The Japanese Kit Kat promotion that Tamar ntroduced in the last lesson has really impressed me. I see it as a very successful global marketing example which I should take it as a reference whenever I need to do global marketing in the future.
I am sure it has done a lot of research on the Japanese culture before launching the campaign in Japan. Indeed, culture understanding should be the most important element in doing global marketing. Different cultures lead to different understandings and meanings of the product to the country. A new positioning strategy needs to be made according to the country’s culture. However, it should be quite challenging to make a new positioning strategy which can compromise with the organization’s culture.