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International Marketing Research


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International Marketing Research

  1. 1. could an Italian restaurant work in Nepal?
  2. 3. market research failures or success?
  3. 4. When Revlon expanded to Brazil, they faced disaster due to overlooking the country’s customs and beliefs. Following the practices in Brazil, the Camellia flower is for funeral purpose. Unconscious about this practice, Revlon launched a perfume with the aroma of Camellia in the country.
  4. 5. KFC experienced real problems when the phrase “finger lickin’ good” came out in Chinese as “ eat your fingers off.”
  5. 6. Dairy Association's huge success with the campaign "Got Milk?" in Mexico translated to: " Are You Lactating?”
  6. 7. It was thought that Barbie’s breasts were too big for the Japanese market.  LESSON:  Sometimes people want the exotic, but not too exotic.
  7. 8. will people line-up wherever you go?
  8. 10. Indians don’t really like cereal with milk for breakfast.  Kelloggs tinkered with the packaging and flavour, but neglected that fundamental cultural difference.  LESSON:  Don’t make assumptions  that there is a gap in the market – the gap may be there for a reason!
  9. 11. <ul><li>Provides sensitivity to geographic differences </li></ul><ul><li>Provides an understanding of cultural change </li></ul><ul><li>Identifies appropriate advertising appeals </li></ul><ul><li>Assess translation errors </li></ul><ul><li>Correctly position s new products </li></ul><ul><li>Avoids formulation errors </li></ul>
  10. 12. <ul><li>Define problem (why) </li></ul><ul><li>Determine info needs (who, what, where, when) </li></ul><ul><li>Research design (how) </li></ul><ul><li>Data collection </li></ul><ul><li>Data analysis </li></ul>
  11. 13. Tools for Conducting Secondary Research for International Marketing