INTERNATIONAL

LIFEBUOY MARKETING

VNUK INSTITUTE FOR RESEARCH AND EXECUTIVE EDUCATION

January, 2022

Promotion
Flames group
Lecturer: Mai Quynh Anh
 VNUK INSTITUTE FOR RESEARCH AND EXECUTIVE EDUCATION
LI MRS MAI QUYNH ANH

F LECTURERS - INTRUCTORS

Team Members

E
VIET NAM
IN

B
U
MAI LINH THU THỦY HỒNG DANG

Y O
THU HÀ TRÚC GIANG VIỆT HUY ANH KHOA
Table of Contents
Sales Promotions in International
Part 1:
Markets

Part 2: International Public Relations

Part 3: International Advertising

Part 4: Advertising Strategy and Goals

Part 5: The Message: Creative Challenges

Part 6: Media Planning and Analysis

Campaign Execution and

Part 7:
Advertising Agencies
International Control of
Part 8:
Advertising: Broader Issues
 01
Sales Promotions in
International Markets
INTERNATIONAL PROMOTION 1. Sales Promotions in International Markets
Sales promotions are marketing activities that stimulate consumer purchases and improve retailer or
middlemen effectiveness and cooperation. Sales promotions are short-term efforts directed to the
consumer or retailer to achieve such specific objectives

Some motivating factors were given for initiating overseas marketing involvement :
+ Large market size
+ Media limitations
+ Effective promotional tool
+ Promotions can vary across promotional types and cultures.

Case:
In Vietnam, Tet is always an important day, so Lifebuoy has special promotions for the Tet season. For
example, gifts on each product or envelopes with wishes. It will attract customers when looking at it.
Lifebuoy Vietnam
 02
Public Relation
 2. Public Relation Comparing advertising & PR

Definition of PR - Advertising is mainly a way of - PR is information related to all

Public Relations is one of the most transmitting information from communication activities. an
effective ways to build on manufacturers and businesses to organization's internal and external
target customers relations, broader coverage and two-
marketing strategies and create a
way communication.
solid online reputation. PR
- The objective of advertising is to
increases brand credibility, profit
stimulate consumption of goods and - The goal of PR is to build and protect
and sales, and leads
services and enhance the the reputation and credibility of
competitiveness of businesses organizations.
Case Study
Lifebuoy cooperated with the - A paid form of communication - A form of non-paid communication
Vietnam Youth Union, built and set
up many makeshift handwashing - Mainly for businesses - Used for all organizations and
stations in high-risk areas. individuals.
Lifebuoy's "footprint" has reached
3,000 schools, 300 shopping malls,
offices and apartments, 16,000
quarantined locations, and so on.
 03
International
Advertising
 Definition
3.International Advertising
International advertising entails dissemination of a commercial message to target audiences
in more than one country.
Affected by cultural differences among country markets
Their culture, its style, feelings, value systems, attitudes, beliefs, and perceptions
Consumer needs, wants, desires, and aspirations, the emotional appeals, symbols, and
persuasive approaches
Reconciling an international advertising campaign with the cultural uniqueness of markets

Framework and concepts of international advertising

1. Perform marketing research.
2. Specify the goals of the communication.
3. Develop the most effective message(s) for the market segments selected.
4. Select effective media.
5. Compose and secure a budget based on what is required to meet goals.
6. Execute the campaign.
7. Evaluate the campaign relative to the goals specified.

