International

Marketing
Strategies

Marketing Strategies
Introduction
Marketing Mix
4 Ps
7 Cs
Market Mapping
Market Sizing
Forecasting
Identification of changing market requirements
Analysis of competition
Identification of imperatives for each business unit
Synthesis of imperatives for the entire portfolio
Entry strategies in international market
Marketing strategies of Foreign and Indian MNCs
Conclusion

International Marketing Strategy

International Marketing Strategy
refers to marketing carried out by
companies overseas or across national
border lines. This strategy uses an
extension of the techniques used in
home country of a firm.

Marketing Mix
Marketing Mix is a business tool used in
marketing and by marketing professionals .
The marketing mix is often crucial when
determining a product or branch offering
and is often synonymous with the four Ps
and four Cs.

Market Skimming
Market Penetration
Pricing
Neutral Pricing
Price Discrimination

Tangible Good
Intangible Service
Product
(Commodity)

Price
(Cost)
4 Ps

Promotion
(Communication)

Advertising
Public Relation
Personal Selling
Sales Promotion

Place
(Channel)

Intensive
Distribution
Selective
Distribution
Exclusive
Distribution
Franchising

Corporation

Commodity

Cost

4 CS:
In the 7 Cs
Compass Model
Channel

Communication

Consumer

Circumstances

7 Step Approach of strategy

formulation
Market
Mapping

Market
Sizing

Analysis of
Competition

Forecasting

Imperatives
for each
business
unit

Changing
Market
Requirements

Imperatives
for entire
product
portfolio

Market Mapping
Key Activities
Technical Specification
Value Demanded
Geographic Locations

Understand the channel

structure:
By product segments
By user groups

Market Sizing
Key Activities
Determine the total
market size if each product
segment
Quantify the importance
of difference channels
Map the quantified
product segment flows
through the channels to
user groups

Forecasting
Key Activities
Determine historic key
demand drivers :
For each product segment
For each user group

Changing market
requirements
Key Activities

Analyze the potential

changes in demand drives in
future

Identify current success

factors
Product Range
Cost position
Established brand position
Channel access
Technical position
Offering of Service

Establish process
requirements to capture the
relevant information
periodically

Identify the changing

requirements with respect to
customers demand, price levels,
channel structure etc.

Analysis of competition
Key Success
Factors
Tariff structure and impact
on competitive environment
Map the competitive
environment in terms of range,
channel structure, relative
market position or market
share
Match the competitors
capabilities against future
success factors with respect to
product range, product
technology, channel cost, cost
position etc.

Identification of
imperatives
Key improvement
opportunities
Adjustment in product range
Adjustment in cost structure
Adjustment in manufacturing
blue print
Changes in channel structure
Changes in sales organization

Changes in overall service

offering
Changes in logistic structure

Imperatives for entire product portfolio

Identify the common themes in various business segments

Channel management
Service management
Sales Force management
Logistics Management

Assess the potential to address these imperatives across

all business units by
Combining resources
Leveraging common customer relationship

Entry Strategy in international market

Decision of which foreign markets to enter,
when to enter & on what scale

Choice of entry mode Exporting,

Licensing or Franchising, Joint Ventures,
Wholly owned subsidiary, Acquire
established enterprise

Advantages & Disadvantages depend

on transport cost, trade barriers, political and
economic risk, cost & firm strategy

Basic Market Entry Decision Which Market

Different long run profit
potential for firms
Size of market
Purchasing Power
( present wealth)
Future wealth

Balance Cost and

Risks Rank Markets

Value on international
business can create in a
market

Future economic
growth rates

Suitability of product
for market

Free market system

& countrys capacity
for growth

Nature of indigenous
competition

Favorable = Stable
and developing
markets without
upsurge in inflation
rates or private sector
debt

Not widely available

& satisfies an unmeet
need
Greater value =
ability to charger
higher prices &build
sales volume more
rapidly

