Question

For the inexperienced marketer, the ‘similar-but-different’ aspects of culture creates an illusion of similarity that usually does not exist.

Explain to me and give me an examples ?

Answer 1

Different aspects of culture can appear similar to an inexperienced marketer, when he/ she is not able to understand the different contexts of cultural practices, what attracts and detracts those kind of customers.

Example, Hindu religion/ culture is very diverse in nature. There are almost 30 states in India, Crores of people following 1000s of kinds of Gods, languages, each having it’s own traditional importance and practices carried out in festivals/ religious programs during birth/ death/ Home, office inauguration/ weddings/ feasts and many more. Hence, if a marketer does not which state people, follow which kind of God/ Traditional program/ rituals, it’s hard to market a product rightly. Some products/ promotions may offend some cultural people, while for some it may be ok.

Recently, Amazon, was selling a product Slippers online, with a Goddess’ photo printed on it. This results in chaos all over the country, as it was hurting religious and cultural sentiments of millions of people. Amazon had to take back that product Off it’s portal quickly. Hence, being an MNC, the inexperience of marketing, resulted in this chaos and brand dilution for Amazon.