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INTERNATIONAL PROMOTIONS

STRATEGIES
INTERNATIONAL PROMOTIONS STRATEGIES
Global promotions a big challenge?
Ways of trying to do global promotions?
The possible options?
The possible steps / stages?
STAGE1. TARGET AUDIENCE
Multiple audiences
Sponsor an event
Cause related marketing
But genuine efforts required!
Environment pollution, child health, marathons, websites
etc
Finding similarities
Economic expectations, demographics etc
Corporate image advertising
Umbrella campaigns
Eg. : GE, Ford Fiesta
Positioning
We fly home
Target
audience
STAGE 2: CAMPAIGN OBJECTIVES
Clearly defined
Objectives can be:
Global
Regional (more specific and measurable; can be guided
by the head quarters)
Objectives can be increasing of awareness,
enhancing market share etc.
Eg. Fedex, 9/11

Target
audience
Objectives
STAGE 3: BUDGET
Ideally:
Objective > budget
But practically?
Budget as a means of control!
Target
audience
Objectives
Budget
Objective Budget
Media
Messages
Control
purposes
THE MEDIA STRATEGY
Target audience, objectives and the budget
make the base for media strategy
Factors affecting:
Availability of media
Product / service offered
Media habits




Target
audience
Objectives
Budget
Media
Strategy
MEDIA STRATEGY (CONTD..)
Media availability
Increasing media spending
McKinsey and company global media
report, 2013
Global spending on media grew by 5.8% in 2012
Projection for next 5 years (2012-17): 6.1%
We expect the digital advertising to be the fastest
growing category over the next 5 years (2012-17)

Issues faced:
Conflicting national regulation
Regulations like time allowed, separation between programs /
ads, avoiding use of terms or superlatives
With various parties pitching in, space becoming more
complex
Target
audience
Objectives
Budget
Media
Strategy
MEDIA STRATEGY (CONTD..)
Product influences:
Product specific restrictions. Eg tobacco,
deodorants, contraceptives
The way out?
Product placements
Audience characteristics
Amoco oil company
Factors that can be considered:
Media distribution
Media audiences
Advertising exposure
Reliability of data
Split run additions
Target
audience
Objectives
Budget
Media
Strategy
MEDIA STRATEGY (CONTD..)
Global media:
Target audiences with at least 3 continents
besides the media buying happening through
a centralized office
Eg?
Time, The Economist, National Geographic, BBC worldwide,
Discovery, MTV
Global media often used by?
Airlines, financial services, auto giants
Considerations for the media buyer:
Targetibility, Client compatible editorial, editorial quality
Target
audience
Objectives
Budget
Media
Strategy
PROMOTIONAL MESSAGE
Clear idea of audience characteristics
Influencing factors:
Media / infrastructure available
Criteria on which consumers will do the
evaluation
Positioning of the product
Ideally: a world brand with the flexibility of
local campaign execution
Marketers can develop various broadcasting and
print advertisements for specific geographies to
choose from
Eg?
Master card, American Express, General Mills T. C.
Target
audience
Objectives
Budget
Media
Strategy
Promo. Msg.
PROMOTIONAL MESSAGE (CONTD..)
Localization of international symbols
Should the number of agencies be:
High?
Low?
Issues to handle in deciding number of
agencies: consistency, coordination
(esp in case of decentralization) etc.
Eg.?
Coke
Developed markets bit more persuasive
Developing: primarily with informational purpose
N.W. Ayers Bahamas tour advertisement
Target
audience
Objectives
Budget
Media
Strategy
Promo. Msg.
THE CAMPAIGN APPROACH
Depends a lot on the outside expertise
Two important questions:
What type of outside services
Establishing decision making authority for promotional
efforts

The outside services:
Out of the various services, the most
important is the advertising
Revenues and billing needs to be considered
Billing: Cost of advertising time and space + the fees
Target
audience
Objectives
Budget
Media
Strategy
Promo. Msg.
Campaign
Approach
THE CAMPAIGN APPROACH (CONTD..)
The outside services:
Agencies from world group used for better
coverage
Choice of the agency depends on: the quality
of the coverage expected
Predictions for future?
The way out for local / mid-sized players?
Large companies in general employ more
than one agency with the division of labor
going as per the product lines
For the agencies, the trend is appearing
towards the centralization approach
Target
audience
Objectives
Budget
Media
Strategy
Promo. Msg.
Campaign
Approach
THE CAMPAIGN APPROACH (CONTD..)
Decision making authority
The options range from centralization to
total de-centralization!
Ford
NIH syndrome!
Kodak
Target
audience
Objectives
Budget
Media
Strategy
Promo. Msg.
Campaign
Approach
MEASUREMENTS OF
ADVERTISEMENT EFFECTIVENESS
The trouble is which half?!
Pointers for results:
Sales, awareness, recall, buying intention, profitability
etc
But difficult to measure
Coke
Target
audience
Objectives
Budget
Media
Strategy
Promo. Msg.
Campaign
Approach

Measuring
Effectiveness