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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?
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 ;)
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.
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
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.
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.
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
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.
Observing latest trends it seems possible with internet in every hand now a days. Roping in an influential person among the population will give a decent kick start to the product in that area. Product quality has to be of top notch to keep initial customers interested in it. Once a small happy customer base is created, with the help of reviews andd feedback online and aggressive promotion of verified video testimonials of customers will InshaAllah do the rest.
Educate and Inform: Start by educating the population about the product and its benefits. Provide clear and accurate information that addresses any misconceptions or concerns they may have. Use various channels such as social media, workshops, seminars, or informational campaigns to reach a wider audience.
Highlight Universal Values: Identify universal values or needs that the product fulfills. Emphasize how the product can improve people's lives, solve a problem, or enhance their well-being. By focusing on common ground, you can create a connection with the audience despite cultural differences.
Customize Marketing Approach: Tailor your marketing approach to resonate with the cultural norms and values of the target audience. Conduct thorough research to understand their beliefs, preferences, and behaviors, and adapt your messaging and imagery accordingly. Avoid anything that may offend or contradict cultural sensitivities.
Collaborate with Influencers and Opinion Leaders: Partner with influencers, community leaders, or celebrities who hold influence and credibility within the target culture. Their endorsement and support can help legitimize the product and sway public opinion in its favor.
Address Concerns Head-On: Acknowledge cultural concerns or objections openly and address them directly in your marketing efforts. Transparency and authenticity can build trust and credibility, even among skeptical audiences.
Create a Subculture or Niche Market: Identify subcultures or niche segments within the population that may be more receptive to the product. Tailor your marketing efforts to appeal specifically to these groups, focusing on their unique interests, values, and lifestyles.
Gradual Introduction: Introduce the product gradually, allowing time for acceptance and adoption to grow organically within the culture. Start with small-scale trials or pilot programs to gauge reactions and make adjustments as needed before scaling up.
Focus on Early Adopters: Target early adopters or innovators within the population who are more open to trying new things and influencing others. Once you gain traction among this group, momentum may build as others follow suit.
Emphasize Social Proof and Success Stories: Share testimonials, case studies, or success stories from individuals or communities who have benefited from the product. Demonstrating real-life examples of its positive impact can help overcome cultural resistance.
Seek Legal and Regulatory Support: Ensure compliance with local laws and regulations, and seek support from relevant authorities or government agencies if necessary. A favorable legal and regulatory environment can facilitate acceptance and market penetration.
Remember, building acceptance for a culturally challenging product requires patience, persistence, and a deep understanding of the target culture. It may take time to change perceptions, but with the right strategies and approach, it is possible to successfully market such a product.
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
