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4.3.3 Cultural/social factors Typeit
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When selling or manufacturing in another country a business should take into consideration cultural and factors of that country. Not every product name is perfect for every country; sometimes brand names and promotions don't translate well. For example, back in the 1950s Pepsi lost critical market share to rivals Coca-Cola in South East Asia when it changed its vending machines to light blue, which is considered a colour of mourning and death in those countries.
The business must take into account cultural , which could include: values, beliefs, behaviours, expressions, ethnicity or ethnic origin.
The business must also be aware of different in different countries; for example, some countries prefer spicy food and others, like the UK, have a major preference for plain food.
The business must be careful when naming or the products to make sure there are no unintended meanings; for example, in Romania they produce a tea which is called Urinal and in Poland there is a chocolate bar called Fart.
When translating products the business must make sure that the are accurate. For example, in 2009 HSBC bank translated its slogan "assume nothing" into other languages and it translated badly as "do nothing"; this mistake cost the company $10 million in having to rebrand on a fresh campaign to fix the error.
Finally a business must make sure that the branding and methods are appropriate and not in any way. For example in 2015 Pringles had a supermarket display stand with its smokey bacon flavour crisps and the slogan "Ramadan Mubarak".