International Marketing

1. International Promotion
Dr. Gopal Thapa
Tribhuvan University

2. Meaning of Promotion
Promotion includes all the activities the company
undertakes to communicate and promote its
products to the target market
 (Kotler)
2/22/2021 Copy right reserved 2

3. Objectives of Promotion
 Informing
 Persuading
 Reminding
 Reinforcing
 Image building
2/22/2021 Copy right reserved 3

4. Components of Promotion Mix
2/22/2021 Copy right reserved 4

5. Advertising
 Advertising is any paid form of nonpersonal
presentation and promotion of ideas, goods or
services by an identified sponsor.
- Kotler
2/22/2021 Copy right reserved 5

6. Objectives of advertising
 Information
 Persuasion
 Reminder
 Reinforcement
 Image building
 Competition
 Help other promotional tools
2/22/2021 Copy right reserved 6

7. Advertising Media
 Indoor media
 Outdoor media
 Direct media
 Display media
2/22/2021 Copy right reserved 7

8. Constraints on International
Advertising Decisions
 Language
 Social problems
 Government control
 Non-availability of media
 Non-availability of agency
 Cultural diversity
2/22/2021 Copy right reserved 8

9. Personal Selling
 Personal selling is the personal communication of
information to persuade somebody to buy
something. (Santon)
 Personal selling is face to face interaction with ore
or more perspective purchasers for the purpose of
making presentations, answering questions and
procuring orders. (Kotler)
2/22/2021 Copy right reserved 9

10. Importance of Personal Selling
 Two-way communication
 Persuasion
 Relationship building
 Non-selling funcitions
2/22/2021 Copy right reserved 10

11. Types of Personal Selling(based on location)
 Indoor selling
 Outdoor selling
2/22/2021 Copy right reserved 11

12. Types of Personal Selling(based on employer)
 Manufacturer’s salesperson
 Wholesaler’s salesperson
 Retailer’s salesperson
2/22/2021 Copy right reserved 12

13. Sales Promotion
Sales promotion consists of diverse collection of
incentive tools, mostly short term, designed to
stimulate quicker and or greater purchase of
particular products/services by consumers or the
trade.
- Kotler
2/22/2021 Copy right reserved 13

14. Features of Sales Promotion
 Short term
 Incentives
 Quicker response
 Target audience: consumer, trade channels or sales
personnel
2/22/2021 Copy right reserved 14

15. Objectives of Sales Promotion
 Encourage greater purchase volume
 Attract new customers
 Introduce new products
 Carry and push new brands
 Increase inventories
 Attract new channel members
 Offset competitive promotion
 Better store display
 Motivate sales force
 Support new products
2/22/2021 Copy right reserved 15

16. Methods of Sales Promotion
 Consumer promotion
 Trade promotion
 Sales force promotion
2/22/2021 Copy right reserved 16

17. Types of International Trade Fair
 General or horizontal trade fair
 Specialized or vertical trade fair
2/22/2021 Copy right reserved 17

18. Methods of Participation in the
International Trade Fairs
 Self- participation
 The invited participation
 Participation by government aid
2/22/2021 Copy right reserved 18

19. Planning for Participating
International Trade Fairs
 Planning before the fair
 Planning during the fair
 Planning after the fair
2/22/2021 Copy right reserved 19

20. Publicity
 Publicity is any communication about an
organization, its products or policies through the
media that is not paid for by the organization.
(Stanton)
2/22/2021 Copy right reserved 20

21. Features of Publicity
 Communication with public groups
 No identified sponsor
 Done through various media
 Free of cost
 High credibility
 Can be positive or negative
2/22/2021 Copy right reserved 21

22. Objectives of Publicity
 Announce new products
 Build interest in established products
 Announce policies and performance
 Announce technological development
 Counter negative publicity
2/22/2021 Copy right reserved 22

23. Types of Publicity
 Personal communication
 Press conference
 News releases
 Feature articles
 Publications
2/22/2021 Copy right reserved 23

24. Public Relations
 Public relations involve a variety of programs
designed to promote and or protect a company’s
image or its individual products. (Kotler)
 Public relations is a management tool designed to
favorably influence attitudes towards an
organization, its products and its policies.
(Stanton)
2/22/2021 Copy right reserved 24

25. Objectives of Public Relations
 Announce new products
 Build interest in established products
 Announce policies and performance
 Announce technological development
 Maintain good relations with community
 Counter negative publicity
2/22/2021 Copy right reserved 25

26. Nature of Public Relations
 Media relations
• Personal communication
• News releases
• Feature articles
• Publications
 Public service activities
 Sponsorship of events
 Lobbying
 Exhibits and displays
 Problem solving
2/22/2021 Copy right reserved 26

27. International Positioning
Positioning is arranging for a product to
occupy a clear, distinctive and desirable place
relative to competing products in the mind of
target customers
2/22/2021 Copy right reserved 27

28. International Positioning
 Act of designing the company’s offer and image
so that it occupies a distinct and value place in the
target customer’s mind
2/22/2021 Copy right reserved 28

29. Types of Positioning
 Attribute positioning
 Benefit positioning
 Image positioning
 Usage occasion positioning
 User positioning
 Competitive positioning
 Product class positioning
2/22/2021 Copy right reserved 29

30. Thank you
2/22/2021 Copy right reserved 30