CROSS CULTURAL Tanya Jain- 407

MARKETING Shreya Goel- 44

 • Cross-cultural marketing is defined as the
strategic process of marketing among
consumers whose culture differs from that of
DEFINITION the marketer's own culture at least in one of
the fundamental cultural aspects, such as
language, religion, social norms and values,
education, and the living style.
 In order to match the marketing
mix with consumer preferences,
purchasing behavior, and product-
Why Cross use patterns in a potential market
Cultural
Marketing? To be able to skillfully manipulate
the similarities and differences in
the worldwidemarket places
 • PEPSI
• Mc-DONALDS

CROSS CULTURAL MARKETING

FOR PRODUCTS
 • INTRODUCTION : Pepsi is a carbonated
soft drink manufactured by PepsiCo.
Originally created and developed in
1893 by Caleb Bradham and
introduced as Brad's Drink, it was
renamed as Pepsi-Cola on August 28,
1898, and then as Pepsi in 1961.

PEPSI • MARKETING :
a) US and Europe – a side drink to go
with Pizza or lunches
b) East Asia – hip and cool
c) India – Thirst quencher, provides a
lot of fizz
Mc Donalds
• INTRODUCTION: Started in May 15, 1940;
California, USA by two brothers Richard and
Maurice Mc Donalds.

• MARKETING: Mc d has made its presence in

119 countries. The product it produces follows
the same process and the distribution system
is also same throughout the world but the
menu changes from country to country.
CROSS CULTURAL MARKETING
BLUNDERS
 • The most common cross-
cultural marketing blunder
is of the translation variety.

THE ‘TRANSLATION’
BLUNDER
 THE ‘SOUNDS LIKE’ BLUNDER
• Close relative of the translation blunder, the ‘sounds like blunder’ is when a
company’s brand name or product name doesn’t quite work with the local tongue.
 • Few in the advertising
industry would refute the
fact that celebrity
endorsements are a great
way to boost brand
awareness. Who you
choose however might
close down as many
markets as it opens.

THE ‘CELEBRITY
ENDORSEMENT’ BLUNDER
 • Proctor & Gamble are
another global giant who’ve
witnessed the perils of
complacency when taking
an idea from one continent
to another.

THE ‘APPROPRIATENESS’
BLUNDER
 • Pepsi experienced some online backlash regarding their
new commercial, starring Kendall Jenner.
• In the commercial, we see a blonde, bewigged Kendall
in the midst of a photo shoot, while a protest takes place
on the streets just steps away from where she is posing.
As “Lions” by Skip Marley plays in the background, the
camera cuts between the protesters, many of whom are
artists. It's an inclusive crowd for sure, with people of all
identities joining together to march with signs depicting
the peace symbol.
ACTIVITY • As the ad continues, it becomes increasingly obvious
that Kendall wants to join the marchers, and she even
locks eyes with one of the protesters who nods at her as
if to say, "Come on." In the ad's climactic moments,
Kendall removes her blonde wig, wipes the dark lipstick
from her mouth, and filters into the crowd. She is seen
approaching a line of police officers, and she hands one
an ice-cold can of Pepsi. There is a pause, and then the
officer pops open the can, yielding cheers and applause
from the protesters. The words "live bolder, live louder,
live for now," fill the screen as the ad comes to an end.
QUESTION

WHY KENDALL JENNER'S

PEPSI AD WAS SO
CONTROVERSIAL?