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    Marketing Communication Mix for Product Launch

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    Using Brazil as an example, what marketing communication components should be used to market a new product in a foreign country? What political, cultural, and social influences would impact the marketing communication mix (e.g. personal selling, advertising, sales promotion, sponsorship, public relations, publicity, and direct marketing)?

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    1. Using Brazil as an example, what marketing communication components should be used to market a new product in a foreign country?
    The following diagram provides an excellent idea of the kinds of things that you need to be considering when marketing your product in Brazil. What communication mix will best fit with the culture, political, legal and social systems in Brazil? What communication mix will best fit with your product and your overall marketing budget?

    The elements of the marketing communications mix http://www.davedolak.com/shop.htm
    Your Communications Strategy would be part of your marketing plan, which discusses how you plan to reach and communicate with each of your market segments and how you will treat each differently. It would discuss how you would position your company based upon your Unique Selling Proposition. Your Unique Selling Proposition is what you do that is different than anyone else and the single most important reason you are different than any other company. Your Unique Selling Proposition is how you will differentiate yourself from your competition. Your Tactical Plan would be your detailed plan of all the communications channels you will use (see diagram above) and all the marketing communications tools you will use. In other words, carefully consider how you will communicate with your market. Some of the marketing tactics you might wish to include are: print advertising, Public Relations, publicity, direct marketing, direct mail, trade show exhibiting, Web and Internet marketing, outdoor advertising, and sponsorships. However, when deciding how to properly utilize the marketing communications mix to meet your marketing objectives in Brazil, it is important to consider the relative strengths and weaknesses of each component of the mix. How would outdoor advertising fit you're your marketing objective(s) and characteristics of the Brazilian culture, social and political systems, for example. Further, you must always define your total budget first (generally defined in the Marketing and/or Business Plan) and then decide upon the best way to leverage the different elements of the mix to maximize the return on your investment. You will balance the various parts of the mix to not only create an integrated approach to your marketing communications but you must also devote enough resources for each component to be successful. http://www.davedolak.com/mstrat.htm
    Thus, you will need to consider the political, cultural, and social influences in this decision, and then determine how it will impact your decision and the marketing communication mix you decide on. This ties into the next question.
    2. What political, cultural, and social influences would impact the marketing communication mix (e.g. personal selling, advertising, sales promotion, sponsorship, public relations, publicity, and direct marketing)?
    One way to analyze the impact of cultural aspects on marketing communication is using Hofstede's Cultural Dimension. His work has been widely applied and validated, making him one of the most widely cited social scientists. In particular, Hofstede's measures have been used in entrepreneurship and franchising studies (Falbe and Welsh, 1998). Furthermore, the dimensions of culture developed by Hofstede appear to be closely related to a variety of economic, political and social characteristics that develop in different cultures. Hofstede's work makes a compelling case for culture's role as an underlying component that influences the development of social, political and economic systems in a society and, therefore, the suitability of franchising or business venture there. http://marketing.byu.edu/htmlpages/ccrs/proceedings99/toncar.htm

    Thus, among the most ...

    Solution Summary

    Using Brazil as an example, this solution examines the marketing communication components that should be used to market a new product in a foreign country. As well, the political, cultural, and social influences that would impact the marketing communication mix (e.g. personal selling, advertising, sales promotion, sponsorship, public relations, publicity, and direct marketing) are detailed.

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