The document discusses various international marketing mistakes made by companies due to cultural misunderstandings and lack of research. Examples include Chanel's desecration of the Quran in a dress design, Revlon's perfume featuring a funeral flower in Brazil, and Pepsi's poorly translated slogan in China. Other notable failures include Kellogg’s misjudgment of Indian tastes and Electrolux's problematic advertising in the U.S.

1. International
Marketing Mistakes
Presented by
Abdullah Al Jubayer
12 July 2012

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. 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. Pepsi Brings Back
the Ancestors!
• A slogan used in the 1960's
• 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. 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. 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. 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. 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. Schweppes failed in Italy
• Expanded to Italian market
• Tonic Water has different meaning in Italy
• Water from the toilet

10. Electrolux in USA
• Electrolux is a Scandinavian vacuum manufacturer
• Used the following ad in USA

11. Puffs did not go well
• Puffs: an American Facial Tissue manufacture
• Did not go well in Germany
• In German Puff means: Brothel

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