GLOBAL MARKETING

Presented by: Abhinav Pathak Shrey Raturi

CONTENTS Definition Why go global? Factors that lead to global marketing. Requirements of global marketing. Advantages and Disadvantages. Market Entry Strategies. Elements of global marketing mix. Marketing strategies of HUL.

DEFINITION OF GLOBAL MARKETING

The process of conceptualizing and then conveying a final product or service worldwide with the hopes of reaching the international marketing community.

WHY DO COMPANIES GO GLOBAL

Getting success when marketing globally is not an easy feat hence there must be a concrete business plan before embarking on an international journey for your business.

FACTORS THAT LEAD TO GLOBAL MARKETING

Market needTechnologyCostsQualityCommunication and transportGeo-political location-geographical

RESTRAINT FACTORS

MARKET DIFFERENCE CULTURAL BARRIERS RELIGIOUS DIVIDE ORGANISATION CULTURE NATIONAL CONTROL POLICIES POLITICAL UPHEAVALS

REQUIREMENTS OF GLOBAL MARKETING

GLOBAL MARKETING PLAN REQUIRE THREE ESSENTIAL THINGS

KNOWLEDGE OF THE MARKET AND MARKETING ENVIRONMENT

KNOWLEDGE OF THE PRODUCT, PEOPLE AND COMPETITION

KNOWLEDGE OF THE MARKETING FUNCTION AND PROCESS

ADVANTAGES OF GLOBAL MARKETING

VARIETY OF GOODS AVAILABILITY OF RAW MATERIAL AND

SPECIALISED GOODS SPECIALISATION AND DIVISION OF LABOUR INCREASE IN EFFICIENCY THROUGH

WIDENING OF MARKET CHEAPER GOODS COMPETITION OPTIMUM ALLOCATION OF RESOURCES VENT FOR SURPLUS PRODUCTION

ADVANTAGES CONTINUED……….

POSSIBILITY OF ECONOMIC DEVELOPMENT

EASIER TO FACE NATURAL CALAMITIES INTERNATIONAL COOPERATION

DISADVANTAGES

VULNERABLE POSITION DURING WARS ECONOMIC INSTABILITY EXPLOITATION DISLODGING OF DOMESTIC INDUSTRIES EXHAUSTION OF NATURAL RESOURCES LOP SIDED DEVELOPMENT POLITICAL INTERFERENCE POLITICAL CONFLICTS IMPORT OF NON ESSENTIAL COMMODITIES

CONTD…… By- Abhinav Pathak

MARKET ENTRY STRATEGY ELEMENTS OF GLOBAL MARKETING MIX MARKETING STRATEGIES OF HUL(SOAPS)

GLOBAL MARKETING DECISION

Market Entry Strategies

EXPORTS FRANCHISING, LICENSING

DIRECT INVESTMENT

EXPORTS Exports are goods and services which are

produced in one country but marketed in another country.

Expand sales, build brand equity.

LICENSING

One firm permits another to use its intellectual property for compensation called royalty.

The firm that makes the offer is the licenser and the recipient firm is designated as the licensee .

The properly licensed generally includes such as patents ,trademarks, copyrights,technolohy,technical know how, business skills etc.

FRANCHISING

Franchising involves the granting of right by a parent company(the franchiser)to another(the franchisee)to do business in a prescribed manner.

This right can take the form of selling the franchiser’s product, using its name,production,and marketing techniques, or using its general business approach.

DIRECT INVESTMENT

Foreign direct investment (FDI) or foreign investment refers to long term participation by country A into country B. It usually involves participation in management, joint-venture, transfer of technology and expertise.

Joint Ventures and Wholly owned Subsidiaries.

JOINT VENTURES A contractual agreement joining together

two or more parties for the purpose of executing a particular business undertaking. All parties agree to share in the profits and losses of the enterprise.

WHOLLY OWNED SUBSIDIARIES

A subsidiary whose parent company own its 100% stock.

