Public relations activity characteristics on the intern markets

Public Relation (or PR) is the marketing communications function that carries out programmes designed to earn public understanding and acceptance

Public Relations Functions:

Anticipating, analyzing and interpreting public opinion, attitudes and issues that might impact, for good or ill, the operations and plans of the organization.

Counselling management at all levels in the organization with regard to policy decisions, courses of action and communication, taking into account their public ramifications and the organization’s social or citizenship responsibilities.

Researching, conducting and evaluating, on a continuing basis, programs of action and communication to achieve the informed public understanding necessary to the success of an organization’s aims. These may include marketing; financial; fund raising; employee, community or government relations; and other programs.

Planning and implementing the organization’s efforts to influence or change public policy. Setting objectives, planning, budgeting, recruiting and training staff, developing facilities - in short, managing the resources needed to perform all of the above.

Public Relations Techniques in International Marketing

New release (press release) – A prepared statement sent to various media; Delivering bad news - System that anticipates and handles negative events; Press conference - Meeting attended by media representatives for the purpose of making announcements or answering questions; Publicity photographs - A prepared photo sent to various media; Company publications – Magazines, newspapers, and newsletters produced by the company, depicting specific stories; Open houses/tours - Providing various publics' access to plant facilities, Meetings - Planned meeting provided for various publics, especially employees and stockholders; Organized social activities - Company-sponsored social activities directed at employees, e.g., teams and picnics; Participation - Company-encouraged involvement in community activities, e.g., clubs, charities; Motion pictures/slide - Professionally produced films and slides about some aspect of the company, provided to various publics.

Sales Promotions refers to a collection of short term incentive tools directed to consumers and/or retailers that have the objectives to increase sales quickly. Sales promotion also relates to so-called below-the-line activities such as point-of- sale displays and demonstrations, leaflets, free trials, contests and premiums such as ‘two for the price of one’

Factors Contributing to Sales Promotion Expansion Internationally

greater competition among retailers, combined with increasingly sophisticated retailing methods;

higher levels of brand awareness among consumers, leading to the need for manufacturers to defend brand shares;

improved retail technology (e.g. electronic scanning devices that enable coupon redemptions, etc., to be monitored instantly);

greater integration of sales promotion, public relations and conventional media campaigns.

Main Sales Promotions Techniques, Tools & Objectives

Coupons - Encourage trial or repeat purchase; Trade allowances - Build distribution and increase orders; Price-offs - Encourage repeated purchase; Self-liquidating premiums - Encourage trial or repeat purchase; Continuity premiums - Reward users; encourage repeat purchase; Bonus pack - Increase perception of value; convert trial into user; Contests and sweepstakes - Encourage trial purchase; draw attention to other promotional messages; Displays - Draw attention to the product; provide information, Special events - Draw attention to the product; provide information; Trade shows and exhibitions - Create presence in the target’s mind; Product demonstrations - Allow consumers to evaluate product without risk; build distribution.

Personal Selling takes place when a customer or a prospective purchaser is met in person by a representative of the firm for the purpose of making a sale. Personal selling is considered both a distribution tool and a promotional tool and when used adequately a market research tool.

The Steps of Selling Process:The Prospecting – The pre-approach – planning the presentation – delivering the presentation – handling objections – closing

Types of International Sales Force: Expatriate salespersons –An employee who is sent to live abroad for a defined time period. Host country nationals– These are personnel who are based in their home country. Third country nationals – These are employees transferred from one country to another.

Expatriate salespersons- Product knowledge, high service levels, train for promotion, greater home control

High vaiders, High training cost, highest cost

Host country nationals – Economical, High market knowledge, Language skills, Best cultural knowledge, High-speed actions

Needs product training, May be held in low esteem, Difficult to ensure loyalty, Language skills importance declining

Third country nationals -Cultural sensitivity, Language skills, Economical, Allows regional sales coverage, May allow sales to country in conflict with the home country

Face identity problems, Blocked promotions, Income gaps, needs product/company training, Loyalty assurance

The International Sales Force Organization

Geographic

Favoring factors: Distinct languages/cultures Single product line Underdeveloped markets;

Advantage: Clear, simple Incentive to cultivate local business and personal ties Travel expenses;

Disadvantage: Breadth of customers Breadth of products.

