Business
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IBM416-InternationalMarketing.pptInternational Marketing
Who will Buy Your Products ?
The 4 P’s of Export Marketing
- Place - Where and how you will distribute your products
- Products - The items which you will be selling in overseas markets
- Pricing - The structure you will establish based on costs, commissions, duties, margins & customers
- Promotions - Advertising, Public Relations and selling incentives you’ll need to meet your goals
Place - The 1st “P”
- Where will you sell
Country / Region
Research – Political, Economic, Geographic
Relationship with US
Relationship with other countries
Channels of Distribution
Deep – Wide - Both
Similar or Different to current distribution
Type of Local Representation
What’s best for destination ?
What’s best for your company ?
Product - The 2nd “P”
- Product Structure
Global Product
Adapted Product
Standard Product
- Product Development
Generate ideas from everywhere
Company Departments
Customers
Focus Groups
Product - The 2nd “P” (cont)
- How to Develop a New Product
Brainstorming
Refine Product Idea
Source Raw Materials/Components
Create a Name
Packaging (product & shipper)
Product Testing
Write Copy
*
Product - The 2nd “P” (cont)
- Product Localization
Package Copy – Language
Packaging Claims
Ingredients
Claims
Colors - Images
Local Distributor Information
Sizes
Components
Legalization by Consulate & Government Offices
*
Pricing - The 3rd “P”
- Policies
Based on goals for-
Market Share
Profit
Presence
Positioning
Skimming
Penetration
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Pricing - The 3rd “P” (cont.)
- Corporate Objectives
- Cost Based
- Demand & Market Structure
- Market Structure & Competition
- Environmental Constraint
*
Promotions - The 4th “P”
- Advertising
Television
Radio
Out Door
- Public Relations
- In-Store
Coupons
GWP/PWP
Bonus Products
*
