Management Program for International Promotion.

1. The analysis of commercial situation/conjuncture pietei- what is the demand and supply of a product on external and internal market

2. Setting objectives of promotional campaign

• Launching a new product
• Awareness of a brand

To aliminate some prejudices

3. Making key decisions-to whom direct communication

• What choices should be present
• To potential customers
• To general public
• To middele man
• How to reach the audience (communication strategic tools)
• Who will control the communication effort

4. Identification of communication strategies and tools

• Push strategy (personal selling)
• Pull strategy( mass selling)

5. Elaboration of promotional axis(the main idea of promotion-puts

actions on special product characteristics) and promotional mix(apart of marketing mix-product,price,promotion,place-advertising,publicity,personal selling,sales promotion)

Advertising – any paid message presented in media

Publicity – any unpaid message of a company brand or product in media

Personal selling –persuading someone to buy a good or a service through the use of person to person communication

Sales promotion- any other communication or persuasive device in mass

6. Elaboration of the budget

Approaches

* percentage of sales (uniform approach)- as certain percentage of sales is fixed for promotional campaign. The advantages

- convenience

Justifies the budget melting

Quarantees equalities among markets at which the company is selling

· Alow centralization of control over international advertising

· Limitations

Reversed determinations-the purpose of advertising is to the sales thismethod makes the volume of sales,determine the amount of advertising

• direct dependence- on advertsing is undesirable: durong the firm’s first years of the market. When producing new product it doesn’t relate to market situation
• competitive parity-playing plan superior

- getting some benefit from the collective wisdom

-economize for deeper market research

Advantages

-It’s difficult to determine the real promotional figures of national competitors not speaking about international ones

-It’s usual international competitors to follow

-Different competitors may use different promoted mx

· objective and task approach laissez faire presupposes 3 main steps:

- To determine the promotional objectives (ex.raise sales by 7 %,to make the brand aware)

- To set the tsks needed to obtain thse objectives

- Estimating the costs of performing the tasks

Advantages

- Is relevant for south domestic international market

- It relates the budget to company’s situation and goals at certain market

- The method encourages imagination and creativity

Disadvantages

- Problems with extra funds

- The should hae good knowledge of local market situation=it’s to set the appropriate goals

· Comparative analysis – the markets are grouped into 2/ more categories according to the characteristics relevant to promotion (market size,media situation)

Advantages

-the method allows more flexibility than the uniform approach (because your grouped markt)(because

Disadvantages

- Different budgeting methods can tided for coach group

- One country can serve as a test market for the group

- The method is suitable for companies with large number of markets

7. Organizational Promotional campaign

-Programming activity

Uniform-managers in communication appear in a regular basis and in the some dimension

Variable appearance

-forms dimension,frequency of managers vary

8.Controlling promotional campaign

-monitorizatio

- evaluation of its effectiveness-analysis of sales result,,organizing a feddback with distributors and customers,mathermatical methods.

Date: 2016-03-03; view: 624