There have been many international marketing mistakes made by advertisers of large companies such as, French conglomerate BSN, one of the largest food manufacturing groups in Europe, Cadbury’s chocolates, and Heinz. Several large corporations such as Gerber and Pepsi have made huge marketing mistakes because of translation. A word and/or color meaning something in one country could mean something else in another country. Any company that trades with a foreign nation requires a marketing department that specializes internationally. International marketing can make or break a company depending on the marketing campaign. Barriers need to be eliminated between the countries that desire to import/export their goods company wants to sell. Research must be performed for languages, to ensure that your wording means the same in the foreign language. The other items that need to be considered would be; economics of that country, their culture, politics, legal requirements, segmentation, targeting, and the branding of your product regarding trade marks etc. Many companies have made very bad marketing mistakes which damaged any chance of selling the desired product in that foreign country.
Cadbury’s chocolates performed a study with participants from England and Taiwan with regards to their packaging and the color purple. In England the color purple is seen to be “luxurious, stylish, expensive and classy”. (Doole & Lowe. 2001). Where in Taiwan the color purple is seen as “warm, friendly, but essentially poor and low in quality”. (Doole & Lowe. 2001). Therefore, the view of the wrapping color affected the view of the product.
Heinz Corporation did not consider the literacy levels in Africa concerning packaging. The use of pictorial display which describes the contents in the jar or carton was not considered when they used images of smiling babies on their baby food products. Needless to say the products with the smiling babies on them...
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