Global marketing By Abhi & Shrey
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Transcript of Global marketing By Abhi & Shrey
GLOBAL MARKETING
Presented by: Abhinav Pathak Shrey Raturi
CONTENTS Definition Why go global? Factors that lead to global marketing. Requirements of global marketing. Advantages and Disadvantages. Market Entry Strategies. Elements of global marketing mix. Marketing strategies of HUL.
DEFINITION OF GLOBAL MARKETING
The process of conceptualizing and then conveying a final product or service worldwide with the hopes of reaching the international marketing community.
WHY DO COMPANIES GO GLOBAL
Getting success when marketing globally is not an easy feat hence there must be a concrete business plan before embarking on an international journey for your business.
FACTORS THAT LEAD TO GLOBAL MARKETING
Market needTechnologyCostsQualityCommunication and transportGeo-political location-geographical
RESTRAINT FACTORS
MARKET DIFFERENCE CULTURAL BARRIERS RELIGIOUS DIVIDE ORGANISATION CULTURE NATIONAL CONTROL POLICIES POLITICAL UPHEAVALS
REQUIREMENTS OF GLOBAL MARKETING
GLOBAL MARKETING PLAN REQUIRE THREE ESSENTIAL THINGS
KNOWLEDGE OF THE MARKET AND MARKETING ENVIRONMENT
KNOWLEDGE OF THE PRODUCT, PEOPLE AND COMPETITION
KNOWLEDGE OF THE MARKETING FUNCTION AND PROCESS
ADVANTAGES OF GLOBAL MARKETING
VARIETY OF GOODS AVAILABILITY OF RAW MATERIAL AND
SPECIALISED GOODS SPECIALISATION AND DIVISION OF LABOUR INCREASE IN EFFICIENCY THROUGH
WIDENING OF MARKET CHEAPER GOODS COMPETITION OPTIMUM ALLOCATION OF RESOURCES VENT FOR SURPLUS PRODUCTION
ADVANTAGES CONTINUED……….
POSSIBILITY OF ECONOMIC DEVELOPMENT
EASIER TO FACE NATURAL CALAMITIES INTERNATIONAL COOPERATION
DISADVANTAGES
VULNERABLE POSITION DURING WARS ECONOMIC INSTABILITY EXPLOITATION DISLODGING OF DOMESTIC INDUSTRIES EXHAUSTION OF NATURAL RESOURCES LOP SIDED DEVELOPMENT POLITICAL INTERFERENCE POLITICAL CONFLICTS IMPORT OF NON ESSENTIAL COMMODITIES
CONTD…… By- Abhinav Pathak
MARKET ENTRY STRATEGY ELEMENTS OF GLOBAL MARKETING MIX MARKETING STRATEGIES OF HUL(SOAPS)
GLOBAL MARKETING DECISION
Market Entry Strategies
EXPORTS FRANCHISING, LICENSING
DIRECT INVESTMENT
EXPORTS Exports are goods and services which are
produced in one country but marketed in another country.
Expand sales, build brand equity.
LICENSING
One firm permits another to use its intellectual property for compensation called royalty.
The firm that makes the offer is the licenser and the recipient firm is designated as the licensee .
The properly licensed generally includes such as patents ,trademarks, copyrights,technolohy,technical know how, business skills etc.
FRANCHISING
Franchising involves the granting of right by a parent company(the franchiser)to another(the franchisee)to do business in a prescribed manner.
This right can take the form of selling the franchiser’s product, using its name,production,and marketing techniques, or using its general business approach.
DIRECT INVESTMENT
Foreign direct investment (FDI) or foreign investment refers to long term participation by country A into country B. It usually involves participation in management, joint-venture, transfer of technology and expertise.
Joint Ventures and Wholly owned Subsidiaries.
JOINT VENTURES A contractual agreement joining together
two or more parties for the purpose of executing a particular business undertaking. All parties agree to share in the profits and losses of the enterprise.
WHOLLY OWNED SUBSIDIARIES
A subsidiary whose parent company own its 100% stock.
