Roll no 11

Seat no . 27059

Name Gaurav Prabhakar Thakur

International Marketing – Assessment 2

1. It is said that local campaigns are more effective to drive purchase. However global
campaigns have distinct benefits although the peculiarities of local markets cannot be
considered in message designing. Explain this statement. Elucidate with examples . (20)

Advertising is a marketing tactic involving paying for space to promote a product, service, or
cause. The actual promotional messages are called advertisements, or ads for short. The goal
of advertising is to reach people most likely to be willing to pay for a company’s products or
services and entice them to buy.

Local campaigns are designed to help businesses provide their potential customers the
information that they need to decide when and how to visit their stores. Local campaigns
streamline the process for you, making it easy to promote your stores across Google’s largest
properties including the Google Search Network, Maps, YouTube, and the Google Display
Network. Just add a few lines of text, a budget, some assets, and the rest is optimized to help
customers find you.

There are many benefits of global campaigns, when it is done right.

● First, it can improve the effectiveness of product or service

● Second, you are able to have a strong competitive advantage.it is
easy enough for companies to be companies to be competing in
the local market.
● Third, increase consumer awareness of your brand and product or
service.
● Local marketing is different from global marketing. Most marketing
advice focuses on global marketing, like a software service. But
local businesses don’t need global reach; they need to target their
community.

challenges of global campaigns:

Firstly, any global campaign must be able to be personalised for each country. Global
brand consistency is important but cultural sensitivity more so. Inasmuch as we
constantly talk about personalisation, we also need to consider cultural personalisation
of the brand. Now I'm not advocating differing brands and experiences for different
countries but brands should not assume that because something worked in country x it
will work in country secondly, every market team should be able to dictate at least the
last 10%. What I mean by this is that a global campaign may have a number of
predefined ideas, strategies, creative treatments etc, the local team needs to be able to
buyin and take ownership and this can only happen if they have an input and therefore
a feeling of ownership and value.

For example, if you have a dental practice located in Pune you should target dental
practice in Pune. Consumers won't travel more than 20 minutes from home to make an
everyday purchase.

2. Franchising has proven to be one of the best ways to distribute products and services. It
can accelerate spread and keep the Brand from getting diluted… and all of this at the
investment of a franchisee. Do you agree? Elaborate. (10)

Yes, I agree that franchising has proven to be one of the best ways to distribute products
and services. And also, it can accelerate spread and keep the brand from getting diluted and all
of this at the investment of a franchise.

Franchising is an arrangement where franchisor (one party) grants or licenses some

rights and authorities to franchisee (another party). Franchising is a well-known marketing
strategy for business expansion.A contractual agreement takes place between Franchisor and
Franchisee. Franchisor authorizes franchisees to sell their products, goods, services and give
rights to use their trademark and brand name. And these franchisees act like a dealer.

In return, the franchisee pays a one-time fee or commission to franchisor and some
share of revenue. Some advantages to franchisees are they do not have to spend money on
training employees, they get to learn about business techniques.

Some of the features which I would like to tell are as follows:

● Firstly, under a franchising agreement, the franchisor grants permission to the franchise
to use its intellectual properties like patents and trademarks.
● Secondly, the franchise in return pays a fee (i.e. royalty) to the franchisor and may even
have to share a part of his profits. On the contrary, the franchisor provides its goods,
services, and assistance to the franchise. Finally, both parties in a franchise sign a
franchising agreement. This agreement is basically a contract that states terms and
conditions applicable with respect to the franchise.