PepsiCo international launched Pepsi’s Sea of Stars in the Middle East region to help build brand awareness. Pepsi’s brand awareness is very high in the Middle East. Should Pepsi use a similar kind of campaign in other markets and is there any value in having identical advertising in both market?
Pepsico International can not use the same strategy to market its products in other countries because in each country has a different culture. Middle East countries, including countries in high context culture, the context in which a conversation occurs is just important as the words that are actually spoken, and cultural clues are important in understanding what is being communicated. In high context require additional information to understand the meaning of the content or message communication. In High Context nature sometimes not to the point or implied. characteristics of high context are:
1. The message conveyed implicitly or implied, indirectly. The message hidden in nonverbal behavior: tone of voice, gestures, body language, expression, eye contact or even physical contact.
2. Strong boundaries insider, high context communication may be understood if it is used within its own group (insider) , not to outside groups.
3. Long term relationship
4. Face-to-face relationship is the basis of decision-making
If Pepsi wants to use its marketing strategy through the film, as is done in the middle east, maybe pepsi should adjust to the culture content of the film in the country. So that the value contained in the film will not be the same.
How important is it for PepsiCo to adapt the way it markets products in the Middle East? Should PepsiCo be more Middle Eastern or more American?
It is important for PepsiCo to adapt to the prevailing culture in the Middle East. Each region has a growing culture different from other regions. PepsiCo in the vision and mission would like to establish a relationship with customers based