Promotion

Group 4

• Abhishek Kamath - 13• Sheetal Mamtora - 21• Manish Menghani - 22• Anurag Singhai - 49

• Prashant Vithalani - 56• Prachi Wadiwala - 57

Forms of Promotion

• Personal selling• Sales promotion• Samples• Trade fairs and exhibitions• Foreign catalogs• Publicity

Personal selling

• It is beneficial where wages tend to be low• Multi-Linguistic Countries• Investment of time and effort in recruiting, motivating,

organizing and training a local sales force• Sales Force needs to know about products and markets,

language and culture, the location of target segments, customer buying behaviour

• There is a dilemma as to whether to place expatriate employees into your international target market, or to recruit locally.

Sales promotion

• Supplement and strengthen the personal selling and advertising

• Sales promotion is highly regulated in Europe

• Promotions such as cash backs, free draws, lottery and in pack premiums are permitted in some countries

Foreign catalogs

• Help to close gap between buyer and seller

• Purpose of Catalogs– Create interest and attract readership– Mirror the personality of the manufacturer or exporter– Carry the reputation of manufacture or exporter to world market– Make buying easy– Create the desire for ownership– supply all the needed information from size, colors and quantities to

packing, shipping time, payment terms and so on..

Samples

• Idea of form and quality to the potential foreign buyer

• Avoid misunderstanding over styles, sizes, models • Limited to certain products only

Trade fairs and exhibitions

• Important for some industries and countries• Purpose Gathering names/business leads Demonstration Client promotion Buying and Selling of products

Advertising - Culture dimension

• Directness vs. indirectness• Comparison• Humor• Gender• Explicitness• Sophistication• Popular vs. traditional culture• Information content vs. fluff

International marketing Promotion decision

• What Message?

• What Communication Media?

• How much money or effort to be spent?

Factors Affecting the Promotion Mix

• Availability of funds

• Cost of activities

• Degree of competition

• Type of product, seasonality and price

• Mode of Market Entry

• Type and size of Market

• Media availability

Tactical decisions• In Brazil, TV commercials are sandwiched together in a string

of 10-50 commercials within one station break• National coverage can mean using as many as 40-50 different

media• Specialised media reach small segments of the market only• In Germany, TV scheduling for the entire year must be

arranged by 30th August• In Germany, no guarantee that commercials intended for

summer viewing will run in that period• In Vietnam, advertising in newspapers and magazines will be

limited to 10 % of space and 5 % of time, or three minutes and hour on radio or TV

Reason for ineffective communication…

• The message may not get through the intended recipient• The message may reach the target audience but may not

be understood (or may be misunderstood)• The message may reach the target audience and may be

understood but may not induce the recipient to take action desired by the sender

• The effectiveness of the message can be impaired by noise, or the effect of external influences such as competitive advertising etc

Barriers to International Marketing

• Cultural Differences

• Government Regulation

• Media Availability

• Economic Differences

• Tastes and Attitudes

• Buying Process

Cross cultural communication

– communication between a person in one culture and a person or persons in another culture

– possible that culture differences occur in one nation. Eg: India

Government Regulations

• In Germany, an advertisement can be run in English for the product made in U.K but not for the product made in Germany

• Australian television would only run commercial produced there

Market Segment

• Increasing concern about advertising aimed at children ,in U.K. and Europe– The British Independent Television Commission

states that ads targeting children must not take advantage of their natural credulity

Buying Process

Hierarchy Sequences

Traditional learning Learn-Feel-Do

Low involvement Learn-Do-Feel

Dissonance attribution D0-Feel-Learn

Dependency Feel-Do-Learn

Integrated Marketing Communication By Coca-Cola

• Coca-Cola in India announced a new integrated marketing communication during the 2010 FIFA World Cup™ Trophy Tour in Kolkata.

• The strategic communication leveraged the passion of football and also included rolling out 'Coca-Cola Open Happiness' communication initiative titled 'Borders'.

• The communication included showcasing the hilarious things that sometimes happen as the FIFA World Cup™ Trophy makes its way around the globe.

IMC by Coca Cola…..

