International Promotion

International Marketing

1. International Promotion
Dr. Gopal Thapa
TribhuvanUniversity

2. Meaning of Promotion
Promotion includes all the activities the company
undertakes to communicate and promote its
products to the target market
(Kotler)
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3. Objectives of Promotion
Informing
Persuading
Reminding
Reinforcing
Image building
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4. Components of Promotion Mix
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5. Advertising
Advertising is any paid form of nonpersonal
presentation and promotion of ideas, goods or
services by an identified sponsor.
-Kotler
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6. Objectives of advertising
Information
Persuasion
Reminder
Reinforcement
Image building
Competition
Help other promotional tools
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7. Advertising Media
Indoor media
Outdoor media
Direct media
Display media
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8. Constraints on International
Advertising Decisions
Language
Social problems
Government control
Non-availability of media
Non-availability of agency
Cultural diversity
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9. Personal Selling
Personal selling is the personal communication of
information to persuade somebody to buy
something. (Santon)
Personal selling is face to face interaction with ore
or more perspective purchasers for the purpose of
making presentations, answering questions and
procuring orders. (Kotler)
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10. Importance of Personal Selling
Two-way communication
Persuasion
Relationship building
Non-selling funcitions
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11. Types of Personal Selling(based on location)
Indoor selling
Outdoor selling
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12. Types of Personal Selling(based on employer)
Manufacturer’s salesperson
Wholesaler’s salesperson
Retailer’s salesperson
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13. Sales Promotion
Sales promotion consists of diverse collection of
incentive tools, mostly short term, designed to
stimulate quicker and or greater purchase of
particular products/services by consumers or the
trade.
-Kotler
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14. Features of Sales Promotion
Short term
Incentives
Quicker response
Target audience: consumer, trade channels or sales
personnel
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15. Objectives of Sales Promotion
Encourage greater purchase volume
Attract new customers
Introduce new products
Carry and push new brands
Increase inventories
Attract new channel members
Offset competitive promotion
Better store display
Motivate sales force
Support new products
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16. Methods of Sales Promotion
Consumer promotion
Trade promotion
Sales force promotion
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17. Types of International Trade Fair
General or horizontal trade fair
Specialized or vertical trade fair
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18. Methods of Participation in the
International Trade Fairs
Self-participation
The invited participation
Participation by government aid
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19. Planning for Participating
International Trade Fairs
Planning before the fair
Planning during the fair
Planning after the fair
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20. Publicity
Publicity is any communication about an
organization, its products or policies through the
media that is not paid for by the organization.
(Stanton)
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21. Features of Publicity
Communication with public groups
No identified sponsor
Done through various media
Free of cost
High credibility
Can be positive or negative
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22. Objectives of Publicity
Announce new products
Build interest in established products
Announce policies and performance
Announce technological development
Counter negative publicity
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23. Types of Publicity
Personal communication
Press conference
News releases
Feature articles
Publications
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24. Public Relations
Public relations involve a variety of programs
designed to promote and or protect a company’s
image or its individual products. (Kotler)
Public relations is a management tool designed to
favorably influence attitudes towards an
organization, its products and its policies.
(Stanton)
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25. Objectives of Public Relations
Announce new products
Build interest in established products
Announce policies and performance
Announce technological development
Maintain good relations with community
Counter negative publicity
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26. Nature of Public Relations
Media relations
•Personal communication
•News releases
•Feature articles
•Publications
Public service activities
Sponsorship of events
Lobbying
Exhibits and displays
Problem solving
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27. International Positioning
Positioning is arranging for a product to
occupy a clear, distinctive and desirable place
relative to competing products in the mind of
target customers
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28. International Positioning
Act of designing the company’s offer and image
so that it occupies a distinct and value place in the
target customer’s mind
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29. Types of Positioning
Attribute positioning
Benefit positioning
Image positioning
Usage occasion positioning
User positioning
Competitive positioning
Product class positioning
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30. Thank you
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