Business Studies

Promotion and Advertising Topic 8 Q1 How would the planning of a promotional program differ for a global brand versus a regional or local brand? Provide an example.

ANSWER

How Promotion Program Planning Differs

For global brands, the planning of a promotional program would be different from that of regional or local brands because cultural differences influence global marketing (Gillespie, K., & Hennessey 2015). Notably, when planning a promotional program for a global brand, the stakeholders are expected to put in an extra effort into designs of the advertisements as well as labels of the products as they target people from different nations who also happen to have cultural differences colors used will have to be different for some country due to their beliefs for example in japan black and white colors can not be used in product packaging as they represent mourning. On the other hand, local brands will not experience these challenges as the people in the regions where they are based are likely to have similar beliefs; hence the brands will not have to invest in many different brandings.

Additionally, the planning of the promotional programs for global brands can vary from that of local or regional brands. The stakeholders have to ensure that they pay much attention to different religious beliefs for the global brands. For example, food choices are commonly influenced by religion, which leads to a need for Kosher or Halal-certified foods (Schlegelmilch, 2016). With this in mind, the global brands must ensure that they plan for different promotional activities keep in mind the religions of different countries; therefore, they must have programs that are suited for all the religions; for example, for a brand that specializes in gifts, they have to come up with great programs during the Christmas period in a country that have large numbers of Christians because Christians tend to celebrate Christmas by sharing gifts also, for Islamic regions they have to create programs that promote halal commodities. Important to realize, for local or regional brands, the stakeholders do not have to focus on having different promotional programs for different religions as they only have to make one that suits the majority of the people within the region.

References

Gillespie, K., & Hennessey, H. D. (2015). Global marketing. Routledge.

Schlegelmilch, B. B. (2016). Global marketing strategy. Cham: Springer Nature.