According to Mansoor Siddiqi, Director, Integrated Marketing Communications, Coca-Cola India, “…. We are bringing the FIFA Trophy to India in January 2010, as part of the Worldwide Coca-Cola FIFA trophy tour…… The FIFA World Cup™ Indian Trophy Tour will give football enthusiasts an outlet for their celebrations through our football, music and interactive initiatives. We want to encourage all Indians to be part of this event as we warm up towards the 2010 FIFA World Cup™ and come together to 'Open Happiness."

IMC by Coca Cola…• In addition to leveraging the mass media, the entire communication

effort was complimented by a range of initiatives including Out-of-home (OOH), radio, experiential zones, musical shows, interactive displays, on-the-ground activities etc. across the key markets in West Bengal.

• As a part of the on-ground activation, the consumers along with State ministers, Government awardees, members of Kolkata football clubs and football enthusiasts from high schools will get the unique opportunity to get themselves photographed with the original FIFA World Cup™ Trophy, a memento they will cherish for the rest of their lives.

IMC by Coca-Cola…• This once-in-a-lifetime experience by Coca-Cola India aims to bring

people close to the world's most coveted prize in a sport which has followers in every corner of the earth.

• The trophy tour will be further supported by an extravagant evening of music and entertainment by Chandrabindoo, a leading Bangla band followed by an electric performance by Euphoria, the famous rock band and some brilliant choreography.

• Coca-Cola partnered with All India Football Federation (AIFF) to organize Coca-Cola Mir Iqbal Hussain Trophy, a grassroots talent hunt initiative rolled out to uncover the most dynamic young footballers in the country.

IMC by Cola Cola… • As part of the Coca-Cola Mir Iqbal Hussain Trophy, 20 promising

young footballers will be identified and short-listed by AIFF and will be subsequently coached and groomed to form the National Under-16 Sub-junior Team.

• Out of these 20 young footballers, 16 most promising players will attend The Coca-Cola International Football Camp in South Africa, to be organized in June 2010 during the FIFA World Cup. Jharkhand team from the East Zone won the national finals of the 'Coca-Cola Mir Iqbal Hussain Trophy'.

Selling Indian Tourism in US, Canada

• Initiated by THE INDIAN MINISTRY of Tourism/Government of India

• A major multi-city travel agent presentation to promote Indian tourism.

• This was to demonstrate that India is safe for travel and described the various vacation options that exist in the country.

• Cities visited included New York, Boston, Chicago, San Francisco, Los Angeles, Vancouver and Toronto.

• Representatives from 26 tour operators participated

Selling Indian… Result

The growth in tourism to India has been significant, representing an increase of 57 percent in the last four years.

About 800,000 U.S. tourists visit India every year.

Promotion Blunders..

• Company name: Parker • Location: Latin America• Advertisement statement “Won’t leak in your

pocket” • Blunder: Due to poor translation - In Spanish,

it came out as “Won’t leak in your pocket and impregnate you”

Promotion Blunders..

Proctor & Gamble used a television commercial in Japan that was popular in Europe. The ad showed a woman bathing, her husband entering the bathroom and touching her. The Japanese considered this ad an invasion of privacy, inappropriate behaviour, and in very poor taste.

Promotion Blunders"Traficante" and Italian mineral water found a great reception in Spain's underworld.Reason: In Spanish it translates as "drug dealer".

Umbro the UK sports manufacturer had to withdraw its new trainers (sneakers) called the Zyklon. Reason: The firm received complaints from many organisations and individuals as it was the name of the gas used by the Nazi regime to murder millions of Jews in concentration camps.

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American Motors tried to market its new car, the “Matador”, based on the image of courage and strength.

Reason: In Puerto Rico the name means "killer" and was not popular on the hazardous roads in the country.

Pepsodent tried to sell its toothpaste in Southeast Asia by emphasizing that it "whitens your teeth."

Reason: They found out that the local natives chew betel nuts to blacken their teeth which they find attractive.

Promotion Blunders

Promotion Blunders

When Pepsico advertised Pepsi in Taiwan with the ad "Come Alive With Pepsi" they had no idea that it would be translated into Chinese as "Pepsi brings your ancestors back from the dead.“

Kellogg had to rename its Bran Buds cereal in Sweden when it discovered that the name roughly translated to "burned farmer."

Thank You