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Considerations for Product Promotion in Brazil

Imagine you are the marketing manager for a U.S. manufacturer of disposable diapers. Your firm is considering entering the Brazilian market. Your CEO believes the advertising message that has been effective in the United States will suffice in Brazil. Your CEO also believes that the pricing decisions in Brazil can be left to the local managers. Detail the possible objections to both beliefs. Support your answer with examples.

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Objections to the first belief are that cultural values in Brazil may be different and therefore, the marketing or advertising message must address those cultural differences. For example, convenience and comfort may be the first considerations in the United States. However, if Brazilian parents believe that cloth diapers are healthy for the infant, the advertising message must address the issue of how the product is healthy for the infant. Pricing may be more of ...

Solution Summary

This solution discusses the problems with common assumptions about expanding sales in foreign markets. This particular case involves a commonly used product in the U.S. being distributed in Brazil. The suggestions and explanation specifically address the mistaken assumptions about pricing and consumer behavior, due to lack of understanding of different cultures and influence on buying decisions.