Product

Favoring factors: Established market Broad product lines

Advantage: Product knowledge

Disadvantage: Travel expenses Overlapping territories/ customers Local business and personal ties

Customer

Favoring factors: Broad product lines

Advantage: Market/customer knowledge

Disadvantage: Overlapping territories/ products Local business and personal ties Travel expenses

Combination

Favoring factors: Large sales volume Large/developed markets Distinct language/cultures

Advantage: Maximum flexibility Travel expenses

Disadvantage: Complexity Sales management Product/market/ geography overlap

World Expo

Fair- earlier type of market, direct selling. Trade fair-international exposition, special segment of an industry

Exposition- Generic terms, interaction of buyers and sellers, displaying goods and services. Trade show B-to-B exposition, trade visitors.

Exhibition- Generic terms, interaction of buyers and sellers, displaying goods and services. Consumers show B-to-C exposition, general public as visitors

Mixed show – open for trade and public visitors.

At the end of 20 century International Trade fairs and trade shows become the dominate type of exhibitions

Industry-specific exhibition concepts:

The nomenclature of the trade show,i.e. the range of products and services authorized for the show,is determined by the products and services offered within a special market segment;

The exhibitors and visitors of the trade show belong to a special target group of the market segment;

Associations representing the market segment initiate the trade show or are invited to become partners of the exhibition organizer for the special events;

Professional journals offer their services as cooperating media partners;

The industry-specific concepts require specialists on the side of the organizers as well. The project management of the organizer needs adapted skills and know-how of the market segments.

International Trade Fairs Benefits:

1.In countries where media advertising is not permitted, fairs and exhibitions have a particularly important role in trade promotion.

2.International fairs bring together at a convenient place buyers and sellers from all over the world and facilitate broader communication and information dissemination.

3.Fairs and exhibitions provide the sellers opportunity to promote their products and to contact both existing and potential customers. They get an opportunity for direct inter­action and feedback.

4.Fairs and exhibitions provide an opportunity to know the developments and trends in the industry concerned. In trade fairs/exhibitions participants include not only the manufacturers\sellers on the final products but also the suppliers of machinery and technology, raw materials and intermediaries, packaging devices and materials etc.They also often enable participants and visitors to know about business opportunities, government policies, assistance packages.

5.Fairs and exhibitions facilities gathering of competitive information.

6. May help the manufacturers in improving the sourcing

Outputs of Trade Fair Participation

To boost sales- number of orders

To expand sales- Total orders for goods: with different target groups

To increase the degree of distribution- Number of specialists and private visitors

To acquire new market segments/ Customer grouping- Number of new customer contacts (e.g. according to regions, sectors of industry, sales routes)

To expand or retain the share of the market- Sales compared to previous trade fair

To acquaint visitors with the range of products- Number of visitors, number of old / new customer contacts; number and quality of initiated press publica­tions; number of brochu­res and samples distributed

To create / improve brand loyalty, product awareness- Specific questioning of visitors:

*company; how well known;

*memorability of new products;

*knowledge of the brand;

*characteristics of the product

Activities & Time Schedule

The planning procedure starts at least 6-9 months before the trade fair takes place. The following activities should be determined by contents and time:

Register with organizer (9 months before)

Briefing and rough stand design (8 months)

Planning assembly and disassembly (8 months)

Construction of booth (6 to 2 months)

Preparing furniture, equipment and exhibits (6 to 1 months)

Compiling material (3-1 months)

Transport of material (4 to 3 weeks)

Assembly of booth (2-1 week)

Handing over of booth (day before trade fair)

Disassembly of booth

Transportation to company

Repair and storage

The Exhibition Federation of Ukraine is an international non­governmental organization with individual and collective membership, which operates on the basis of principles of free- association and mutually shared interests and unites the Ukrainian and foreign nationals willing to achieve the EFU's statutory goals and objectives

The goal of the EFU consists in combining efforts of its members aimed at development of exhibition industry in Ukraine as well as fulfillment of their legitimate rights and common interests of social, economic, artistic and other nature.

The main objectives of the EFU's activities are defined in terms of:

its organizational support to the exhibition companies and institution operating within the market environment;

its contribution to emergence of institutional frameworks and business opportunities favourable to the development of Ukrainian exhibition sector;

its association with preparation and realization of specific exhibition projects;

its contribution to the international development of the exhibition industry;

its contribution to the development of the exhibition facilities and the expansion of the manufacturing sector supplying the exhibition industry.

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