Promotional Strategies

Nikita Goyal

Marketing Mix

Promotion

Adverti sement

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 person.

ADVERTISEMENT & REGULATION

Space Time

Media Local availability

Regulation

Obj.& task

% of sales

Excutive Judgment

Matched competitors

Same as last year

Same as last year +a little

more

Methods of Budgeti ngCanada

87%

Brazil 73%

US 64%

Germany 33%

Canada 24%

Britain 22%

Allocati on of Adverti sement

Television

Newspaper

RadioMagazine

Transit

Sweden 43%

Australia 72%

Maxico 17%

Germany 45%

Maxico 14%

MEASURE OF ADVERTISEMENT

Advertisement

Recall

Awareness

Profitability

Intention to buy

Sales

Compensati on MethodFee for service

Cost+ Fixed%

Barter on trade other

Commission from media

Method

Adverti sing 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 MARKETINGPromotion Methods

Advertising MediaDirect Advertising

Direct Mail

ProspectsDirect Marketer

Ordering Method

Mail OrderTelephone

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

Identification

Selectivity

Response

size

cost/ Profit

Market segmentation

Localization

standardization

standardization

standardization

standardization

standardization

No

No

No

No

No

Thank you