Lifebuoy
The custom of Vietnamese people bathing to dispel bad luck during Tet. Lifebuoy has launched
a new shower gel made from herbs that Vietnamese people use to ward off bad luck according
to Tet custom. Lifebuoy used Augmented Reality ads with a reality filter that made people feel
like they were "karma" surrounded by a layer of dark fog on mobile device screens. The result
was a 24% increase in brand preference.
 04
Advertising
Strategy and Goals
 Advertising Strategy and Goals
- Differences in cultures, they still require a different advertising
appeal in different markets. Many companies are using market
segmentation strategies that ignore national boundaries.
- Expanding the brand to foreign markets to increase
competitiveness
- Increased costs, problems of coordinating advertising programs
in multiple countries, and a desire for a general company or
Case
product image have caused multinational companies (MNCs)
Lifebuoy
Change the advertising language to suit the culture and
language of each market (customization)
Case
Singapore Vietnam
General campaign for all countries around the world with the
5-step handwashing movement ( standardization )
Product Attribute and Benefit
- Different cultures often seek the same value or benefits from the
primary function of a product. But while usually agreeing on the benefit
of the primary function of a product, consumers may perceive other
features and psychological attributes of the item differently
For our country before the pandemic, Lifebuoy's importance was
almost less, because Vietnam did not have a culture of washing
hands as often as countries in Europe.
As for Singapore or London, .., Lifebuoy has always been used
regularly from the past to now.
Regional Segmentation
- General promotions for the entire market to create harmony in brand
names, advertising and promotions throughout the market.
- Identifying a market segment across all countries and designing a
promotional concept that appeals to market segmentation similarities.
Lifebuoy creates brand benefit awareness and drives more
occasions of usage awareness with target audience
 05
The Message:
Creative
Challenges
05.THE MESSAGE:
CREATIVE
CHALLENGES
Global Advertising and
a the Communications
Process
b. Legal Constraints
b Legal Constraints
c Linguistic Limitations
d Cultural Diversity
e Media Limitations
Production and Cost
f Limitations
a. Global Advertising and the Communications Process
The international communications process:
+ An information source
+ Encoding
+ A message channel
+ Decoding
+ Receiver
+ Feedback
+ Noise
A variety of restrictions on advertising specific products exist around the world.
+ Advertising of pharmaceuticals
+ Advertising on television is strictly controlled
+ Country laws against accessibility to broadcast media.
+ The limitations placed on the length and number of television
+ Special taxes
+ Using comparative terminology
Case: India has established the Advertising Standards Council called (ASCI). ASCI guidelines ensure
fairly compete that ban comparative advertising. Accordingly, in the Indian market, lifebuoy has sued
Dettol (competitor) that Dettol's advertising misrepresented the fact that doctors told patients to avoid
far from soap, very similar in shape, color and size to LIFEBUOY soap.
05.THE MESSAGE: c. Linguistic Limitations
CREATIVE The problem involves different languages of different countries, different languages or
dialects within one country, and the problems of linguistic nuance, argument style, vernacular, accent.
CHALLENGES
Global Advertising and d. Cultural Diversity
a the Communications
Cultural factors determine the way various phenomena are perceived. If the perceptual framework is
Process different, perception of the message itself differs. In all countries, people are willing to change some
areas of behavior.

b Legal Constraints Case: Not only is Lifebuoy aware and adapt to the cultural diversity in the business environment, the
company has encouraged 'hand washing' culture to help Vietnamese people's lives become better.

e. Media Limitations
c Linguistic Limitations
Decrease the role of advertising in the promotional program. Affecting in availability, cost and
coverage problems associated with advertising in international markets

d Cultural Diversity Case: The length of an advertisement on TV in Vietnam is about 15s-30s-45s with expensive cost.
-> Lifebuoy has to emphasize other elements of the promotional mix

e Media Limitations f. Production and Cost Limitations

Production and Cost limitations deal with such issues as poor-quality printing, a lack of high-grade
paper, poor production or the necessity for low-cost reproduction of advertisements in certain
Production and Cost
f Limitations
countries.
 06
Media Planning
and Analysis

