International Advertising.3
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Transcript of International Advertising.3
Christopher Tugendhat, Vice President of European Commision1981-1985
Told about
Multinational enterprise
Factors that influence in the development of multinational industrial.
Forming of mass market.Improvement of transportation
system and technologyGrowth of protection policy.
Strategic Alliances / Strategic Partnership
1. To get more competitive advantages with efficient risk and cost.
2. To get economic scale and business partner in same area of business.
Strategic Alliances / Strategic Alliances / Strategic Strategic PartnershipPartnership
3. Sharing cost to get effective and efficient proces of business.
4. To break up culture obstacles
5. Extend reach of distribution.
How multinational industri develop global brand
Develop the perception of global brand.
Understand global consumer.
Develop strategic communication.
Perception of Global Brands
BrandBrand Country of originCountry of origin RankRankHoldenAudiRenaultAlfa RomeoFerrariGellyRoverTataProtonVolvoCitroen
Important Perception Factors in Choice of Car
JapanJapan USAUSA EuropeEurope
Personal Comfortable Self expression
Comfortable Personal
Drving sensation Self expression Comfortable
Quality Driving sensation Value for money
Sporty Innovative Driving sensation
Self expression Sporty Innovative
Quality
Key strategy Select target audience and
positioning theme Set specific campaign objectives
(strategic and operational) Determine the promotional
budget Develop the message strategy Decide on the media strategy Monitor and assess campaign
effectiveness
Global Branding StrategiesAbility to dominate marketsRetailer power.World markets.Economies of scale.Exploitation of great ideas.The nature of corporate management.Investment
The most expensive brands in the world(dalam juta US$)
Marlboro 31.0Coca-Cola 24.4Budweiser 10.2Pepsi-Cola 9.6Nescafé 8.5Kellogg’s 8.3Camel 4.4
Developing global brands1. Expand established brands and
develop a national strategy into global strategy
2. Create a new brands.
3. Purchase local brands and internationalize them.
4. Globalize by developing extensions
5. Employ a multi-local strategy
Standardized AdvertisingAssumption: Consumers everywhere
share the same wants and needsMaintaining consistent imageReducing confusion among world travelersImplementing single-coordinated campaign
across countriesReducing development, media, and other
costs
Adapted Advertising
Assumption: Insurmountable cultural, economic, infrastructural, and political differences across countriesIncreasing effectiveness by tailoring ads to
local conditionsGiving more freedom to subsidiaries