Compare and Contrast in International Marketing Communication Perspective Research Paper

Excerpt from Research Paper :

International Marketing Communication Perspective

There are challenges that face organizations, which engage in global marketing. This form of cross border marketing involves diversity cultural backgrounds. It is pertinent to note that each country has distinctive needs relating to producing goods for them. International marketing requires a comprehensive understanding of the needs of each target market. This study provides a comprehensive review of the differences and similarities that exist between the marketing needs of UAE and Indonesia (Govers, 2009).

Marketing communications

The aim of marketing communication is to convey the accurate information to the targeted group of people. In Indonesia and UAE, the populations are largely Muslim. The right choices to be made as a marketer have to be made to ensure any message delivered to the people is helpful to the brand being marketed. These require a communication strategy when addressing the target market. A communication strategy will help in guiding the choices to be made at each level of the marketing campaign (Gasper, 2004).

The Indonesia economy has been growing steadily unlike the Dubai economy, which was significantly influenced by the global financial crisis. Indonesia has been in the first five G-20 fastest growing economies for the last three years. The predictable economic augmentation tempo this year is around 6.4%. However, the traditional beliefs of the country play a noteworthy function in determining business culture of the country. The cultural behavior in the society is also evident in the advertising regulations that exist in the country (Feraco, 2002).

The general social perspective is a collectivist social establishment. This implies that people place a high value to groups than individual interests. The family is always placed ahead of business or personal responsibilities. This requires a marketer to understand the common interest of the population when developing an advertisement for the market. Moreover, relationships are also highly values. The existence of a personal contact between two parties is the basis of enhancing a relationship. Both Indonesia and Dubai have population constituted by more than ninety percent Muslims. In both countries, religion is highly regarded when doing business (Brassard & Acharya, 2007).

Principles governing marketing

There are multiple regulatory organizations in Indonesia. These include the Indonesia broadcasting commission, the advertising council of Indonesia as well as the association of advertising agencies. However, the base rule is to ensure self-regulation in the advertising industry. The regulatory bodies seek to preserve the Indonesian culture. This is contrary to Dubai where there is a liberalized market with the culture of the country being largely ignored (Amant & Kelsey, 2012).

Some of the restriction that exists in the Indonesian marketing environment is designed to enhance gender equity, protect children, as well as minimize exploitation. The country puts restriction in the advertising of alcohol as well as baby food products in the mass media. Another common restriction is the banning is the direct marketing of cigarettes. Cigarettes can only be marketed in an implicit manner (Donnelly, Harrison, & Megicks, 2009). The regulatory bodies bar the use of the word Halal to food products only. These food products have to be authorized by the Indonesian Ulama Council (Go & Govers, 2011).

There is also a general ban in the advertisement of firearms as well as gambling. Moreover, incorporation of religious messages in advertisements is highly prohibited. The Indonesian government restricts the advertisement of medical-related products to only over the counter products. On the other hand, the UAE has intense restriction on marketing of any healthcare related products. The ministry of health has to veto any healthcare advertisement before approval. The approval is restricted to the area of advertisement and the time of running the advert. The herbal medicine industry is highly controlled with minimal advertisement being allowed unless satisfactory scientific research is produced (Cohen, 2006).

Case study

Over the years, Danone group has intensified its focus in the Indonesian market in different market segment. Danone group is a multinational corporation that participates in the manufacture and circulation of dietary complements and different food products. However, it is relevant to note that the business has intensified marketing campaigns on the sophisticated section of the population. Regardless of the high restriction on the use of local models on any commercials in the country, the corporation has been able to develop effective commercials (Sen, 2000)..

An English-based commercial would only reach a few of the English-speaking citizens in the country. However, the corporation has run English commercials in the past. An example of an English commercial run by Danone group in Indonesia is the Nutrilon milk powder advertisement. The population is fully informed on the benefits of milk to children in the country. However, there is a slow uptake of the product. The confusion comes in when the government restricts the marketing of any food products designed to serve babies. The restriction makes the masses believe that a problem exists with the products designed for children. Danone group has a well-established research and development segment that is tasked with the development of new products. These baby products are developed to ensure that the babies can grow receiving all the necessary nutrients for a healthy living (Lesher, 2012).

In the past decade, several advertisement for different nestle products have won awards in the country for being the best television commercials. The advertisement titled "fish" received several awards in 2006 and 2007. The advert was implemented using local models and agencies such as the Publicis. The advert was successful in communicating to mothers across the country (Rehman, 2008). Breast milk substitutes are highly prohibited in Indonesia. Health care workers can only receive free samples for research purposes and not for consumption by babies. Incentives for breast milk substitutes to mothers are also prohibited. Moreover, the marketers should have minimal contact with mothers. This is unlike in UAE where breast milk substitutes are marketed moderately (Meek, Nicholson & Sherratt, 2009).

The Dutch Company Danone Group has successfully entered the UAE market with many of its products available in the common retail stores in the country. The Nutrilon milk powder in the past was marketed through the mass media in a moderate manner. However, due to establishment of knew stringent regulations there has been a shift to the point of sale promotions. Moreover, many health facilities display banners and calendars containing brand names for Nutrilon.

Role of marketing communication

In both countries, marketing communication plays a central role in providing users with a platform to understand the available products. It is through a deep understanding of the products available that consumers can be able to make informed decisions. Regulatory bodies in both countries are aimed at ensuring that the right information reaches consumers (Sen, 2011).

Nestle Middle East advertisements are handled by an international group known as the Menacom Group. The advertising agency continuously yield commercial that depict Nestle as a quality focused organization. Moreover, the agency is well conversant with the UAE marketing regulations based on its multiple clients in the country (Frith, 1996).

Procter and Gamble

This is an American multinational with operations in both Indonesia and UAE. The multinational is one of the world's most admired corporations. The corporations have about thirty brands that are present in the two countries. These products range from beverages, foods, beauty to personal care products (Ministry of Culture & Touris, 2008). The organization has adopted micromarketing techniques in the two countries. This is contrary to the conventional marketing strategies of most multinationals. The adoption of new techniques of advertising in the two countries helps the corporation to communicate effectively with the public without drawing much attention from the regulatory bodies (IBP USA 2007). The marketing environment in Indonesia is characterized by many restrictions. This has heavily affected the food segment of the corporation as well as the personal care segment. Some of the health care products that have been successfully marketed in both countries by the company include Vicks and Pepto Bismol. The Indonesian government has put a ban on giving out promotional samples of some of the food products produced by the corporation (Low, 2012).


What are the fundamental drivers or marketing regulations in the two countries?

This question is instrumental in understanding the form of commercials that are common in the two countries. Policy makers in the marketing regulations are highly influenced by definite aspects of the society. However, the key issue is protection of the well-being of the citizens.

To what level should the government regulate advertisements in a country?

Government regulations in the marketing industry should be deliberated in such a method where there is an allowance for creativity. The government should set some degree of freedom to allow customer awareness through different marketing options.

What are the implications of a self-regulating advertising industry?

Self-regulation is a market environment where the players set the regulations. In marketing, the regulating authorities are constituted of the marketing agencies and other key players such as large corporations.

What are the effects of international marketing communication techniques to the relationship between the buyer…

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