Product advertising focuses on pioneering, competition, and reminder. In order to gain
business, the advertisers must convey their message clearly and concisely. It is challenging
for a business to paint an accurate picture with words in their own country. However, it can
be even harder when a company is trying to make a presence north or south of the border or
halfway around the world. There are times when a product’s advertisement can get lost in
translation and give an entirely wrong message. Not only can this be an embarrassment to
the advertiser, but it can also be detrimental to the profit margin.
There are a few companies that found their product’s slogan was lost in translation.
American beer company Coors would bring their “Turn it loose” slogan to Spain. When the
phrase was translated to Spanish, the slogan was interpreted as “Suffer from diarrhea.” If
that is not a crappy interpretation, I don’t know what is (pun intended). Kentucky Fried
Chicken had an advertising snafu back in the 1980s when it opened restaurants when it
went to China. KFC’s “finger-lickin’ good” slogan was lost in translation. It became “Eat
your fingers off.” After fixing the blunder, KFC has recovered and opened 4,400 restaurants
in the past 40 years. In Japan, Proctor & Gamble printed Pampers diapers with an image of
a stork on its packaging. In Japan, storks do not carry babies to the parents as they do in
American folklore, so the imagery made no sense. In Japanese legend, babies arrive on a
giant floating peach, so the packaging had to be redesigned to fir the Japanese culture.
GROWTH & STRATEGY
The lines between meals and snacks are blurring, and consumers are never satisfied picking
between taste and nutrition, affordability and quality, snack-time and meal-time. From an
on-the-go “second breakfast” to a mindful moment of indulgence in the evening, consumers
decide what and how they want to eat.
People have less free time as they work longer hours with longer commutes. They want
snacks that support a healthy lifestyle, providing nourishment and nutrition for their active,
busy lives.
When snacking, there is a desire for convenient and delicious options that people can feel
good about eating made with less energy, water, and waste - all with ingredients they know
and trust.
That’s why at Mondelēz International, we’re using our unique portfolio of flavorful brands
to fulfill the global need for snacking. We’re leading the future of snacking by focusing on
three strategic priorities.
Growth
Our consumers are the reason we want to be the best snacking company in the world and
why we put them at the heart of everything we do. With our consumers in mind, we're
focused on accelerating growth by investing in both our global and local heritage brands.
We are implementing innovative ideas and tactics at all levels, driving growth in new
channels, and building new and existing partnerships that best serve our consumers.
Execution
We're focused on continuously improving everything we do - from building a world-class
supply chain to achieving marketing and sales excellence. A key component to our
operational performance is our digital transformation. This approach, made possible by our
vast capabilities and diverse culture, helps identify and enable additional growth
opportunities.
Culture
We empower our local teams to innovate and deliver consumers’ snacking needs while
continuing to leverage opportunity on a larger scale to most efficiently support our growth
strategy. Mondelēz International is committed to investing in a diverse and talented
workforce that helps our business move forward with greater speed and agility.
Examples of how international company (such as Unilever) changes distribution channel;
-Unilever changes the distribution channel to target customers and ensure direct access
-Unilever also changes the distribution channels based on the efficiencies of the modern
technology
-Desired final price on the various household products also impact's on the companies
distribution channels
The examples of how International Company (Unilever) changes marketing messages;
-The adverts of Unilever are developed based on the culture of the Country
-Unilever different promotional mix based on the target country.
Examples of how international company (such as Unilever) changes distribution channel;
-Unilever changes the distribution channel to target customers and ensure direct access-
Unilever offers various consumer and household goods. The company have a more flexible
distribution channel that ensures direct access to the customers through the various
supermarkets, malls and other retail outlets globally.
-Unilever also changes the distribution channels based on the efficiencies of the modern
technology-development in the technology and other approaches have made the company to
develop a distribution channel that is more efficient and more personalized to the customers.
-Desired final price on the various household products also impact's on the companies
distribution channels -depending on the desired final price, Unilever may make changes to
the distribution channel intermediaries. This ensures affordable prices on its various brands
such as the Persil, Domestos, Lipton,Dove among others.
The examples of how International Company (Unilever) changes marketing messages;
-The adverts of Unilever are developed based on the culture of the Country-advertising
messages for Unilever differs depending on the culture of the country to ensure the product
is more positioned to address the needs of a given culture and improve on the sales level.
-Unilever different promotional mix based on the target country-promotional mix would be
integrated in countries that have more digital customers such as the US,UK and India. This
differs from the intensive marketing strategies adopted in emerging markets. international
companies need to be able to adapt their marketing specifically for the region that they're
attempting to either break into or market to. There are multiple things that need to be
considered when attempting to market to a separate audience in regards to customs, cultures
and even word choice and significance. I remember a few years ago Top Gear ran a special
in Argentina and they were pretty much almost run out of the country due to one of the
presenter's license plate having FKL on it which, some people took as a reference to the
Falklands war which upset a local veteran and started pretty much, a country wide manhunt
for all 3 presenters. All of that stemmed from a completely randomly generated number
plate which goes to show, that you have to be even more cautious when attempting to come
with marketing for an item. Not only that but you also have to take into account anything
that your product could be mistaken for or misrepresented by. Somethings that are not
offense in let's say somewhere like Japan could have a completely separate meaning here
Stateside simply due to language and cultural differences between both places
