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International sales promotion

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International sales promotion

  1. 1. International sales promotion
  2. 2. Reason ? • Many products service are stagent • Many companies rely on foreign markets to survive, particularly those with small domestic markets • International markets offer growth opportunities for many companies • Competition global and marketers must be able to compete globally
  3. 3. China good makt op..
  4. 4. International environment • • • • Economic Political/legal Cultural Demographic
  5. 5. Advantage in int sales promotions • • • • good ideas worldwide products quickly, worldwide international brand, company identity Simplification of coordination and control
  6. 6. Global products local messages • • • • Standardizing products Localizing advertising messages “Think globally, act locally” Adapt messages to respond to differences in language, cultural, and market conditions. • Pattern advertising
  7. 7. Decision areas in international advertising • • • • • • Organization Agency Selection Advertising and market research Creative Decisions Media Selection Coordination of other IMC tools
  8. 8. Int ad Agency • Many large, American general agencies operate internationally • Large multinational companies often deal with large, international agencies
  9. 9. Foreign local agencies • Staffed with local talent who understand local attitudes, culture, media, and conditions • Especially effective for launching consumer products in a single, new geographic area • Poses some problems if a product is to be launched in multiple, local, foreign markets
  10. 10. Criteria for select an agency int.. advt • • • • • • • • • • Ability of agency to cover relevant markets Quality of agency work Market research, PR, and other services offered Roles of company advertising department and agency Level of communication and control desired Size of company’s international business Company’s desire for local vs. international image Company organizational structure Centralized vs. decentralized Company level of involvement with international operations
  11. 11. Advt makt research areas  Demographic characteristics of markets  Information on cultural differences such as norms, lifestyles and values  consumers’product usage, brand attitudes, and media preferences  Information on media usage and audience size  Copy testing to determine reactions to different types of advertising appeals and executions  Research on the effectiveness of advertising and promotional programs in foreign markets
  12. 12. Creative decisions • Based on advertising and communication objectives • Copy platforms must be developed that include major selling ideas • Specific appeals and execution styles must be selected • Appeals may have to be adapted for local market conditions
  13. 13. Media selection • Media differ in various countries –availability –cost –usage –quality –restrictions • Media options include use of local, national or international media
  14. 14. Factors in consider developing sales promotions pgm foreign markets • • • • • Economic development Market maturity Consumer perceptions Trade structure Regulations
  15. 15. Gillete product