Consulting thesis on

Marketing across the globe and different culture

-Tusita (tusita@gmail.com)
INTRODUCTION

Whether a new product is being launched at multinational level or a business is being

expanded across countries,it is necessary to ensure that the product is well received all
throughout the globe. For a product to be well received, it must be marketed very well.
A good marketing strategy acknowledges the fact that the world is filled with diverse
ethnic groups.
As the world is rapidly shrinking, brands emerging from one country are finding
acceptance in other countries.

Each country has its own set of customs and traditions. Marketers must make sure
that their strategies do not hurt the sentiments of people. The must understand on
how consumer reaction is dependent on culture. This will also vary across different
international markets.

Political system, educational level, social organisation of the society, religions

practiced are few facets of culture. Changes in these dimensions influence the
culture of the society which in turn affects consumer reactions. Expansion into
foreign market faces challenges involving consumer cultural behaviour.

Cultural differences are not only limited to geographic boundaries but also
between different generations,different socio-economic groups even between men
and women.
There are sharp distinctions on how consumers perceive competition among
different companies. In the west, people hardly react when companies insult
one another in order to promote/ market their products. But in the east, it is
not socially acceptable.

Things promoting family values and relations are a hit in the east, while
people do not even care in the west. Advertisers in the east tend to make
strategies which involve upliftment of family as a whole while it is more
focussed on individual gains in the west.
(Everyone loves McDonald’s in Japan and I’m lovin’ it in US )
Most major businesses and chains have a tag line or catchy phrase with
which consumers associate with the company. There have been instances
where the key message was completely lost in translation.
● KFC’s slogan “It’s finger lickin’ good” was translated to “Ear your
fingers off” in Hong Kong.
● Coors, an American brewer’s catch phrase “Turn it loose” was
translated to “Get diarrhea” in Spanish.
● Schweppes tonic water was translated to Schweppes toilet water in
Italy. It was a huge disaster and the campaign failed.
● Fresca was a slang for lesbian in Mexico. This embarrassed the sales
people.
● Baby food manufacturer Gerba had a problem in France as Gerba
was translated to “vomit” in French.
 Multicultural marketing is a necessity
● Growth of multicultural population in different countries: As immigration
and emigration processes have become more efficient, there is more
influx of multicultural population across the globe. And it keeps growing.
Buying power of these individuals is much higher than the general
population.
● Cost efficiency: In the United States, the budget for one 30-second
commercial on a national network could equal the budget for an entire
multicultural campaign. This shift in return on investment is too massive
to ignore.

If firms choose to ignore the importance of multicultural marketing, they

would risk losing market share in a large way. They must develop
strategies which resonates with their consumers across the globe.
Coca Cola: A case study

Coca cola is world’s largest sparkling beverages maker and operates in 200+
countries. It has a strong brand recognition across the globe. It generates 60% of
its revenue and 80% of its operating profit from outside the United States. 94%
of the world’s population recognises the red-white logo.

Coca cola doesn’t target a specific segment but adapts it marketing strategy by
developing new product. While cola is famous and is liked by people across
different age groups, diet coke is focussed for health freaks.

Coca cola targets mass market and consumers all over the world want low
price,great taste and variety of options to choose from. Coca cola delivers well
on all these forefronts.
Coca cola never positioned itself as a product, it marketed itself as an
“experience”. The founders of the company made sure that coca cola was
marketed well and was visible. They advertised coca cola on watches,
calendars and what not!

“Taste the feeling” campaign by Coca cola is one of the most successful
multicultural marketing strategy.
1. Hispanic Americans who lived in Northern America but rooted for native
teams took comfort in Coke campaign that advertised jersy exchange
between rival teams.
2. Sprite advertisements found place in hearts of the hip-hop community.
3. Minute Maid focussed on appreciating Dads more frequently. It gave
particular emphasis to African-Americans.
 How is this study helpful to Qrius?

As most major businesses, Qrius will always try to expand itself. Thus it has to
learn on how to adapt to various marketing strategies practised throughout the
world.
Qrius presents opinions on various national and international issues. It will help
Qrius if it knows on how people in different parts of the world would react to a
news item.
It will help in Qrius in understanding the priorities of its consumers by giving
their tastes and preferences.
Qrius is completely digital. It will help Qrius if it knows the right media houses
or institutions which will help in its promotions across the world.
It will help Qrius in devising new strategies so that the news items reach the
curious minds across the world.
Thank You!

This presentation was prepared by Tusita,St.Stephen’s

College,Delhi.

Information in this presentation have been taken from the

Internet mainly.