Pregrado

SESSION 13 :
International communication strategies
 INTEGRATED MARKETING
COMMUNICATIONS

❑What are the

characteristics of
local markets that
affect the advertising
and promotion of
products ?
https://www.youtube.com/watch?v=FtqNvKZOmm8
_
• “The CIM is the concept and process with which
brand communication programs are strategically
managed, focused on the public, on the channels,
and that lead to results over time”
Kliatchko.J (2005, p.23)
IMC: components

Integrated marketing communication is the process that seeks to coordinate and integrate
all areas of the company, so that the messages are known by all areas and is based on
optimizing and maximizing relations and image towards customers in an efficient way.
The CIM is made up of two components:
Internal communication and external communication.
External communication is made up of advertising, public relations, direct marketing,
personal selling, sales promotion.
Internal communication that promote communication within the company through direct
contact, e-mails, meetings, among others.
Internal communication External communication

Internal communication It is the communication

is communication aimed directed to the client that is
at the internal customer,
that is, the worker. linked or related to a
brand.

Natural person.
Human team Legal Entity
Cyber client
Internal communication

Internal Communication Campaign ' Yo I choose BBVA'

https://youtu.be/nVX8Pujk2j0
External communication

Advertising

Sale Personal
promotion Clear, sale
consistent
and
engaging
messages

Direct Public
marketing relations
 COMPREHENSIVE
MARKETING
COMMUNICATION

❑ All elements of the promotion mix that reinforce each other, pursue the
common goal of getting a product or service to sell.

❑ In many markets, the existence of adequate communication channels within

reach of customers could determine the decision to enter them.

❑ For example, most toy marketers will agree that it is not possible to market toys
profitably in countries where commercial television does not contain advertising
directed at children.
 Sales promotions in international
markets

❑ They are marketing activities that stimulate consumer purchases and improve the
effectiveness and cooperation of retailers or intermediaries .

❑ discounts , demonstrations _ in inside stores, free samples , coupons , gifts, products

linked one to another , the contests , the raffles , the event sponsorship _ specials What
concerts , exhibitors in point of purchase are resources for sales promotion _ designed to
complement advertising and sales _ personal within the promotion mix .

❑ Sales promotions are short - term activities _ term addressed to the consumer or retailer
with the purpose of reaching objectives specific What achieve that the consumer try the
product or purchase immediately , introduce the store or brand to the consumer ,
encourage stores to stock the product , and support and increase advertising and sales
activities personal .
Example of Sales Promotions
in MI

❑ The introduction of P&G's Ariel detergent to Egypt included the « Show Ariel's
itinerant " a puppet show that traveled to the local markets of the villages, where
yet they live more than half of the Egyptians .

❑ Free samples are a promotional tool especially effective when the product
concept is new or when They have a very high market share small . Nestlé baby
food found _ _ East trouble in France when the company tried to take market
away from Gerber, the leader . the company combined the samples with a novel
sales promotion program to increase _ _ the brand recognition and win the will
of consumers .
Example of Sales Promotions
in MI

Microsoft and Burger King in Japan came together to make

publicity to the launch of Windows 7 the two companies they
invented a seven hamburger 2,120- calorie flats , called the
"Windows 7 Whopper," with a retail price of 777 yen . The
first 30 hamburgers were sold at this price in each of the
fifteen establishments they had that sale price , but then the
price went up to the doublen for the rest of YouTube they
showed customers opening its mouth wide to sink its teeth
into the monster . advertising _ meant a good change for
Burger King who had re -entered the country in 2007, there
was abandoned in 2001, when a price war with the 3,200
McDonald's outlets led it to leave the market. Burger King 's
return to Japan is part of its Major global strategy including
expansion into Egypt , Hong Kong, and Poland.
 Relations public international

The Role of Relationships ( PR ) is to

create good press relations and other
media that help companies communicate
messages to your audiences . His work not
only consists in which the press cover
chaos positive in around the companies ,
but as well handle rumours , cases and
unfavorable facts .
Importance of PR

The importance of PR in international

marketing is demonstrated by several
recent controversies: 1) China's Google
lawsuit and hacking, 2) the wave of
suicides of Foxconn employees in China
who create electronic products for Apple,
Hewlett -Packard and Dell, and 3) Toyota's
brake pedal. The most notorious scene of
all was that of Akio Toyoda, CEO of Toyota
and grandson of the founder, parading and
offering all kinds of apologies at a
congressional hearing in Washington, and
a few days later parading again to show his
support. repentance in Beijing.