Tambrands that produces tampons, facing culture problem when it markets the product globally

Essay by malaysiafarmerUniversity, Master'sA-, August 2006

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1.0 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

2.1 Understanding of Culture & Religion & Innovation

Culture - a classic definition of culture: "Culture is that complex whole which includes knowledge, belief,