Page 198 - DMGT547_INTERNATIONAL_MARKETING

Unit 11: Communication Decision for International Markets

Reduced Risk: The risk in developing a global campaign can be reduced by building a Notes
communication strategy that is successful in delivering results in your domestic market.
Building an existing brand progressively, market by market, is the safest and most cost-
effective way to create a global brand.
Localization: A firm’s global communication program does not necessarily have to
communicate the same message exactly in every local market. It’s important to understand
and respect the language, cultural and business differences in individual territories. The
firm should adapt its communication strategy keeping in mind the local preferences, in
terms of the language, cultural and business differences. This process is called localisation.

Leadership: A firm can build on the benefits of a global brand using Brand Leadership.
This involves defining the important elements of its brand, but using a flexible approach
and customizing the communication for local markets. To ensure the brand’s success, the
firm needs to monitor the success of the communication campaign in each market with the
aim of establishing brand leadership across all key territories.

Management of Campaigns: Running a consistent communication program reduces the
cost and complexity of managing campaigns for a firm. Some multinational companies
employ communication agencies for each territory. If each agency creates a different
campaign for the local market, costs can rise rapidly because of the duplication of effort.
By developing a single global communication strategy, the firm can reduce the number of
agencies it uses, and eliminate duplicate costs.
Media Planning: The changing pattern of media has made it easier to develop affordable
global campaigns. Global communication campaigns of the early 2000s relied heavily on
mainstream television and press advertising. Because of the emergence of social media
and the importance of Web search, a firm can now focus on placing its messages in the
media that consumers prefer. When consumers in different countries search the Web, they
will receive the same consistent branding message from the firm’s website irrespective of
where they are located.

Self Assessment

State whether the following statements are true or false:
5. Global communication has historically required large budgets.

6. To ensure the brand’s success, the firm needs to monitor the success of the communication
campaign
7. The process of adapting the communication strategy keeping in mind the local preferences,
in terms of the language, cultural and business differences .is called Globalization.

Caselet Healthy Choice: Pairing a Social Coupon with Blogger

Outreach

ealthy Choice was looking to grow its Facebook fan base, increase engagement
and reinforce the brand’s reputation for value. Knowing that the Healthy Choice
Hconsumer is a user of social media and interested in coupons, the brand introduced
a progressive coupon on the Healthy Choice Facebook Page. The coupon began at a low
value ($0.75 off) and increased as people “liked” the page and signed up for the coupon,
ultimately reaching a “buy-one-get-one-free” deal.
Contd...

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