06.Media Planning and
Analysis
Tactical Considerations
In international advertising, an advertiser
must consider the availability, cost,
coverage, and appropriateness of the
media. And the constant competitive
churn among these media makes for a
tricky and dynamic landscape for
decisions.
Availability
One of the contrasts of international advertising
is advertising media.
Cost
Media prices are susceptible to negotiation in
most countries. Agency space discounts are
often split with the client to bring down the cost
of media.
Coverage
Two points are crucial. One relates to the
difficulty of reaching certain sectors of the
population with advertising and the other to the
lack of information about coverage.
Lack of Market Data
Verification of circulation or coverage figures is a
difficult task. Radio and television audiences are
always difficult to measure, but at least in most
countries, geographic coverage is known.Even
where advertising coverage can be measured with
some accuracy, there are questions about the
composition of the market reached. Furthermore,
information would become outdated.
Newspapers
The newspaper industry is suffering from lack of
competition in some countries and choking
because of it in others. Because of equipment
limitations, most newspapers cannot be made
larger to accommodate the increase in
advertising demand.
Magazines
The use of foreign national consumer magazines
by international advertisers has been notably low
for many reasons. Technical magazines are used
rather extensively to promote export goods, but
as with newspapers, paper shortages cause
placement problems.
Radio and Television
Television and radio advertising availability varies
between countries. Some countries do not permit
any commercial radio or television, but several of
the traditional non commercial countries have
changed their policies in recent years because
television production is so expensive.
 Satellite and Cable TV Social Media
06.Media Planning
Advertising is the growth and development of Powerful marketing tools. Marketers are
and Analysis satellite TV broadcasting. The expansion of TV beginning to let consumers interact with brands
on their own terms.
coverage will challenge the creativity of
advertisers and put greater emphasis on globally
standardized messages.
- Drawbacks of satellites: their ability to span a
wide geographical region covering many different
country markets.
- PVI (Princeton Video Imaging) is an innovation
that will make regional advertising in diverse Mobile Phone Applications.
cultures easier.
As the numbers of mobile phones continue to
explode around the world, so do the number of
applications available to users.
Direct Mail " It’s not the web, but it’s a web of services that
can be offered on mobile devices."
Direct mail is a viable medium in an increasing
number of countries. It is especially important
when other media are not available.

The Internet
Other Media
The Internet is being used by a growing number of
companies as an advertising medium. Many Restrictions on traditional media or their
consumer goods companies have e-stores, and availability cause advertisers to call on lesser
others use the Internet as an advertising medium to media to solve particular local-country problems.
stimulate sales in retail outlets.
- Limitation: the competition for Web Internet users.
With the huge number of websites make customers
difficult to stumble across a particular page.
Lifebuoy
- Youtube: Lifebuoy posted a short clip, only 6 seconds to introduce
the product of hand sanitizer. Gained more than 50,000 views
- Facebook: Lifebuoy associates with many KOLs and influencers to
advertise products, bringing product images to them with many
consumers.
- Tiktok: Lifebuoy cooperates with Google to teach 6 steps to wash
hands. The song "hit" Ghen Co Vy for the purpose of propaganda
against COVID-19. Lifebuoy created the Community Hand Wash
Dance Challenge.
- On television: Lifebuoy products are shown on many VTV channels
in prime time frames. Attract customers, especially housewives.
- Outdoor advertising: Billboards placed on the streets, in front of
supermarkets, banners shops, agents... at the bus stop.
- Website: Lifebuoy has only one website and there is no fake
website on the Vietnamese market.
07
Campaign Execution
and Advertising
Agencies

08
International Control
of Advertising:
Broader Issues

08. International Control of Advertising: Broader
Issues
During planning international advertising, the markets
can face some issue as below:
+ Consumer criticisms
+ Deception in advertising
+ Decency and the blatant use of sex
+ Advertising regulations in countries
07. Campaign Execution and Advertising Agencies
The international marketer has a variety of
alternatives available
+ An advertiser has the opportunity to employ a
local domestic agency, its company-owned agency, or
one of the multinational advertising agencies with
local branches.
+ A local domestic agency
Case
Vietnamese can be exposed to between 4,000 and 10,000
ads per day (Forbes, 2020). Customers tried to skip all the
advertising. Advertising with 1-for-all can be ignored by
users. Lifebuoy implemented an advertising strategy
“relevant context” by “relevant message”. Lifebuoy hires
local agencies or advertisers in Vietnam to be able to
provide Lifebuoy with the best cultural interpretation in
situations where local modifications are sought.
THANK
YOU!