Marketingová komunikace v internacionálním marketingu

Abstrakt: Marketing communication is one of the most culture-oriented tool of the marketing mix. The companies can use different strategies in the international marketing communication. These strategies must be based on the all-over strategy of the company. The general strategy is divided into particular strategies for divisions and departments of the company (marketing department, sales, production etc.). We observe two main strategies in the international communication of the companies -- globalisation strategy which tries to normalize all marketing communication activities through different countries, whereas the adaptation strategy forces the companies to think locally and act locally. Global company Sara Lee operates at almost all the markets of the world and owns about 80 different brands of food, beverages, body-care and house-care products. In Czech Republic Sara Lee owns a leading brand in tea market -- the Pickwick brand. The Pickwick brand is an international brand because besides Czech Republic it operates also on the other 7 markets in Europe and also in the United States. The tea market in the Czech Republic is very important for Pickwick Brand, because it is one of the markets where Pickwick enjoys the biggest success. The specifics of this market are based not only on the consumer behaviour and preferences, but also on the activities of the competition and also activities of the various sales channels of which the most important are the international retail chains. International communication of the Pickwick brand is based on the marketing strategy approved centrally. The communication strategy, positioning of the brand and tactical steps are decided by the managers of different countries together. We can see either normalisation features or adaptation features in the communication strategy of the Pickwick brand. The examples are the activation of the novelties of the Pickwick brand in Czech Republic or Hungary. Both countries have chosen a different concept of 360° idea, which they worked out in different activations. The Pickwick brand develops in long-term, and nowadays her goal is to strenghten its well-being segment (green, white and herbal teas), because this segment is the most dynamic one. Besides this segment the Pickwick brand could also focus on other, smaller segments such as teas for children. A large number of the products in originally "adult" categories prove that this segment is very interesting and attractive, too. The Pickwick brand has done alrady the ads focused on children, and that's why the brand could follow easily the communication schemes.