International promotion involves promoting a business globally through various above and below the line methods, including multi-lingual advertising, public relations, sponsorships, and digital marketing, in order to increase brand awareness, sales, and customer loyalty in overseas markets. Businesses promote themselves internationally for reasons such as raising demand, market share, and brand awareness, as well as expanding into new areas. Promotional strategies can involve either a push approach that directly markets to customers, or a pull approach that motivates customers to seek out the brand.

1. Managing International
Promotion Mix

2. • International promotion is promoting the business
internationally or world wide or it is the marketing
carried out by companies in overseas or across
national borderlines.
• Key function - developing and spreading credible
communication about an offer (product / service).
What is International Promotion?

3. • Multi lingual advertisements.
• Wider platform for all the products and services.
• Wider brand awareness through different medias
(internet / magazines / tv/ radio).
• Advertising campaigns on a large scale
Features of international Promotion

4. Below the line promotion includes promotion methods which are more
personal, traditional and allow the company control. They can include:
•Public Relations- when a business communicates directly with it's public
through press releases and speaking at conferences
•Sales promotions - such as 50% extra free, buy one get one free or coupons
and gifts
•Sponsorship - where a business will pay to be associated with another product,
person or event. Sportspersons are often sponsored by sports companies.
•Direct sales - when a representative of the business will visit potential
customers
Methods of international promotions

5. Above the line promotion includes promotion methods using
"mass media", Such techniques are usually seen as
impersonal, designed to reach as many people at as little cost
as possible. They can include:
•TV, Radio and Cinema - allows businesses to target a large
group of people
•Newspapers - allow advertisers to reach specific groups of
people
•The web (internet)- allows businesses to reach a large
international audience at a very low cost.
•Outdoor/transport - advertisements on the side of busses,
outside shops and on billboards enable
Methods of international promotions

6. International promotion has many potential uses
in business:
Increase sales
Attract new customers
Encourage customer loyalty
Create awareness
Remind potential customers
Encourage new customers
Encourage brand switching
Position a product
Uses of international promotion

7. Businesses promote themselves internationally and for
various reasons:
•increase and maintain demand for the product.
•increase and maintain the market share of the
product.
•raising awareness for the product.
•create or enhance a brand image.
•To expand by promoting new areas.
Advantages

8. Push
and
Pull

9. PUSH STRATEGY
A push promotional strategy involves taking the product directly to the customer via
whatever means, ensuring the customer is aware of your brand at the point of
purchase.
"Taking the product to the customer"
EXAMPLES OF PUSH TACTICS
Trade show promotions to encourage retailer demand
Direct selling to customers in showrooms or face to face
Negotiation with retailers to stock your product
Efficient supply chain allowing retailers an efficient supply
Packaging design to encourage purchase
Point of sale displays

10. • 2. PULL STRATEGY
• A pull strategy involves motivating customers to seek out your brand in an
active process.
• "Getting the customer to come to you"
• EXAMPLES OF PULL TACTICS
• Advertising and mass media promotion
• Word of mouth referrals
• Customer relationship management
• Sales promotions and discounts

11. Manav Agarwal
manavs87@gmail.com
9823962733