GLOBAL MARKETING MIX

PRODUCT MIX Total number of products and items that

marketer offers. Also known as product assortment. Product decision: Straight product Extension Product Adaptation Product Invention

PRICE

Value which buyer passes on to the seller for the product or services provided.

Price Decision:o Charge uniform price all around the world.o Charge what consumers in each country will pay.o Company may become guilty of dumping.

PROMOTION

Concerned with activities that are undertaken to communicate with customers to enhance the sales.

Advertising, introductory coupons, discounts, etc.

Touches the perception and psyches of customers.

Spin off the existing media ads, simply substituting the local language.

“Air” logo resembled “Allah” in Arabic script

PLACE(Distribution)

Set of decisions that need to be taken in order to make the product available to the customer for purchase and consumption.

APPROACH: Sell goods to a trading company. Set up own distribution system in the

target country.

MARKETING STRATEGIES

Marketing strategy is a process that can allow an organization to concentrate its limited resources on the greatest opportunities to increase sales and achieve a sustainable competitive advantage.  A marketing strategy should be centred around the key concept that customer satisfaction is the main goal.

HINDUSTAN UNILEVER LIMITED

INTRODUCTION

Formed in the year 1933 as Lever Brothers India Limited.

Unilever Plc is the parent company. Changed to Hindustan Lever Ltd in 1956

after merger of Lever Brothers, Hindustan Vanaspati Mfg. Co. Ltd. and United Traders Ltd.

Changed to Hindustan Unilever Ltd. In 2007.

Contd……

HUL is India’s largest fmcg company. With almost 35 brands HUL meets

everyday need of the consumer. It is India’s one of the largest exporter; it

has been recognized as a Golden Super Star Trading House by Government of India.

Two out of three Indians use the HUL’s product.

Hindustan unilever ltd

Personal care

Lux, lifebuoy, dovePears, rexona,

breeze,

LaundrySurf excel

Wheelsunlight

Skin careFair & lovely

Pondsvaseline

Hair careSunsilkClinic

Oral carePepsodentclose-up

DeodorantsAxe

rexona

Color cosmetics lakme

HOME & PERSONAL CAREFOODSEXPORTSOTHERS(CHEMICALS, WATER)

16.2%

7.3%

2.2%

74.3%

CONTRIBUTION TO DIFFERENT SECTORS

PERSONAL CARE

TOILET SOAPS BY HUL

HUL is the market leader in the soap segment

•Lux was launched in UK in 1899 as a Laundry soap to wash delicate(silk) clothes in home.

•In India, Lux launched in 1929 & it has proved to be a powerful brand in beauty soap segment.

•From the starting, it has been claimed as “The Beauty Soap Of Film Stars”.

•In 2006, Lux was awarded as Awaz consumer Award 2005 as the most preferred toilet soap.

•Dove was launched in 1955 in US. It has been available in India from 1995.

•It has proved to have ¼ of moisturising cream that maintains the skin be smooth & soft.

•In 2004, HUL’s campaign of Real Beauty by Ogilvy inspired women to have the confidence to be comfortable with themselves & in 2006 it got the Grand Effie Award.

GERMS SE KOI DAR NAHI

•Launched in 1895 in UK and then in India.

•A Low cost soap catering huge population.

•The jingle, ‘Making a billions of Indian feel safe and secure’Says everything!!

•Comes with different varieties and treats different needs.

Competitors of HUL SOAPS

HUL BRANDS

Lux

Rexona

Breeze

Lifebuoy

COMPETITORS BRANDS

Santoor, Chandrika

Cinthol, Mysore Sandal

Godrej no. 1, Nirma

Dettol

THANK YOU

Presented BY:Abhinav Pathak- 03

Shrey Raturi- 43

BIBLIOGRAPHY

Marketer's Toolkit: Harvard Business Essential.

BUSINESS ENVIRONMENT: K. ASWATHAPPA

WIKIPEDIA FRANK ECONOMICS: D.K SETHI and

U.ANDREWS