Herwannan Pesapallo

posted by Admin on Mar 7

The second level of adjustment, however, requires some fundamental rethinking of the product’s place in the new market, quite separately from any previous success, experienced in the home or other markets. It is at this level than an analysis based on comparative life cycle considerations can be most useful. A classic example of an ill-fated transfer illustrates the importance of these considerations.

In late 1965 Polaroid introduced the Model 20 “Swinger” Land Camera in the United States at a suggested retail price of $19.95. This model placed Polaroid for the first time in the mass market for inexpensive cameras (less than $50 retail), which accounted for over three fourths of all still cameras purchased yearly in the United States. The results were phenomenal. Polaroid sales jumped by over 50 percent in 1965 and by nearly 60 percent in 1966. The company reported more than five million Swinger cameras sold by ” sometime in 1969.”

Polaroid had designed a product aimed at this mass market.  It was simple and inexpensive. Extensive national advertising ( nearly 60 percent of sales in 1965 and 1966) displayed these features prominently, capitalizing on the previously established reputation of Polaroid and its concept of instant photography. Television accounted for nearly one-half of the total advertising budget, and the emphasis on Swinger advertising shifted from the earlier educational message to a low price and “swinging” appeal. Distribution was made directly to over 15,000 retailers, including many, such as drugstores, that had never carried Polaroid cameras before. Discounters often offered the Swinger at prices well below the suggested retail price (as low as $14), featuring it as promotional item r or loss leader.

posted by Admin on Mar 7

An analysis of the blunders data, as well as these other studies, seems to indicate that there are two levels of potential adjustment and that these may be treated differently. The first level we might call the “elementary adjustment.” This is limited, for example, to some simple changes in the product (e.g., change voltage from 110 to 220, channels (e.g., increase number of outlets due to lower sales volume per outlet), or  communication( e.g., translation and cultural debriefing) strategies. This elementary adjustment assumes that the basic home country strategy is adequate and transferable and needs only some fine tuning.

The requirements of this first stage of adjustment are comparatively simple. A check is made for legal considerations affecting the use of copy materials, advertising claims, and so fourth; an experienced linguist is contracted for the necessary translations, always observant to the danger of making a cultural faux pax; media selection is adjusted to its availability, quality, and impact, as is channel selection; and prices, budgets, and other administrative details are brought in line with competitive factors and profitability considerations.

Although apparently simple, many serious errors have been committed at this first level. A national producer of soft drinks had the company’s brand name impressed in Chinese characters which were phonetically accurate. It was discovered later, however, that the translation’s literal meaning was “female horse fattened with wax,” hardly the image the company sought to portray. General Motors’ copywriters in Europe found out to their chagrin the “Body by Fisher” had been translated in their Flemish ads to the equivalent of “Corpse by Fisher.”