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8/2/2019 International Promotion Policy
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INTERNATIONAL PROMOTION
POLICY
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Factors influencing communication at
international level
Language differences
Cultural differences
Social differences
Economic differences
Legal differences Competitive differences
Noise differences
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INTERNATIONAL PROMOTIONAL
PLAN
1. Selecttargetaudience andpositioning theme
2. Setcampaign objectives + degree of worldwide
standardization3. Determine the promotional mix
4. Determinepromotionalbudget
5. Developmessage strategy
6. Decide on mediastrategy
7. Assess effectiveness
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1. SELECT TARGET AUDIENCE
AND POSITIONING THEME
Targetaudience = marketsegmentlocal vs.global segment ?Shall itchoose the audience according tothe
similaritiesand commonalitiesbetween
consumers from differentcountries?
Positioning = image foreachcountry
global positioning?Globalpositioning = transmitthe same image all overthe world
Usually, globalpositioning comes with global marketsegments
Whoare the consumersto whomthe company will
addressthe products?
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2. SET CAMPAIGN OBJECTIVES AND
DEGREE OF STANDARDIZATION
Promotional objectives: brand awareness,
improve perception, promote new service
Degree of standardization : Isthe company going tohave astandard
promotional campaign in all countries?
Is it going toadaptto local conditions? To what degree shall the company standardize?
To what degree shall the company adapt?
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Degree of standardization
Segment
Positioning
Promotional objectives
Promotional mix Message strategy
Mediastrategy
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WHAT IS GLOBAL ADVERTISING ?
Pattern AdvertisingPattern Advertising
World BrandsWorld Brands
Pan-European AdvertisingPan-European Advertising
Global Market SegmentationGlobal Market Segmentation
Advertising
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PATTERN ADVERTISING
PLAN GLOBALLY, ACT LOCALLY!
global advertising strategy (suchasa
standardized basicmessage)
some degree ofmodification (different
media ) tomeet local needs
Ex: Levi (the quality ofthe productand the Americanorigin)
Advertising
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WHAT IS GLOBAL ADVERTISING ?
Global Advertising offersthe Advantagesof
creating a global image forthe productand
ofobtaining cost savings
Advertising
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CHALLENGES TO GLOBAL
ADVERTISING
Legal ConsiderationsLegal Considerations
Language LimitationsLanguage Limitations
Cultural DiversityCultural Diversity
Media LimitationsMedia Limitations
Advertising
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Legal considerations in advertising
comparative advertising
contentofadvertising message
advertising of viciousproducts
advertising towardschildren advertising taxation
Advertising
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Legal considerations in advertising
Comparative advertising referstocomparisonsmade betweenproducts in ads
Canbe explicitorimplicit
In USA directcomparative advertising is
commonplace, while in othercountriescomparative
advertising ismore orlessrestricted.
In EU, implicitcomparisonsare allowedbut explicitcomparisonsare banned.
Otherexamples: India Pepsodent (Unilever)
Advertising
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Legal considerations in advertising
Contentofadvertising message regulated in some industries in differentcountries.
Pharmaceuticals: in Austriaadvertising fordrugs is
forbiddenby law, in Denmarkis forbidden advertising
fornon-prescription drugsand in Francepriorapproval
ofa governmentauthority is needed toadvertise drugs.
In Australia, there isan Advertising Standard Council In Vietnamthe Ministry of Trade, the Ministry of
Culture, the Customs department, any TV station or
newspapercan censoran ad.
Advertising
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Legal considerations in advertising
Contentofadvertising message slimming products in Finland ;
pregnancy testsand contraceptives (forbidden inIreland),
sweets (ads forsweetshave to display atoothbrush
symbol in Netherlands),
cars (ads forcarshave tocontain costsoftaxesand
insurance and figuresof net fuel consumption in
Portugal),
pornographicadsorany adsoffensive tothe public
taste are forbidden in UK.
Advertising
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Legal considerations in advertising
Advertising of viciousproducts
TV advertising ofthe
socalled vicious
productssuchas
alcohol, tobacco is
alsoregulated in
many countries.
Advertising
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Legal considerations in advertising
Advertising towardschildren
In Quebec, Canada TV stationsare notallowed
toairtowardschildren and the same in Sweden. In Finland children cannotspeakorsing the
name ofaproduct in acommercial.
In Italy commercials in cartoonprogramsare
banned. Advertising forwartoysand gamesofchance
are forbidden in Germany.
Advertising
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Legal considerations in advertising
Advertising taxation
In some countriesspecial taxesapply to
advertising. Ex: Austria, Romania
France also intendsto introduce suchtaxeson
TV and radioadvertising.
Suchtaxes increase the costofpromotion andthepercapitacostofadvertising.
Advertising
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Language Limitations
Errorsoftranslations:
Simple carelessness: Avoid embarrassment, use
Parker Pens Multiple meaning words (where more dialects
are spoken in one country orwhere one
language isspoken in more countriesand the
same word has differentmeanings). Idiomsorlocal slogan can determine blunders in
international marketing.
