The Dove “Real Beauty” campaign has an iconic status among marketing circles. Using “real” women who buy the products instead of models seems simple, yet it defied everyday advertising practices. After major success in the West, Dove continues to reinvent its famous advertising campaign in other countries. Taking in account cultural specifics it snatched its share of female beauty consumers in India’s market. Let’s take look how the famous beauty products company adapted its western marketing strategy to make it in India.
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Western businesses have a notoriously bad track record of entering China. Some of them were burning through insane amounts of money while battling local rivals and eventually ceased operations (looking at you Uber). Others were simply banned. However, not all of them has given up on trying to make it. Sharing economy juggernaut AirBnB has announced recently that it is changing its name in China to “Aibiying” (爱彼迎), which can be translated to “welcome each other with love.”
Airbnb is committed to succeeding in China, and we now have a Chinese name, 爱彼迎 (Aibiying), which means “to welcome each […] Read more
We all know that China is a lucrative market for every international brand. But what does it mean for the fashion industry? Here is a number for you: Chinese luxury demand accounts almost for the 20% of global spend on fancy items. Not bad right? No wonder that there is an ongoing battle between word’s best fashion houses over this piece of the pie. French luxury brand maker Louis Vuitton was first foreign brand to ever set foot there. Today we are going to see what other factors contributed towards the company’s huge success and learn lessons from luxury brand […] Read more
The IKEA catalogue is the main marketing tool of the Swedish retailer. Around 70% of the annual marketing budget is spent on the catalogue alone. It is produced in 38 different editions, 17 languages for 28 countries. In Europe the catalogue reaches around 200 million people every year. These are quite impressive figures. The question is, how did it become such a marketing success? Let’s investigate.
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The Retail Store Lidl Czech Republic published a catalog with a black man on the front page, presenting their freshest sports apparel collection. Although the catalog came out last Thursday, disgusted Czech consumers started attacking the company’s Facebook page with their violent posts almost a week later. The responses involved phrases like “Do you think they put white men in catalogs in Africa?” or “Don’t you think it’d be better to use someone of our race?” (Lubos Krnavek).
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IKEA. During the course of 73 years, blue and yellow giant made its way into most of the countries. Currently it has 392 stores around the globe. Impressive? It gets even better. Did you know that IKEA uses 1% of the world’s wood every year or that 1 out of 10 Europeans is conceived in an IKEA bed (wonder how did they count this). What is more interesting, is how Swedish retailer executed its foreign operations. However, IKEA’s entry to China is of particular interest. Although, there were many factors that contributed to IKEA’s success, we have pinpointed […] Read more
With valuation at around $25 billion, Airbnb is one of the biggest private companies (still start-ups?) in the world. With presence in 191 countries, it sure did some spectacular international marketing maneuvers. The question is, which exactly? This is what we are about to find out today.
They speak the language… most of them actually
Currently Airbnb is available in 26 languages. And the level of detail of every translation is definitely something to be admired of. Heck, site even changes vacation to holiday depending on the UK or US English. Devil is in the details, folks. Additionally, […] Read more
In one of the previous blog posts we have talked about how it can be tough to penetrate the Asian market and what mistakes can result from cultural misunderstandings. We are continuing our digital journey and today’s destination is Chinese business market.
With a population of over 1 billion (!) people, China is not only a very lucrative e-commerce market for western capital, but the world of its own. It comes as a no surprise that for some foreign companies, the Chinese market is deemed as important as a domestic market (if not even more). However, the bigger the market the bigger the risks, […] Read more
In our previous post we have described Uber’s expansion to Germany. Europe has been a bumpy road for Uber. It includes: Netherlands, Italy, Britain. However, one particular case steals the spotlight, France. For Californian cab-hailing service this country turned out to be one of the toughest market entries. Starting with the violent protests from the local drivers to the criminal charges of Uber’s top management in France.
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