Marketing Discussion

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Business Finance

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Table 8.3 shows some famous “blunders” in international marketing. Research these examples (and find others) and provide insight into why you think such “blunders” were allowed to occur. Discuss the complexity facing many firms in international and multi-cultural marketing.

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TABLE 8.3 Classic Blunders in Global Marketing • Hallmark cards failed in France, where consumers dislike syrupy sentiment and prefer writing their own cards. • Philips became profitable in Japan only after reducing the size of its coffeemakers to fit smaller kitchens and its shavers to fit smaller hands. • Coca-Cola withdrew its big two-liter bottle in Spain after discovering that few Spaniards owned refrigerators that could accommodate it. • General Foods' Tang initially failed in France when positioned as a substitute for orange juice at breakfast. The French drink little orange juice and almost never at breakfast. • Kellogg's Pop-Tarts failed in Britain because fewer homes have toasters than in the United States and the product was too sweet for British tastes. • The U.S. campaign for Procter & Gamble's Crest toothpaste initially failed in Mexico. Mexicans did not care as much about the decay-prevention benefit nor the scientifically oriented advertising appeal. • General Foods squandered millions trying to introduce packaged cake mixes to Japan, where only 3 percent of homes at the time were equipped with ovens. • S. C. Johnson's wax floor polish initially failed in Japan. It made floors too slippery for a culture where people do not wear shoes at home.
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Marketing Discussion
Brands have acquired an international reach that has necessitated international marketing
campaigns to increase brand visibility, control and consistency. However, international
campaigns are accompanied by the requirement of accommodating diversity in regulatory,
linguistic and cultural fronts. Brands have been known to blunder in product-naming, creativity,
design and copy with pervasive slip-ups in digital, offensive or comic ways risking brand
integration in a market (Dalgic et al. 86). Some of the common examples include a 1960s attempt
by General Mills to attempt to market cakes from their Betty Crocker Brands in Japan. However,
the homes lacked ovens and the co...


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