0 Introduction Introducing any innovation into a culture can sometimes be a problem insofar as it might require a drastic change to the behavior patterns of the consumer. In other instances the innovation goes against or even threatens to replace core cultural values. In such it is likely that the innovation might not be accepted (Cateora, 2004). Procter and Gamble, after having acquired the company under the brand name Tampex. Tampons are a substitute for female sanitary pads; however its use requires insertion. However, in many cultures any form of insertion is interpreted as the lost of virginity. Thus the difficulty that P&G face is the cultural resistance towards the product brought about by this misconception of 'lost of virginity'. P&G's task is now of what might it do to overcome cultural resistance and how might it go about doing it. Should it succeed it envisages a huge market opportunity in this global market. Thus the purpose of this report is: a) To discuss the possibility of pursuing the same advertising objectives, that is, to sell the product in a similar way in the countries that have been group into one the three clusters; b) Recommend an approach that P&G could adopt to find out the factors that are contributing towards cultural resistance and how this resistance might be overcome; and c) Examine the possibility of using the approach taken in Venezuela and Mexico to educate Brazilian consumer in the use of tampons. This will report will explain the relationship between culture and innovation and then proceed on to address the issues raised above. 2.0 Discuss the possibility of the goal indicated by Tambrands

influences a culture's outlook on life.a classic definition of culture: "Culture is that complex whole which includes knowledge. persuade. morals. Advertising objective setting depends on the pattern of consumer behavior and information that is involved in the particular product category.2. about 50 percent of women use tampons.it is one of the most sensitive elements of a culture. Two: includes countries such as France.innovation. or remind. Some concerns about virginity remain and tampons are often considered . message strategy. the United Kingdom. design and best practice is the key business process that enables firm's businesses to compete effectively in the global environment.1 Understanding of Culture & Religion & Innovation Culture . Three Market Clusters One: includes the United States. Major decisions in advertising include objective setting. Product advertising places a message to promote a good or service.uk/) 2. (Source: http://www. custom.gov. Advertising is any paid form of nonpersonal presentation of ideas.2 Advertising Objectives and Market Clusters Advertising is the most visible form of nonpersonal promotion and is designed to inform.the successful exploitation of new ideas incorporating new technologies. its meaning and concept. and any other capabilities and habits acquired by individuals as members of society". and Australia. belief. or services by an identified sponsor. Israel. Religion . already use tampons and may feel they know all they need to know about the product. Innovation . budgeting. law. and South Africa. products. art. and media strategy.

and also according their unknowledgeable thinking. those are: People are low educated People are lack of the knowledge of using tampon. Tambrands must also tell women how to use a tampon without making them feel uneasy. they have strong religion belief in virginity. along with tackling the virginity issue." . They used to use the old products and resistance to change new culture change. And also according their religion they believe that "you will lose your virginity with a tampon. how it works and how to use it. Analysis: According the case and knowledge above. Religion influences The people who live in the countries in market cluster 2 and 3.market to each cluster in a similar way . They are lazy to change and afraid of to change into a new culture changing environment also.adapted to the new educational program. The reasons are bellowed: When Tambrands marketed the market in cluster 1. the P&G should not continue with Tambrands's original goal . There is not so much problem for selling tampon there. the companies are almost facing the same problems. There. which it is going to lost virginity of using the tampon. and Russia. But in cluster 2 and cluster 3. Traditional background Culture influences the thinking of the people. The people who are in these countries still got the old thinking according their traditional culture. China. Three: includes countries like Brazil. the countries in cluster 1 are more open and more educated. They do not know about the tampon with what it is.unnatural products that block the flow.

Innovation matters because it can deliver high value-added products and services.Advertising is used to reach large numbers of consumers who are geographically dispersed. it is a living process. P&G and Tambrands should continue to find the countries which have school health education. 3. But customers who are comfortable with a certain routine may resist new products. Culture is 'learned' behavior. . one part of the culture is deeply connected with another part such as religion and marriage. It is reinforced in our daily lives through the family unit and educational religious institutions. that is. But the fact that cultural change is constant seems paradoxical. cleaner and more efficient production processes and improved business models.0 Approaches to Determine Cultural Resistance 3.1 Culture Change Culture is dynamic in nature. The dynamic character of culture is significant in assessing new markets even though changes face resistance. in order to teach women about it works and how to use it. that is. Tupperware Parties It is learned.2 Overcome the Resistance The P&G could use some ways to overcome the resistances: School Health Education Start educated people about the using of tampon knowledge from young. Because another important attribute of culture is that it is conservative and resists change. new. 3. acquired by customers over time through their membership in a group that transmits culture from generation to generation. It is interrelated. which has been passed down over time. The change requires customers to give up long-standing habits.

Culture does not stand still. Cultural differences are not necessarily visible but can be quite subtle and can surface in situations where one would never notice them. Adverting of Using Models Using the famous models and explains they won't lose their virginity with a tampon is a good idea also. therefore. Because the countries of Venezuela and Mexico has the similar culture. [International Marketing Management. 1996] 4. some customers are shy to open the mouth for asking about the tampon. It can influence a group of customers to eager to know what it is. but slowly.0 Adapting the Mexican model in Brazil According the case. that is.business and social status. It is shared. over time it may change. Then it is a good idea that P&G use the website to attract the group of customers' interests and to develop deeper relationships with customers. It includes virtually every part of the person's life. are powerful ones. Many cultural influences cannot be easily classified. Conclusion Cultural influences. if it works well in Venezuela then it might work well in Brazil also. 5th edition. Media & Web & Internet According the religion. it might be possibility of using the approach taken in Venezuela and Mexico to educate Brazilian consumer in the use of tampons. how it works and how to use it also. tenets of a culture extend to other members of the group. The concept of culture is broad and extremely complex. Cultural develops through .

Most change meets with some level of resistance from those who must change. according this case given. From the case given.) to gaining trust of people to using tampon. the major impact that will affect the Tambrands and P&G to market its product . For cultural adaptation. People resist not only change that is bad for them. P&G and Tambrands need to know the important for developing an understanding of foreign situations. . To conduct business successfully across national boundaries. in order to do business in different countries.recurrent social relationships that form patterns that are eventually internalized by members of the entire group. And also the advertisement should not obey their culture and religions. Tupperware parties. Change should not be done only for the sake of change. There are many reasons why people resist change. marketers of P&G and Tambrands must adapt themselves to local cultures and do understand the religion. religions and the resistance of the innovations. the biggest problem is the people wonder about "it is going to lose virginity of using tampon. it is compulsory to understand the culture and also the religions regulations." Therefore. but also change that will benefit them in the long run. Adverting of using Models.tampon in different countries will be one culture. And create some good ideas to overcome the resistance of culture changing (Such as School health education. Media & Web & Internet. it's a strategy to achieve some overall goal.

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