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InternationalMarketing MistakesPresented byAbdullah Al Jubayer12 July 2012
The Case of Chanel:A mistake related to Religion • Spring 1994, summer collection   dresses • French fashion house desecra...
The Case of Revlon• Camellia flower is for funeral  purpose in Brazil• Overlooked customs and beliefs• Launched a perfume ...
Pepsi Brings Back          the Ancestors!• A slogan used in the 1960s• Successful in the United States• Translation error ...
The Case of               : A mistake related to Religion Air Melt, Air Grill, Air B-Que Air  Bakin series Decoration   ...
The Case of Radio Shack  • Merchandiser     of    Consumer    electronics equipment in the US  • Costly mistakes made in H...
Kellogg’s failure in India• Western product (Cereal category)• Attempted to appeal Indian tastes• Made strangers to their ...
Hallmark’s failure in France• Hallmark signature: Special printed message  (refusing)• USA & UK: Pre-printed message (popu...
Schweppes failed in Italy• Expanded to Italian market• Tonic Water has different meaning in Italy• Water from the toilet
Electrolux in USA• Electrolux is a Scandinavian vacuum manufacturer• Used the following ad in USA
Puffs did not go well• Puffs: an American Facial Tissue manufacture• Did not go well in Germany• In German Puff means: Bro...
Clairol Mist failed in Germany•   Clairol is a personal care products division of P&G•   Introduced Mist Stick Curling iro...
International marketing mistakes
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International marketing mistakes

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its about how international brands failed to do business even though are renowned in their own markets. therefore its important as a marketer we should look into every single areas of marketing!

International marketing mistakes

  1. 1. InternationalMarketing MistakesPresented byAbdullah Al Jubayer12 July 2012
  2. 2. The Case of Chanel:A mistake related to Religion • Spring 1994, summer collection dresses • French fashion house desecrated the Quran • Embroidered verses from the sacred book • Design taken from a book on Taj Mahal • Had to destroy the dresses
  3. 3. The Case of Revlon• Camellia flower is for funeral purpose in Brazil• Overlooked customs and beliefs• Launched a perfume with the aroma of Camellia• Needed to recall back their product• Spent extra time, effort, money
  4. 4. Pepsi Brings Back the Ancestors!• A slogan used in the 1960s• Successful in the United States• Translation error hurt sales in China• Advertisement in Chinese without a careful examination• "Come out of the grave alive with Pepsi."
  5. 5. The Case of : A mistake related to Religion Air Melt, Air Grill, Air B-Que Air Bakin series Decoration intended to resemble fire Right to left- Arabic way to read Flame design unintentionally resembled Allah Forced to recall the shoes in 1997
  6. 6. The Case of Radio Shack • Merchandiser of Consumer electronics equipment in the US • Costly mistakes made in Holland • Staged Christmas promotion for December 25 • Dutch celebrate St. Nicholas Day • Tradition to give gifts on December 6
  7. 7. Kellogg’s failure in India• Western product (Cereal category)• Attempted to appeal Indian tastes• Made strangers to their cultures• Premium pricing policy• Underestimated local competitors
  8. 8. Hallmark’s failure in France• Hallmark signature: Special printed message (refusing)• USA & UK: Pre-printed message (popular)• France: Culturally traditional• Prefers written message• Not appealing: Syrupy sentiment, pictures
  9. 9. Schweppes failed in Italy• Expanded to Italian market• Tonic Water has different meaning in Italy• Water from the toilet
  10. 10. Electrolux in USA• Electrolux is a Scandinavian vacuum manufacturer• Used the following ad in USA
  11. 11. Puffs did not go well• Puffs: an American Facial Tissue manufacture• Did not go well in Germany• In German Puff means: Brothel
  12. 12. Clairol Mist failed in Germany• Clairol is a personal care products division of P&G• Introduced Mist Stick Curling iron in Germany• In Germany Mist is a slang• Slang for Manure

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