Mode of engagement in foreign markets

Exporting
Joint Venture
Direct Investment

Marketing Strategy

foreign MnCs
Coca Cola
Apple

indian MnCs
Britannia

Coca Cola
The coca cola enterprises were established in the year 1986 is a
young group company by the standards of Coca cola system. The Coca cola
company traces its beginning to1886, when an Atlanta pharmacist Dr. John
Pemberton began to produce Coco cola syrup for sale in fountain drinks.
However the bottling business began in 1899 when two businessmen Benjamin
F. Thomas and Joseph B. Whitehead secured the exclusive rights to bottle and
sell Coco Cola for most of the United States from Coco Cola Company .
The Coco Cola Bottling system continued to operate as
independent , local business until the early 1980s when bottling franchises
began to consolidate, In 1986, the Coca Cola Company merged some of its
company owned operations with two large ownership groups that were for sale,
the John T. Lupton franchises and BCI Holding Corporations bottling
holdings to form Coco Cola Enterprises Inc.

Marketing Strategy
The marketing strategy enables Coke to
listen to all the voices around the world asking for
beverages that span the entire spectrum of taste
and occasions. What people want in a beverage is a
reflection of which they are, where they live, how to
work and play and how they relax and recharge. The
company is determined to make great drinks, but
also contribute to the communities around the
world through their commitments to education,
health, wellness and diversity.

Market Positioning
Product
type
Coke

Facilitating
the
product
by
infrastructur
e Vizi
Coolers

Diet Coke
Freezers

Sprite
Fanta
Limca
Thumbs up

Display
racks

Advertisem
ent
Print
Media
Pos
Material
TV
commercial
Billboard
and holdings

Sales
Promotion
Cricket
Concerts

Food
Media
Go- red

Tv mazza
Pet
promotion

Apple
Apple Inc was originated from the friendship of
Steve Jobs, Ronald Wayne and Steve Wozniak . Apple
was incorporated on January 3 , 1977 . The Apple I went
to sale in July 1976 and was market priced at $ 666.66

Marketing Strategy
The secret of apple marketing strategy lies
within their product line and design standards

Market Positioning
Product type

iPod
iPad
iPhone
Apple TV
iMac
Software

Marketing techniques
followed by Apple
Ignore your critics
Turn the ordinary into
something beautiful
Justify your price
Communicate in the
language of your
audience
Extend the experience
Build a tribe
Become the name

Britannia
Britannia Industries Limited is an Indian food-products
corporation based in Kolkata., India. It is famous for its Britannia
and tiger brands of biscuit , which are popular through out India.
Britannia has an estimated 38% share market. In 1982 the
American Company Nabisco Brands, Inc became a major foreign
shareholder.

Marketing Strategy
The marketing strategy for the company is not about a fixed
concept. Rather it is full of new challenges every day and the
companies must respond to it very positively. The market process is
applicable to more than goods and services. It is important to
emphasize opportunity in the market through the market strategy.

Market Positioning
Products

Marketing Techniques

Vita Marie Gold

A strong quality of products and

customer satisfaction

Tiger
Bourbon

Growing relationship with

customer and customer retention

Good Day

Focus on competitors activity

50 50

Growing emphasis on global

thinking and local marketing
planning

Little Hearts

The Competition
Market Share

Parle G 70%
Britannia
17- 18 %

Sunfeast
89%

Sales / Profit
trend
More than 50% of
companys turnover
is estimated around
Rs 20 billion. (mainly
in Europe, U.S.A,
U.K, UAE and
Canada).

Conclusion
While comparing the marketing strategies of both
Indian Companies and Foreign Companies, we come to
know that Foreign MNCs have better marketing strategies.
In order to have good sales activities and to maintain a level
of standard, Indian Companies should improve their
marketing strategies in possible ways. Also Indian
Companies should tie up foreign MNCs to create more
innovative products, so they can fulfill the demand of Indian
Customers.

Presented by
Author
S.Pandiselvi
Assistant Professor
M.C.S, M.Phil, A.C.S,
M.B.A
Co-Authors
Gayathri
Sindhuja
K
Gnanasekaran
1st Yr B.Com students
Sri Krishna Arts and Science College,