GLOBAL MARKETING MIX
PRODUCT MIX Total number of products and items that
marketer offers. Also known as product assortment. Product decision: Straight product Extension Product Adaptation Product Invention
PRICE
Value which buyer passes on to the seller for the product or services provided.
Price Decision:o Charge uniform price all around the world.o Charge what consumers in each country will pay.o Company may become guilty of dumping.
PROMOTION
Concerned with activities that are undertaken to communicate with customers to enhance the sales.
Advertising, introductory coupons, discounts, etc.
Touches the perception and psyches of customers.
Spin off the existing media ads, simply substituting the local language.
“Air” logo resembled “Allah” in Arabic script
PLACE(Distribution)
Set of decisions that need to be taken in order to make the product available to the customer for purchase and consumption.
APPROACH: Sell goods to a trading company. Set up own distribution system in the
target country.
MARKETING STRATEGIES
Marketing strategy is a process that can allow an organization to concentrate its limited resources on the greatest opportunities to increase sales and achieve a sustainable competitive advantage. A marketing strategy should be centred around the key concept that customer satisfaction is the main goal.
HINDUSTAN UNILEVER LIMITED
INTRODUCTION
Formed in the year 1933 as Lever Brothers India Limited.
Unilever Plc is the parent company. Changed to Hindustan Lever Ltd in 1956
after merger of Lever Brothers, Hindustan Vanaspati Mfg. Co. Ltd. and United Traders Ltd.
Changed to Hindustan Unilever Ltd. In 2007.
Contd……
HUL is India’s largest fmcg company. With almost 35 brands HUL meets
everyday need of the consumer. It is India’s one of the largest exporter; it
has been recognized as a Golden Super Star Trading House by Government of India.
Two out of three Indians use the HUL’s product.
Hindustan unilever ltd
Personal care
Lux, lifebuoy, dovePears, rexona,
breeze,
LaundrySurf excel
Wheelsunlight
Skin careFair & lovely
Pondsvaseline
Hair careSunsilkClinic
Oral carePepsodentclose-up
DeodorantsAxe
rexona
Color cosmetics lakme
HOME & PERSONAL CAREFOODSEXPORTSOTHERS(CHEMICALS, WATER)
16.2%
7.3%
2.2%
74.3%
CONTRIBUTION TO DIFFERENT SECTORS
PERSONAL CARE
TOILET SOAPS BY HUL
HUL is the market leader in the soap segment
•Lux was launched in UK in 1899 as a Laundry soap to wash delicate(silk) clothes in home.
•In India, Lux launched in 1929 & it has proved to be a powerful brand in beauty soap segment.
•From the starting, it has been claimed as “The Beauty Soap Of Film Stars”.
•In 2006, Lux was awarded as Awaz consumer Award 2005 as the most preferred toilet soap.
•Dove was launched in 1955 in US. It has been available in India from 1995.
•It has proved to have ¼ of moisturising cream that maintains the skin be smooth & soft.
•In 2004, HUL’s campaign of Real Beauty by Ogilvy inspired women to have the confidence to be comfortable with themselves & in 2006 it got the Grand Effie Award.
GERMS SE KOI DAR NAHI
•Launched in 1895 in UK and then in India.
•A Low cost soap catering huge population.
•The jingle, ‘Making a billions of Indian feel safe and secure’Says everything!!
•Comes with different varieties and treats different needs.
Competitors of HUL SOAPS
HUL BRANDS
Lux
Rexona
Breeze
Lifebuoy
COMPETITORS BRANDS
Santoor, Chandrika
Cinthol, Mysore Sandal
Godrej no. 1, Nirma
Dettol
THANK YOU
Presented BY:Abhinav Pathak- 03
Shrey Raturi- 43
BIBLIOGRAPHY
Marketer's Toolkit: Harvard Business Essential.
BUSINESS ENVIRONMENT: K. ASWATHAPPA
WIKIPEDIA FRANK ECONOMICS: D.K SETHI and
U.ANDREWS