audience, tailor the message to their preferences, and
deliver it in a way that stands out from the competition.
Examples : Emotional Appeal:
Storytelling:
Shock Value:
Visual Appeal:
Clever Wordplay and Taglines:
Interactive Content:
Celebrity Endorsements:
Experiential Marketing:
Concept of Promotion Mix
PUBLICITY:
✓ Non-personal stimulation of demand for a product, service or business
unit by generating commercially significant news about it in published
media or obtaining favorable presentation of it on radio, television or
stage.
✓ Unlike advertising, this form of promotion is not paid for by the
sponsor. Thus publicity is news carried in the mass media about an
organization, its products, policies, personnel or actions. It can originate
with the media or the marketer, and is published or broadcast at no
charge for media space and time, to the organization.
Concept of Promotion Mix
PERSONAL SELLING
✓ According to the American Marketing Association, personal selling is an “oral
presentation in a conversation with one or more prospective purchasers for the
purpose of making sales.” Personal selling, also commonly known as
salesmanship, is used at every distribution level. The cost of personal selling is
high.
✓ One extreme case is German software maker SAP, the world’s leader in
applications packages for client-server networks. In the USA, SAP America has
removed the $140,000 annual limit on sales commissions, making it possible for
a salesperson to earn as much as $2 million a year – more than what the
company’s top German executives make.
Concept of Promotion Mix
SALES PROMOTION:
✓ It is the means of communicating with the target audience in a way that
is not possible by using other elements of the promotion mix. Sales
promotion may be defined as those promotional activities other than
personal selling, advertising and publicity that are intended to stimulate
buyer purchases or dealer effectiveness in a specific time period.
✓ Thus, sales promotion is any activity that offers an incentive for a limited
period to obtain a desired response from the target audience or
intermediaries (wholesalers and retailers). Special offers of gift, coupon
deals, discounts, demonstrations, trade shows, contests, etc., are some
examples of sales promotion
Concept of Promotion Mix
DIRECT MARKETING :
✓ Direct marketing is a form of advertising and sales strategy that involves
communicating directly with the target audience to promote products or
services.
✓ The communication can occur through various channels, and the goal is to
encourage a direct response, such as making a purchase, signing up for a
newsletter, or requesting more information.
✓ Example: Direct Mail, Email Marketing, Telemarketing, Direct Response
Advertising, SMS Marketing, Social Media Direct Marketing.
Developing
1. Market 2. Set Clear 3. Budget
international Research Objectives Allocation
promotion
campaign 6. Integrated
Campaign
Strategy
5. Choose
Appropriate
Channels
4.
Localization
Developing an international
8. 9. Timing
7. Engage
promotion campaign requires Influencers
Multilingual and
Content Scheduling
careful planning, cultural
sensitivity, and a deep
understanding of your target 13. Feedback
12. Legal and
Regulatory
10. Metrics
and Learning and Analytics
audience in different regions. Compliance
Developing international promotion campaign
1. Market Research:
•Identify target markets and understand their cultural nuances, preferences, and behaviors.
•Analyze competitors in each market to identify strengths, weaknesses, opportunities, and
threats.
2. Set Clear Objectives:
•Define specific and measurable goals for the campaign in each target market.
•Goals may include brand awareness, lead generation, sales growth, or market share expansion.
3. Budget Allocation:
•Allocate a realistic budget for each market, considering the cost of advertising, promotion, and
other campaign elements.
4. Localization:
•Customize your message, imagery, and promotional materials to suit the cultural preferences
and language of each target market.
•Ensure that your campaign resonates with the local audience and avoids cultural
misunderstandings.
.
Developing international promotion campaign
5. Choose Appropriate Channels:
•Select the most effective communication channels for each market, such as social media,
search engines, traditional media, influencers, or local events.
•Consider local regulations and restrictions on advertising platforms
•6. Integrated Campaign Strategy:
•Ensure consistency across all promotional channels to maintain a cohesive brand image.
•Use a mix of online and offline channels to reach a wider audience.
7. Engage Influencers:
•Identify and collaborate with local influencers who have a significant impact on your target
audience.
•Influencers can help add authenticity and credibility to your campaign.
8. Multilingual Content:
•Translate all content accurately into the local language.
•Consider cultural nuances and idioms to avoid misunderstandings.
Developing international promotion campaign
9. Timing and Scheduling:
•Consider time zone differences and cultural events when scheduling promotions.
•Plan campaigns around local holidays and events for maximum impact.
10. Metrics and Analytics:
•Implement tracking tools to measure the success of your campaign in each market.
•Monitor key performance indicators (KPIs) and adjust your strategy based on the results.
11. Adaptability:
•Stay flexible and be ready to adapt your strategy based on the performance and feedback from
each market.
•Continuously monitor trends and changes in the international landscape.
12. Legal and Regulatory Compliance:
•Ensure that your campaign complies with local laws and regulations in each target market.
•Be aware of restrictions on certain types of content or advertising practices.
13. Feedback and Learning:
•Collect feedback from each market to understand what worked and what didn't.
•Use this information to refine your future international promotion campaigns.
Trade Fair
Business Focus:
Primary Purpose: Trade fairs are primarily business-oriented events where companies from a
specific industry or sector gather to showcase and demonstrate their products and services.
Trade Emphasis: The emphasis is on facilitating trade and commerce, making it a platform for
businesses to connect with potential buyers, distributors, and partners.
