international promotion
TRANSCRIPT
INTERNATIONAL PROMOTION
By: Magda Franco García
ABSTRACT
The promotion policy is another key factor in the
internationalization. In addition to the dilemma between
promoting Global or local, the type of promotion that we
make will be closely linked to the distribution systems that we
have in foreign markets.
The influence of country brand image is a very significant fact
that any bidder should take into account.
In the promotional aspects should especially consider
consumer habits, adapt to them and get a good result.
RESUMEN La política de promoción es otro de los factores clave en la
internacionalización. Además del dilema entre promoción Global o
local, el tipo de promoción que deberemos realizar irá íntimamente
ligado a los sistemas de distribución que tengamos en los mercados
exteriores.
La influencia de la imagen de marca país es un dato muy
significativo que todo oferente deberá tener muy en cuenta.
En los aspectos promocionales hay que considerar especialmente los
hábitos del consumidor, adaptarse a ellos y obtener un buen
resultado.
RÉSUMÉ
La politique de promotion est un autre facteur clé dans
l'internationalisation. En plus du dilemme entre la promotion globale
ou locale, le type de promotion que nous faisons sera étroitement
liée aux systèmes de distribution que nous avons sur les marchés
étrangers.
L'influence image de marque de pays est un fait très important que
tout soumissionnaire doit tenir compte.
Dans les aspects promotionnels devraient surtout prendre en
considération les habitudes de consommation, adapter à eux et
obtenir un bon résultat.
INTRODUCTIONIn this presentation we will talk about international
promotion, its importance and the main features to take into account when we enter in a foreign market.
The activities of international and national promotion are similar. However, the first are more complex due to the
number of variables to be considered before carrying out any plan of international promotion. On the one hand, the
company can tailor the product and therefore meet different brands, qualities, designs, physical characteristics,
customer service, etc. It also has the possibility of applying different prices and use multiple distribution channels
depending on the foreign markets in which the product is marketed.
INTERNATIONAL PROMOTIONInternational promotion strategies evoke the principles of international marketing communication. Global advertising influences; strategies and executions opportunities in the international media, research, culture and legal aspects.The success of a business relationship involves efforts through different specific actions that aim to: inform about the product and persuade, influence on customerPromotion is the element of the marketing mix used to inform, persuade, and remind the market the existence of a product and selling it.
(Licenciatura en comercio internacional)
OBJECTIVE
According to McCarthy and Perreault, the overall objective of the promotion is to influence behavior Something that companies expect to achieve with the promotion is that the expected or group of prospective buyers who will run the program promotion, audience prefer and purchase the product they offer. To do this, they need to influence their behavior, which is not easy to achieve, and that is why, that this is precisely the overall objective of the promotion.
(Thompson, 2012)
International Fairs and exhibitions:
Fairs and exhibitions are centers where buyers and
sellers meet to showcase and promote a variety of products, or select the items or services
that they required. Are very effective means of promotional
sales internationally.
Cultural featuresThe culture of each country is totally different, the customs and traditions change according the place where you are; culture is an important factor in promoting a product on the
foreign.We should investigate the cultural characteristics of the
country to know what kind of promotion we will be implemented.
Law relationship
Each country has its own rules and laws for the promotion
that can be seen in the country; for example, in Mexico
there is a LEY FEDERAL DE RADIO Y TELEVISION that
indicate the kind of expressions, language, etc. that we
can use in these media.
Before implementing some kind of promotion in the country
you should be investigated that can and can not publish.
Most common mistakes.1. Losing sight of the main objectives.2. Promotion for all audiences3. Failure to comply with the promised benefits4. Copy or repeat promotions5. Deceive, hide conditions or develop a complicated mechanical6. To promote values contrary to the mark7. Promotion too long in time8. Dissemination of mass promotion9. Insufficient resources to manage the campaign
(López, 2014)
CASES
IKEA: is known globally for its low prices and innovatively designed furniture. In China, however, it faced peculiar problems. Its low-price strategy created confusion among aspirational Chinese consumers while local competitors copied its designs. This case study analyses how IKEA adapted its strategies to expand and become profitable in China. It also assesses some lessons the company learnt in China that might be useful in India, where it plans to open its first store by 2014 and 25 stores in 10 to 15 years.
(Valerie Chu, 2013)
Strategies for international promotion
How Much Will a Speed-Skating Flap Slow Down Under Armour?
The main problem for this company is that the suits appear to be relatively slow—with an air
vent in the back that acts more like a drag-racing parachute than a second-saving vapor vent
Team Under Armour is on the ground in Russia, scrambling to tweak the suits and sew
patches over the criticized air vents, hoping that will fix the problem.
They are trying to solve the problem but I think that the bad comments made are an
desadvantages for its sucess in the future
(Stock, 2014)
Conclusion
The importance of the promotion plan effectively lies in the serious
problems that can cause the image of a company planning ineffective,
but instead encourages effective planning sales.
The role of promotion is to communicate to the people, groups or
organizations to provide, directly or indirectly, exchanges by influencing
one or more of consumers to accept a product of the organization.
The promotion is total importance because it is a tool that serves to
inform about the product, persuade and remember all their benefits.
BibliographyLicenciatura en comercio internacional. (s.f.). Recuperado el 31 de MARZO de 2016, de Licenciatura en comercio internacional: http://www.uovirtual.com.mx/licenciatura/lecturas/comint/19.pdf
López, A. (3 de julio de 2014). www.usbmodels.es. Recuperado el 2 de abril de 2016, de www.usbmodels.es: http://usbmodels.es/blog/errores-comunes-hacer-promocion/
Stock, K. (14 de febrero de 2014). Bloomberg. Recuperado el 2 de Abril de 2016, de Bloomberg: http://www.bloomberg.com/news/articles/2014-02-14/how-much-will-a-speed-skating-flap-slow-down-under-armour#r=hp-ls
Thompson, I. (2012). Objetivos de la Promoción. PROMONEGOCIOS.NET.
Valerie Chu, A. G. (2013). Couching tiger tames the dragon. business today in.