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!

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