International promotion
failures:


Examples and how to cope
with mistakes
Made by:
Ekaterina Kandakova
(UCO: 496455)
Presentation agenda
Difference
between
promotion and
advertisement
Best ways how to
cope with
promotion
mistakes
"Labeling"
communication
mistakes
Examples of
international
promotion failures
Promotion
Advertising
Includes paid and free
marketing activities
Generally refers to
controlled, paid messages
in the media
Language
differences
Used language
means what is
expected to mean
Выход на пенсию
Презентации являются средствами
коммуникации, которые могут
использоваться в качестве
демонстраций, лекций, выступлений,
докладов и многого другого. В
большинстве случаев они
демонстрируются перед аудиторией.
Keyattributes
foreffective
communication
(Hollensen,2008)
Language
differences
Used language
means what is
expected to mean
Economic
differences
Level of literacy,
promotion tools
used
Keyattributes
foreffective
communication
(Hollensen,2008)
Выход на пенсию
Language
differences
Used language
means what is
expected to mean
Economic
differences
Level of literacy,
promotion tools
used
Sociocultural
differences
Dimensions of culture
(religion, attitudes,
social conditions and
education) affect how
individuals perceive
their environment
and interpret signals
and symbols
Keyattributes
foreffective
communication
(Hollensen,2008)
Legal and
regulatory
conditions
Regulations for
promoted
products,
communication
channels, etc.
Keyattributes
foreffective
communication
(Hollensen,2008)
Competitive
difference
Adaptation of
promotion
strategy to local
environment
International
promotion
failures
Pampers goes to Japan1.
International
promotion
failures
Pampers goes to Japan1.
Sociocultural
differences
International
promotion
failures
2. Nike and it's bullet in the
chamber
International
promotion
failures
2. Nike and it's "bullet in the
chamber"
Competitive
differences
International
promotion
failures
3. Gerber in France
International
promotion
failures
3. Gerber in France
Language
differences
International
promotion
failures
4. VK ban in Ukraine and
active promotion for
Ukraine via VK social
network
Economic
differences
How to appologize
for inappropriate
promotion


"Apologizing does not always mean that
you’re wrong and the other person is right.
It just means that you value your
relationship more than your ego"


(Mark Matthews)
How to appologize
for inappropriate
promotion
When
Where
How
(Contagious creative service, 2019)
When
(Partnoy, F.,2012)
Where
1) Depends on scale of
disaster:


-Something not global - social networks
-Something global - TV, mass media
-Use video with CEO is a good idea only if CEO
can look miserably (Harvard Business Review,
2015)
How
1) Main components of effective
appology:
-Aknowledgement (example with
wars)
-Explanation
-Repair
2) Do not use "sorry, if.."
Thank you for attention!
Reference list links
https://hbr.org/2015/09/the-organizational-apology
https://hbr.org/2015/08/research-for-a-corporate-apology-to-work-the-ceo-should-look-sad
https://www.contagious.com/news-and-views/the-art-of-the-apology
https://cxl.com/blog/business-apologies/
https://www.businessinsider.com/nike-reacts-to-accused-murder-oscar-pistorius-i-am-the-bullet-in-the-
chamber-ad-2013-2
https://thunderbird.asu.edu/knowledge-network/its-peach-not-stork-how-pg-turned-around-its-pampers-fail-
japan#:~:text=In%20Japan%2C%20however%2C%20a%20similar,how%20the%20diapers%20were%20delivere
d.&text=The%20stork%20mistake%20was%20discovered,into%20why%20sales%20were%20slumping.
https://www.languageconnections.com/blog/funny-marketing-mistranslations-translation-localization/
https://www.languageconnections.com/blog/funny-marketing-mistranslations-translation-localization/