CHAPTER 3 – Marketing strategies of international companies.

 

1) Red Bull

One of its most successful tactics is to host extreme sports events all over the world. From the Red Bull Indianapolis Grand Prix to the Red Bull Air Race in the United Kingdom to the Red Bull Soapbox Race in Jordan, the brand's powerful event marketing strategy takes them here, there, and everywhere. Aside from events, Red Bull's packaging also plays a part in its global appeal.

"Red Bull really looks like a product from a global economy. It doesn't look like a traditional American soft drink -- it's not in a 12-ounce can, it's not sold in a bottle, and it doesn't have script lettering like Pepsi or Coke. It looks European. That matters," explains Harvard Business School professor Nancy F. Koehn in a 2001 article. Though it's since diversified its product selection since that article was published, the fact remains that Red Bull's consistent packaging has helped this brand go global.

 

2) Airbnb

Airbnb, a community marketplace for people to list and book accommodations around the world, was founded in 2008 out of San Francisco, California.

Since then, Airbnb has grown to 1,500,000+ listings in 34,000+ cities worldwide. A large contributor to the company's explosive global success? Social media.

In January 2015, Airbnb launched a social media campaign around the hashtag #OneLessStranger. The company referred to the campaign as a "global, social experiment," in which Airbnb asked the community to perform random acts of hospitality for strangers, and then take a video or photo with the person and share it using the hashtag.

 

3) Dunkin Donuts

In case you missed it, National Donut Day was June 3rd. And while we were getting our hands dirty with a Boston creme (or two) here in the states, Dunkin Donuts China was serving up a fresh batch of dry pork and seaweed donuts.

 

4) Domino's

Similar to Dunkin Donuts, Domino's has prioritized menu innovation as a means of increasing international interest and awareness.

 

“The joy of pizza is that bread, sauce, and cheese works fundamentally everywhere, except maybe China, where dairy wasn’t a big part of their diet until lately,” explains Domino’s CEO J. Patrick Doyle.

 

“And it’s easy to just change toppings market to market. In Asia, it’s seafood and fish. It’s curry in India. But half the toppings are standard offerings around the world.” By making a conscious effort to gain a better understanding of the preferences of the markets it's trying to break into, Domino's is able to deliver pies diverse enough to gain international attention.

 

6) World Wildlife Foundation

WWF took its Earth Hour initiative -- a voluntary worldwide event where participants turn off their lights for an hour to show how easy it can be to battle climate change -- and brought it to Norway's mobile audience.

 

Scandinavian countries like Norway experience extreme daylight hours in different seasons, making the country a prime candidate for WWF's Blackout campaign. Using digital agency Mobiento, the nonprofit placed the Blackout Banner across Norway's top media sites to promote Earth Hour. With one tap of the banner, the screen went black. Finger swiping the black screen slowly revealed the Earth Hour countdown. The banner attracted roughly 1,000,000 impressions and the campaign received three MMA Global Mobile Marketing Awards back in 2012.

 

8) Nike

Nike has been able to evolve its global presence through the careful selection of international sponsorships such as its previous long-standing relationship with Manchester United.

Although sponsorship spending can be fairly unpredictable -- demand costs tend to surge due to triggers like championships and tournaments -- these partnerships have certainly helped the brand capture the attention of a global audience.

Nike's NikeID co-creation platform serves as another strategy that the company is using to appeal to international markets. By putting the power of design into the hands of the consumer, Nike is able to deliver customized products that align with different cultural preferences and styles.

 

9) McDonald's

 

We all know McDonald's is a successful global brand, so unlike its menu, I'll keep it light.

While keeping its overarching branding consistent, McDonald's practices 'glocal' marketing efforts. No, that's not a typo. McDonald's brings a local flavor, literally, to different countries with region-specific menu items. In 2003, McDonald's introduced the McArabia, a flatbread sandwich, to its restaurants in the Middle East. McDonald's has also introduced macaroons to its French menu, and added McSpaghetti to its menu in the Philippines. This "glocal" approach has helped put McDonald's at #9 on Interbrand's Best Global Brands 2014.

 

12) Coca-Cola

Coca-Cola is a great example of a brand using international marketing efforts. Though a large corporation, Coca-Cola focuses on small community programs and invests a lot of time and money in small-scale charity efforts.

