Standardise vs Adaptation Marketing Communication Strategies

This article discusses the opportunities and challenges of standardise and adaptation marketing communication strategies when entering a new market. It outlines four common types of sponsorship, including media event sponsorship, promotional partners, financial sponsorship, and in-kind sponsorship, with examples. The article also explains the concept of marketing communication and its importance in making marketing strategies.

Intl Marketing
Communication

Q3. When entering a new market, international brands may choose to standardise or adapt their
marketing communication. Outline both strategies and critically discuss the opportunities
and challenges of each.
Marketing communication is the communication which is used for making the marketing
strategies such as branding, establishing online presence, direct marketing and many others.
When entering a new market it will be confusing to adopt either Standardise marketing
communication or adaptation marketing communication. Standardise marketing communication
is explained below (Ang, 2019)-
Standardise marketing communication
Standardise marketing communication refers to the marketing communication which is
used to sell the products globally by using different and unique marketing programs that can be
applied to all the countries. It targets the sell the products in different countries with the same
message. To It allows to have positive image of the products in the market where the company
can take advantage of its brand value in the market. Under this various factors are considered
such as product, price and ways of promotion globally. It also allows the availability of the
products in the supply chain management (Brubaker and Wilson, 2018). This marketing
communication adopts the new technical standards of the users, interest, groups, government and
many others. People prefer this communication as it allows to take the decision on the global
basis which simplifies the decision making process. Main focus will be on the customers as it is a
customer oriented strategy in order to meet their demands and needs. Under which the mass
production helps the company to lower the unit production cost level with the help of increasing
the volume units in the economies of scale. It is suitable for the companies which adopt the
process of less cost and those who want to sell the products without much changes and
modification. Moreover, it tends to leave the cost saving and it is very cheap but it does not get
chances to expand in the new segment as compared to adaption (Burrows and et. al., 2019).
Opportunities
It helps to reduce the overall cost by lowering the installation cost in order to manage the
large inventories. Customer provide the positive review about the brand or product that can be
beneficial to customize the level of quality. It also creates the overall image of the brand which
further will bring the loyal customers. This helps to make the product more consistent so that the

customers will buy with the same consistency. Moreover, it can be a guide in order to produce
new products or services (Evans, 2021).
Challenges
It can not be applied to all types of businesses as it is useful for paticular type of business
sch as customer service or advertising conditions. It leads to reduce the level of flexibility due to
differance in taste and preferances of the customers. It also makes it difficult to manage the
market by making new form of product for the customers. It also reduces the level of creativity
in the design of the products and in order to change. Moreover, it also reduces the variety of
products which can be a challenge for the company in the future.
When entering a new market, international brands may choose to standardise or adapt their
marketing communication. Outline both strategies and critically discuss the opportunities and
challenges of each (Gorji, Carney and Prakash, 2020).
Adaptive marketing strategy
The adaptive marketing strategy is the process that used by the marketers in order to
create the effective communication with their customers. The respective marketing strategy plays
vital role In order to tracking their customers as well as responding to them. By such process
marketers strategies their marketing efforts in order to perform the efficient functions. The
performing organisation enables such strategy in their marketing activities that provides the
benefits to the marketer in order to tailor their organisation functions. Through such approach
organisation were able to fulfil their potential customer needs and demand. The detailed data
were collected of consumers that contains customer personalised informations. By the effective
adoption of mentioned strategy in the organisational operations crates the strong bond with the
consumer as well as enhance the brand's loyalty (Gillespie and Swan, 2021).
Opportunity
Consumer trust- Through the adoption of above mentioned strategy company can easily
gain the trust of their customer. As they provides the specific products according to the consumer
needs. Hence, consumer feel comfortable in order to share their personified information to their
trusted brand. These informations can help the company in order to strategies their strategies to
build the strong bond with the consumers.
Informations- In today's era consumer data is one of the most valuable source to growing
any businesses. Hence, through the adaption of adaptive marketing strategy companies can