You cannot use a more fine napkin at your dinner
table
Advertising
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Language Limitations
Solutions:
to involve a local advertising agency,
forEnglishspeaking audiences, use the Englishslogan world wide.
Examplesare United Coloursof Benetton; Coke is it
orAlways Coca-Cola; Pepsi the choice ofa New
Generation; Philipsmakesthingsbetteretc. ,to use of voice-oversthatsay an adapted local
slogan.
Advertising
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Little true international selling,because salespeoplecarry outmostoftheirsales within one country.
In international selling the salesperson hastoknow
the local customsand tobe able to formrelationships
withthe customers. Personal selling is influencedby the company culture
andby the country culture.
Personal selling
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Formost international companiessalespromotionshave
alocal character due to:
different stages of the market maturity: in early stagesof
PLC, samplesand couponsto induce the trial ofthe product
are appropriate, while in more established markets (the
maturity stage ofthe PLC) bonuses, in-packcoupons,price
reductions in orderto encourage repeatpurchase arerecommended,
different cultural perceptions about different formsofsales
promotions. Forinstance, European consumers use far
fewercouponsthan the American consumers
differences in local trade structure and the balance of
power between manufacturers and distributors. Ex. P&G
in Germany
government regulations forpremiums, price reductions
(sales), contests/lotteries
Sales promotions
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Public Relations (PR) isthe actionsofacorporation,
store, government, individual, etc., in promoting
goodwillbetween itselfand the public, the community,
employees, customers, etc.
Public relations
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promote awarenessofthe existence ofthe company,
anticipate and countercriticismofthe company and to
minimise damage tothe company image, in relationshipwithproduct issuesand corporate conduct,
toovercome prejudice againstthe use ofthe companys
product,
topromote and establishabrand image in a foreignmarket,
to increase acompanyssphere of influence and achieve a
highprofile.
Public relations
P.R. Objectives
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Public relations
P.R. Tools
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Public relations
Crisis Management
Danone: o criza simpla, consecine complicate
Ieri s-a incheiatosaptamana de panica, in care
recipientul de 125 de grame de iaurt Danone a devenitvedeta in presaromaneasca.
Dioxina, scandal, analize si guar, otrava indiana
infiltrata inprodusele unui gigant european, care se
ascunde in tacere. Oficialii Danone au venit insacu o explicatie simpla:
nu au datalertamai devreme deoarece aveau dinainte
rezultatele linistitoare oferite de laboratorul din
Budapesta.
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Thepromotional toolstobe used in ordertoreach
thepromotional objectivesare set.
3. INTERNATIONAL PROMOTIONAL MIX
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INTEGRATED MARKETING
COMMUNICATION
convey one and the same idea witha
UNIFIED VOICE
all promotional mix elementstocenter
around aSINGLE KEY IDEA
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4. SETTING THE GLOBAL
PROMOTIONALBUDGET
SET THE BUDGET
1. Percentage ofsale %
2. Competitiveparity
3. Objective-and-task
ALLOCATEACROSS
COUNTRIES
1. Bottom-up
2. Top-down
3. Region angle
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5. MESSAGE STRATEGY:
STANDARDIZATION VS. ADAPTATION
BARRIERS TO
STANDARDIZATION
cultural differences
advertising regulations
marketmaturity
non-invented-heresyndrom (NIH)
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5. MESSAGE STRATEGY:
STANDARDIZATION VS. ADAPTATION
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6. MEDIA STRATEGY
Choosing the right media:
Reach. Referstothe numberof individualsorhouseholds
reached. Frequency. Referstothe numberoftimesamessage is
delivered totargetaudiences.
Continuity. Referstothe pattern ofmessage delivery.
Size. Referstothe space ortime unit employed.
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6. MEDIA STRATEGY
TACTICALTACTICAL
CONSIDERATIONSCONSIDERATIONS
availability
cost
coverage
lack of market data
SPECIFICMEDIASPECIFICMEDIA
newspapers
magazines radio and television
satellite and cable TV
direct mail
internet
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7. ASSESS EFFECTIVENESS
controlling and monitoring
reachpromotional and marketing objectives
corrections
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COORDINATING INTERNATIONAL
ADVERTISING
cooperative advertising (monetary incentives)
advertising manuals
lead-country concept
global orpan-regional meetings
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CHOOSING AN ADVERTISING
AGENCY
Local vs. Multinational agency (ex: Jaguar)?
marketcoverage
quality coverage
expertise in central international campaigns
quality ofsupportservices
the image the company wantstoprojects (local vs.
global)
size
conflicting accounts
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CHOOSING AN ADVERTISING
AGENCY
Top 10 Global Advertising Agencies1. Dentsu (Omnicom)
2. BBDO Worldwide (Omnicom)
3. McCann-Erickson Worldwide (Interpublic)4. DDB (Omnicom)
5. TBWA (Omnicom)
6. JWT (WPP)
7. Publicis (Publicis)
8. Leo Burnett (Publicis)
9. Saatchi & Saatchi (Publicis)
10.Ogilvy & Mather(WPP)
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