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How can you market a product that is not culturally acceptable by the population?

An example of this dilemma would be trying to market women fashion clothes in a conservative country like Saudi Arabia. How would you market similar products in conservative countries?

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Question added by Dana Qaisi , Social Media Specialist , N/A
Date Posted: 2016/12/18
jasmina malnar
by jasmina malnar , Head of Marketing and Indirect Procurement , Hrvatski telekom

This is a complex one. And the answer is usually DIFFICULT or IMPOSSIBLE. However, sometimes it is possible if cultural norm is imposed by forces outside the audience, or there is a chip in the norm already or the allure of forbidden fruit can be utilized. In any case it will differ from case to case and the decision has to rely on market research heavily (qualitative and quantitative). Hope this helps?

On a particular question (clothes in SA, if there are no consequences for women wearing fashion clothes or for marketers of the clothes, and if there is a "hook" you can attach to in women's minds (do women see themselves more beautiful and attractive in traditional or fashion apparel, for instance) you might want to try. I would do it under the radar, not in your face, to avoid opposition and yet to allow for "movement" to spread among women.

Thanx for addressing the question to me, I am enjoying answering them very much ;)

Rodissa Olaybar
by Rodissa Olaybar , Marketing Executive , J MED DWC LLC

The world is evolving and so is the norms in the society. Conservation of women is highly respected in Saudi Arabia and other Middle East Countries, and to market a fashion clothes would be a challenging. I would say, we can market the clothes where these ladies can wear in private ladies events, for travelling, or we can display in a way the dress can be worn without exposing womens skin, promote in a artistic way that it becomes an expression of art. deliver an advertising message which doesnt offends the culture but in a way of accepting change in human perception.

Faris Jeddawi
by Faris Jeddawi , Marketing Director , Alkhair

The key is to be mindful of how you portray your brand, whatever country it is marketed. This means taking into account how your brand’s marketing messages are viewed around the world.

The situation you have mentioned is a very tricky one. It is difficult and painstaking but can be highly profitable one too as there is a demand for it.

BUT if you actually look around the globe such situations are there in most countries and the sensitivity of the local population vary. some such examples in the broader view are - movies in many countries require legally to have an age rating on it, sale of tobacco, alcoholic products, adult product etc.

 

The reason why one may feel restricted is because you want to market such products by copy N pasting the same business model used in a market where your products are marketed in a big way.

The key is to be in business and not have the locals force you to shut shop therefore have a business model that suits the territory you operate in. One size does not fit all.  It therefore depends how you look at it. It may be an opportunity for a very lucrative business.

 

First one needs to distinguish if it is only culturally not acceptable or is it legally also not acceptable. (if it is illegal then you should not be doing it in the first place.)

 

If it is only culturally not acceptable then the marketer needs to understand the reasons

  • why it is culturally not acceptable and
  • Yet why it is legal
  • why there is a demand for it.

 

On a clear Understanding of the reasons, one should respect the reasons and learn to work around it.

 

For example it is culturally not acceptable to eat pork, or beef or consumer alcohol or use adult products in some cultures or countries and yet legal to sell it.

In many such stores, they have these products at the far end of the store within an enclosure but with no loud/big  signage or separate stores with blacked out glasses and in some case the buyer requires a permit to purchase such products. 

Such places have sign that says that people of a set group (whose who may be culturally offended) are advised that the products within this enclosure are not suitable for them and hence advised to restrain from entering this area. 

This way you have respected the cultural norms and yet sell your products by not being in the face and be higly profitable. The KEY is NOT TO BE IN THE FACE and do not try to change the culture. (Cultural change is a very slow process.)

 

If you offer good products and services you are going to have a very loyal customers base and they are going to spread the word around for you.

 

Since these products face some restrictions you can easily charge a premium on it and be very profitable.

Nikhil Vaghela
by Nikhil Vaghela , Business Development Officer , Alpnik Solutions Pvt Ltd

My percpective ti this scenario will be to create an awareness by video.

Ali Jawad Zaidi
by Ali Jawad Zaidi , Performance Marketing Head , Bombay Shirts Company

We should respect cultural and religious sentiments. Even though this is a tricky situation, it is essential to understand the useability of the product and compare it to the cultural norm. For example, if women fashion clothes are not acceptable in larger gatherings, the clothes can still be worn in a more private (female only) and some intimate setting. 

 

Another thing the brands can do is adapt to the cultural setting and customize the product according to it. A great example of this is McAloo Tiki by McDonald's, a potato-based burger to entice the larger vegetarian population in India.

Umar Rasheed Baig
by Umar Rasheed Baig , CREATIVE BRANDING DESIGNER AND MULTIMEDIA SPECIALIST , Ufone PTML (Etisalat Group)

While language is the carrier of culture, we also can’t forget the impact of the internet over the last 15 years. Not only does it reflect culture back at us, it also has the ability to change culture at a global level as we move into a digital future.

Knowing your target market and its cultural influence is key to selling the product in question. For starters you need to indetify who your customers are in order to direct marketing efforts towards them in an efficient and effective way. 

What is the prevailing form of media in any given country? How widespread is social media? What are the cultural sensitivities that should be addressed? And what are the dominant outlets? Shops? Malls? Online deliveries? 

Answering these question would give valuable insight into what needs to be done in order to infiltrate the potential market effectively. 

vaishnavi tripathi
by vaishnavi tripathi , Media Content Writer , Eywa solution

To market a product that is not culturally acceptable by the population is a very tough job but marketing without any critical situation is nothing to make it possible

Here are some key aspects which I would recommend 

  • The Influencer game :- People get influenced by what there favrouite celebrity is wearing, thus they there wil be influenced by it. 
  • playing pycological game :- this is a negative marketing where degrading the current product/ project and making  comparison in between  them.
  • Rating and branding game:-Either selling in a lower cost to give them approchable price or either influencing through the brand name and promoting the socially higher heirarchy. This also influence a new indulgence of brand

Ahmed Merias   Gharbawi
by Ahmed Merias Gharbawi , Restaurant Manager , RADISSON BLU HOTEL AND RESORTS

Women's fashion is not acceptable to appear in public areas, but it is sold as a gift to some expatriates and travelers to other countries

Rini Mohandas
by Rini Mohandas , SEO specialist , Boopin

Hi,

      Even though it is a complex task, there are people who love fashion every where specially with Women. So that i could rather say that cultural importance in such countries is followed by every person living there, sometimes the market can make a boom towards the multi culture people from other countries living there. So in my view of opinion small success in market may exist for those who live from other nationalities.

Thank you for giving m a chance to answer the question

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