INTERNATIONAL

MARKETING

PRESENTED BY:-
Powerpoint Templates LOKESH SHARMA
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 INTRODUCTION

International marketing is the process of identifying the goods

and services that customers outside the home country want and
then providing them at the right price and place

International marketing studies the "how" and "why" a product

succeeds or fails abroad and how marketing efforts affect the
outcome. It provides a micro view of the market at the company
level.

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 BENEFITS OF INTERNATIONAL MARKETING

Standard of
Survival
Living

Overseas International Price

Marketing Marketing Modernization

Sales and
Profits Diversification

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 Activities In International Marketing

Economic Env. Political/Legal Env.

Product Price

Socio-cultural
Environment
Environment

International
Customer
Financial

Promotion Distribution

International Economic Institutions and

Agreements

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 NEED/FACTORS FOR INTERNATIONAL MARKETING

1. BUSINESS FACTORS:

-- Profitability
-- Achieving Economies of Scale
-- Growth Factors
-- Marketing due to life-cycle
-- Uniqueness of Product / Services
-- Access to imported inputs
-- Spreading R and D cost

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2. Competitive Factors/ Other Factors:
-- The company’s domestic market might be attacked by global

firm’s offering better products or at lower prices.

-- Counterattack by the domestic firm in the competitors home

market.

-- Company discovering, some markets presenting higher profit

opportunities than the domestic market.

-- Company wanting larger customer base in order to achieve

economies of scale.

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 MAJOR DECISIONS IN INTERNATIONAL MARKETING

The Major decisions are encircled as a step by

step calibrated process:

1. Deciding whether to go abroad?

2. Deciding which market to enter?
3. Deciding how to enter?
4. Deciding on the marketing program?
5. Deciding on the marketing organization?

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 ENVIRONMENTAL DIFFERENCES WHEN MARKETING OVERSEAS

1. Language
2. Tastes and Fashions
3. Religion
4. Physical Environment (temperature/ humidity etc)
5. Power sources
6. Security arrangements
7. Family structure and size

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 WHAT TO STUDY FINALLY – WHEN COMPANY’S
GOING ABROAD

1. Study each foreign market carefully

2. Study about the economic laws of targeted
countries
3. Know about the politics of that country
4. Know about the culture
5. Adapt that country’s products and
communication to foreign tastes

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 Domestic VS International Marketing

Uncontrollable Factors:
1. Macro Environment- Uncontrollable Factors are:

-- Economic
-- Political
-- Logistics (controllable to a certain extent only,
especially in the domestic market )
-- Competition
-- Legal Affairs
-- Socio-cultural
-- Geography

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Micro Environment-

The Controllable Factors:

-- Product
-- Price (subject to certain limitations, taking
competitors offer prices into consideration)
-- Place
-- Promotion

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Brand decisions

An Important issues related to international strategy is the use of brands.

Firms often like to standardize the brand name of the product . A firm that
succeed in this attempt can reduce its packaging , design and advertising
costs. A good brand name can evoke feelings of trust, confidence ,
security , strength and many other desirable characteristics

Brand :

is understood as a name , term , design , symbol or any other feature

that identifies one firm’s goods or services as distinct from those of other
firms. The legal term for brand is trademark.

Increasingly , companies are finding that brand names are one of the
most valuable assets they posses.

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India’s Most trusted Brands India’s Most trusted service Brand
1. Colgate 1. LIC
2. Dettol 2. State Bank of India
3. Pond’s 3. Reliance
4. Lux 4. Bank of India
5. Pepsodent 5. BSNL
6. ICICI Bank
6. Tata Salt
7. Indian Airlines
7. Britannia
8. Central Bank of India
8. Rin
9. Taj Hotels
9. Surf
10. Indian Bank
10. Close-up 11. Airtel
11. Lifebuoy 12. Pizza Hut
12. Fair and Lovely 13. Tata Indicom
13. Vicks 14. HDFC
14. Titan 15. Oberoi Hotels
15. Rasna 16. Indian Institute of Technology
16. Philips 17. ICICI Prudential Life Insurance.
17. Bata 18. IDBI
18. Pepsi 19. MTNL
19. Clinic Plus 20. Bank of Baroda
20. Horlicks Powerpoint Templates
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 Channels of Distribution

Firms make use of two principles channels of distribution when

marketing

1)Indirect selling-
also known as local or domestic channel ,is employed when a manufacture markets its
product through another firm form the same country that acts as intermediary.

2) Direct Selling-
Is employed when a manufacturer develops an overseas channel Here the firm directly
deals with a foreign party without going through an intermediary in the home country.

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Eight guidelines have been advocated to make multinational
distributors partnership

1)Select distributor , don’t let them select you.

2)Look for distributors capabilities of developing markets rather than those with
a few obvious customers contacts
3)Treat the local distributors as long term partners , not temporary market
entry vehicles.
4)Support marketing entry by committing money, mangers , and proven
marketing ideas
5)From the start, maintain control over marketing strategy.
6)Make sure distributors provide you with detailed market and financial
performance data.
7)Build links among national distributors at the earliest opportunity.
8)Understand host country culture

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THANK YOU

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