Global Marketing

Ajhamirtha M.
Anand J.
Jayavignesh J.T.

Introduction
Marketing- worldwide scale
reconciling - taking commercial
advantage- globaloperational
differences, similarities and
opportunities - to
meetglobalobjectives

Challenges- Firms Face for

International Marketing
O Identifying a True Market Need
O Dilution of Brand-Name Power
O Cultural Nuance
O Communication Style
O Distance and Time
O Finding Reliable Partners
http://smallbusiness.chron.com/challenges-firms-faceinternational-marketing-3356.html

Major Decisions in
International Marketing

Cultural Dimensions
O Power Distance Index (PDI)
O Individualism vs. collectivism
O Masculinity vs. feminity
O Uncertainty Avoidance Index (UAI)
O Long-term orientation vs. short-term

orientation

Five International Product

and Promotion Strategies

Indian Companies in
Overseas
Changes in Indian Global marketing after liberalization
and globalization:
O From comparative to competitive advantage:
O Favorable push and pull conditions for overseas
successes.
O Outsourcing,Internationalization,Multinationalization
O Critical role of conviction-laden leadership
O Organizing for growth and capability building
http://nts2.ximb.ac.in/users/fac/Amar/AmarNayak.nsf/dd5cab6801f172358525647400
5327c8/060eac2cc3faa40265256c78003ff893/$FILE/Indian%20companiescolloquium.pdf

Whole-Channel Concept for International

Marketing

Economical and Political

factors
O Gaining steam after independence in

1947- accelerating even more after

Economic Reforms of 1991
O Internal factors: Talent Crunch, Cultural
Impact, Strong Vision and Credentials
O External factors: Liquidity Shortage,
Regulatory Matters, Slow Global
Economic growth
http://insideiim.com/challenges-to-indian-companies-in-going-global/

Reliance Industries Ltd.

O Product: Total export- 14%, Retail

sector- Reliance Life SciencesReliance Institute of Life SciencesReliance Solar- Reliance Jio
Infocomm- Reliance Industrial
Infrastructure Limited and Clinical
research
O Price: penetration pricing, costing
and promotional expenses; Fresh
showroom lower the prices because
of direct purchase from source, due
to which sale is higher

Reliance Industries Ltd.

O Place: wide network-for every facet -

channel, intermediary or distributionsound mechanism

O Promotion: Reliance relies more on
spending less on promotions- except for
the retail sector, hardly any advertising is
seen from Reliance- even if it uses
advertising, it uses more of BTL then ATL.
http://www.marketing91.com/marketing-mix-of-reliance-industriesreliance-industries-marketing-mix/

SUN PHARMA performance related issues

O a)

Increased competition and unethical practices adopted by some

of the propaganda base companies.
O b) Low level of customer knowledge (Doctors, Retailers,
Wholesalers). c). Poor customer (both external & internal)
acquisition, development and retention strategies .
O d) Varying customer perception
O e) The number and the quality of medical representatives
O d) Very high territory development costs.
O f) High training and re-training costs of sales personnel.
O g) Very high attrition rate of the sales personnel.
O h)Busy doctors giving less time for sales calls.
O i) Poor territory knowledge in terms of business value at medical
representative level .
O j) Unclear value of prescription from each doctor in the list of each
sales person.
O k) Unknown value of revenue from each retailer in the territory

Conclusion
O The international marketer needs a

clear understanding of market

characteristics and must have
established operating policies before
beginning the selection of channel
middlemen.