Transcript Transferring Product Meanings to other Cultures

Cultural Differences
Marketers should be aware
of when Marketing Globally
By Mark Braithwaite
Syllabus

Intro – Why go Global?

Cultural Differences

Two Strategies for going Global

Diffusion of Consumer Culture

New Consumer Segments Emerging

Conclusion

The Top Ten
Why Go Global?

Expand your market

Conquer new markets

Convince foreign consumers to desire your
offerings
Cultural Differences
Values
 Tastes
 Language
 Conventions and Customs
 Unique preferences
 Cultural Norms

Two Strategies

Standardized Strategy

Localized Strategy
Standardized Strategy
(etic perspective)

The same approach will work throughout
the world

Focuses on commonalities across culture

Can benefit from saving time & money
economies of scale
Standardized Strategy can work
if…

Messages appeal to consumers basic
values

Target consumers who are more
internationally oriented

example
Localized Strategy
(emic perspective)

Each country has a national character, a
distinctive set of behaviour and personality
characteristics.

Focuses on each culture is unique, with its
own value system, conventions and
regulations
Localized Strategy

Must tailor your strategy to sensibilities
and needs of each specific culture

Products need to be modified and
positioned to be acceptable to local tastes.

example
Diffusion of Consumer Culture

Cultures influence other cultures

Boarders are shrinking

Advances in Communication
New Consumer Segments Emerging

“Global citizen”
– share common ideas around the world,
through their travels, business contacts and
media experiences.

“Young people”
– Music and fashion are strongly influenced by
MTV and other media broadcasted worldwide.
Conclusion

Corporations spend millions of dollars on
marketing global whether their following a
Standardized or Localized Strategy.

Marketers need to know everything about a
culture to successfully market Globally.

Marketers must be continually aware of global
consumer trends and emerging consumer
segments to capitalize on global opportunities.
Cultural Differences
Values
 Tastes
 Language
 Conventions and Customs
 Unique preferences
 Cultural Norms

Top Ten Marketing Mishaps with
Language Translations
Top Ten Marketing Mishaps with
Language Translations
#10 - Fresca the pop marketed in Mexico is slang for
“Lesbian”
#9 - Ford in Brazil had a model named the “Pinto” which
is a slang term meaning “Small male appendage.”
#8 - Mitsubishi Motors of Japan tried marketing their
popular “Pajero” car in the Spanish market but were
baffled by their lack of success being “Pajero” is slang
for “Masturbation."
Top Ten Marketing Mishaps with
Language Translations
#7 - “Vicks” in German is slang for
“Sexual intercourse.”
#6 - Chevrolet introduced their "Nova"
automobile in Spanish speaking countries. It
sold very poor, why? It means “Doesn't go.”
#5 - Ford in the Spanish markets had a truck
called the Firea which means “Ugly old
women.”
Top Ten Marketing Mishaps with
Language Translations
#4 - Sunbeam introduced the curling iron called the “Mist
Stick” in Germany which translates into “Manure
wand.”
#3 - Pepsi Corporation, marketing slogan "Come Alive
with Pepsi" was first translated into the Chinese phrase
"Pepsi brings your dead ancestors back to life"
The same slogan was also translated into German
"Come out of the grave with Pepsi."
Top Ten Marketing Mishaps with
Language Translations
#2 - Parker marketed a ballpoint pen in Mexico
saying, “it won’t leak in your pocket and
embarrass you.” The translation actually said
“It won’t leak in your pocket and make you
pregnant.”
#1 - Toyota Motor Company released their
popular MR2 sports car in France, MR2 was
pronounced as "el merdeux,", which loosely
translates to the phrase "hey little shit man."
The End

Any questions???????