Promotional Strategies

ikita Goyal
M a rk e tin g
M ix
P ro m o tio
n
Advertisement
 ROLE OF
ADVERTISEMENT
• P & G, the worlds advertising
leder annually spends $2.3
billion world wide to
promote its product.
• Chinese viewers generally
enjoy watching the
commercials shown.
• U.S. is highest in per capita
advertising at $499 per
ADVERTISEMENT &
REGULATION
 M e th o d s o f
Brita
in
B u d g e tin g
Canada
87 %
22 %

Canada Brazil
24 % 73 %

Germany US
33 % 64
 Allocation of
Advertisement
Maxico A ustral
14 % ia 72 %

Germany Sweden
45 % 43 %

Maxico
17 %
 MEASURE OF
ADVERTISEMENT
Compensation Method
Advertising Media-:
Television
 TELEVISION

• In Germany advertising on
television is permitted only
between 6:15 and 8:00 PM.
• In the US, 61% of TV spots
are 30 Second aid
commercials.
• In Japan 79 % of TV spots are
15 Second commercials
permitted.
Radio
 RADIO

• Inexpensive and affordable.

• Virtually a free medium for
listeners.
• The programs are free.
• Portable.
• Entertaining.
• Up to date.
News Paper
 NEWS PAPER
• World wide.
• People trusted.
• Less cost.
• Portable.
• Customized.
• Most wanted.
•
 DIRECT MARKETING
Promotion Methods
Advertising Media
Direct Advertising

Direct Mail

Prospects
irect Marketer
Ordering Method

Mail Order
Telephon e
Personal visit
 STANDARDIZED
INTERNATIONAL
MARKETING
• standardization means "one size
fits all.“
• The target audience is vast.
Standardization helps keep the
costs low of reaching out to many
people.
• It is employed typically in
situations where the product in
question is for mass
consumption.
• These products are typically low
volume products .
 CUSTOMIZATION
• Customization on the other hand
refers to the tailoring of the
campaign according to the
needs of an individual or
groups of individuals.
• These are high margin products
where the volumes are low and
the buyers are few.
• The extent of tailoring the
marketing efforts according to
the needs of specific buyers
 CONDITIONS OF
STANDARIZATION
• The product has cultural
compatibility across countries.
• Product is industrial High tech.
• There are similar marketing
infrastructures in the home and
home country.
• Markets are economically alike.
• Countries have similar customer
behavior and life style.
 Five strategies

• One product, one message ,

world wide.
• Product extension-
communications adaptation.
• Product adaptation-
communication extension.
• Dual adaptation.
• Product intension.
•
 DECISION MAKING FRAME
WORK
No
Identific standardization
ation
No
Selectivity standardization

No
Response standardization

No
standardization
size
No
cost / Profit standardization

Market
segmentation
Localization
Thank you