Global Marketing Strategies

Created By: Hiba Omar Mouse, Anjuma Noor Azam, Mohammed Fahim Alam and Parth
Gupta
Introduction
 A global marketing strategy (GMS) is a strategy
that encompasses countries from several different
regions in the world and aims at co- coordinating
a company’s marketing efforts in these countries.
 Global marketing is the act of focusing a product
on the needs of potential buyers in other countries.
Typically, a global marketing strategy requires a
business to do new market research, identify
countries where the business's product might be
successful, and then localize the brand to reflect
the needs of those communities.
  Identical brand name
 Uniform packaging
Global
 Standardized product
Marketing
 Similar advertising messages
Strategies
 Coordinated pricing
Involves:
 Coordinated sales campaign
  Considerable investment in money
 Resources
Global
 Manpower to understand various market
Marketing  Culture
Strategies  Local tradition
Requirements:  Manner and etiquette
Importance of Global
Marketing Strategies
 In order to run international company
more efficiently and economically,
creating a global marketing strategy
could be an important investment for
a company. Creating a
comprehensive global marketing
strategy is most important thing
interfering with your company
competing on a global scale.
  It can improve the effectiveness of your product or
Importance of service. This is because the more you grow, the more you
GMS learn, and the faster you learn, you become more
effective at producing new product or service offering
continue….  You are able to have a strong competitive advantage. It is
easy enough for companies to be competing in the local
market. But there are very few companies who can do so
on the worldwide arena.
 You increase consumer awareness of your brand and
product or service. Through the internet, consumers can
keep track of your progress in the world.
 You increase consumer awareness of your brand and
product or service. Through the internet, consumers can
keep track of your progress in the world.
  McDonald’s makes certain that a Big Mac
Three tastes the same in every country; but it also
Examples of varies items on its menu according to local
tastes. Customers in Mexico can order a green
Global chili cheeseburger, customers in Korea get to
Marketing eat bulgogi burgers; and customers in many
Arab countries can enjoy the McArabia, a
Strategies grilled kofta sandwich on pita bread.
  Coca-Cola is a great example of a brand using
international marketing efforts. Though a
large corporation, Coca-Cola focuses on small
community programs and invests a lot of time
GMS and money in small-scale charity efforts. For
example, in Egypt, Coca-Cola has built 650
EXAMPLES: clean water installations in the rural village of
Beni Suef and sponsors Ramadan meals for
children across the Middle East. In India, the
brand sponsors the Support My School
initiative to improve facilities at local schools.
  Austrian company Red Bull does such a great job
with global marketing that many Americans
assume it’s a local brand. One of its most
successful tactics is to host extreme sports events
all over the world. From the Red Bull
Indianapolis Grand Prix to the Red Bull Air Race
One More in the United Kingdom to the Red Bull Soapbox
GMS Example Race in Jordan, the brand's powerful event
marketing strategy takes them here, there, and
everywhere.
 It owns professional football clubs such Red Bull
Leipzig in Germany and Red Bull Salzburg in
Austria.
How GMS are Implemented
in the Market
1. Product Differentiation
• Product differentiation helps companies
develop different product lines for different
consumers.
• Foreign markets offer many opportunities,
but consumer do not usually have the same
needs as they do in domestic markets.
• A business must carefully study the market
and its trends before developing a product
that will appeal to the consumers within it.
  The goal of many companies within foreign
2. Eventual
markets is to eventually branch out and globalize.
Globalization
 Globalization tends to avoid customization on the
whole. Companies create single product lines for
international markets that share many of the same
trends, and only alter marketing campaigns when
necessary.
 Marketing messages in this case are universal,
straightforward and easily adopted by many
different markets, ideally. But globalization is
difficult for any corporation to achieve in full
3. Market
Customization
 Not only must products be customized,
but marketing plans themselves must
be customized for foreign markets.
 Foreign market environments provide
different meanings, expectations and
connotations than domestic market
 Advertisements cannot simply be
moved from one nation to another.
4. Understanding the currency
effects

 Foreign investments are complicated

by currency fluctuations and
conversions between countries.
 A high-quality investment in another
nation may lose money because that
country's currency declined.
 Foreign-denominated debt used to
purchase domestic assets has also led
to bankruptcies in many emerging
market economies.
 • Nike's Global Strategy
The title of this lesson alone probably brings to mind images of advertisements
and products by the owner of that slogan: Nike, one of the world's most popular
and recognizable brands. Not only is Nike successful at marketing their
products in the United States, but they have grown into a truly international
Marketing company through their approach to global marketing strategies.

Case Study: Global marketing strategy, according to Oxford University Press, is 'marketing
on a worldwide scale' taking note of differences, similarities, and opportunities
in order to meet global objectives. Or, simply put, it's creating a strategy that
Nike's Global fits the market you're trying to reach, incorporating the geographic, cultural,
and societal norms of that region. What works for one market may not work for
Marketing another. Global marketing helps create a strategy for a similar product in a
different market. Nike's business and marketing strategy, both at home and
Strategies abroad, help keep them at the forefront of their industry of footwear and athletic
apparel. Nike succeeds in global marketing because they understand world
markets and how to reach each audience in a personalized approach that works
for different languages, cultures, customs, needs, and differences. Nike is one of
the most successful companies on the globe, both from a sales standpoint and in
their marketing initiatives. Here are a few of the ways Nike achieves success in
reaching varied audiences with the right message .
• Emotional Advertising
From its beginnings with the now world-recognized slogan, 'Just do it,' Nike
has succeeded in marketing across borders through the use of emotional
advertising and branding. Rather than selling a product directly, Nike has
managed to build a strategy that appeals to a customer's aspirations or
emotions to build an attachment to a brand, as opposed to selling the product
solely for the product's sake.

Nike routinely relies on the emotions of activity, heroism, success,

achievement, and triumph to appeal to customers, a strategy that has been
successful regardless of the market. Some of Nike's emotional branding tactics
have included advertisements with phrasing like, 'Anticipate greatness' or
'Your only limit is you.'

Appealing to basic human emotion and desire knows no boundary. It's a

strategy that works as well in Europe or Asia as it does in the United States.
 NikeID
One of Nike's most successful strategies that has eclipsed
the boundaries of country and culture is the introduction of
NikeID, which allows shoppers to customize products that
align with their own styles and cultural preferences. For
example, a consumer can choose different colors, color
combinations, patterns, and shoelaces as well as being able
to customize a shoe for favorite regional sports. Though
Nike offers a full complement of athletic shoes ready to
buy off of store shelves, they recognized that consumers
have individual tastes and preferences, particularly
consumers in other countries with varying cultural and
societal differences
• Athletes and Sponsorships
Nike has built much of its marketing and advertising with the help of
superstar athletes and sports sponsorships. By selecting international
sponsorships and highlighting international athletes, the company has
been able to built a broader, global interest in their brand and put
their name and logo at the forefront of global sporting events. Nike
has been able to evolve its global presence through the careful
selection of international sponsorships such as its previous long-
standing relationship with Manchester United.
Although sponsorship spending can be fairly unpredictable -- demand
costs tend to surge due to triggers like championships and
tournaments -- these partnerships have certainly helped the brand
capture the attention of a global audience.
Thank You