1.

0 Introduction Introducing any innovation into a culture can sometimes be a problem insofar as it might require a drastic change to the behavior patterns of the consumer. In other instances the innovation goes against or even threatens to replace core cultural values. In such it is likely that the innovation might not be accepted (Cateora, 2004). Procter and Gamble, after having acquired the company under the brand name Tampex. Tampons are a substitute for female sanitary pads; however its use requires insertion. However, in many cultures any form of insertion is interpreted as the lost of virginity. Thus the difficulty that P&G face is the cultural resistance towards the product brought about by this misconception of 'lost of virginity'. P&G's task is now of what might it do to overcome cultural resistance and how might it go about doing it. Should it succeed it envisages a huge market opportunity in this global market. Thus the purpose of this report is: a) To discuss the possibility of pursuing the same advertising objectives, that is, to sell the product in a similar way in the countries that have been group into one the three clusters; b) Recommend an approach that P&G could adopt to find out the factors that are contributing towards cultural resistance and how this resistance might be overcome; and c) Examine the possibility of using the approach taken in Venezuela and Mexico to educate Brazilian consumer in the use of tampons. This will report will explain the relationship between culture and innovation and then proceed on to address the issues raised above. 2.0 Discuss the possibility of the goal indicated by Tambrands

2.1 Understanding of Culture & Religion & Innovation Culture - a classic definition of culture: "Culture is that complex whole which includes knowledge, belief, art, morals, law, custom, and any other capabilities and habits acquired by individuals as members of society". Religion - it is one of the most sensitive elements of a culture, influences a culture's outlook on life, its meaning and concept. Innovation - the successful exploitation of new ideas incorporating new technologies, design and best practice is the key business process that enables firm's businesses to compete effectively in the global environment. (Source: http://www.innovation.gov.uk/) 2.2 Advertising Objectives and Market Clusters Advertising is the most visible form of nonpersonal promotion and is designed to inform, persuade, or remind. Advertising is any paid form of nonpersonal presentation of ideas, products, or services by an identified sponsor. Product advertising places a message to promote a good or service. Major decisions in advertising include objective setting, budgeting, message strategy, and media strategy. Advertising objective setting depends on the pattern of consumer behavior and information that is involved in the particular product category. Three Market Clusters One: includes the United States, the United Kingdom, and Australia, already use tampons and may feel they know all they need to know about the product. Two: includes countries such as France, Israel, and South Africa, about 50 percent of women use tampons. Some concerns about virginity remain and tampons are often considered

unnatural products that block the flow. Three: includes countries like Brazil, China, and Russia. There, along with tackling the virginity issue, Tambrands must also tell women how to use a tampon without making them feel uneasy. Analysis: According the case and knowledge above, the P&G should not continue with Tambrands's original goal - market to each cluster in a similar way - adapted to the new educational program. The reasons are bellowed: When Tambrands marketed the market in cluster 1, the countries in cluster 1 are more open and more educated. There is not so much problem for selling tampon there. But in cluster 2 and cluster 3, the companies are almost facing the same problems, those are: People are low educated People are lack of the knowledge of using tampon. They do not know about the tampon with what it is, how it works and how to use it, and also according their unknowledgeable thinking, which it is going to lost virginity of using the tampon. Traditional background Culture influences the thinking of the people. The people who are in these countries still got the old thinking according their traditional culture. They used to use the old products and resistance to change new culture change. They are lazy to change and afraid of to change into a new culture changing environment also. Religion influences The people who live in the countries in market cluster 2 and 3, they have strong religion belief in virginity. And also according their religion they believe that "you will lose your virginity with a tampon."

Advertising is used to reach large numbers of consumers who are geographically dispersed. Culture is 'learned' behavior, which has been passed down over time. It is reinforced in our daily lives through the family unit and educational religious institutions. Innovation matters because it can deliver high value-added products and services, new, cleaner and more efficient production processes and improved business models. The change requires customers to give up long-standing habits. But customers who are comfortable with a certain routine may resist new products. 3.0 Approaches to Determine Cultural Resistance 3.1 Culture Change Culture is dynamic in nature; it is a living process. But the fact that cultural change is constant seems paradoxical. Because another important attribute of culture is that it is conservative and resists change. The dynamic character of culture is significant in assessing new markets even though changes face resistance. 3.2 Overcome the Resistance The P&G could use some ways to overcome the resistances: School Health Education Start educated people about the using of tampon knowledge from young. P&G and Tambrands should continue to find the countries which have school health education, in order to teach women about it works and how to use it. Tupperware Parties It is learned, that is, acquired by customers over time through their membership in a group that transmits culture from generation to generation. It is interrelated, that is, one part of the culture is deeply connected with another part such as religion and marriage,

business and social status. It is shared, that is, tenets of a culture extend to other members of the group. Media & Web & Internet According the religion, some customers are shy to open the mouth for asking about the tampon. Then it is a good idea that P&G use the website to attract the group of customers' interests and to develop deeper relationships with customers. Adverting of Using Models Using the famous models and explains they won't lose their virginity with a tampon is a good idea also. It can influence a group of customers to eager to know what it is; how it works and how to use it also. The concept of culture is broad and extremely complex. It includes virtually every part of the person's life. Culture does not stand still, but slowly, over time it may change. Cultural differences are not necessarily visible but can be quite subtle and can surface in situations where one would never notice them. [International Marketing Management, 5th edition, 1996] 4.0 Adapting the Mexican model in Brazil According the case, it might be possibility of using the approach taken in Venezuela and Mexico to educate Brazilian consumer in the use of tampons. Because the countries of Venezuela and Mexico has the similar culture, if it works well in Venezuela then it might work well in Brazil also. Conclusion Cultural influences, therefore, are powerful ones. Many cultural influences cannot be easily classified. Cultural develops through

recurrent social relationships that form patterns that are eventually internalized by members of the entire group. Change should not be done only for the sake of change; it's a strategy to achieve some overall goal. Most change meets with some level of resistance from those who must change. People resist not only change that is bad for them, but also change that will benefit them in the long run. From the case given, the major impact that will affect the Tambrands and P&G to market its product - tampon in different countries will be one culture, religions and the resistance of the innovations. There are many reasons why people resist change, according this case given, the biggest problem is the people wonder about "it is going to lose virginity of using tampon." Therefore, in order to do business in different countries, it is compulsory to understand the culture and also the religions regulations. To conduct business successfully across national boundaries, marketers of P&G and Tambrands must adapt themselves to local cultures and do understand the religion. And also the advertisement should not obey their culture and religions. For cultural adaptation, P&G and Tambrands need to know the important for developing an understanding of foreign situations. And create some good ideas to overcome the resistance of culture changing (Such as School health education; Tupperware parties; Media & Web & Internet; Adverting of using Models.) to gaining trust of people to using tampon.