Topics Covered: 1) Marketing 2) International vs Domestic Marketing 3) 4P's of international marketing 4) How to make your company global 5) Segmentation, Targeting, Positioning in International market 6) Social Marketing 7) Ecommerce Marketing 8) International Terms

1. International
Marketing
051- Komal Vasoya
075- Jasleen Chadha
089- Aishwarya Khairnar
094- Rohan Mehta
104- Prerna Sartape

2. Marketing
• Marketing means meeting customer’s needs profitably
• There are two types of marketing
• Domestic marketing is when commercialization of
goods and services are limited to the home country only.
• International marketing is the type of marketing which
is stretched across several countries in the world

4. 4P’s of International Marketing
Product:
• A product can be either a tangible good or an intangible
service that fulfils a need or want of consumers.
• In international markets this will involve taking into
consideration a number of different factors
• Company will have to adapt their product and marketing
mix strategy to meet local "needs and wants"
• Example: McDonalds, Coca-Cola

5. Price:
• Fixed and variable costs
• An organisation needs to consider additional factor such
as
✓ The cost of transport
✓ Tariffs or import duties
✓ Exchange rate fluctuations
✓ Personal disposal incomes of the target market
✓ The general economic situation of the country and how
this will influence pricing.

6. Place:
• It is about distributing a product or service to the
customer, at the right place and at the right time.
• In an overseas market there will be more parties involved
because the goods need to be moved around a foreign
market
• For example in Japan there are approximately five
different types of wholesaler involved in the distribution
chain.

7. Promotion:
• Advertising messages in countries may have to be
adapted because of language, political climate, cultural
attitudes and religious practices.
• For example a promotional strategy in one country could
cause offence in another
• In German, a gift is not quite as pleasant as in English – it
means poison!
• Before designing promotional activity for a foreign market
it would be expedient to complete a PESTEL analysis so
that you have a complete understanding of the factors
operating in the foreign market you would like to enter.

8. How To Make Your Company Global
• Know your company
• Develop a business plan
• Conduct research and identify markets
• Methods of distributing the product
• Moving the goods to international market

9. Segmentation
• Global market segmentation is the process of subdividing
a market into distinct subsets of customers.
• Geographic Segmentation
• Demographic Segmentation
• Psychographic Segmentation
• Behavior Segmentation
• Benefit Segmentation

10. Targeting
• Targeting is the act of evaluating and comparing the identified
groups.
• Criteria for Targeting :
Current segment size & growth
Potential competition
Compatibility and feasibility
• Global Target Strategy
Standardized global strategy
Concentrated global strategy
Differentiated global strategy

11. Positioning
• Positioning is the process of establishing location of your
product in the mind of customers.
• High tech positioning
• High touch positioning

12. Social Marketing
• Social marketing emerged as a valuable commercial
tactic in the 1970s, created by Philip Kotler and Gerald
Zaltman.
• The distinguishing feature of social marketing from
commercial marketing is its objective of social good
whereas commercial marketing concentrates on
financials like profit, market share, etc.
• Seeks to influence social behaviours not to benefit the
marketer, but to benefit the target audience and the
general society.

13. • This technique has been used extensively in international
health programs, especially for bringing about changes in
socially significant attitudes and behaviour in diverse
areas such as smoking, the use of seat belts in cars, drug
abuse, heart disease, and organ donation.
• Social marketing is globally recognised as a key strategy
for improving access to a wide range of products and
services that directly and positively impact the outreach
and coverage of health care

14. Digital marketing
Consideration before going into international marketing:
• Understand your market
• Brand and competition assessment
• Technology
• Sort your strategy
• Monitor and adapt

15. E-commerce marketing
• E-commerce is the buying and selling of products or
services over electronic systems such as the Internet.
• Using the Internet to sell to international consumers is a
very low risk business decision.
• Companies do not have to tie up huge financial
investments through franchising, direct investment
• large corporations have access to consumers across the
world 24 hours a day by using the Internet. How is this
possible? The Internet and the increasing growth of
technology make it easy to reach consumers with
websites.

16. Pros of E-commerce marketing
• The Internet and new technologies have allowed
companies to easily expand to overseas markets.
• It also provides a tremendous database for the company
to use to build their customer base.
• Software has been developed to translate between
languages, which makes communication with
international customers easier for companies to
implement. There is also software that provides currency
conversions.
• Global shippers, such as UPS and FedEx, help provide
easy international logistics for product expansions.
• . The biggest advantage is the ability to reach huge,
growing target markets to increase corporate market
share and profits.

17. International Terms
• Company obligations and warranties
• Client’s obligations and indemnities
• Prices
• Payment
• Confidentiality and personal data
• Intellectual property rights

18. Example

19. Conclusion
• Prior to designing an international marketing mix a
business should carry out a PESTEL analysis for every
country they would like to operate in.
• This will help them determine what elements of the
marketing mix can be standardised and which elements
will need adjustments to suit local needs.
• It may well be that a business is able to use a standard
marketing mix in the majority of cases and only need to
adjust it on the rare occasion. Or every country may need
its own marketing mix.

20. Thank You