Chapter 14, Problem 14.12MA

Summary Introduction

Case summary:

The Company U had a problem in its product campaign in Country T. The campaign was Citra brightening girls search.

The body location of the company is deals with whitening the skin. Whitening skin is popular mainly in Country A because they feel that the white skins are of higher economic scale. This concept was not developed by the marketers; it was in deep with their culture. The Company U made an advertisement showing that two students were asked how outstanding in the uniform. The darker skin did not answer and the whiter skin told the slogan of Company U.

The viewer’s felt it talks about the racial discrimination and later the company pulled the ad. But they did not stop the scholarship competition. This competition offers the $3,200 prize for the one who demonstrates best product efficiency.

The company says that they help and encourage the people to develop self confidence and self-esteem.

Characters in the case:

• Company U

To discuss: The other various examples of marketers who create controversy by way of promoting the culture based products which looks inappropriate for others outside the culture.