In September 1966 Polaroid France, S.A. introduced the Swinger to the French market. With the concurrence of its United States advertising firm, Polaroid France’s marketing program for the Swinger was patterned closely after its successful United States counterpart. The price was set at 99 FF ($19.90).
Advertising and promotion was heavily emphasized, although the lack of commercial television required a shift in the relative allocation of the promotion budget. Dealers were encouraged to demonstrate the cameras and in-store sales demonstrations were arranged, although trade margins were kept to a minimum on the assumption of large volumes. In essence, the strategy consisted of a well planned, internally consistent pull effort similar to that which had propelled United Stats sales of Polaroid to record heights.
Yet there were substantial differences between the French and United States camera markets. In general te4rms, the French market was much smaller and more heavily skewed toward the lowest price ranges ( less than $10) and toward the older, wealthier segments or the population. Specially stores, where personal contact was critical, accoun5ted for over 75 percent of all camera sales.
Most significantly, studies conducted by the company’s research staff had shown that in early 1966 fewer than 5 percent of French consumers demonstrated “proved awareness” of the Polaroid concept of photography. This compared with a level of awareness of 85 percent in the United States – to render the company’s successful United States strategy ineffective in France. Conditions in the French market required a different approach, one based on developing both consumer awareness of the product concept and the distribution capability required of a mass-market merchandising effort.