List and discuss three MARKETING COMMUNICATIONS issues that global brands confro

Question

List and discuss three MARKETING COMMUNICATIONS issues that global brands confront in developing marketing communications strategies for their brands.

Note: Discuss only marketing communications issues. Do not talk about pricing, product, or distribution issues. For example, do not state that in some countries they cannot market certain kinds of products, or that in some countries they charge different prices, or use different methods to distribute their products. Those would not be about marketing communications.

In addition, do not state something such as: “Differences in culture.” The BROAD basis for a question such as this is “differences in culture”; if there were no differences in culture, we would not have to deal with international concerns in marketing communications.

Explanation / Answer

While doing communications globally, a brand faces many issues globally. Following are 3 of them which a brand confronts during the development of stratgies:

1. Communication adaption: Whenever the same product can satisfy different needs in another market or it can be used in differnt way in another, then it is important to make a proper pitch to the audience to make them understand of the use of the product,

2. Competition: Any brand faces competition in global market, by other global brands and local brands too. Now , create their presence too in some manner to the tagetted segment and creating differentation is a challenging task, so as they can get the customers and over above can retain them.

3. Convincing: To make the idea convincing to the customer, so that customer ends up by making a purchase is one of the issue marketing communicators faces. The objective here they do keep in mind is not only to make convincing appeal to customers, but they also create positive attributes in the mind set of consumers.

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