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Paid and Unpaid Communications

International Market Communication is a multi-level strategy game that is tied to the overall business strategy of the company as well. Today‚Äôs digital landscape provides companies with huge potential to leverage not just the paid methods of communication but also the unpaid (earned, owned) methods of communications. What are these different paid and unpaid methods […]

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Global Media Decisions

A crucial issue to be considered while navigating international markets is which medium or media to use while communicating with the target audience. These media decisions have to be taken depending not just on the nature of the product/service being offered, but also the media availability that differs from country to country. Media channels can […]

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Integrated Marketing Communications

What is it? Integrated marketing communications is also known as IMC. IMC is important all over the world and ensures that all communications a company uses are linked or integrated together. The goal is to integrate all the promotional tools so that they all work cohesively. An example would be a company promoting a new […]

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Apple – Localizing the Message

Irrespective of the country that you are in, put the logo of a bitten apple and most people will immediately identify the brand. The two-dimensional outline of a half-eaten apple is synonymous globally with iPhones, MacBooks and technological innovation. Apple Inc. is one of the most well-known and valuable companies in the world and as […]

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Red Bull – Marketing with Wings

Red Bull was initially launched as a small Austrian company to sell a product that was inspired from an Asian tonic – all of this at a time when energy drinks was a completely foreign concept to its customers. The company started with some discouraging first reactions and a general belief that there was no […]

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Coca-Cola: Current Marketing Communications Strategy

Coca-Cola was founded by John Styth Pemberton in 1886. Who would have thought then, that Coca-Cola would be the money maker it is today. The company is the world’s leading manufacturer of beverages, operating in more than 200 countries across the world. The company produces more than 500 beverage brands and over 1.06 billion drinks […]

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Website Media Tips for International Marketing Communications

Your export operations must be accompanied by a clear international marketing communications strategy. Below we will discuss various website tools you can use in your strategy. Keep in mind that the use of each of these media must be consistent with your overall business strategy. Website and Web Marketing Your Website Your internet website is […]

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The Netflix Method

Over the last few years, Netflix has expanded to almost all of the countries in the world in its aim to widen its international market. This means a wider target audience and heavy restructuring of its international marketing strategy to recognise and appeal to the diverse markets that they acquire. How does Netflix optimise its reach over such a fragmented market?