Welcome to

International Marketing
How does an organization work and where does marketing fit in ?
How does an organization work and where does marketing fit in ?
MISSION
Why we exist
VALUES
What’s important to us
VISION
What we want to be
CORPORATE / SBU STRATEGY
Our game plan

FUNCTIONAL STRATGEIES : MARKETING, FINANCE, HR, OPERATIONS

Translate, Focus and Align
STRATEGIC INITIATIVES
What are the priorities
INTEGRATED MARKETING PLAN
Who are our customers, How do we fulfill their needs

Delighted
Customers

Satisfied
Shareholders
 Mission

•  Why does a company exist?

•  What is our purpose?
•  Who is the customer?
•  What is of value to the customer?

“To organize the world’s information and make

it universally accessible and useful”
 Vision

Leadership is about going somewhere…..

If you and your people don’t know where are

you going, your leadership doesn’t matter.

A vision is a clear picture of the future

“By 2010 Airtel will be the most admired brand

in India”
 Corporate Strategy

Strategy is defined as an integrated set

of choices that positions an organization
to create sustainable advantage and
superior financial returns (value)
relative to its competitors.
 Approaches to Growth: The Ansoff Matrix

Current Products New Products

Market Penetration Product Development

Strategy Strategy
Current
Markets

Market Development Diversification

Strategy Strategy
New
Markets
 The Strategic Planning Implementation and
Control Process

Planning Implementing Controlling

Corporate Planning Organizing Measuring Results

Division Planning Implementing

Diagnosing
Results

Business Planning

Taking corrective
Product Planning action
 The Business Value Chain

Firm Infrastructure

Supporting Human Resource Management

Activities

Shareholder Value
Technology Development

Procurement

Margin
Operations

and Sales
Outbound

Marketing
Logistics

Logistics
Inbound

Service
Primary
Activities
 Customer Value

•  Value Exploration
•  Value Creation
•  Value Delivery
 SWOT Analysis

•  Internal Strengths Weaknesses

- Strengths
- Weaknesses

•  External
- Opportunities Opportunities Threats
- Threats
 Marketing Opportunity

•  Short supply
•  Existing product or service in a superior way
•  New product or service

-  Mobile phones and photography

-  Web based buying
-  Customization
-  New capability
-  Speed of response
-  Superior value – lower price
 Opportunity Matrix
Success Probability
High Low

•  Example of TV
lighting Develop more Develop device to
equipment powerful lighting measure energy
High
system efficiency of any
company lighting system
Attractiveness

Develops device to Develops software

measure program to teach
Low illumination level lighting fundas to
TV studio
personnel
 Threat Matrix
Probability of Occurrence
High Low

•  Example of TV
lighting Competitor Major prolonged
equipment develops superior economic
High
lighting system depression
company
Seriousness

Legislation to
Higher costs reduce number of
Low TV licenses
 The Marketing Mix

Product Mix Distribution Mix Communications Mix Pricing Mix

•  Product variety •  Distribution channels •  Research •  Price structure
•  Quality •  Retailers •  Advertising •  List price
•  Design •  Wholesalers •  Sales promotion •  Discounts
•  Features •  Coverage •  Public relations •  Payment terms
•  Packaging •  Physical distribution •  Direct marketing •  Costs
•  Brand name •  Supplies •  Merchandising
•  Service function •  Assortments
•  Sizes •  Inventory
•  Warranties •  Storage
•  Returns •  Transportation
•  Warehousing
• 
 What is Marketing?

•  Identifying and meeting human and social needs

As the art and science of choosing target markets and

getting, keeping and growing customers through
creating, delivering and communicating superior value
 What is Marketed?

•  Goods
•  Services
•  Events
•  Experiences
•  Persons
•  Places
•  Properties
•  Organizations
•  Information
•  Ideas
 Markets

•  Key Customer Markets

- Consumer markets
- Business markets
- Global markets
- Nonprofit and government markets

•  Marketplaces
•  Marketspaces
•  Metamarkets
 Demand Management

•  Negative demand
•  Nonexistent demand
•  Latent demand
•  Declining demand
•  Irregular demand
•  Full demand
•  Overfull demand
•  Unwholesome demand
Needs, Wants & Demand
 Needs, Wants & Demand
•  Needs are the basic human requirements. People need air, food, water,
clothing and shelter to survive.