collect and analysis such data for the evaluation of their business functions. Through, the use of
such informative data companies can create the valuable product according to the preference of
Their targeting consumer. Hence, company have the opportunity to use such insights in order to
craft valuable product that will helps in increasing their profitability (Martín-Consuegra and et.
al., 2018).
Strong identity-
Challenges
Changes in consumer behaviour- the adaptive marketing strategy rely on collection of
informations about the consumer behaviour. These informations used in order to craft new
products in the company functions. As any changes in consumer behaviour can easily manipulate
the collected informations. These false informations can impact the marketing strategy of
companies. Therefore, in order to use such strategy company needs the actual informations that
could be an major task to perform for the marketing managers (Martino and et. al., 2021).
Changes in polices- Any changes in the government polices regard to the collection of
data can impact the above mentioned approach. If governments enforced the laws that companies
cannot collect the personal informations of consumers. Then it could create the challenges for the
companies which rely on such strategy in order to craft the products.

Q5. Discuss the four common types of sponsorship and provide an example of each type.
According to Lindsay Kramer, (2019), sponsors are deemed to be known as the lifeblood
of events in terms of fundraising. Under the program various organisations including non-profit
organisations, social movements, political campaign largely rely on several funding sources for
which sponsorships stays at one of the common method for the purpose. Sponsoring something
is an act that emphasises supporting an event or an activity in respect to providing them help in
form of financial medium or by any product or a service. In the process being there are two
major parties that are being involved that are individual who is providing support to an event,
activity or a movement known as sponsor and other is individual who is seeking organising the
event known as organiser or event head. Through the process being goals and objectives that
contributes its best form to society can be achieved and standards of effective working of
operations can be evaluated. There are variety of sponsorship types available these are an
inclusive of the following;
Media event sponsorship
Such type of sponsorship refers to an individual sponsor who takes care of advertising
activity for an event. This is an inclusive of mediums in which variety of financial resources are
require to promote promotional aspect of an event. It can be don through investing financial
resources for promoting an event through purchasing advertising space on a local television,
publishing content about an event, promoting event in a newspaper and many more relative
platforms.
Examples of media event sponsorship includes; creating a blog in which cause and
relative derivates to the society is being delivered. For this effective measures are being taken
care of by sponsor in respect to advertise such blog in social media platforms an developing
effective standards to create better brand image in its operational market.
Promotional partners
The stated type of sponsorship is similar to media sponsorship. However, in this type
promotional stage varies which was that of media event sponsorship. For this type of sponsorship
type an individual figures in relative market regions are deemed to be the partners of an event
being organised by an organisation. Under this type event is being coordinated with any famous
personality of a particular region to seek interest of common residents to attend to respond to the
event derivates (Pandey, S. and Chawla, D., 2018).

Examples of promotional partners sponsorship includes; engaging with a well known
personality that have decent fan following in a respective region. This will help organisers of the
event in respect to deliver productive derivates of the program and accomplish desired goals and
objectives. In addition to this, it can be said that, better form of trust and accountability can be
established by organisers as well-known personality will advertise for their event in traditional
marketing as well as contemporary marketing.
Financial sponsorship
Financial sponsorship is taken into consideration majorly among all types of sponsorship.
It includes contribution of funds to a particular event or campaign in monetary terms in order to
facilitate supply of funds. Companies and organisations considers financial sponsorship to
promote their brand and spread awareness for the same to the crowd attending the organised
event or campaign. Financial sponsorship provides values to both the parties involved in the
procedure. For instance, it provides additional values to company with their promotion and event
managers by providing them with sufficient funds in order to regulate event or campaign.
Moreover, financial investment/sponsorship in events and campaigns also provides with some
amount of control over the organised event to companies or organisation facilitating funds. In
addition to that, companies could address few desirable modifications in carrying out activities
and operations of events in order to accumulate higher benefits from the same. Decision-making
relevant to sponsorship is taken into account in the initial planning phase to fuel up activities to
be carried out with sufficient amount of funds form sponsors/investors. Furthermore, Financial
sponsorships facilitates in execution of events and campaigns with their maximum potential for
achievement of desired objectives and purpose.
For example; H&M pvt. Ltd is a company which deals in manufacturing of clothing and
apparel for every segment of society. The respected company provides monetary support to a
concert of musicians and bands in a view of regulating promotional activity. For instance, H&M
expects advertisement of company's offering in the event with various Banners, posters, and
recognition in associated partners of event.
In-kind sponsorship
This sort of sponsorship deals in supplying goods and services of company rather than
providing financial or monetary value. In-kind sponsorship considers agreement for providing
sponsorship with company's offerings in order to facilitate additional value to the organised

