cultural differences marketers should be aware of when marketing globally by mark braithwaite

Cultural Differences Cultural Differences Marketers should be Marketers should be

aware of when aware of when Marketing GloballyMarketing Globally

By Mark BraithwaiteBy Mark Braithwaite

SyllabusSyllabus Intro – Why go Global?Intro – Why go Global?

Cultural DifferencesCultural Differences

Two Strategies for going GlobalTwo Strategies for going Global

Diffusion of Consumer CultureDiffusion of Consumer Culture

New Consumer Segments EmergingNew Consumer Segments Emerging

ConclusionConclusion

The Top Ten The Top Ten

Why Go Global?Why Go Global?

Expand your marketExpand your market

Conquer new marketsConquer new markets

Convince foreign consumers to Convince foreign consumers to desire your offeringsdesire your offerings


ValuesValues TastesTastes LanguageLanguage Conventions and CustomsConventions and Customs Unique preferencesUnique preferences Cultural NormsCultural Norms

Two StrategiesTwo Strategies

Standardized Strategy Standardized Strategy

Localized Strategy Localized Strategy

Standardized Strategy Standardized Strategy (etic perspective)(etic perspective)

The same approach will work The same approach will work throughout the worldthroughout the world

Focuses on commonalities across Focuses on commonalities across cultureculture

Can benefit from saving time & Can benefit from saving time & money economies of scalemoney economies of scale

Standardized Strategy can Standardized Strategy can work if…work if…

Messages appeal to consumers basic Messages appeal to consumers basic valuesvalues

Target consumers who are more Target consumers who are more internationally orientedinternationally oriented

example

Localized Strategy Localized Strategy (emic perspective)(emic perspective)

Each country has a national Each country has a national character, a distinctive set of character, a distinctive set of behaviour and personality behaviour and personality characteristics.characteristics.

Focuses on each culture is unique, Focuses on each culture is unique, with its own value system, with its own value system, conventions and regulationsconventions and regulations

Localized StrategyLocalized Strategy

Must tailor your strategy to sensibilities Must tailor your strategy to sensibilities and needs of each specific culture and needs of each specific culture

Products need to be modified and Products need to be modified and positioned to be acceptable to local positioned to be acceptable to local tastes.tastes.

example

Diffusion of Consumer Diffusion of Consumer CultureCulture

Cultures influence other culturesCultures influence other cultures

Boarders are shrinkingBoarders are shrinking

Advances in CommunicationAdvances in Communication

New Consumer Segments New Consumer Segments EmergingEmerging

““Global citizen”Global citizen”– share common ideas around the world, share common ideas around the world,

through their travels, business contacts through their travels, business contacts and media experiences.and media experiences.

““Young people”Young people”– Music and fashion are strongly Music and fashion are strongly

influenced by MTV and other media influenced by MTV and other media broadcasted worldwide.broadcasted worldwide.

ConclusionConclusion

Corporations spend millions of dollars on Corporations spend millions of dollars on marketing global whether their following a marketing global whether their following a Standardized or Localized Strategy.Standardized or Localized Strategy.

Marketers need to know everything about Marketers need to know everything about a culture to successfully market Globally.a culture to successfully market Globally.

Marketers must be continually aware of Marketers must be continually aware of global consumer trends and emerging global consumer trends and emerging consumer segments to capitalize on global consumer segments to capitalize on global opportunities.opportunities.


ValuesValues TastesTastes LanguageLanguage Conventions and CustomsConventions and Customs Unique preferencesUnique preferences Cultural NormsCultural Norms

Top Ten Marketing Mishaps Top Ten Marketing Mishaps with Language Translations with Language Translations

Top Ten Marketing Mishaps Top Ten Marketing Mishaps with Language Translationswith Language Translations

#10 - Fresca#10 - Fresca the pop marketed in Mexico is slang the pop marketed in Mexico is slang for “for “LesbianLesbian””

#9 -#9 - Ford in Brazil had a model named the “ Ford in Brazil had a model named the “Pinto”Pinto” which is a slang term meaningwhich is a slang term meaning “Small male “Small male appendage.”appendage.”

#8 - #8 - Mitsubishi Motors of Japan tried marketing Mitsubishi Motors of Japan tried marketing their popular “their popular “Pajero”Pajero” car in the Spanish market car in the Spanish market but were baffled by their lack of success being but were baffled by their lack of success being ““Pajero”Pajero” is slang for is slang for “Masturbation." “Masturbation."


#7 - “Vicks”#7 - “Vicks” in German is slang for in German is slang for “Sexual intercourse“Sexual intercourse.”.”

#6 -#6 - Chevrolet introduced their " Chevrolet introduced their "NovaNova" " automobile in Spanish speaking countries. It automobile in Spanish speaking countries. It sold very poor, why? It means sold very poor, why? It means “Doesn't “Doesn't go.”go.”

#5 -#5 - Ford in the Spanish markets had a truck Ford in the Spanish markets had a truck called the called the FireaFirea which means “ which means “Ugly old Ugly old women.”women.”


#4 -#4 - Sunbeam introduced the curling iron called the Sunbeam introduced the curling iron called the ““Mist Stick”Mist Stick” in Germany which translates into in Germany which translates into ““Manure wand.”Manure wand.”

#3 -#3 - Pepsi Corporation, marketing slogan " Pepsi Corporation, marketing slogan "Come Come Alive with PepsiAlive with Pepsi" was first translated into the " was first translated into the Chinese phrase Chinese phrase "Pepsi brings your dead "Pepsi brings your dead ancestors back to life" ancestors back to life"

The same slogan was also translated into German The same slogan was also translated into German "Come out of the grave with Pepsi.""Come out of the grave with Pepsi."


#2 -#2 - Parker marketed a ballpoint pen in Parker marketed a ballpoint pen in Mexico saying, Mexico saying, “it won’t leak in your “it won’t leak in your pocket and embarrass you.pocket and embarrass you.” The ” The translation actually said “translation actually said “It won’t leak in It won’t leak in your pocket and make you pregnant.”your pocket and make you pregnant.”

#1 - #1 - Toyota Motor Company released their Toyota Motor Company released their popular MR2 sports car in France, MR2 was popular MR2 sports car in France, MR2 was pronounced as "pronounced as "el merdeuxel merdeux,", which ,", which loosely translates to the phrase loosely translates to the phrase "hey "hey little shit man."little shit man."

The EndThe End

Any questions???????Any questions???????

cultural differences marketers should be aware of when marketing globally by mark braithwaite

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