Anne Nicole T.

Santiago BSBA-MM 4-3D

MARKETING MANAGEMENT

INTERNATIONAL MARKETING
Four Steps for a Successful Multilingual Marketing Campaign
by Caitlin Nicholson
For modern businesses, the key to being successful is to stay current. The advent and
growth of the Internet and social media have made the world a smaller and more
connected place. We are seeing a transition from business-to-consumer and businessto-business to human-to-human. Marketing initiatives must adapt accordingly.
When developing a marketing campaign, you want it to evoke emotion with your
customer base. So it's important to understand different types of consumers, their
habits, and their culture.
Connected intimately to culture and identity is language. To better relate your product or
service to consumers, try presenting those products and services in a way that identifies
with consumers of a particular culturevia multilingual marketing.
A successful multilingual marketing campaign involves the following:
1.

Research

2.

Planning

3.

Execution

4.

Distribution

As a marketer, you are familiar with planning and implementing a marketing campaign;
through the following tips, we will talk about the best ways to research, plan, execute,
and distribute a multilingual marketing campaign.
1. Research: Knowing the Market
Your company has decided to move into new markets. It's time to plan your marketing
initiatives.
Marketing research is essential in the modern global market. Start with a country
assessment. Take a look at key factors: geographic, demographic, economic, cultural,
legal, political, and infrastructure.
Your first goal is to find out more about your target consumer. What languages do they
speak? What websites are they visiting? What social media outlets do they interact on?
Do they shop frequently online?
Your second goal is to find out how well the way you market your product or service
relates to those target consumers. Assess your current English-language or US-based

Anne Nicole T. Santiago BSBA-MM 4-3D

MARKETING MANAGEMENT

marketing campaign. Look at the premise. Would it work for another culture? Why or
why not?
2. Planning: How to Bridge the Language (and Culture) Barrier
When planning a multilingual marketing campaign, think about how you are going to
tackle the language barrier. Free translation tools such as Google Translate may work
for understanding the gist of an email, but it will not work in the context of marketing.
Marketing content is supposed to have a human element, whereas machine-translated
text can often sound unnatural and takes away from the native brand experience.
Bilingual employees are often considered a cost-effective option: They work within your
organization, and they have good knowledge of the target language. However, bilingual
employees may not have a marketing background. But such a background is important
when considering translation of marketing materials or corporate communications.
Bilingual employees may be more important as internal reviewers for translations to
make sure the materials "speak the language" of your company (company-specific
terms).
Choosing a reputable translator is an important part of the planning stage. The
freelancer or translation agency you choose must have a good reputation. Qualifications
should include the use of in-country, native-speaking linguists: They will know about
cultural sensitivities, current events, and other nuances that will make translations
relevant and engaging.
Word-for-translation will not always resonate, so take a look at firms who are adept at
transcreationtranslation plus creation. This approach takes translation to the next
level: Marketing content is adapted so that the words and the meaning carry the same
weight in different cultures.
Creating a style guide is also an important part of the planning stage. Your brand's
source content has a distinct voice. You will want to make sure that your, voice carries
over into multilingual markets. Your style guide should include any frequently used
industry jargon, including acronyms and abbreviations as well as keywords related to
your brand. Such guidelines will allow translators and content creators to make sure
content maintains a consistency of voice and tone.
3. Execution: Putting Your Plan Into Practice
The planning phase involves a lot of assessing and choosing strategic partnerships.
The execution phase is all about efficiency, timeliness, and communication.
If you have chosen a partner to work with on your multilingual marketing campaign,
communication is vital. First, confirm that the source content is finalso that you avoid
a lot of back-and-forth issues. Also, to avoid delay, ensure the source content creator is
available for any questions.

Anne Nicole T. Santiago BSBA-MM 4-3D

MARKETING MANAGEMENT

If you have elected to have translations or multilingual content reviewed (highly

recommended that you do), then you should have the reviewers ready. As noted earlier,
bilingual employees are often used to this end. Since they have other jobs, it is
important to let them know when they will have to review content and establish
deadlines. Set expectations for the translators, the reviewers, and yourself.
Also, plan for what happens when the translations or multilingual content are ready and
final, at which point the next phase of the campaign comes into play.
4. Distribution: It's Not One-Size Fits All
A lot of time is spent on planning and creating content. In the case of multilingual
marketing campaigns, a lot of time is spent preparing content for translation, translating
the content, and then finalizing it. Just as important is spending time to think about
distribution.
Will the content be printed? Will it be provided online? Who is responsible for printing
and posting the content?
When launching a project into multiple new markets, all translations must be ready so
that they can be released simultaneously with the source language, if that is intended to
be part of the marketing campaign.