For example, in Egypt, Coca-Cola has built 650 clean water installations in the rural village of Beni Suef and sponsors Ramadan meals for children across the Middle East. In India, the brand sponsors the Support My School initiative to improve facilities at local schools. Not to mention, the brand sticks with selling an emotion that can't get lost in translation: happiness.

 

13) H&M

According to Interbrand, H&M is on track to increase new store openings by 10-15% a year. One of the secrets fueling its global expansion strategy?

Optimizing its online experience. With an online shop available in 21 markets, including the U.S., H&M is doing everything in its power to create an easy-to-navigate, mobile-friendly online shopping experience.

 

Conclusion.

The market of a foreign country is attractive at growing demand population and organizations. Investments and perspective development of other branches that will require the goods and services of the market, interesting to the company, positively effect for a potential of the market. Al analysis of competitors it is worth to pay attention to the main shareholders and founders, areas of activity, market share, experience in branch, size of the capital.

On the basis of the analytical data and conducted research can come to a conclusion about the outlooks and capabilities in the foreign market, demonstrate the strengths and threats, which can tiff a firm at an entrance to the market.

Thus, the international marketing researches arc a major element at implementation of foreign trade activities of firms. Depending on current needs of the corporation in analytical estimation of the foreign markets, researches are carried out in several phases. The applying of external marketing researches helps to promote successful operations and effective development of commercial organizations.

 

 

BIBLIOGRAPHY

1) Global Marketing Management, 6th Edition by Kristiaan Helsen, Masaaki Kotabe.

2) Годин А.М. Маркетинг: Учебник. 4-е изд., перераб. и доп. - М.: Издательско-торговая корпорация «Дашков и Ко», 2006.

3) Schindler, Robert M. Pricing Strategies: A Marketing Approach. Thousand Oaks, California: SAGE.2012. pp.

4) Акулич, И. Л. Маркетинг: учебник для студентов высших учебных заведений по экономическим специальностям / И. Л.

5) M Spann; M Fischer; GJ Tellis. Skimming or Penetration? Strategic Dynamic Pricing for New Products. Marketing Science 2015

6) International Business: Competing in the Global Marketplace, Feb 10, 2014 by Charles W. L. Hill

7) Hall, Jeffrey Stamp – Rules of Marketing in Procter & Gamble, 2004

8) International Business: Opportunities and Challenges in a Flattening World by Mason Carpenter, Sanjyot P. Dunung - Flat World Knowledge, 2011

9) International Trade Theory and Policy by Steven M. Suranovic - internationalecon.com, 2007

 

[1] The American Marketing Association (AMA) is a professional association for marketing professionals with 30,000 members as of 2012. It has 76 professional chapters and 250 collegiate chapters across the United States.

The AMA was formed in 1937 from the merger of two predecessor organizations, the National Association of Marketing Teachers and the American Marketing Society. It also publishes a number of handbooks and research monographs. The AMA publishes the Journal of Marketing, Journal of Marketing Research, Journal of Public Policy & Marketing, Journal of International Marketing, and Marketing News.

[2] Economic and social affairs -Achieving Sustainable Development and Promoting Development Cooperation

[3] The European Economic Community (EEC) was a regional organization which aimed to bring about economic integration among its member states. It was created by the Treaty of Rome of 1957. Upon the formation of the European Union (EU) in 1993, the EEC was incorporated and renamed as the European Community (EC). In 2009 the EC's institutions were absorbed into the EU's wider framework and the community ceased to exist.

[4] Differences Between Advertising and Public Relations by Apryl Duncan

[5] Method adopted by a firm to set its selling price. It usually depends on the firm's average costs, and on the customer's perceived value of the product in comparison to his or her perceived value of the competing products. Different pricing methods place varying degree of emphasis on selection, estimation, and evaluation of costs, comparative analysis, and market situation. See also pricing strategy.

[6] Price skimming is a product pricing strategy by which a firm charges the highest initial price that customers will pay. As the demand of the first customers is satisfied, the firm lowers the price to attract another, more price-sensitive segment.

 

[7] Internationalization of the firm: stage approach vs. global approach, Gianpaolo Baronchelli, PH.d. in Marketing for Business Strategy, University of Bergamo

 

[8] Market research is the process of assessing the viability of a new good or service through research conducted directly with the consumer which allows a company to discover the target market and record opinions and other input from consumers regarding interest in the product. Market research may be conducted by the company itself or by a third-party company that specializes in the market research field. Test subjects are usually compensated with product samples and/or paid a small stipend for their time.