International Marketing Plan

Data regarding the population distribution in Russia can also be seen in the appendix section below (Cavusgil et al, 2002)..PriceThe proposed price list of Bauer Bandage products in Russia can be seen below on the appendix. The prices have been converted from Czech Crowns into Russian Roubles. There is a need to mention that all of the clinics that we are addressing will have the opportunity to purchase a product in the amount which would suit each of them best. Packages of 1 unit, 3 units and ten units will be available for sale. We therefore have three various price categories, as stated in the appendix(Bird & Stevens, 2002)..PromotionIt was decided to break the promotional and advertising campaign of Bauer Bandage in Russia into a few targeted segments. This is due to different behaviours of various groups of potential customers.The first targeted group has been identified in accordance with age. It was decided to devote one section of the advertising campaign towards the elderly, meaning people that are aged over 60 years old. Targeting them was decided to be achieved through television. It is proposed to address two major TV channels in Russia and in particular their daily programmes regarding health. The programmes are called “O SamomGlavnom” and “Zdorovje” (in translation “About the Main Thing” and “Health”). These are broadcasted on “Russia 1” (Rossiya 1, 2018) and the “First Russian Channel” (Channel One, 2018) respectively. Due to a restricted promotion budget of our SME the following advertising campaign is restricted to one appearance of the product on each of the two programmes. Despite such a brief campaign, it is guaranteed to capture a very large segment of the targeted audience as these programmes are very popular among pensioners. This type of campaign can be seen as potentially successful also due to the fact that the minds of the elderly in Russia are very largely influenced by the media like television (Cavusgil et al, 2002).The second promotional strategy is going to be much more cost-friendly than the one above. It would simply involve developing leaflets, which would explain all the features and advantages of Bauer Bandages. These leaflets would be distributed around the private specialised clinics where the company is going to sell its products. This would attract all customers of the clinic and not only those that will be experiencing therapy using our product. The patients might take the leaflets home and share the information with relatives of friends. The obvious objective of this campaign is to increase public awareness of the product and thereby keep growing in sales (Bird & Stevens, 2003).In modern business today hardly any promotional strategy may be possible without targeting social media as part of the campaign. It was therefore proposed for Bauer Bandage to focus on two social media platforms in Russia as part of promoting the unique medical product in the country. The first one is “Odnoklassniki” which translates to “Classmates”. Again this would be considered as a social media campaign which would target the older generation of Russians. Ideally Bauer Bandage would distribute online ads with the product in hope that the people would then share what they saw with virtual or real friends. The other social media platform that is proposed is VK, otherwise known as VKontakte. Unlike the previous platform, this one targets a much broader segment of the population. This is simply because VK is used by everyone and everywhere in Russia and can without doubt be said to be the Russian analogy to Facebook(Bird & Stevens, 2002)..The combination of the three promotional campaigns is aimed to achieving synergy among potential customers in regards to their awareness of the Bauer Bandage product. The idea is to target all possible groups of customers, with a chance that some customers may see or hear about the product via more than one promotional channel. This would in theory create a larger interest for the product and would ultimately increase the sales of Bauer Bandage in Russia. Budget for approaching RussiaThe marketing budget for approaching the country was decided to be equal to 1 400 00 Roubles. Other quantifiable data may be seen below in the appendix.BibliographyCavusgil T., Ghauri P. and Agarwal, M., 2002.Doing Business in Emerging Markets: Entry and Negotiation Strategies, Thousand Oaks: SageBuckley,P. and Ghauri, P.Globalization,2002. Economic Geography and International Business’, Journal of International Business Studies, 35(2), pp. 1–18. Bird, A and Stevens, M., 2003.‘Toward an emerging global culture and the effects of globalisation on obsolescing national cultures’, Journal of International Management, 2003, 6, pp. 395–407, and T. Clark and L.L. Mathur, ‘Global Myopia: Globalisation Theory in International Business’, Journal of International Management, 9, pp. 361–372.Bauer Medical, 2018. Revolutionary Third Generation Material. [ONLINE] Availableat: http://www.bauermedical.cz/home.html. [Accessed 30 April 2018].Federal Service of National Statistics, 2018. Population Analysis. [ONLINE] Availableat: http://www.gks.ru/wps/wcm/connect/rosstat_main/rosstat/ru/statistics/population/demography/. [Accessed 1 May 2018].Hollensen, S., 2011. Global marketing. 5th ed. Harlow: Financial Times Prentice Hall.Kazan Summit, 2018. About Kazan. [ONLINE] Available at: https://kazansummit.com/helpful-information/about-kazan/. [Accessed 24 April 2018].Russian National TV, 2018. Channel One. [ONLINE] Available at: https://www.1tv.ru. [Accessed29 April 2018].VGTRK, 2018. Russia 1. [ONLINE] Available at: https://russia.tv. [Accessed 29 April 2018].AppendicesAppendix 1    Contribution (from margin)  Export Mode Pricing ModelSales Volume/Profit to Marketing BudgetNet Profit 1700 units95% Manufacturing Cost266 a) Your Proft Margin (700% of cost)15202 584 0001 400 000Costs for indirect exporting agent200 000Total manufacturing cost452 200Other transportation costs450 000Net profit81 800Break even point for sales office (b+c)  Break Even Point = (2 584 000 – NET PROFIT) /1520=1646 units  (Hollensen, 2011)Appendix 2Promotional Budget(Russian Roubles)Leaflets in clinics200 0002 Television Channels700 000Social Media500 000Appendix 3