International Journal of Engineering and Management Research (IJEMR)
Year : 2017, Volume : 7, Issue : 4
First page : ( 183) Last page : ( 190)
Print ISSN : 2394-6962. Online ISSN : 2250-0758.

Marketing and Promotion of a Single Product in Different Regions

Dr. Subramanian K. R.

Professor of Management & Consultant, India

Online published on 31 October, 2017.

Abstract

One of the common and mistaken practices is to promote a product in all its different markets uniformly without making any differentiation with respect to consumer choice and outlook. ‘One size for all ’does not work well in all marketing situations and markets. Consider India, with all its cultural and linguistic differences every 100 km or so. One cannot use the same language for promoting the product, not to speak of other variables. A few years ago, this was not appreciated by many marketing companies, but today, due to competition from local brands marketers are constrained to find alternative ways and means of promoting the same product in different regions. Digitalization has made tremendous progress, but still Hindi and English and a few other local languages find favor in such communications. One usually finds English script is used whereas the language is local. Such consumer preferences have made marketing more challenging and communicating marketing messages are crafted accordingly. This aspect needs a refocus and reorientation in the mindset of marketers for getting a better share of the piece of cake. This paper attempts to find ways and means of doing it successfully based on the experience of marketing companies all around the world.

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Keywords

Product promotion, one size to fit all, cultural and linguistic differences, challenge posed by digitalization, experiential market planning.

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