Invading the international market is quite complicated but it will surely boost the
products fame because it will be made known to different parts of the world. But as a
marketing student, producing a multilingual campaign will be more likely suitable for
products that are already in their growth stage. It is challenging for the marketing
management of the company to expand their research since it is no longer focused on a
one-sized campaign but there are so many things to consider in entering the market of
other cultures. It should be well planned and the content must be also relatable to the
different peoples of the country that your campaign will reach. You should have a clear
and vivid communication to the people that will see your campaign in order for them to
fully understand the benefits that your product or service can offer. In entering the global
market, you should also know the cultural differences of other countries. Language
varies country to country. Some countries have more than one official language so

Anne Nicole T. Santiago BSBA-MM 4-3D

MARKETING MANAGEMENT

doing a multi-tongued campaign can be really helpful but at the same time it really
needs good planning and execution.

INTEGRATED MARKETING
Integrated Marketing: If You Knew It, You'd Do It
by Steve McKee
If it aint broke, dont fix it, is such a clich that it has spawned its own clich: If it aint
broke, break it. Unfortunately, thats just what many companies do unwittingly to their
branding programs, playing into the hands of public enemy No. 1 in todays marketing
environment: fragmentation.
More and more television networks, radio stations, print titles, and outdoor billboards
are competing for attention, and new marketing channels pop up every day, from apps
to publicity stunts and beyond. The number of places we hit people with marketing
messages these days is growing a lot faster than the number of eyeballs that can take
them in, and as a result audiences (and attention spans) are becoming increasingly
fragmented. That reduces the chance any message has of getting through.
Even sales channels are fragmenting beyond the online vs. bricks-and-mortar divide to
which weve become somewhat accustomed. Desktop and laptop purchases are giving
way to shopping via smartphoneat a time when many companies dont even have a
mobile website, to say nothing of e-commerce capabilities. Add inflation to the mix (even
with 2-3 percent increases, the wonder of compounding is working against you), and
fragmentation can shred what once was a healthy marketing budget.
The good news is that there is a powerful way to overcome fragmentation: integration.
But dont be deceivedits more difficult than it appears.
Integration is not simply slapping a common tagline onto all your ads, using a single
color palette, or force-fitting a message thats suited for one medium into another (great
television commercials rarely translate well to outdoor billboards, which in turn are very
different from online banners).
Integration means communicating a consistent identity from message to message, and
medium to medium, and (more importantly) delivering consistently on that identity. It

Anne Nicole T. Santiago BSBA-MM 4-3D

MARKETING MANAGEMENT

requires not only the identification of a powerful, unifying strategy and compelling voice
for your brand, but the discipline to roll it into every aspect of your organizationfrom
advertising to sales, customer service to customer relationship management programs
(and beyond). Its not for the faint of heart.
Sometimes my advertising firm does an exercise with our clients in which we ask them
to recall the taglines of the worlds 10 biggest advertisers. Some respondents get a
handful correct, but by and large everyone fails the assignment (underscoring the point
that slogans arent the answer). But one companys tagline participants often do recall:
McDonalds.
Its not because of the money the fast-feeder spendsthe other nine top advertisers
spend as much or more. Its because McDonalds has maintained a singular focus since
2003so long ago that the famous pop music heartthrob named Justin who helped
launch the campaign wasnt Bieber, but Timberlake (remember him?).
To fight off fragmentation effectively, everything you do to attract, convert, retain, and
engage your customers should be integrated. If your brand isnt woven beyond your
marketing efforts into your human resource practices, your training programs, even your
compensation and employee evaluation metrics, youre leaving opportunity on the table.
Youre also risking backlash, as spurned or burned customers use Facebook and Twitter
to make their complaints heard. Its vital to deliver consistent signals in everything you
do.
That raises a question: If fragmentation is so damaging, and integration such a powerful
counterforce, why dont companies implement an integration strategy more often? Its
not for lack of understanding, desire, or even intent in the minds of most marketers. Its
for lack of perseverance.
Put simply, integration takes time. Its not easy to integrate a brand into a wide suite of
processes, materials, and messages that have been shepherded by different people,
driven by different objectives, and brought to life in different places within the
organization. Many companies simply dont have the patience to see it through.
Beyond that, integrated branding takes time to soak into the marketplace. Consumers
just dont pay attention as much or as quickly as they used to. My firms research of
hundreds of growth companies found that the average advertising campaign lasts
approximately 2.3 years and that companies that maintain healthy growth over time
tend to have longer-lasting campaigns, while those that struggle tend to change
direction more frequently.

