Salaam Namaste


Manovathsan  P.
Alard Institute of Management Sciences

Marketing strategies are nothing but the techniques to market a product or a tool by which we gonna sell any product (xyz).

Marketing techniques like advertising, media, print etc in which advertising is a fast and easy technique to market any product.

Here the topic seems to be a funny but it describes that in some parts of the world the joining of both the hands together seems or treated as salute while in some parts as request.

Much clearly the topic shows the message of changing in the above marketing techniques when we market a particular product in different parts of the world.

As we see advertising as the power boosters to market any product AD Gurus or AD Makers take a very keen interest and note each and every part of the AD to market the product in different parts of the world.

Factors which affect the marketing in different locations are as follows:-


Every ad shown in US could not be applicable in India.

Some of the ads, which contain some religion-oriented theme, will not be suitable for advertising in those countries, which are known for their religion.

Likewise the languages also affects on a greater extent and makes products go to the top as well as brings the same product to zero level.

This happens due to the words used in the AD, as we know Good and Bad is a matter of geography.

It all states that good and bad depends on the geographical location.

Now I would like to put forward some of the live and practical examples where companies have to modify their marketing strategy when they landed on different parts of the world.

1.  When pepsodent tooth paste enters in south east Asia they decided that like other parts their U.S.P would be whiten your teeth but product fails considerably so when they do the research work they found that native of these areas find black teeth very attractive.

2.  General motors introduced its very popular model the chevy nova in south America but company was totally confused when its best marketing strategies failed to increase the sales. Then company soon realized that Spanish meaning of the word nova is it "wont go". So nobody want a car like that. The company almost overnight changed the name to "caribe "- sales figure started climbing up.

3.  Pepsi found its slogan come alive with pepsi -a big hit in the US market. It decided to use the same slogan when it entered the Taiwan market; assuming that not many would be comfortable with English they translated into Chinese. When sales was not up to the mark the company investigated a little further and found that the Chinese translation actually came out as Pepsi brings your ancestors back from the dead.

4.  Colgate caused a furor in France when it introduced its toothpaste brand "CUE" there the team didn't realize that cue was also the name of a notorious French pornographic magazine.

5.  Coke the real thing was a slogan, which had helped coke beat Pepsi in America. It showed that coke was the first the original and Pepsi was a copy. However what worked in America didn't worked in India what worked here was " Thanda Matlab Coca Cola", thanda was the word used by the rural India to refer to a soft drink. The word was so truly Indian that immediately appealed to all and suddenly the markets opened up for coke in India.

6.  Ford ,McDonalds , Pizza Hut got right in .Ford promoted its car as the josh machine McDonalds introduced the mc aloo tikki burger and nowhere in world would you find tandoori chicken pizza except at a pizza hut in India.

7.  OORS entered the Spanish market with its beer and its slogan turn it loose little did it realize that the Spanish translation came out to be suffer from diarrhea .Not many Spain yards were interested in a product like that.

8.  Clairol had a very popular product called Mist Stick which was a hair curling iron seeing the success of this product in other European countries the company introduced the product in Germany only to realize that mist in German was a salary for manure.

When you enter a foreign land understand its culture its market its language and its people, then decide how your strategy will address the market with a "Salaam or Namaste "

So as a marketer we can take nothing for granted, nothing is universal everything is culture specific come to think of it and you will find there is no universal manner to greet people if somewhere it is handshake then somewhere it is a nod somewhere else a Hi

Somewhere a SALAAM and somewhere a NAMASTE

Manovathsan  P.
Alard Institute of Management Sciences

Source : E-mail March 13, 2006




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