talking about international marketing Strategies

1. Pricing for International
Markets

2. Factors Affecting International Price Determination
• Cost of production
• Trade cycle
• Marketing objectives
• Competition
• Product substitution
• Brand image
• Elasticity of demand
• Stage of product life cycle
• Capacity utilization ratio
• Product differentiation
• Consumer profile
• Exchange rate
Penetration Pricing.
Economy Pricing.
Price Skimming.
Premium Pricing.

3. Factors Affecting International Pricing Strategies
• Penetration Pricing.
• Economy Pricing.
• Price Skimming.
• Premium Pricing.
Penetration Pricing.
Economy Pricing.
Price Skimming.
Premium Pricing.

4. • Psychological Pricing.
• Product Line Pricing.
• Optional Product Pricing.
• Captive Product Pricing
• Product Bundle Pricing.
• Promotional Pricing.
• Geographical Pricing.
• Value Pricing.
Types of Pricing

5. DEFINITION OF 'DUMPING'
In international trade, the export by a country or company of a product at a price that is
lower in the foreign market than the price charged in the domestic market.
As dumping usually involves substantial export volumes of the product, it often has the
effect of endangering the financial viability of manufacturers or producers of the product in
the importing nation.

6. The delivery and payment terms agreed between a buyer and a
seller.
In international trade, terms of sale also set out
the rights and obligations of buyers and sellers as applicable in
the transportation of goods.
Terms of Sale

7. Managing International
Distribution

8. • Distribution
 Physically moving products and establishing intermediary relationships to
support such movement.
• Physical Distribution (Logistics)
 The activities of distribution involved in the physical relocation of products.
• Channel of Distribution
 The system of intermediaries (business relationships) established to guide the
movement of a product.
Distribution Terms

9. The Role of Distribution Activities in Marketing
• Functions of Intermediaries
 Perform the marketing function better.
 Provide efficient distribution of the product.
 Breaking bulk – sell to customers in smaller quantities.
 Assorting – bringing together similar lines of goods.
 Shifting risks.
 Merchant middlemen - take title to the goods distributed.
 Agents/brokers - distribute goods only.

10. Direct channel
Indirect channel
Dual distribution
Types of Distribution Channels

11. Alternative Channels of Distribution

12. Direct Marketing
Direct marketing is a channel-agnostic form of advertising which
allows businesses and nonprofit organizations to communicate
straight to the customer

13. Structuring a Distribution Channel
• Important Factors in Building a Distribution Channel
 Costs associated with establishing a direct channel distribution
 Coverage is increased through the use of indirect channels of
distribution.
 Control is enhanced using a direct distribution channel.

14. International Supply Chain Management

15. Aspects of Supply Chain Management

16. Managing International
Promotion Mix

17. • International promotion is promoting the business
internationally or world wide or it is the marketing
carried out by companies in overseas or across
national borderlines.
• Key function - developing and spreading credible
communication about an offer (product / service).
What is International Promotion?

18. • Multi lingual advertisements.
• Wider platform for all the products and services.
• Wider brand awareness through different medias
(internet / magazines / tv/ radio).
• Advertising campaigns on a large scale
Features of international Promotion

19. Below the line promotion includes promotion methods which are more personal,
traditional and allow the company control. They can include:
•Public Relations- when a business communicates directly with it's public through
press releases and speaking at conferences
•Sales promotions - such as 50% extra free, buy one get one free or coupons.
•Sponsorship - where a business will pay to be associated with another product,
person or event. Sportspersons are often sponsored by sports companies.
•Direct sales - when a representative of the business will visit potential customers
Methods of international promotions

20. Above the line promotion includes promotion methods using "mass media", Such
techniques are usually seen as impersonal, designed to reach as many people at as
little cost as possible. They can include:
•TV, Radio and Cinema - allows businesses to target a large group of people
•Newspapers - allow advertisers to reach specific groups of people
•The web (internet)- allows businesses to reach a large international audience at a
very low cost.
•Outdoor/transport - advertisements on the side of busses, outside shops and on
billboards enable
Methods of international promotions

21. International promotion has many potential uses
in business:
Increase sales
Attract new customers
Encourage customer loyalty
Create awareness
Remind potential customers
Encourage new customers
Encourage brand switching
Position a product
Uses of international promotion

22. Push
and
Pull

23. PUSH STRATEGY
A push promotional strategy involves taking the product directly to the customer via
whatever means, ensuring the customer is aware of your brand at the point of
purchase.
"Taking the product to the customer"
EXAMPLES OF PUSH TACTICS
Trade show promotions to encourage retailer demand
Direct selling to customers in showrooms or face to face
Negotiation with retailers to stock your product
Efficient supply chain allowing retailers an efficient supply
Packaging design to encourage purchase
Point of sale displays

24. • 2. PULL STRATEGY
• A pull strategy involves motivating customers to seek out your brand in an
active process.
• "Getting the customer to come to you"
• EXAMPLES OF PULL TACTICS
• Advertising and mass media promotion
• Word of mouth referrals
• Customer relationship management
• Sales promotions and discounts

25. Manav Agarwal
manavs87@gmail.com
9823962733