Huge international Marketing Blunders

• Pepsodent tried to market its toothpaste in Southeast Asia by claiming that it " whitens your teeth, ” before learning that some locals chewed betel nuts to blacken their teeth, a sign of attractiveness in their culture.
• The Scandinavian vacuum manufacturer Electrolux didn’t account for a common American colloquialism when marketing their vacuum in the U.S: " Nothing sucks like an Electrolux".
• The soft drink Fresca was marketed under that name in Mexico … before the company discovered that ‘fresca’ is a slang term for lesbian in parts of Mexico.
• Pepsi used the slogan “Come Alive With Pepsi” in Taiwan … or so they thought. The slogan was actually translated as: " Pepsi brings your ancestors back from the dead."
• The Coors slogan " Turn It Loose, " was translated into Spanish as " Suffer From Diarrhea."

How is an International Marketing plan developed and employed?

It can be difficult for a small or medium-sized corporation to initially build an international marketing plan, because they generally don’t have the expertise or budget to launch the campaign. By partnering with another group or hiring marketing experts with knowledge of foreign markets, smaller companies can build their cultural research and implement more successful campaigns. (See also International Marketer)

Whether a company chooses to partner with another foreign agency or hire an inside international marketing representative, the most important facet of building a successful international marketing campaign is the research they conduct. Research will inform the company's marketing mission as they proceed, allowing them to maximize potential in new markets.

Once research is completed and a market is chosen, experts should examine and modify a brand's marketing strategy so that it fits their target demographics. Hiring representives from the country will help ensure that all cultural differences are handled appropriately and with sensitivity.

For an emerging international brand, establishing partnerships and networking with other companies in the country are essential for success. Partners within a target market help new companies establish themselves in markets where they would otherwise have gone unnoticed.

Finally, it is important to review an international marketing strategy on a quarterly basis. Even if a company sends representatives to travel to the foreign market, it is much more difficult to keep a finger on the pulse of an overseas marketing campaign. This means that results need to be tracked extremely closely, and tweaks should be made regularly to help a product gain the appropriate foothold for success.

According to a 2012 survey but the World Federation of Advertisers (WFA) …

• 95% of WFA members believe their future growth will come from outside the US
• Over 71% think some of the best ad campaigns are being developed abroad
• 75% of marketers think that American brands can learn a lot from foreign campaigns
• Only 11% think that US marketers pay enough attention to the rest of the world

What types of careers work with International Marketing strategies?

Because international business is largely conducted over the telephone and internet, an international marketing professional should have a firm grasp on changing technologies as well as an understanding of different cultures and global economy. An international marketing career is especially suited to an individual with political understanding, good economic and communications skills, and an ear for language.