Communication desions for International Market.pptx

Communication desions for International Market.pptx

• 1.
  Communication Decisions for InternationalMarkets
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  Communication for InternationalMarket It is essential for organizations to promote their brands well among their customers, not only to outperform their competitors but also to survive in the long run. The primary purpose of marketing communication is to tell customers about the benefits and values that a company’s product or service offers to them.
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  Communication process elementson the pharmaceutical market Message senders
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  Communication in Marketing Communicationcan be defined as transmitting, receiving, and processing information. When a person, group, or organization attempts to transfer an idea or message and the receiver is able to comprehend the information, communication takes place. Brand communication is undertaken by organizations to create popularity for their product among the end-users. Brand communication goes a long way in promoting products and services among target consumers. The process involves identifying target consumers and promoting the brand among them through means of Advertising, Sales Promotion, Public Relation, Direct Marketing,Personal Selling, Social media, etc.
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  Steps in Developingan Effective Communication • Identifying the target Audience • Determining Communication Objectives • Determining the message: Formulating a message requires solving four problems: what to say (message content), how to say it logically (message structure), how to say it symbolically (message format), and who should say it (message source). • Budget Decisions
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  Promotional tools usedfor Rx and OTC
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  Integrated Marketing Communication Inintegrated marketing communication, all the dimensions of marketing communication work together for increased sales and maximum cost effectiveness. It is an approach to achieving the objectives of a marketing campaign, through the coordinated use of different promotional methods that re-enforce each other. It is a management concept that is designed to unify all the aspects of Marketing communication such as Advertising, Sales Promotion, Public Relation, Direct Marketing, Personal Selling and make them work together towards a common goal, rather than letting each work in isolation.
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  Components of IMC •The Foundation: It involves detailed analysis of both the product and the target market. • The Corporate Culture: The features of products and services have to be in line with the work culture of the organization. Every organization has a vision and the marketers to keep that in mind before designing products and services. • Brand Focus: Brand Focus represents the corporate identity of the brand. • Consumer experience • Communication and promotional tools • Integration tools (CRM)
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  Global Communication Strategy •Consistency • Reduced Risk • Localization • Leadership • Management of campaign • Media planning
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  Factors Influencing CommunicationDecisions • Advertisement (rational/argument for developed countries whereas for developing countries emotional/psychological communication) • Public relations it can be affected by cultural, social and political and environmental. • Personal selling • Sales promotion