Branding for Global

Markets
&
Competing with
Foreign Brands
Presentation by
G.Sathish
Global Brands ?
A mechanism for achieving competitive
advantages by firms in the global
market,through
Brands that consumers can find under the same name in
multiple countries


Differentiation..!!
Global Brand Strategy
12 Commandments of Global Branding

1. Define your brand
It starts with your authenticity, the core purpose, vision, mission,
position, values and character.
Vision statement:
a personal computer in every home running microsoft software
Mission statement:
our mission and values are to help people and businesses
throughout the world realize their full potential
2.Tie your brand with your business model
To maximize the potential within your brand

3.Consistency, consistency, consistency
Consistency in your message is the key to differentiate

Contd..
4. Start from the Inside out
Everyone in your company can tell you what they see,
think and feel about your brand.


5. Connect on the emotional level
Sell people something that satisfies not only
their physical needs but their emotional needs.

6. Empower brand champions
Award those that love your brand to help
drive the message,facility activities so they
can be part of the process.


Contd..
7. Stay relevant and flexible
A well managed brand is always making adjustments.
Branding is a process, not a race,
not an event so expect to constantly tweak your message
and refresh your image.

8. Align tactics with strategy
Convey the brand message on
the most appropriate media platform
with specific campaign objectives.

9. Measure the effectiveness
Focus on the ROI (return on investment) is the key
to measure the effectiveness of your strategies.



Contd..
10. Cultivate your community
To engage customers and create loyalty towards the brand.


11. Keep your enemies closer
Keeping your HAWK EYE on your competitors actions.



12. Practice brand strategy thinking
Develop the process for creating new choices and ideas.


Advantages of global marketing
ECONOMIES OF SCALE IN PRODUCTION AND DISTRIBUTION
lower cost that derive from higher volumes in production & distribution

LOWER MARKETING COSTS
Unifomity in packaging,advertising,promotion and other marketing
communication activities

UNIFORMITY
Standardised global marketing program may simplify coordination and
provide greater control

POWER AND SCOPE
Brand which is widely available may signal that the product is high quality
& convenient to use

INTERNATIONAL PRICING ADVANTAGES
Firms can fix their same rate of return because the company
can make the same profit margin from each subsidiary



Disadvantages of global marketing
DIFFERENCES IN CONSUMER NEEDS ,WANTS AND USAGE PATTERNS FOR PRODUCTS




DIFFERENCES IN THE LEGAL ENVIRONMENT
eg.Sweden prohibits advertisements featuring childrens


DIFFERENCES IN CONSUMER RESPONSE TO MARKETING MIX ELEMENTS






DIFFERENCES IN MARKETING INSTITUTIONS
Rigid & complex distribution system that locks entry of foreign goods in JAPAN.




Soft drinks Beer Bottled water
Australia 111.8 93.0 25.3
Mexico 152.2 48.6 130.0
Competing with Foreign
Brands

With brands increasingly crossing
international borders via the internet,
marketers may need to
to ensure their brands are
making the most of the global market

Strategies to compete Globally



Build a strong, consistent brand culture
Be borderless in your marketing
Build your brand reputation
Buiding your brand recognition
Make consumers your co-creators
Case study: Cadburys Global
Strategies
History
Established in 1824 in Birmingham by
John Cadbury.
Firstly Cadbury was involved in trading of tea
and coffee.
It came to India in 1948.
Background
Sugar confectionery (candies and toffees) has the largest share (50%), followed by
chocolate, (16%), and bubble gum, (10%).

The chocolate segment is the fastest growing in value terms (9.8% average annual
growth rate)

Cadbury India, Ltd. is by far the market leader, followed by Perfetti Van Melle India,
Ltd. and Nestle India, Ltd.

Cadburys Brand Image &
Reputation
PEOPLE
PERFORMAN
CE
IMAGE
From age 4 to
50
Occasions
Casually
Success
Tasty
Healthy
Consistent
Quality
CBBE Model featuring
Cadburys
All age groups,
celebrations,
special
occasions,
history
Very High Awareness:
High Brand Loyalty,
high no. of repeat
purchases
High quality
packaging,
reasonably
priced
Well trusted
brand, good
gifting option
Supreme taste
and quality
Outcomes of Cadburys Global
Marketing Strategies

Total Confectionery
Market holds share
of Rs 41 Billion
Urban Consumption:
73%
Rural Consumption:
27%
Cadbury
46%
Nestle
22%
Amul
18%
Others
14%
Sales % in India
Visuals speaks more than
words..
Conclusion

Brand yourself
Because it shows your
uniqueness