Global Promotional Strategies

Chapter 13 Global Promotional Strategies

International Marketing

Planning Promotional Campaigns (Advertising)       

Determine Determine Determine Determine Determine Determine Determine

the target audience specific campaign objective the budget the strategies the messages the campaign approach the campaign effectiveness

Target Audience 

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Global marketer face multiple audiences beyond customers. (suppliers, intermediaries, government, local community, bankers, creditors, media organizations, shareholders, employees) The expectations of these audiences have to be researched to ensure the appropriateness of the campaign decision making.

Campaign Objectives 

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Goal has to be measurable for control purposes Typical goals are:   

To increase awareness To enhance image To improve market share in a particular market

Budget 

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The promo budget links objectives with media, message and control decisions Example:      

P&G ($3.6 billion) Philip Morris ($2.6 billion) Unilever ($2.2 billion) Nestle ($1.5 billion) Toyota ($1.1 billion) Ford ($1.1 billion).

Media Strategy 

Factors determining the choice of media are:   

Availability of the media The product/service influence Audience Characteristics

The Promotional Messages 

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The marketers must determine what the consumer is really buying– that is the customer’s motivations. For global products the idea may be global, but then it can be tailored to suit local market conditions and regulations. Requires a balance between conveying the message and allowing for local nuances. The localization of global ideas can be achieved by various tactics such as adopting a modular approach, localizing international symbols, using international advertising agencies.

The Campaign Approach 

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The choice of an agency will largely depend on the quality of coverage the agency will be able to give. The main concern arising from the use of mega-agencies is conflict  using the same agency as the main competitor.

Campaign Effectiveness 

Measures of advertising effectiveness:       

Sales Awareness Recall Executive judgment Intention to buy Profitability Coupon return

Other Elements     

Personal Selling Direct Mail Sales Promotion Trade Show Public Relations: the marketing communications functions charged with executing programs to earn public understanding and acceptance, which means internal and external communication