You are being asked to summarize and analyze the case - clearly describing the major issues and providing an analysis from the perspective of an International marketer.

In addition, as part of your report, you will consider and  answer the questions below in short essay style (paragraph) providing your reasoning. 

 

USE THIS LINK FOR ACCESSING CASE: https://highered.mheducation.com/olc2/dl/862122/case_4_1_Tambrands_Overcoming_Cultural_Resistance.pdf

 

 

QUESTIONS:

Tambrands indicated that the goal of its global advertising plan was to "market to each cluster in a similar way." Discuss this goal. Should P&G continue with Tambrand's original goal adapted to the new education program? Why? Why not?

For each of the three clusters identified by Tambrands, identify the key cultural resistance that must be overcome. Suggest some possible approaches to overcoming the resistance you have identified.

P&G is marketing in Venezuela with its "Mexican" model. should the company reopen in the Brazilian market with the same model? Discuss.

A critic of the "Protecting Futures" program comments. "If you believe the makers of Tampax tampons, there's a direct link between using 'Western' feminine protection and achieving higher education, good health, clean water and longer life." Comment.