When Coca Cola enter into China Market, they were using the direct name translation to Chinese without back-translating it (“bite the wax tadpole”), ultimately resulting in a horrible response from an insulted society. Marketing books are full of examples like these.
It may be extremely important to follow a few steps when entering a market, no matter whether the reason of entering is for business, personal, or other purposes. Here are the basics I collected for reference.
- Don’t assume that everyone sees or accepts things the way you do. Historical and cultural baggage can “color” the way people look at things. Even the simplest things like choice of colors, gestures, conversation distance; time scheduling, etc. could become painful issues.
- Make sure you know someone in that society that can bring you “at level” with local habits. Convince yourself that this person is aware of the latest slang and habit-changes in the target area.
- Try to find out what really intrigues this society. Different cultural groups have different ways of catching each other’s attention. In Caribbean communities, for instance, the joke-sketch style is what catches the attention. Serious ads don’t even work when you try to convince them to pay taxes!
- Always ask several people within that culture what they think of your product/service. The more opinions you can gather, the better your insight will be in possible hurdles you may encounter.
- Keep an eye on developments. What’s generally accepted today may be abandoned tomorrow. Nothing is more awkward than trying to look “cool” by using stuffy, outdated terms.
Values and attitudes vary between nations, and even vary within nations. So if you are planning to take a product or service overseas make sure that you have a good grasp the locality before you enter the market. This could mean altering promotional material or subtle branding messages. There may also be an issue when managing local employees. For example, in France workers tend to take vacations for the whole of August, whilst in the United States employees may only take a couple of week’s vacation in an entire year.
In 2004, China banned a Nike television commercial showing U.S. basketball star LeBron James in a battle with animated cartoon kung fu masters and two dragons, because it was argued that the ad insults Chinese national dignity.
In 2006, Tourism Australian launched its ad campaign entitled “So where the bloody hell are you?” in Britain. The $130 million (US) campaign was banned by the British Advertising Standards Authority from the United Kingdom. The campaign featured all the standard icons of Australia such as beaches, deserts, and coral reefs, as well as traditional symbols like the Opera House and the Sydney Harbour Bridge.
The commentary ran:
“We’ve poured you a beer and we’ve had the camels shampooed, we’ve saved you a spot on the beach. We’ve even got the sharks out of the pool,”.
Then, from a bikini-clad blonde, come the tag line:
“So where the bloody hell are you?”
In China, family considerations command respect in all matters, including investments and individual actions. Collective considerations are often uppermost in the minds of people who have lived under such conditions all their lives. Because older family members command so much respect and influence they are the logical target audience.
One of the most evident factors in dealing with and selling to Asian cultures is the avoidance of “loss of face,” The Chinese have a business culture based on the social standing and reputation of individuals. To do anything the Chinese consider as demeaning or reducing their personal standing is tantamount to insulting them profusely, which they see as a loss of face. The use of embarrassing terms or causing any unease on social issues will kill marketing copy stone dead.
On the other hand, the Chinese highly respect tradition and longevity and as a result react positively to copy that emphasizes the history and prestige of any company trying to enter their market.
With careful research of cultural differences you can craft the right words to maximize your message impact in the international market.
Marketing to the global community calls for no more thought than marketing anywhere really, you simply have to put yourself in your buyer’s shoes.
In some countries, the business is deeply affected by the country political decision. It can affect people’s consuming hobbits. For example, in North Korea, the people have to listen to government. It does not matter what you want, it does matter when the government let you buy it. So that is the reason when international business enter into China market, please China government is more important. You have to consider the government profit first, then they can let you share the market.
In societies where individual thought and action has been suppressed for hundreds of years, individuals might not have the experience or capability to go through a rational thought processes. Consequently coming up with a positive and bold action to buy your product may be difficult for them. These people need to have everything explained to them in minute detail every step of the way until they are confident in their decision to buy.
As the world moves closer to a global economy, marketing across cultures worldwide is a thriving. In the international business, a lot international business has been successful since the deep consideration of adapting the local culture. So all evidence shows that cultural differences affect your marketing strategy.
So when you go to the international market, you have to consider the national and local cultures and remember about the political and business cultures when you are developing marketing strategies.
People say that sociologic differences around the world largely outweigh the similarities. People are influenced and driven by different things since they are growing in different background. The despondence to the same thing is various region by region.
If the company lack of cultural considerations, it can result in a mediocre response to product promotions and it can even impact the company’s international image. KFC suffered significant international criticism when chicken chest was launched in China, since nobody likes chicken chests to eat like China. While there was nothing wrong with their product, KFC was at fault because the company didn’t peoples’ preference.
In Many countries, cultures significant accomplishment in life is taken as a measure of success. People who meet these s People who meet these standards of success are regarded highly. Consequently these cultures more readily accept marketing presented to them along the lines of the achievement of their goals. However, the same type of marketing copy presented to people who consider status in life a result of birthplace, social standing and influence (or the lack of it) isn’t acceptable and will get poor marketing results.
In some countries, people do not like uncertainty and risk taking, but others prefer taking risk. The color also has different meaning to different countries. Particularly in religious societies, for example, red is very much a color of luck to the Chinese, but a warning sign to many other nationalities. In China, gold is almost always a sign of prosperity and success. The issue of color selection in marketing applies not only to print and media ads, but also to web sites.
Gender is another factor you have to consider when considering when you target a country, but in some societies it is more relevant than in others. If you are selling medical supplies in the China today you should be aware the vast majority of Chinese doctors are man. Gender esteem also has significant implications in countries like Japan, Austria and in Arab countries where males often command ultimate decision authority over females. In contrast, in Sweden the female population has a much greater say in purchasing decisions.