You are a Senior Account Executive for Ogilvy and Mather International, a global

Question

You are a Senior Account Executive for Ogilvy and Mather International, a global advertising agency. You have been assigned to develop a marketing strategy focusing on product and promotion (communication) targeted to emerging markets, such as Brazil, India, China, and Eastern Europe for the Tanglow Company, a Miami, Florida-based company which manufactures and sells personal tanning machines. The executives at Tanglow had originally planned to use a standardized product and a global, standardized advertising program based on the use of television and magazine advertisements (which are being used here in the U.S.) featuring tanned men and women in swimsuits playing volleyball on the beach in Florida. But the executives of Tanglow are asking for your expert opinion to answer these questions:

a) What specific recommendations would you give to the company about potential adaptations/modifications which may have to be made to the product attributes?

b) Should Tanglow apply a global standardized Communications program, using the same advertisements as they do in the U.S.? If yes, why? If no, why not? If no, what recommendations would you make to adapt their program to the international marketplace?

c) What type of promotion program--- push and/or pull-- would you recommend? Why would you recommend this type of program? What types of promotion would you include in your push and/or pull strategy?

Explanation / Answer

1.Recommendations that I would give to a company about potential adoption which may have to be made to the product attributes are the specifications should be adapted to different standard voltage of different countries like in US the standard voltages 110 volt and 220 volt power is used for larger appliances alternating at 60 cycle per second whereas voltage input in India is 220 volt, which is similar in brazil, China and Eastern Europe that is 220 volt.

2 no, Tanglow cannot use same advertisement as they do in US because many cultural factors reflect in advertisement due to different verbal and nonverbal communication in different countries. Similar words have different meaning in different languages of the particular country. My recommendation would be to curate advertisement according to the culture of particular country and in the similar language which will help to attract more number of customers without offending them.

3. I would recommend pull strategy for promotion. Because there is already lot of demand for personal tanning machines in the market. so by advertising the product to the larger market and promoting through various discounts and deals would be lucrative for the business. Types of promotion that I would include are advertising and mass media promotion, word of mouth referrals and customer relationship management.

Related Questions

Navigate

• Browse (All)
• Browse Y
• Subjects

Integrity-first tutoring: explanations and feedback only — we do not complete graded work. Learn more.