This document discusses the role of promotional mix elements in international marketing. It addresses four main elements: product, promotion, price, and place. For each element, it notes that companies must consider adapting their strategy to local needs and conditions versus standardizing globally. For product, it gives examples of how McDonald's and Coca-Cola adapt offerings in different countries. For promotion, it emphasizes adapting messages and strategies to local cultures, languages, and media environments. Pricing requires considering transportation costs, tariffs, exchange rates, and local incomes. Distribution or 'place' involves understanding different local distribution chains and partners in overseas markets. The document also provides brief definitions of sales promotion, public relations, and digital media as promotional mix tools

1. Dr. D Veerendra Heggade Institute of Management Studies and Research Business School
Vidyagiri Dharwad
Title: Roles of Other Promotional Mix Elements in International Marketing.
Presented By
Sahana B Basarigidad

2. Promotion mix
It refers to all the decisions related to promotion of sales of products and services. The important decisions of
promotion mix are selecting advertising media, selecting promotional techniques, using publicity measures and
public relations etc.
There are various tools and elements available for promotion. These are adopted by firms to carry on its
promotional activities. The marketer generally chooses a combination of these promotional tools.
Role of Promotional Mix elements in International Marketing

3. 1. International Marketing Mix: Product
Basic marketing concepts tell us that we will sell more of a product if we aim to meet the needs of our target market.
In international markets this will involve taking into consideration a number of different factors including consumer’s
cultural backgrounds, religion, buying habits and levels of personal disposable income. In many circumstances a
company will have to adapt their product and marketing mix strategy to meet local “needs and wants” that cannot be
changed. McDonalds is a global player however, their burgers are adapted to local needs. In India where a cow is a
sacred animal their burgers contain chicken or fish instead of beef. In Mexico McDonalds burgers come with chilli sauce.
Coca-cola is some parts of the world taste sweeter than in other places.
The arguments for standardization state that the process of adapting the product to local markets does little more than
add to the overall cost of producing the product and weakens the brand on the global scale. In today’s global world,
where consumers travel more, watch satellite television, communicate and shop internationally over the internet, the
world is a smaller than it used to be. Because of this there is no need to adapt products to local marketing mix, all these
products are targeted at similar groups globally.
As you can see both strategies; using a standard product and a customized product can work just as well. The right
approach for each organisation will depend on their product, strength of the brand and the foreign market that the
marketing is aimed at.

4. 2. International Marketing Mix: Promotion
As with international product decisions an organization can either adapt or standardize their promotional strategy and
message. Advertising messages in countries may have to be adapted because of language, political climate, cultural attitudes
and religious practices. For example a promotional strategy in one country could cause offence in another. Every aspect of
promotional detail will require research and planning one example is the use of colour; red is lucky in China and worn by
brides in India, whilst white is worn by brides in the United Kingdom. Many organization adapt promotion strategies to suit
local markets as cultural backgrounds and practices affect what appeals to consumers.
The level of media development and availability will also need to be taken into account. Is commercial television well
established in your host country? What is the level of television penetration? How much control does the government have
over advertising on TV, radio and Internet? Is print media more popular than TV?
Before designing promotional activity for a foreign market it would be expedient to complete a PEST analysis so that you
have a complete understanding of the factors operating in the foreign market you would like to enter.

5. 3. International Marketing Mix: Price (Pricing)
Pricing on an international scale is a complex task. As well as taking into account traditional price considerations such
as fixed and variable costs, competition and target groups (click here for further information about marketing mix
pricing) an organization needs to consider additional factor such as
• The cost of transport
• Tariffs or import duties
• Exchange rate fluctuations
• Personal disposal incomes of the target market
• The general economic situation of the country and how this will influence pricing.
The internet has created further challenges as customers can view global prices and purchase items from around the
world. This has increased pressures, as global competitors may have lower operating costs.

6. 4. International Marketing Mix: Place
The place element of the marketing mix is about distributing a product or service to the customer, at the right place
and at the right time. Distribution in national markets such as the United Kingdom will probably involve goods being
moved in a chain from the manufacturer to wholesalers to buy from. In an overseas market there will be more parties
involved because the goods need to be moved around a foreign market where business practices will be different to
national markets. For example in Japan there are approximately five different types of wholesaler involved in the
distribution chain. Businesses will need to investigate distribution chains for each country they would like to operate in.
They will also need to investigate who they would like to sell their products and services to businesses, retailers,
wholesaler or directly to consumers. The distribution strategy for each country a business operates in could be different
due to profit margins and transportation costs.

7. The promotion mix include:
1. Sales Promotion
2. Public Relations
3. Digital Media
1. Sales Promotion:
Sales promotion includes specialized marketing efforts like coupons, in-store promotions, sampling, direct mail
campaigns, co-operative advertising and trade fair attendance. International companies attend trade shows like Paris Air
Show, Tokyo Auto Mart etc. Most of the Airlines companies use sales promotion to lure customers.
2. Public Relations:
Public relations include efforts aimed at enhancing a firm’s reputation and image with the general public. The con
sequence of public relations is that the firm is a ‘good corporate citizen.’ This image in its turn enhances company sales.
3. Digital Media:
Digital media refers to any communication media that operate in conjunction with various encoded machine-readable
data formats. Digital media can be created, viewed, distributed, modified, listened to, and preserved on a digital
electronics device.