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7/26/2019 Marketing Cultural Mistakes
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International Marketing
Marketing
Mistakes
RelatedtoCulture
To: Dr. Amr Kheir-El-Din | By: Mohamed Zakarya | ESLSCA
Assignment # 3
Date
: April 2nd , 2016
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Contents
Introduction
Mistakes By
1. Translation
2. Cultural Errors
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IntroductionCulture is the set of values, beliefs, rules, and institutions held by a specific group oMain components include: aesthetics, values and attitudes, manners and customs,structure, religion,personal communication, education, andphysical and material e
Managers working directly in international business should develop cultural literacknowledge about a culture that enables a person to function effectively within it.
Globalization is one force creating the need for cultural literacy because it is knittinactivities in various countries more closely together than ever before. Cultural litera
the ability of managers to manage employees and business expansion opportunitiemarkets
Decision Makers who fails to develop such cultural literacy sometimes face errors to tailor the message to other cultures
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Translation
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KFC
While most businesses try to make agood impression while expandinginto a foreign country, fried-chickenfranchise KFC got off on the wrongfoot when it opened in China in thelate 1980s. When the companyopened its doors in Beijing, therestaurant had accidentally translatedits infamous slogan "Finger-licking'good" to a not-so-appetizing phrase:"Eat your fingers off."
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Electrolux
Not all translation blunders have beenlimited to U.S.-based companies.Swedish vacuum maker Electrolux got aquick lesson in English slang when itintroduced its products in the states.Thinking it was highlighting its vacuum'shigh power, the Scandinavian company's
ad campaign centered on the tagline"Nothing sucks like an Electrolux." Whilethe slogan might have beengrammatically correct, it never reallytook off with U.S. shoppers
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Pepsi
in Chinese
Pepsis Come alive with thePepsi Generation translates into
Pepsi brings your ancestorsback from the grave
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The Dairy Association
The Dairy Associations hugesuccess with the campaignGot Milk? prompted them toexpand advertising toMexico. It was soon broughtto their attention the Spanish
translation of the slogan readAre you lactating?
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Schweppes
In Italy, a campaign forSchweppes Tonic Watertranslated the name into
"Schweppes Toilet Water."
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General Motors
General Motors introduced theChevy Nova in South America, it wasapparently unaware that "no va"means "it won't go."
After the company figured out why itwasn't selling any cars, it renamed
the car in its Spanish markets to theCaribe
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Ford
Ford is with its Fiera. Ford tried to sellits low-cost truck Fiera in lessdeveloped countries. Unfortunately,Fiera translated means Old UglyWoman. Understandably, the name
did not create a buzz in the market.
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GerberGerber, the name of the famous babyfood maker, is also the French wordfor vomiting. It becomes a bit limitingwhen you go global... Gerber istherefore not in France
Gerber has a French Canadian web
page, it says"Les aliments pour bbs Gerber
ne sont disponibles pour l'instant qu'aux tats-
Unis" (French for: The baby food isn'there, try the U.S.)
http://www.gerbercanada.com/fr/frameset/index_food.htmhttp://www.gerbercanada.com/fr/frameset/index_food.htmhttp://www.gerbercanada.com/fr/frameset/index_food.htmhttp://www.gerbercanada.com/fr/frameset/index_food.htmhttp://www.gerbercanada.com/fr/frameset/index_food.htmhttp://www.gerbercanada.com/fr/frameset/index_food.htm7/26/2019 Marketing Cultural Mistakes
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PanosBelgian sandwich retailer Panosdecided to export to Russia, itwould have been helpful to knowa bit upstream the meaning of Panos in Russian, as itstranslation diarrhea
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Puffs
Puffs an AmericanFacial tissuemanufacturer didntgo well in Germany as
Puffs means Brother inGerman
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Cultural Errors
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Pepsi
Pepsi Cola lost it dominantmarket share to Coke in SouthEast Asia when Pepsi changedthe color of its vendingmachines and coolers fromdeep "Regal" blue to light "Ice"
blue as Light blue is associatedwith death and mourning in SEAsia
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Pepsodent
Pepsodent tried to sell its toothpastein Southeast Asia by emphasizingthat it whitens your teeth. Thisproduct benefit did not resonatewith the target audience consideringthe local natives chew betelnuts to
blacken their teeth, which they findattractive
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P&G
Proctor & Gamble used atelevision commercial in Japanthat was popular in Europe. Thead showed a woman bathing, herhusband entering the bathroomand touching her. The Japanese
considered this ad an invasion ofprivacy, inappropriate behavior,and in very poor taste
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UmbroBritish sporting goods company Umbro called itnew pair of shoes The Zyklon. Many NGOsand consumers complained about the use ofthis term, which is the name of the gas used bythe Nazis to exterminate millions of Jews in thecamps during WW2.
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HeinekenIn 1994 world cup soccer tournament Heineken was
engaged in special promotional campaign
The company had the flags of all of the countriesqualifying world cup finals imprinted under the bottlecap of their beer brand
Among numerus flags portrayed was that of SaudiArabia
It was considered offensive to the Muslim all over theworld
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Kenneth ole
In early 2011, a tweet was sent outfrom Kenneth Cole's Twitter accounttrying to promote their new springcollection. No big deal, right? Exceptwhen it's offensive, insensitive, andoffends millions of people. Thetweet was a poor play on the
political turmoil happening at thetime in Egypt:
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Radio Shack
Staged Christmas promotion inHolland targeting 25th December
Dutch Celebrate St. Nicholas Day onDecember 6th
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Thank You