International marketing This project has been funded with support from the European Commission. The author is solely responsible for this publication (communication) and the Commission accepts no responsibility for any use that may be made of the information contained therein. Project number 2016-1-LT01-KA202-023149

International Marketing In this module: What is International Marketing? Review Marketing Mix (the 4 P’s of Product, Promotion, Price and Place) of your product to suit the foreign country you are going to do business in. Simple and budget friendly tips to help start-up companies market their products internationally. Case study – 5 huge international marketing blunders Activity – Promotion of your product online

What is International Marketing? International marketing is simply the application of marketing principles to more than one country.

The International Marketing Mix When introducing a product into a foreign market, it is important to review the marketing mix (the 4 P’s of Product, Promotion, Price and Place) of your product or service to suit the country you are going to do business in.

The International Marketing Mix - Product You will sell more of a product if we aim to meet the needs of our target market. In international markets this will involve taking into consideration a number of different factors including: Consumer's cultural backgrounds Religion Buying habits Level of income

The International Marketing Mix - Product Example: McDonalds - their menu is adapted to local needs. In Mexico McDonalds burgers come with chili sauce, in France you can order a beer with your burger and in the Netherlands fries come with lots of mayonnaise.

The International Marketing Mix – Product However, not in all cases adapting your product to local needs is the way to go. Example: Nike & Levis are successful global brands with a standardised product.

The International Marketing Mix - Promotion Promotional messages in countries may have to be adapted because of: Language Political climate Cultural attitudes and religious practices Level of internet speed Number of internet users

The International Marketing Mix - Promotion A promotional campaign in one country could cause offence in another (think of symbols, icons and colours). Example: The colour white is worn by brides in the United Kingdom and by mourners in India and China.

The International Marketing Mix - Price Pricing on an international scale is a complex task. Companies need to consider: Fixed and variable costs Competition Target groups Transportation costs Import duties Exchange rates Currencies The general economic situation of the country and how this will influence pricing Perceived value of products

The International Marketing Mix - Price Example: IKEA, as a world famous furnishing company, sells identical products in different countries with different prices.

The International Marketing Mix - Place PLACE Distributing a product or service to the customer. When you are selling in an international context, there will be more parties involved because the goods need to be moved around a foreign market.

The International Marketing Mix – Place Decision: Sell the product or service directly to the target group Or: Use agents, retailers or wholesalers The distribution strategy for each country could be different due to profit margins and transportation costs.

Tips Simple and budget friendly tips to help start-up companies market their products internationally. Learn (the basics of) a new language Do not butcher a language Drop the slang Get your marketing message across using images Be active on the right Social Media platforms Go digital Ask Be aware of the target group’s culture Take holidays into account

Tips Learn (the basics of) a new language Get familiar with the language. It is a good way of getting familiar with the culture of the country and shows respect to the person you are doing business with.

Tips Do not butcher a language Know who your audience is, why you selected that market, and how they want to be communicated with. When translating marketing texts; use professional translations.

Tips Drop the slang Many startups want to be seen as young and trendy, which means using a lot of slang. Be aware that you can get lost in translation. Think about translating Cheesy (trying too hard, unsubtle, and inauthentic) into another language, will it still keep its meaning?

Tips Get your marketing message across using images Get your messages across using images, infographs, short wordless video’s, screenshots, etc. Besides being less expensive than translations, it is creative and more appealing than a dry document.

Tips Be active on the right Social Media platforms Find out what the most popular social media platforms are. Facebook and Twitter are not the only social media platforms.

Tips Go digital Besides a thorough social media strategy, some companies even go fully digital. In some cases, you might want to pick up multiple domains and create content for each region (.com & .nl).

Tips Ask Customers will feel more valued when they are involved in the process. By asking for feedback, customers will articulate their problems, enabling you to present them with numerous solutions and see which ones they lean towards. And that is when you ask them which solution they would pay for.

Tips Be aware of the target group’s culture Remember that it is not just about the language but also the culture in international marketing. You can easily create an offensive marketing campaign in another country and never know it.

Tips Take holidays into account Depending on the product or service a business sells, holiday periods can be highly important in sales, and therefore in marketing planning.