Target Audience:
Industry Professionals: Trade fairs are typically targeted at professionals and stakeholders
within a specific industry. Attendees often include buyers, suppliers, distributors, and
representatives from related businesses.
Networking and B2B Opportunities:
Business Transactions: Trade fairs are known for providing opportunities for business-to-
business (B2B) transactions, negotiations, and the establishment of business relationships.
Product Launch and Demonstration:
Showcasing New Products: Companies use trade fairs to launch new products, demonstrate
their capabilities, and gain exposure within their industry.
Trade Fair
Example
1. CES (Consumer Electronics Show):
Overview: The Consumer Electronics Show (CES) is an annual trade show held in Las Vegas,
USA. It is one of the largest and most influential events in the tech industry, showcasing the latest
innovations and technological advancements.
Purpose: CES serves as a platform for tech companies to debut new products, ranging from smart
devices and wearables to cutting-edge advancements in artificial intelligence and robotics.
Participants: Major technology companies, startups, industry professionals, and the media
participate, making it a global gathering of thought leaders and innovators.
Benefits: Companies can unveil and demonstrate their products to a wide audience, attract
investors, and establish partnerships. The event also allows attendees to stay informed about
industry trends and upcoming technologies.
Trade Fair
Example
2. Hannover Messe:
Overview: Hannover Messe is an annual industrial trade fair held in Hannover, Germany. It is the
world's largest trade fair for industrial technology, covering a wide range of sectors, including
automation, robotics, energy, and logistics.
Purpose: Hannover Messe provides a comprehensive platform for businesses in the industrial
sector to showcase their products, exchange ideas, and explore collaborations. It emphasizes the
integration of industry 4.0 and the digitalization of manufacturing processes.
Participants: Manufacturers, suppliers, industrial technology experts, and policymakers attend the
event, making it a key meeting point for the global industrial community.
Benefits: Companies can demonstrate their industrial solutions, connect with potential clients and
partners, and stay updated on the latest advancements in manufacturing and automation. The event
fosters international collaboration and promotes discussions on the future of industrial processes.
Broader Scope:
Exhibition
Diverse Content: Exhibitions are more general in nature and may cover a broader spectrum of
industries or themes. They can include displays related to art, culture, technology, or specific topics
of interest.
Not Necessarily Business-Centric: While some exhibitions may have a business focus, others
may aim to educate, entertain, or showcase cultural and artistic expressions.
Audience Diversity:
Wide Audience: Exhibitions may attract a more diverse audience, including professionals, general
consumers, students, and individuals interested in the showcased themes.
Educational and Cultural Focus:
Information Sharing: Exhibitions often focus on disseminating information, educating the public,
and promoting cultural or societal awareness. They may include educational elements, interactive
displays, and artistic installations.
Showcasing a Variety of Items:
Art and Culture: Exhibitions may include displays of art, cultural artifacts, historical items,
technological innovations, and more. The emphasis is on showcasing a variety of items rather than
promoting specific business transactions.
Example
1. Louvre Museum Exhibition:
Overview: The Louvre Museum in Paris often hosts art exhibitions that showcase specific artists,
periods, or themes. These exhibitions are curated to educate and entertain visitors, providing a
deeper understanding of art history and culture.
Purpose: The primary purpose of such exhibitions is to educate the public, promote cultural
understanding, and celebrate artistic achievements. Sales of artworks are not the central focus.
[Link] Auto Show:
Overview: Auto shows held worldwide, such as the North American International Auto Show in
Detroit, showcase the latest automobile models, prototypes, and technological innovations.
Manufacturers use these exhibitions to create buzz around their brands and products.
Purpose: The main purpose is to generate public interest, gather feedback on new designs and
technologies, and build brand awareness. While business deals may occur, the primary focus is on
engaging and exciting the public.
Sales Literature
✓ All of the literature, such as brochures, price lists, and customer testimonials,
that a company uses to promote its goods, products, or services to the public.
✓ Sales literature refers to printed or digital materials created by a business or
organization to promote and support the sales of its products or services.
✓ This type of marketing collateral is designed to provide information,
showcase features and benefits, and persuade potential customers to make a
purchase.
Sales Literature
Brochures: These are typically folded documents that provide an
overview of a product or service. They may include images, features,
benefits, and contact information.
Product Catalogs: Catalogs provide a comprehensive list of
products offered by a company, often organized in categories.
They include detailed descriptions, specifications, and pricing
information.
Flyers: Single-page documents that highlight specific promotions,
events, or product features. They are usually distributed in high-
traffic areas or through direct mail.
Sales Literature
Sales Sheets: One-page documents that focus on a specific
product or service, providing key details and benefits to help
sales representatives pitch to potential customers.
Case Studies: These documents showcase real-world examples of
how a product or service has benefited a customer. They often
include testimonials, statistics, and before-and-after scenarios.
White Papers: In-depth reports that explore a specific industry issue,
technology, or trend. While not directly promotional, they can establish
a company's expertise and credibility.
Sales Literature
Digital Presentations: Slide decks or interactive
presentations used during sales meetings or online
presentations. They often include multimedia elements
such as images, videos, and charts.
Product Guides: Detailed documents that provide in-depth
information about a product, including specifications, usage
instructions, and troubleshooting tips.
Sales Literature
Posters: Visual displays that highlight key messages or
promotions. They are often used in-store or at events to attract
attention.
Digital Marketing Collateral: Websites, landing pages, email campaigns,
and social media content that serve as digital sales literature. These
materials can reach a wider audience and be easily shared.