There are many issues that are to be looked upon while marketing a product. The dimensions of the population and the target market should be thoroughly inspected. The demographics, psychographics, values & norms , cultural beliefs etc should be examined before marketing a product…
The main reason behind this is the lack in market research or assuming that a single factor won’t make a lot of difference for example name , color, slogan, ingredients, advertising etc considering if the product is made right. We have numerous experiences on paper where such factors lead to failure of products or were termed in violation of local ethics. For eg famous British shoe maker UMBRO tagged as “appallingly insensitive” when it named its shoes meant for running as ZYKLON , the reason for such a response was later found out that ZYKLON was the same gas used in Nazi extermination camps. Similarly when Ford introduced PINTO in Brazil, it rather attracted quite a cold response and flopped. After research it was found that PINTO is a Brazilian slang for ‘tiny male genitals’. Later on Ford changed the name to Corcel meaning Horse. Also slogan for brands like Electrolux in America ‘ Nothing sucks like Electrolux’ and introduction of new products by brands who don’t keep the cultural difference in mind’ Coors Bear having slogan ‘keeping it loose’ in Spanish the slogan meant ‘ you’ll suffer from diarrhea’. ...
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