Question

Discuss Global Promotion Strategies and how they differ between countries. What options do companies have in promoting their products? ?over 400 words?

Answer 1

In global promotional strategies, the company promotes the nearly standardized product in different regions of the world in different ways according to the suitability to the characterstics of the market. These strategies may vary in choice of promotional media used and type of marketing communication, deciding on the price points, choice of customer contact method etc. The reason for difference is the varying nature of the customers across the globe, who differ significantly in terms of preferences, consumption pattern, cultural attributes, region specific factors, specific needs fulfilled by the product, regulations and other demographic factors. The benefit of global strategy is that a customer perceives the product as a standardised global product available throughout the world, increasing its brand value.

The companies can customise the promotional message according to the market that appeals the most to the target market and is in line with the beliefs, expectations, needs and brand perception of the product. The product itself can be slightly modified to suit the local needs. The promotional media should be the one that could be used to reach the target group with most effectiveness. The company can also choose between the type of sales promotion like one to one contact ( direct selling), focussed advertisement, mass marketing, niche promotion etc. according to the nature of product and its target customers.