Loading presentation...

Present Remotely

Send the link below via email or IM

Copy

Present to your audience

Start remote presentation

  • Invited audience members will follow you as you navigate and present
  • People invited to a presentation do not need a Prezi account
  • This link expires 10 minutes after you close the presentation
  • A maximum of 30 users can follow your presentation
  • Learn more about this feature in our knowledge base article

Do you really want to delete this prezi?

Neither you, nor the coeditors you shared it with will be able to recover it again.

DeleteCancel

Make your likes visible on Facebook?

Connect your Facebook account to Prezi and let your likes appear on your timeline.
You can change this under Settings & Account at any time.

No, thanks

Developing a Global Marketing Plan

Global Marketing
by

Jack Scorcia

on 24 March 2015

Comments (0)

Please log in to add your comment.

Report abuse

Transcript of Developing a Global Marketing Plan

Getting the Right Mix
What is Marketing
All the activities involved in the planning, pricing, promotion, distributing and selling of goods and services in order to satisfy consumer needs and wants
Functions of Marketing
1)Planning
2)Product
3)Promotion
4)Price
5)Place

Planning
Research the international market place
Developing a Global Marketing Plan
Images used under license from Shutterstock.com
Demographics
Economics
Politics
Geography
The Product Life Cycle
http://www.netmba.com/marketing/product/lifecycle/
Primary and Secondary
Market segmentation
Demographics
Competition
Social and Cultural Values
Technology
http://www.avenuesocial.com/blog/more-business-tips-for-better-facebook-marketing/
Product
Product Features
Product Differentiation
Product Differentiation
Standing Out in the Crowd:
How do producers differentiate their products from a market full of competitors?
What features do consumers want?
What features are consumers willing to pay for?
What features are customers not yet aware of?
http://www.ruudvisser.com/2006/08/18/foggy-forest/
Branding
The brand name identifies the goods or services.It can be words, images, letters, numbers or any combination
When a brand name is associated with an image it is a brand mark.
A registered brand mark is called a trademark (no one else can use it)
PACKAGING
REFERS TO THE WRAPPER OR CONTAINER FOR A PRODUCT.
IT MUST PROTECT THE PRODUCT
IT MUST ATTRACT ATTENTION
ALLOW FOR EASE OF USE
PROVIDE REQUIRED INFORMATION
Attention
Interest
Desire
Action
Labelling
PROVIDES THE CONSUMER WITH INFORMATION.LABELS VARY FROM COUNTRY TO COUNTRY LABELLING IS SUBJECT TO GOVERNMENT REGULATION
http://exmoorjane.blogspot.ca/2012/04/how-do-you-stop-children-smoking.html
PLACE
CHANNELS OF DISTRIBUTION
THE PATH FROM MANUFACTURER TO THE END-USER
http://catalog.flatworldknowledge.com/bookhub/reader/2861?e=cadden_1.0-ch07_s07
The Initial Distribution Strategy
Centralized Strategy – focuses on the production and sale of goods from one country.Benefits:
global brand (flagship brand)
building synergy
economies of scale

Decentralized Strategy – focuses on the use of local production and sale of goods.Benefits:
proximity to market
flexibility
cultural sensitivity

Initial Distribution Strategy: set up own distribution system – create local distribution network

Use existing distribution system – use a local importer or broker who will handle the mechanics of distribution
http://www.123rf.com/photo_7530562_marketing-plan-graph-with-questions-who-what-when.html
PROMOTION

Push vs. Pull
Strategy
What is Promotion?
Using various methods to communicate with a target market to achieve the organization's goals
Advertising
A non-personal form of promotion with a target audience delivered through various media paid for by the marketer
Advantages - Disadvantages
Personal Selling
Attention – does it quickly get the audience’s attention
Interest – does it provide information that is of interest to the audience
Desire – does it build the audience’s desire to purchase
Action – does it clearly tell the audience how to turn the desire to
Using skills and strategies to build a personal relationship with the target audience with the result that both parties obtain value
It must be two way communication and paid for by the seller
Examples: direct salesperson contact, can be face-to-face, phone, internet (live chat)
Clarify Need – help the audience/customer to clearly understand the need they wish to satisfy
Establish Benefits – convince the audience/customer that your product/service will best satisfy that need
Promotion
Communication Theory

Encoding: composing the message – spoken, written, symbolic, Kinesics

Problems: vocabulary (perambulator), idioms (a bird in the hand is worth 2 in the bush)

Medium: the method by which the message is transmitted

Problems: select wrong medium – written note to warn occupants that a building is on fire.

Decoding: message is interpreted by the audience

Problems: vocabulary (grass), idioms (march to a different drummer)

Noise: anything that interferes with communication

Problem: a visual that is not in keeping with one of Hofstede’s dimensions – a female offering advice in a male oriented culture

Feedback: the response the audience has to the message

Problem: lack of feedback

Using short term strategies to persuade consumers to behave in a certain manner -take action!

The marketer offers something of value as a reward for those who respond.
Contests, free samples, coupons, sale pricing etc.
Initial Sales Promotional Strategy may include:

Push Strategy – focus on creating product sales to middleman businesses – wholesalers, retailers, importers, agents, etc.

Pull Strategy – focus on creating product demand in the end user group
Awareness of your organization, product/service through articles and features in relevant news media outlets
PUBLICITY
newspapers, radio, Television etc. present stories which tell about some aspect of your product/service

It is impersonal, however, these are not paid for by the seller!

Advantages – Disadvantages?
Image from: http://www.sellingbooks.com/how-to-use-publicity-once-you-have-it/
PRICE
What are customers willing and able to spend for the good or service and at what price are producers willing and able to supply the goods/services
Cost per unit $20.00
+ Expenses per unit $10.00
=Break-even point $30.00

x Markup 25% (Break Even Price x1.25)
=Landed Selling Price$37.50

xTarriff per unit 10% (Landed Selling Price x1.10)
= Final Selling Price is Can.$41.25

Of course you need to convert to the local currency:
Final Selling Price – Brazil$79.07 reals (41.25 x 1.9168)
Image courtesy of: http://blog.anymeeting.com/business-tips/how-to-price-your-product-or-service/
http://www.freedigitalphotos.net/images/Gestures_g185-Thumbs_Up_Symbol_p84691.html
http://thisismyinspirationboard.blogspot.ca/2010/09/juice-box-packaging.html#.UIAqsxhm5hE
http://www.inspirefusion.com/christmas-tea/
http://www.cindysng.com/2011/01/07/penguin-juice-boxes/
In the end it is always about AIDA!
http://www.thedieline.com/blog/2012/1/2/the-dielines-top-100-package-designs-of-2011.html
http://www.smallbizviewpoints.com/2012/03/31/how-does-apple-do-it-case-study-on-premium-pricing/
Promotional
vs.
Premium Pricing
http://www.thegreenmarketoracle.com/2012/06/even-with-premium-pricing-demand-for.html
Full transcript