INTERNATIONAL INTERNATIONAL MARKETINGMARKETING

INTERNATIONAL INTERNATIONAL MARKETINGMARKETING

CoverageCoverageCoverageCoverage

DefinitionDefinition Domestic Vs International MarketingDomestic Vs International Marketing International Marketing – Driving and International Marketing – Driving and

Restraining ForcesRestraining Forces International OrientationsInternational Orientations Internationalization StagesInternationalization Stages International Marketing DecisionsInternational Marketing Decisions

International Marketing-International Marketing-DefinitionDefinition

International Marketing-International Marketing-DefinitionDefinition

(a)(a) Marketing of goods & services across Marketing of goods & services across national frontiersnational frontiers

(b)(b) It is an approach of a company with a truly It is an approach of a company with a truly global outlook, seeking its profit impartially global outlook, seeking its profit impartially around the world, on a planned and around the world, on a planned and systematic basissystematic basis

(c)(c) It is the marketing function of multinational It is the marketing function of multinational companiescompanies

Domestic Vs International Domestic Vs International MarketingMarketing

Domestic Vs International Domestic Vs International MarketingMarketing

Culture Economic Law

Facilities

Trade Practices

Distance

Restraining ForcesRestraining Forces

Driving ForcesDriving Forces

Market Difference Management Myopia Trade Barriers Organization Cultutre

• Profit Motive• Domestic Market Constraint• Competition• Government policies• Monopoly Power• Spin-off Benefits

Driving and Restraining ForcesDriving and Restraining ForcesDriving and Restraining ForcesDriving and Restraining Forces

International OrientationsInternational OrientationsInternational OrientationsInternational Orientations

EthnocentrismEthnocentrismEthnocentrismEthnocentrism

PolycentrismPolycentrismPolycentrismPolycentrism

RegiocentricRegiocentricRegiocentricRegiocentric

EPRG FrameworkEPRG FrameworkEPRG FrameworkEPRG Framework

Geo

cen

tric

Internationalization StagesInternationalization StagesInternationalization StagesInternationalization Stages

Transnational

Global

Multinational

International

Domestic

International Marketing International Marketing DecisionsDecisions

International Marketing International Marketing DecisionsDecisions

Market Selection Decisions

International Organization

Decision

Marketing Mix Decision

Marketing Intelligence

Entry Decisions

ReviewReviewReviewReview

DefinitionDefinition Domestic Vs International DistinctionDomestic Vs International Distinction Pull and Push FactorsPull and Push Factors EPRG FrameworkEPRG Framework Domestic to TransitionalDomestic to Transitional Topics aheadTopics ahead

THANK YOUTHANK YOUTHANK YOUTHANK YOU

Components of theComponents of theProduct PersonalityProduct PersonalityComponents of theComponents of theProduct PersonalityProduct Personality

Basic Constituent

Package andLabel

The Associated Features

The Brand Name

LabelsLabelsLabelsLabels

IdentifyIdentifyIdentifyIdentify

DescribeDescribeDescribeDescribe

PromotePromotePromotePromote

An Overview ofAn Overview ofBranding DecisionsBranding Decisions

An Overview ofAn Overview ofBranding DecisionsBranding Decisions

BrandingDecision

•Brand

•No brand

Brand-Name

Decision•Individualbrandnames•Blanketfamilyname•Separatefamilynames•Company-individualnames

Brand-Repositioning

Decision

•Reposi-tioning

•Noreposi-tioning

Brand-StrategyDecision

•Lineextension

•Brandextension

•Multi-brands

•Newbrands

•Others

Selecting Brand Name & LogoSelecting Brand Name & LogoSelecting Brand Name & LogoSelecting Brand Name & Logo

Options in BrandingOptions in Branding IndividualIndividualUmbrellaUmbrellaCompany NameCompany NameMiddlemen’sMiddlemen’s

Selecting Brand Name Selecting Brand Name Name communicating the FeaturesName communicating the FeaturesName communicating SpecialtyName communicating SpecialtyUse Of AcronymsUse Of AcronymsUsing Company NameUsing Company Name

Selecting Logo Selecting Logo

Brand StrategiesBrand StrategiesBrand StrategiesBrand Strategies

BrandExtension

New

Bra

nd

Nam

e

Product Category

LineExtension

Existing

Existing

MultibrandsNew NewBrands

Brand EquityBrand EquityBrand EquityBrand Equity

No Brand Loyalty(customer will change)

No Brand Loyalty(customer will change)

Satisfied Customer(no reason to change)Satisfied Customer

(no reason to change)

Satisfied & Switching CostSatisfied & Switching Cost

Values the Brand(brand as friend)

Values the Brand(brand as friend)

Devoted to Brand

Devoted to Brand