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Marketing Across Cultures Katherine Schaefer Diplomatic Academy of London January 14, 2002 Topics What is Cross-Cultural Marketing? Cross-Cultural Marketing Best Practices One Company’s International Success One Culture’s Marketing Success Marketing Blunders Cross-Cultural Marketing The strategic process of marketing among consumers whose culture differs from that of the marketers own culture in at least one of the fundamental cultural aspects: Language Religion Social Norms and Values Education and the Style of Life Best Practices Develop cultural empathy Avoid ethnocentrism Never assume transferability of a concept from one culture to another Get cultural informants involved in the decision-making process The Coca-Cola Company “Think local, act local” Fanta Georgia Coffee Brand Diet Coke with Lemon Döner Kebap Case Study What is Döner Kebap? Minced Beef or Veal inside a Pita Lettuce, vegetables, sauce Brief History of Döner Kebap Introduced by Turks who were guest workers in Germany - 1961 High unemployment led to self-employment – 1970’s Marketed as exotic Turkish delight to German consumers at the onset Döner Kebap Success Timing: Post WWII Germany German “taste” More filling and healthier than competitors Aesthetically attractive Marketing Change After 1989 Image Change McKebap Keb’up Dönerburger Mister Kebap New Döner Varieties Price Differentiation Target Market Shift Marketing Blunders “Ke-kou-ke-la” Clairol “Mist Stick” “Finger lickin’ good” “Nothing sucks like an Electrolux” “Come alive with the Pepsi Generation” References I. II. III. IV. V. Costa, J. A. & Bamossy, G.A. (1995). Marketing in a Multicultural World: Ethnicity, Nationalism, and Cultural Identity. New Delhi: Sage Publications. Guang Tian, R. Marketing in the 21st Century:Cross-cultural Issues. (http://www.studyoverseas.com/america/usaed/crosscultural.htm) Kauffman, S. (Ed.). (1997). Advertising Blunders. Omen: Oregon Mensa. Remarks by Doug Daft, Chairman, Board of Directors & CEO of The Coca-Cola Company. Importance of Diversity. King and Spalding Fall Executive Dinner (2001). Koonan, S. (2001). Marketing Milieu: Culture in Marketing, Part 1. (http://www.marketingmilieu.com/articlep1004.html)