Anne Nicole T. Santiago BSBA-MM 4-3D

MARKETING MANAGEMENT

Thats exactly whats happening in the cola wars. Coke has remained focused and
consistent for years and is winning market share, while Pepsi recently fell to an
embarrassing No. 3 (behind Coke and Diet Coke). As a result, PepsiCo recently
announced a significant increase in marketing spending and has spent the better part of
a year in extensive research and deep introspection.
Advertising Age reports that over the past nine months a core team of Pepsi marketers
scoured the globe for inspiration, looked to the past for insights, and sought to
understand what precisely made Pepsi different from Coke. There were exhaustive
focus groups, in-home ethnographies, quantitative and qualitative studies, and cultural
immersions in markets as diverse as Argentina, Australia, United Arab Emirates and
Russia. The brain trust at Pepsi appears to be taking the correct steps to right their
brands ship, but as it does, it shouldnt neglect the need for and power of long-term
integration.
Neither should you (and all the more if your budget is a bit less than what McDonalds or
Pepsi spends). Find a time to gather together as many different expressions of what
your company says and does in one place, then make an honest evaluation. If it doesnt
all connect for you in some meaningful fashion, it wont for your customers and
prospects, either.
If your strategy is weak or off the mark, you may need to do what Pepsi is doing and
reexamine everything. But it may be that your problem is more a matter of execution. If
so, your enemy is entropy: Everything in the universe (including your brand) tends
towards disarray, and in that case your role is to be gravity. No one else is going to hold
it all together.
Not so long ago, it was enough to have great strategy and a big idea. Today, even the
best ideas have a hard time getting off the ground as consumers media and purchasing
optionsnot to mention their attention spansgrow increasingly fragmented. While
perfect integration is unachievable, companies that do the best job of harmonizing all
their marketing efforts have an advantage.
Perseverance is not just a trait applied as a person but it is also vital in a
business. The common problem of most companies is fragmentation, different
promotions but they want a single goal which is to communicate their product or service
to people. Integrated Marketing Communication is really a good strategy but it takes
time in planning and really needs time for creative thinking. It is offered to describe the

Anne Nicole T. Santiago BSBA-MM 4-3D

MARKETING MANAGEMENT

marketing communications mix in a way which can better embrace its many and varied
activities and encourage more integrative thinking about the use of its various
elements. IMC is also defined as a management concept which is designed to make
unified force of different aspects of marketing communication such as sales promotion,
public relations, advertising and direct marketing rather than to work in isolation. Each
strategy should give an impact to the target market in order for the business to execute
its activities. As a future marketer, I see IMC as a very powerful tool in marketing a
specific brand or product. You just have to go through the process of planning that
requires a lot of your creative juices. IMC defines consistency, unity and creativity of
ideas.

PRICING POLICY
INFLATION RISES BY 1.9%
MANILA, Philippines Inflation rose slightly in June due to an increase in both food and
non-food items as well as the steadily rising price of oil.
Data released by the Philippine Statistics Authority (PSA) on Tuesday, July 5, showed
that inflation rose by 1.9% in June, up from the 1.6% recorded in May.
The increase met median market expectation and fell within the Bangko Sentral ng
Pilipinas (BSP) forecast of 1.5%-2.4% for the month.
Socioeconomic Planning Secretary Ernesto Pernia attributed the increase to the
residual effects of the weakening El Nio and the slight recovery of oil prices. Along with
gas and other fuels, housing and electricity prices also rose, pushing non-food inflation
to 0.9%.
"International oil prices have yet to recover, but as global demand improves alongside
the pressures brought by the Canada wildfires and the political unrest in Nigeria, the

Anne Nicole T. Santiago BSBA-MM 4-3D

MARKETING MANAGEMENT

biggest oil exporter in Africa, oil prices have reached its highest level in 2016," Pernia
explained.
He did point out, however, that inflation for the first half of the year remained
manageable, and said that this "is expected to continue for the rest of the year against a
backdrop of expanding productive capacity of the domestic economy and persistently
low oil prices."
Last month, the BSP lowered its inflation forecast to 2% from 2.1% for this year but
retained the 3.1% projection for 2017 and 2.6% for 2018.
The manageable inflation so far this year also played a role in the BSP's decision to
keep interest rates steady last month.
Food prices, meanwhile, rose by 3% with the drought in some provinces affecting
different food groups, notably vegetables and livestock.
The prices for rice, Filipinos' food staple, fell -0.5% in June year-on-year, although it was
up by 0.2% from the previous month.
"We should intensify monitoring the status of flood control projects and the clearing of
drains and waterways. We also need to improve the agriculture logistics chain by
constructing more bridges to connect farming areas separated from markets by rivers
that are non-traversable during the rainy days," Pernia said.

Since Philippines is lying in the Pacific Ring of Fire, it is prone to

natural disasters, particularly typhoons, floods, landslides, volcanic eruptions, and
earthquakes. Beyond these are economic consequences such as the increase of the
pricing of commodities. Price increase is commonly known as price gouging in other
countries. It is the practice of raising prices on certain types of goods and services to

Anne Nicole T. Santiago BSBA-MM 4-3D

MARKETING MANAGEMENT

an unfair level, especially during a state of emergency. The most common items used
in price increase include food, water, gasoline, and medications. It is inevitable and
predictable when it will happen so as a marketing student, we must consider the
people or our target market to have a well pricing experience with your product even at
times like this. For example, here in the Philippines we are prone to typhoons so as
business persons, we must not take advantage of the peoples need but I suggest
implementing price gouging laws. It is defined by three categories which are: 1.
Emergency or Crisis Situation applies to abrupt price increases during a time of
disaster or other emergency 2. Essential Items or Services applies exclusively to
items or services that are essential to survival 3. Price Limit sets a limit on the price
that can be charged for essential goods or services. It is important knowing that taking
advantage of people during a disaster or crises is morally wrong, and that those guilty
of the practice should face charges.