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International promotion

Magda Franco

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International promotion

  1. 1. INTERNATIONAL PROMOTION By: Magda Franco García
  2. 2. ABSTRACT The promotion policy is another key factor in the internationalization. In addition to the dilemma between promoting Global or local, the type of promotion that we make will be closely linked to the distribution systems that we have in foreign markets. The influence of country brand image is a very significant fact that any bidder should take into account. In the promotional aspects should especially consider consumer habits, adapt to them and get a good result.
  3. 3. RESUMEN La política de promoción es otro de los factores clave en la internacionalización. Además del dilema entre promoción Global o local, el tipo de promoción que deberemos realizar irá íntimamente ligado a los sistemas de distribución que tengamos en los mercados exteriores. La influencia de la imagen de marca país es un dato muy significativo que todo oferente deberá tener muy en cuenta. En los aspectos promocionales hay que considerar especialmente los hábitos del consumidor, adaptarse a ellos y obtener un buen resultado.
  4. 4. RÉSUMÉ La politique de promotion est un autre facteur clé dans l'internationalisation. En plus du dilemme entre la promotion globale ou locale, le type de promotion que nous faisons sera étroitement liée aux systèmes de distribution que nous avons sur les marchés étrangers. L'influence image de marque de pays est un fait très important que tout soumissionnaire doit tenir compte. Dans les aspects promotionnels devraient surtout prendre en considération les habitudes de consommation, adapter à eux et obtenir un bon résultat.
  5. 5. INTRODUCTION In this presentation we will talk about international promotion, its importance and the main features to take into account when we enter in a foreign market. The activities of international and national promotion are similar. However, the first are more complex due to the number of variables to be considered before carrying out any plan of international promotion. On the one hand, the company can tailor the product and therefore meet different brands, qualities, designs, physical characteristics, customer service, etc. It also has the possibility of applying different prices and use multiple distribution channels depending on the foreign markets in which the product is marketed.
  6. 6. INTERNATIONAL PROMOTION International promotion strategies evoke the principles of international marketing communication. Global advertising influences; strategies and executions opportunities in the international media, research, culture and legal aspects. The success of a business relationship involves efforts through different specific actions that aim to: inform about the product and persuade, influence on customer Promotion is the element of the marketing mix used to inform, persuade, and remind the market the existence of a product and selling it. (Licenciatura en comercio internacional)
  7. 7. OBJECTIVE According to McCarthy and Perreault, the overall objective of the promotion is to influence behavior Something that companies expect to achieve with the promotion is that the expected or group of prospective buyers who will run the program promotion, audience prefer and purchase the product they offer. To do this, they need to influence their behavior, which is not easy to achieve, and that is why, that this is precisely the overall objective of the promotion. (Thompson, 2012)
  8. 8. International Fairs and exhibitions:
  9. 9. Fairs and exhibitions are centers where buyers and sellers meet to showcase and promote a variety of products, or select the items or services that they required. Are very effective means of promotional sales internationally.
  10. 10. Cultural features The culture of each country is totally different, the customs and traditions change according the place where you are; culture is an important factor in promoting a product on the foreign. We should investigate the cultural characteristics of the country to know what kind of promotion we will be implemented.
  11. 11. Law relationship Each country has its own rules and laws for the promotion that can be seen in the country; for example, in Mexico there is a LEY FEDERAL DE RADIO Y TELEVISION that indicate the kind of expressions, language, etc. that we can use in these media. Before implementing some kind of promotion in the country you should be investigated that can and can not publish.
  12. 12. Most common mistakes. 1. Losing sight of the main objectives. 2. Promotion for all audiences 3. Failure to comply with the promised benefits 4. Copy or repeat promotions 5. Deceive, hide conditions or develop a complicated mechanical 6. To promote values contrary to the mark 7. Promotion too long in time 8. Dissemination of mass promotion 9. Insufficient resources to manage the campaign (López, 2014)
  13. 13. CASES IKEA: is known globally for its low prices and innovatively designed furniture. In China, however, it faced peculiar problems. Its low- price strategy created confusion among aspirational Chinese consumers while local competitors copied its designs. This case study analyses how IKEA adapted its strategies to expand and become profitable in China. It also assesses some lessons the company learnt in China that might be useful in India, where it plans to open its first store by 2014 and 25 stores in 10 to 15 years. (Valerie Chu, 2013)
  14. 14. Strategies for international promotion
  15. 15. How Much Will a Speed-Skating Flap Slow Down Under Armour? The main problem for this company is that the suits appear to be relatively slow—with an air vent in the back that acts more like a drag-racing parachute than a second-saving vapor vent Team Under Armour is on the ground in Russia, scrambling to tweak the suits and sew patches over the criticized air vents, hoping that will fix the problem. They are trying to solve the problem but I think that the bad comments made are an desadvantages for its sucess in the future (Stock, 2014)
  16. 16. Conclusion The importance of the promotion plan effectively lies in the serious problems that can cause the image of a company planning ineffective, but instead encourages effective planning sales. The role of promotion is to communicate to the people, groups or organizations to provide, directly or indirectly, exchanges by influencing one or more of consumers to accept a product of the organization. The promotion is total importance because it is a tool that serves to inform about the product, persuade and remember all their benefits.
  17. 17. Bibliography Licenciatura en comercio internacional. (s.f.). Recuperado el 31 de MARZO de 2016, de Licenciatura en comercio internacional: http://www.uovirtual.com.mx/licenciatura/lecturas/comint/19.pdf López, A. (3 de julio de 2014). www.usbmodels.es. Recuperado el 2 de abril de 2016, de www.usbmodels.es: http://usbmodels.es/blog/errores-comunes-hacer-promocion/ Stock, K. (14 de febrero de 2014). Bloomberg. Recuperado el 2 de Abril de 2016, de Bloomberg: http://www.bloomberg.com/news/articles/2014-02-14/how-much-will-a-speed- skating-flap-slow-down-under-armour#r=hp-ls Thompson, I. (2012). Objetivos de la Promoción. PROMONEGOCIOS.NET. Valerie Chu, A. G. (2013). Couching tiger tames the dragon. business today in.