events and campaigns. It seems to be quite similar to charity as companies provides their
products and services but is not exactly the same as charity. In addition to that, as major motive
or objective behind this contribution of company lies in promotional activity by sponsorship in
events and occasional campaigns. This sponsorship includes goods, services, and volunteering
from company's representatives serving their quality efforts in execution of event. Companies or
organisations are provided with additional values by attracting consumers attending that
particular event for their products or services offered for free. This sponsorship method is
favourable to companies at it does not include funds from their marketing budget and also
customers get easily attracted towards free products and services offered. Furthermore, it
provides various other beneficial advantages such as enhancing business relationships,
accumulating valuable insights, lead generation from sponsorship, etc. In kind sponsorship
procedure could be carried out through consideration of several ways as Venue Partners, Food
sponsors, Digital sponsors, and Prize sponsors (Salmon and Tordjman, 2020).
For example; Red Bull is a renowned brand which deals in manufacturing and supplying
energy drinks into market for consumption. The company considers an agreement with an event
to be organised which includes contributing their products in the event without cost or fees
applicable.

References
Books and Journals
Ang, J., 2019. The game plan of successful career sponsorship: Harnessing the talent of aspiring
managers and senior leaders. Emerald Group Publishing.
Brubaker, P.J. and Wilson, C., 2018. Let’s give them something to talk about: Global brands’ use
of visual content to drive engagement and build relationships. Public relations
review, 44(3), pp.342-352.
Burrows, R., Lopez-Lorca, A., Sterling, L., Miller, T., Mendoza, A. and Pedell, S., 2019,
September. Motivational modelling in software for homelessness: Lessons from an
industrial study. In 2019 IEEE 27th International Requirements Engineering
Conference (RE) (pp. 297-307). IEEE.
Evans, W.M., 2021. Issue 4: Contributors. Online Journal of Space Communication, 2(4), p.35.
Gillespie, K. and Swan, K.S., 2021. Global marketing. Routledge.
Gorji, Y., Carney, M. and Prakash, R., 2020. Indirect nepotism: Network sponsorship, social
capital and career performance in show business families. Journal of Family Business
Strategy, 11(3), p.100285.
Martín-Consuegra, D., Faraoni, M., Díaz, E. and Ranfagni, S., 2018. Exploring relationships
among brand credibility, purchase intention and social media for fashion brands: A
conditional mediation model. Journal of Global Fashion Marketing, 9(3), pp.237-251.
Martino, F., Chung, A., Potter, J., Heneghan, T., Chisholm, M., Riesenberg, D., Gupta, A. and
Backholer, K., 2021. A state-wide audit of unhealthy sponsorship within junior sporting
clubs in Victoria, Australia. Public Health Nutrition, pp.1-21.
Pandey, S. and Chawla, D., 2018. Online customer experience (OCE) in clothing e-retail:
exploring OCE dimensions and their impact on satisfaction and loyalty–does gender
matter?. International Journal of Retail & Distribution Management.
Salmon, W.J. and Tordjman, A., 2020. The internationalisation of retailing. The Retailing
Reader, p.364.
Online
Types of Sponsorships, 2019. [Online]. Available at: <https://bizfluent.com/info-7955545-types-
sponsorships.html>