1. GLOBAL MARKETING Presented by: AbhinavPathak ShreyRaturi

2. CONTENTS Definition Why go global? Factors that lead to global marketing. Requirements of global marketing. Advantages and Disadvantages. Market Entry Strategies. Elements of global marketing mix. Marketing strategies of HUL.

3. DEFINITION OF GLOBAL MARKETING The process of conceptualizing and then conveying a final product or service worldwide with the hopes of reaching the international marketing community.

4. WHY DO COMPANIES GO GLOBAL Getting success when marketing globally is not an easy feat hence there must be a concrete business plan before embarking on an international journey for your business.

5. FACTORS THAT LEAD TO GLOBAL MARKETING Market need Technology Costs Quality Communication and transport Geo-political location-geographical

6. RESTRAINT FACTORS MARKET DIFFERENCE CULTURAL BARRIERS RELIGIOUS DIVIDE ORGANISATION CULTURE NATIONAL CONTROL POLICIES POLITICAL UPHEAVALS

7. REQUIREMENTS OF GLOBAL MARKETING GLOBAL MARKETING PLAN REQUIRE THREE ESSENTIAL THINGS KNOWLEDGE OF THE MARKET AND MARKETING ENVIRONMENT KNOWLEDGE OF THE PRODUCT, PEOPLE AND COMPETITION KNOWLEDGE OF THE MARKETING FUNCTION AND PROCESS

8. ADVANTAGES OF GLOBAL MARKETING VARIETY OF GOODS AVAILABILITY OF RAW MATERIAL AND SPECIALISED GOODS SPECIALISATION AND DIVISION OF LABOUR INCREASE IN EFFICIENCY THROUGH WIDENING OF MARKET CHEAPER GOODS COMPETITION OPTIMUM ALLOCATION OF RESOURCES VENT FOR SURPLUS PRODUCTION

9. ADVANTAGES CONTINUED………. POSSIBILITY OF ECONOMIC DEVELOPMENT EASIER TO FACE NATURAL CALAMITIES INTERNATIONAL COOPERATION

10. DISADVANTAGES VULNERABLE POSITION DURING WARS ECONOMIC INSTABILITY EXPLOITATION DISLODGING OF DOMESTIC INDUSTRIES EXHAUSTION OF NATURAL RESOURCES LOP SIDED DEVELOPMENT POLITICAL INTERFERENCE POLITICAL CONFLICTS IMPORT OF NON ESSENTIAL COMMODITIES

11. CONTD…… By- AbhinavPathak

12. MARKET ENTRY STRATEGY ELEMENTS OF GLOBAL MARKETING MIX MARKETING STRATEGIES OF HUL(SOAPS)

13. GLOBAL MARKETING DECISION

14. Market Entry Strategies EXPORTS FRANCHISING, LICENSING DIRECT INVESTMENT

15. EXPORTS Exports are goods and services which are produced in one country but marketed in another country. Expand sales, build brand equity.

16. LICENSING One firm permits another to use its intellectual property for compensation called royalty. The firm that makes the offer is the licenser and the recipient firm is designated as the licensee . The properly licensed generally includes such as patents ,trademarks, copyrights,technolohy,technical know how, business skills etc.

17. FRANCHISING Franchising involves the granting of right by a parent company(the franchiser)to another(the franchisee)to do business in a prescribed manner. This right can take the form of selling the franchiser’s product, using its name,production,and marketing techniques, or using its general business approach.

18. DIRECT INVESTMENT Foreign direct investment (FDI) or foreign investment refers to long term participation by country A into country B. It usually involves participation in management, joint-venture, transfer of technology and expertise. Joint Ventures and Wholly owned Subsidiaries.

19. JOINT VENTURES A contractual agreement joining together two or more parties for the purpose of executing a particular business undertaking. All parties agree to share in the profits and losses of the enterprise.

20. WHOLLY OWNED SUBSIDIARIES A subsidiary whose parent company own its 100% stock.

21. GLOBAL MARKETING MIX

23. Product Adaptation

25. Charge what consumers in each country will pay.

27. “Air” logo resembled “Allah” in Arabic script

30. Marketing strategy is a process that can allow an organization to concentrate its limited resources on the greatest opportunities to increase sales and achieve a sustainable competitive advantage. A marketing strategy should be centred around the key concept that customer satisfaction is the main goal.

31. HINDUSTAN UNILEVER LIMITED

32. INTRODUCTION Formed in the year 1933 as Lever Brothers India Limited. Unilever Plc is the parent company. Changed to Hindustan Lever Ltd in 1956 after merger of Lever Brothers, Hindustan Vanaspati Mfg. Co. Ltd. and United Traders Ltd. Changed to Hindustan Unilever Ltd. In 2007.

33. Contd…… HUL is India’s largest fmcg company. With almost 35 brands HUL meets everyday need of the consumer. It is India’s one of the largest exporter; it has been recognized as a Golden Super Star Trading House by Government of India. Two out of three Indians use the HUL’s product.

34. PRODUCT MIX & PRODUCT LINES

36. CONTRIBUTION TO DIFFERENT SECTORS 74.3%

37. PERSONAL CARE

38. TOILET SOAPS BY HUL HUL is the market leader in the soap segment

40. In India, Lux launched in 1929 & it has proved to be a powerful brand in beauty soap segment.

41. From the starting, it has been claimed as “The Beauty Soap Of Film Stars”.

43. It has proved to have ¼ of moisturising cream that maintains the skin be smooth & soft.

44. In 2004, HUL’s campaign of Real Beauty by Ogilvy inspired women to have the confidence to be comfortable with themselves & in 2006 it got the Grand Effie Award.

46. A Low cost soap catering huge population.

48. THANK YOU Presented BY: AbhinavPathak- 03 ShreyRaturi- 43

49. BIBLIOGRAPHY Marketer's Toolkit: Harvard Business Essential. BUSINESS ENVIRONMENT: K. ASWATHAPPA WIKIPEDIA FRANK ECONOMICS: D.K SETHI and U.ANDREWS