Tambrands-Overcoming Culture Resistance
Tambrands-Overcoming Culture Resistance
Provide a brief background for the reader
Tampax, Tambrands’s only product, is the best-selling tampon in the world, with 44 percent of the global market. North America and Europe account for 90 percent of those sales. (Cateora, Graham: 2007) Tambrands is a company that has succeeded throughout North America and Europe yet it has faced many barriers that have made it harder to grow due to competition and also, due to its incapability to expand internationally. In planning for expansion into a global market, Tambrands divided the world into three clusters, based not on geography but on how resistant women are to using tampons. The goal is to market to each cluster in a similar way.
Identify what the group believes to be the key issues
Tambrands wanted to promote the usage of tampons among women all over the world, but they lacked of the experience and resources to do so. They launched a marketing campaign which intended to show women that the myths that existed in their cultures about tampons were not real. These campaigns were too aggressive for people in countries such as Latin America’s or China. Tambrands decided to sell its brand TAMPAX to P&G, which represented the perfect opportunity for tampons to be used all around the globe because of the size of the company, its distribution channels and its reliability.
P&G effectively grew the usage of tampons in those countries which refused to use them. Tambrands decide to work with Procter & Gamble, getting benefits for both. Both companies know that culture is an important topic for marketing, and they develop a plan that allows them to get loyal customers. P&G and Tambrands understand that culture change in every nation, and because of that, both companies develop different plans for every culture.
Identify the elements of critical thinking and decision making that came into play Marketers decide to do market segmentation, and they subdivide this market into 3 clusters, but the market are the same for all of them Tambrands decided to work with Procter & Gamble, because Tampax had not the amount of money they needed to develop its market plan; in the other side, P&G had not power in this market, and this plan will bring benefits for both Tambrands and P&G develop a great plan, they understood what the main problem for marketing was, and they found cultural problems. Then, they develop a plan and with these ads they explain that this tampon is a product that won’t affect their bodies (their virginity).
Tambrands make a very interesting choice by choosing P&G to achieve their global expansion because P&G is number one in the market worldwide, so Tambrands create the perfect strategy to help their only product can be sold around the globe with the shadow of a leader that generates, confidence and seriousness through their customers in every continent, if Tambrands would have chosen to keep opening the global market alone probably the have gone bankrupt by now, and the same scenario if the have chosen another company to launch them that wasn’t that strong.
P&G should keep in mind the idea of the 3 clusters Tambrands previous have developed because it was an interesting and intelligent way of approaching to their objective of global advertising but they must, as they did, go deeper on that idea as they did in Mexico in the state of Monterrey they went deeper by interacting with the women , making focus groups within specific countries and targets. Within the Cluster number 3 ,which the one with more resistance , they must focus on the teen girls from 12-20 years old because their mothers and grandmother have lived already and maybe they have passed that stage of their lives, and the teen girls are about to enter that stage, so without fighting their culture and ideas previously breed in their minds about using a tampon = loosing virginity approach to them with an innovative and secure style of advertising making a priority their HEALTH. Most of the Latin Americans’ countries have similar cultures so maybe the strategy used in Monterrey can be adapted to try to re-open the market in Brazil, applying the model previously describe, the features of this model must be:
-Target: teen girls 12-20
-Respect previous ideas
-Create innovate advertising
-Focus on the HYGENE and HEALTH
Identify the group’ s assessment of what might have been done to change the situation to produce a positive outcome, if necessary Before launching a global crude “real” campaign, Tambrands should have done the proper research in those markets they wanted to enter. Of course, research meant spending economic resources they were not able to obtain. In the other hand, the world might be globalizing but no country is the same as other, at least not yet. So it is really difficult to create a proper global marketing campaign because of the cultural differences between them.
The only thing Tambrands achieve with this campaign was to make women in those markets to refuse even more to use Tampax. Perhaps, they could have searched for a more viable market, where they did not need to change women’s perceptions about their product, in order to expand the company, obtain better profits, increase their economic resources and, when ready, launch their product into a more difficult market like Latin America. But, since they did things wrong and almost ruined their opportunity in those markets, they did well in selling the brand to a more experienced company, which was able to increase the tampons’ consume.
Cateora, P. R., & Graham, J. L. (2007). Tambrands––Overcoming culture resistance. In International Marketing (13th ed., p. 656). New York: McGraw-Hill.