International Marketing
An emerging criterion onto which the marketing campaigns are built more recently revolves around geographic features. This is useful in the context of international operations as it helps the organization best address the diverse needs of its actual and potential customers (Graham and Cateora, 2006). To best understand how this practice is being implemented by international organizations, one should take the example of three organizations and their marketing schemes.
Nike: Brief company profile
Nike was established in 1972 by a former athlete who had a strong desire to design more comfortable shoes. Based in Oregon, the company soon became an international success, mostly due to its strong marketing campaigns and well implemented brand. Nike Inc. is a manufacturer of high quality sports shoes, apparel and accessories. They currently employ 32,500 individuals and register annual sales of $18,627 million (Hoovers, 2008). The organization has outsourced its manufacturing operations to less developed countries; marketing and design remain to be conducted within the United States.
Nike: Scope of operations, Marketing strategy for each of the regions in which it operates
The primary aim of Nike’s marketing operations is to capture the attention and raise the interest of the consumer; they intrigue the audience and as such create the desire to purchase. In 2006, Nike created a marketing campaign in Germany with the occasion of the FIFA World Cup. The Joga Bonito (Play Beautiful) was focused on rediscovering the beauty of football. Another campaign relating to football was created this year, in Spain, as the Euro 2008 commenced. In the United States, Nike recently attempted to increase sales of women’s apparel by developing a video with dance instructions from pop singer Rhiana (Nike Inc. Website, 2008).
Nike: Differences among the company’s marketing strategies per region
The main difference between the marketing campaigns in each region is given by the variety of messages sent by each campaign. In Spain for instance, the message referred to a better understanding between team and crowd; in Germany, the audience was invited to discover the beauty of football and in the United States, the women were given the opportunity to stay cool and fresh.
Nike: Similarities among the company’s marketing strategies per region
All Nike’s campaigns are based on its brand and they all have the ultimate purpose of increasing sales. Aside from this, most of the advertisements feature well-known athletes, football or basketball players, and a wide variety of sports personalities. Also, all campaigns try to deliver a strong message. The latest tendency in Nike’s marketing campaigns is to focus on delivering a message that would often make the world a better place.
Danone: Brief company profile
Groupe Danone (also known as Danon in the United States) is a French-based organization, activating in the food industry. They were founded in 1919 in Paris and they now operate across a wide multitude of countries, selling dairy, baby food and water products. The organization currently operates with a total of 76,044 employees and registers annual sales of $18,805 million.
Danone: Scope of operations Marketing strategy for each of the regions in which it operates
Just like with all for-profit organizations, the primary aim of Danone’s marketing campaigns is to increase sales. The approach taken in their marketing operations is that of increasing the awareness of leading a healthy life by consuming healthy products – the Danone products. The most relevant example in this sense was the U.S. campaign called in Soviet Georgia, which revealed the possibility to live longer lives given that the viewer consumes the Danone products. In Spain for instance, they implement a campaign focused on the cuerpo danone; it adveritised yoghurts and sent the message that yoghurt consumption leads to a fit body. The marketing campaigns are not solely based on the Danone products, but also on the protection of the surrounding environment. In this instance, they emphasize on the need for farmers to implement more environment friendly techniques (Groupe Danone website, 2008). Danone encountered a problem in Romania, after some items were suspected to contain damaging chemicals. The immediate marketing campaign revolved around a local star, which emphasized that the products were being safely manufactured in proper facilities and anyone who desired to see this for themselves was invited to visit Danone Romania.
Danone: Differences among the company’s marketing strategies per region
The international marketing campaigns implemented by Danone only reveal slight differences, often materialized in approaches based on particular features of the market, the most common example being the campaign aimed to reassure the Romanian consumers of Danone’s high quality.
Danone: Similarities among the company’s marketing strategies per region
All marketing campaigns are based on a message, this being the healthy life achieved through the consumption of healthy Danone products. Even in the situations when they do not actually promote their products, they emphasize on the necessity to protect the individual and environmental health.
McDonald’s: Brief company profile
The McDonald’s Corporation was founded in 1940 in Sacramento, California by brothers Dick and Mac McDonald. It activates in the restaurants’ industry and has a global presence in more than 100 countries. The organization operates with a total of 390,000 employees and register annual revenues of $22,786 million (Hoovers, 2008).
Company 3: Scope of operations Marketing strategy for each of the regions in which it operates
The McDonald’s sales are based on impulse, rather than a rational thought. As a result, the aim of the marketing campaigns implemented by the Sacramento-based organization is to appeal to the eye and taste of the customer and generate the impulse to purchase. McDonald’s marketing approach is one of the most diversified ones, at least in terms of product diversification and customization to local needs. In India for instance, they serve the Maharaja Mac, similar to Big Mac, but with chicken or lamb instead of beef; in Germany they serve beer; in Canada they serve lobster; in Norway, they serve gill salmon sandwich; in Chile they serve the burgers with avocado sauce instead of ketchup; in Greece, they serve burgers made of patties, wrapped in pita; in Hong Kong, they serve rice burgers (Adams, 2007).
Company 3: Differences among the company’s marketing strategies per region
The marketing campaigns implemented in various global regions seem extremely different mainly due to the diversified and customized product offerings. Other than that however, the actual strategic approach is quite similar.
Company 3: Similarities among the company’s marketing strategies per region
Generally, the product strategy sees that each McDonald’s store present the customer with a menu containing the basic dishes from the American menus, diversified and improved in accordance with the local demands. Foremost, all McDonald’s advertisement aired on various global regions present happy people and good food.
A company’s ability to reach its ultimate goals of increased profits depends directly on the marketing team’s ability to increase sales. In this instance, they have to develop strong marketing campaigns focused on the high quality of the products or services delivered, the needs these items satisfy or the local features of the markets they serve.
References
Adams, B., 2007, McDonald’s Strange Menu Around the World, Trifter, http://www.trifter.com/Practical-Travel/Budget-Travel/McDonalds-Strange-Menu-Around-the-World.35517last accessed on September 19, 2008
Cateora, P., Graham, J., 2006, International Marketing, 13th Edition, New York, NY: The McGraw-Hill Companies, Inc.
2008, Official Website of Nike Inc. http://www.nike.colast accessed on September 19, 2008
2008, Nike, Inc., Hoovers, http://hoovers.com/nike/–ID__14254 — /free-co-profile.xhtmllast accessed on September 19, 2008
2008, Official Website of Groupe Danone, http://www.danone.comlast accessed on September 19, 2008
2008, Groupe Danone, Hoovers, http://hoovers.com/danone/–ID__41774 — /free-co-factsheet.xhtmllast accessed on September 19, 2008
2008, Official Website of the McDonald’s Corporation, http://mcdonalds.com/last accessed on September 19, 2008
2008, McDonald’s Corp, Hoovers, http://hoovers.com/mcdonald%27s/–ID__10974 — /free-co-factsheet.xhtmllast accessed on September 19, 2008