•  They also have strong needs for recreation, education and entertainment.

•  Needs become wants when directed to specific objects that might satisfy
the need.

•  An American person may need food, but may want a hamburger, French
fries and a soft drink.

•  An Indian also may need food, but may want chappatis, rice, rajmah, dosa,
idly…….

•  Demands are wants (desire) for specific products backed by an ability and
willingness to pay.

•  Even if some have the ability, they are not willing to part with their money
and buy it…..will such an ability be demand?
 Discussion

Marketers create needs

OR

Marketers get people to buy things they don’t

want
 Five types of Needs
•  Stated needs
- Customer wants an inexpensive car
•  Real needs
- Customer wants a car whose operating cost is low
•  Unstated needs
- Expecting good service from the dealer
•  Delight needs
- Customer would like the dealer to include an on-board
navigation system
•  Secret needs
- The customer wants to be seen as a savvy consumer
 Segmentation, Targeting and Positioning
(STP)
•  Segmentation
•  Targeting
•  Positioning
 Value and Satisfaction

•  Value Proposition – Set of benefits that satisfy

customers needs
•  Intangible value proposition is made physical by an
offering which can be a combination of products,
services, information an experiences
•  A Brand is an offering from a known source
•  Value reflects the sum of the perceived tangible and
intangible benefits and costs to customers
•  Value is a combination of Quality, Service and Price
(QSP)
•  Satisfaction and dissatisfaction
 Marketing Channels

•  Communication channels
•  Distribution channels
•  Service channels

•  Supply Chain
 Marketing Environment

•  Demographic
•  Economic
•  Physical
•  Technological
•  Political-legal
•  Socio-cultural
 Major Societal Forces

•  Network Information technology

•  Globalization
•  Deregulation
•  Privatization
•  Heightened competition
•  Industry convergence
•  Consumer resistance
•  Retail transformation
•  Disintermediation
•  Reintermediation
 New Consumer Capabilities

•  A substantial increase in buying power

•  A greater variety of available goods and services
•  A great amount of information about practically
anything
•  Greater ease in interacting and placing and receiving
orders
•  An ability to compare notes on products and services
•  An amplified voice to influence peer and public opinion
 New Company Capabilities

•  Marketers can use the internet

•  More insightful research
•  Speedier internal communication à faster response
•  Target marketing and 2 way communication easier
•  Can send offers and receive information
•  Target consumers on the move
•  Individually differentiated goods
•  Improved corporate processes
•  Better corporate buying à efficiency
 Company Orientation

•  The Production concept

•  The Product concept
•  The Selling concept
•  The Marketing concept
•  The Holistic Marketing concept
- Relationship marketing
- Integrated marketing
- Internal marketing
- Performance marketing
 Types of Marketing

•  Responsive marketing
•  Anticipative marketing
•  Need – shaping marketing
Market Driven

Market Driving
 Tasks of a Marketing Manager

•  Develop marketing strategies and plans

•  Capturing marketing insights
•  Connecting with customers
•  Building strong brands
•  Shaping market offerings
•  Delivering value
•  Communicating value
•  Creating long-term growth
 Schematic of the Marketing Process

Source : Note on Marketing Strategy, Robert Dolan, Harvard Business School, 2000
 Difference Between Sales and Marketing
Marketing Selling

•  Around the needs of the buyer •  Around the needs of the seller
•  Outside-in •  Inside-out
•  About bringing a product to market •  About conversion
•  About research •  About overcoming objections
 Difference Between Sales and Marketing
Typical Marketing Typical Sales
Person Person

•  Creative •  Aggressive
•  Process oriented •  Results Oriented
•  Long term focused •  Short term focused
•  Team •  Individual
•  Baseball fan •  Football fan
•  Female •  Male
•  Cost centers •  Revenue generator
•  Intellectual •  Pragmatic

Source : Case study : Avaya, David Godes, Harvard Business School, 2009
 International Marketing

Course Structure & Guidelines

 Evaluation

Case Analysis 20 %

Class participation 20 %

Mid-term exam 20 %

Individual Project & Presentation 40 %

Thank you