International Management

" As a firm develops its advertising strategy, it must consider three factors :

- The message they want to convey

- the media available for conveying the message

- the extent to which the firm wants to globalise its advertising effort" (book, p. 657)

The promotion designated in the "4 Ps" involves the communication, the personnal selling, the sales promotions, and public realtions. Firstly, as regards communication, Donnar is a B-to-B company, so they don t ad for the public. However, they try to convey a strong message to their customers in Australia. "The message of an advertisement refers to the facts or impressions the advertiser wants to convey to potential customers." (book, p.657) their message is mainly "reliability, dependability and a market name which is wellknown in China" (Catts, C., 2004, email, 5th April) by mentioning awards and certificates awarded in China by numerous agencies. Their global communication policy is 'think globally, act locally' (Catts, C., 2004, email, 5th April) which means that they use the same commercials in Australia and in China, but not the same actors. The medium (communication channel) used is ATM managers, banks and past relationships (Catts, C., 2004, email, 5th April).

Secondly, personnal selling means "making sales on the basis of personnal contacts" (book, p. 662). This technic is currently used by Donnar which

"also use the relationships they have with certain companies in China and abroad to enter the market and use their name for promotion" (Catts, C., 2004, email, 5th April) . This way of making promotion is very efficient because it directly relates to something the buyer know.

Thirdly, Donnar doesn t make any sales promotions like coupons or in store promotion, because, as we said before, it is a B to B business which doesn t react as individuals to this kind of incentive.

Finally, our company widely use the public relations with an internet site (www.donar.com.cn), Advertisement on banking and ATM management newsletters, conferences all over the world...

The 4th P refers to Place or, commonly, distribution. "Distribution involves moving products and services from the firm to the firm's customer"