Page 195 - DMGT547_INTERNATIONAL_MARKETING

International Marketing

Notes 11.1 Communication in Marketing

Communication can 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.

11.1.1 Steps in Developing an Effective Communication

The important steps in developing an effective communication are the following:

1. Identifying the target Audience: The target audience may be different in different countries
for the same product.

Example: Certain consumer durables which are used even by the high income as well as
low income groups in advanced countries may be used only by high income groups in developing
countries.

In several cases the need to be fulfilled and satisfied by the product varies between markets.
For example, a bicycle is a basic means of transportation in a country like India. The
important category of consumers for the same is small farmers, blue-collar workers and
students. In some advanced countries, bicycles are used for sporting and exercising, hence
the target audience is different. Also, the decision-making roles of different categories of
people are not the same in all markets. All this indicates that the target audience may not
be the same in all markets.
2. Determining Communication Objectives: The communication objectives may be different
in different cases.

Example: When the product is in the introduction stage in a market the emphasis of
communication could be on consumer education and creation of primary demand. In a market
where the product is at other stages of the life cycle, the communication objectives would be
different.
If there is a new competition in a market, countering that competition could be a major
objective of advertising in that market at that point of time.
3. 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).

The decisions regarding the message content, message structure, message format and
message source are influenced by certain environmental factors such as cultural factors
and legal factors. The differences in the environmental factors among the countries may
call for different messages as deemed appropriate for each market.

4. Budget Decisions: The total promotional expenditure and apportionment of this amount
to different elements of the promotion mix are very important and difficult decisions.

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