2International Marketing Businesses use the same 6 methods to compete internationallyPromotionPlacementQualityBenefits of usePriceDesign
3International Marketing To be successful, a company must not expect consumers in one country to react to its marketing efforts in the same way as consumers from their home countryThe most important marketing activity for international businesses is research
4Promotion Key factors to consider: The regulations a country may have Cultural differences
5International Marketing Blunders Tales of Idiocy and Ignorance
6Parker Pen in MexicoWhen Parker Pen marketed a ballpoint pen in Mexico, its ads were supposed to have read, "It won't leak in your pocket and embarrass you.“Instead, the company thought that the word "embarazar" (to impregnate) meant to embarrass, so the ad read: "It won't leak in your pocket and make you pregnant
7Coors turned loose on Spain In Spain, when Coors Brewing Company put its slogan, “Turn it loose” into SpanishIt was read as “Suffer from diarrhea”.
8Braniff en EspanolWhen Braniff International Airways translated a slogan touting its upholstery, “Fly in leather”It came out in Spanish as “Fly naked”.
9Sacrilegious Footwear Nike recalled 38,000 basketball shoes after its flame-design logo drew protests from Muslims in southeast AsianThe offense: The logo was said to resemble the Arabic word for Allah
10Pepsi terrifies the Chinese When Pepsi started marketing its products in China a few years back, they translated their slogan, "Pepsi Brings You Back to Life" pretty literally.The slogan in Chinese really meant, "Pepsi Brings Your Ancestors Back from the Grave."
11Frank Perdue really loves chicken Chicken magnate Frank Perdue's line, "It takes a tough man to make a tender chicken," sounds much more interesting in Spanish: "It takes a sexually stimulated man to make a chicken affectionate."
12So are these vacuums good or bad? Scandinavian vacuum manufacturer Electrolux used the following in an American campaign: “Nothing sucks like an Electrolux”.
13Bad hair day?A hair products company, Clairol, introduced the "Mist Stick", a curling iron, into Germany only to find out that mist is slang for manure.Not too many people had use for the manure stick.
14Smoking Salem is a no-brainer The American slogan for Salem cigarettes, "Salem-Feeling Free", was translated into the Japanese market as "When smoking Salem, you will feel so refreshed that your mind seems to be free and empty."
15Mourning the death of Pepsi in Asia PepsiCola lost it dominant market share to Coke in South East Asia when Pepsi changed the color of its vending machines and coolers from deep "Regal" blue to light "Ice" blue, as Light blue is associated with death and mourning in SE Asia.
17Placement Consider… What is the infrastructure like in the country? Would a joint venture with a domestic firm be appropriate?
18Quality What competition is there? Are high quality products common there?
19Benefits of Use Impacts the value equation If there is little or no competition, the marketer doesn’t really have to convince the consumer that their product is better than the competitor’sSounds good, right?But if there’s no direct competition, you have to be concerned with indirect competitionConsumers have other preferences and will have to be convinced to try something new
20Price What will the landed cost of the product be? Tariffs Cost to repackageCurrency exchange ratesTransportation costs
21Design What are the legal requirements? Packaging/labeling Language Standards (format, units of measure, etc.)
23Consistency! Do you own more than one pair of shoes? Are they all the same size?What about clothes?Are all your shirts/pants/dresses the same size?
24What about these… What side of the road do you drive on? Do you spell colour with or without the u?What does your electrical outlet look like?Do you go topless at the beach?Do you employ Daylight Savings?Is it Zero outside, or is it 35 degrees?Do you eat dog?
25A little story about my mom… “I don’t know why everyone was going so slow, I was doing 85 pretty much the whole way and had to pass all kinds of people…”85 miles per hour = 137 km/hr
27Problems for you, problems for businesses Different standards may mean you have to modify your productVideo standards (NTSC, PAL, etc.)Voltage/plug shapesClothing SizesOr at least use different packagingUnits of measurementLabeling laws
28ActivityBeavertails is a Canadian company that has been trying to expand internationallyWhat challenges might they face in trying to market their product in a foreign country like China?