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See discussions, stats, and author profiles for this publication at:https://www.researchgate.net/publication/336020317Provocative Promotion: Naelofar Hijab Violating Cultural Sensitivity?Article· July 2019DOI: 10.35631/IJEMP.26003CITATIONS0READS2,7361 author:Some of the authors of this publication are also working on these related projects:Perceptions on Halal and Toiyyib Supply Chain among Cinnamon and Ginger producers in Interior Sabah.View projectInternational Marketing: Culture and peoplesView projectZuraidah JamrinUniversiti Malaysia Sabah (UMS)6PUBLICATIONS34CITATIONSSEE PROFILEAll content following this page was uploaded byZuraidah Jamrinon 06 May 2021.The user has requested enhancement of the downloaded file.
23PROVOCATIVE PROMOTION: NAELOFAR HIJABVIOLATING CULTURAL SENSITIVITY?Zuraidah JamrinUniversiti Malaysia Sabah, Malaysia(Email: firstname.lastname@example.org)Accepted date: 09-12--2018Published date: 08-07-2019To cite this document:Jamrin, Z. (2019). Provocative Promotion: Naelofar Hijab ViolatingCultural Sensitivity?International Journal of Entrepreneurship and Management Practices,2(6), 23-38.DOI:10.35631/IJEMP.26003__________________________________________________________________________Abstract:The implementation of a marketing strategy without cultural sensitivity in mindcan result in unintentionally offending or alienating the new target market, which can leadto a drop in sales – or worse. The purpose of this paper is first to explore how promotionaladvertisement with cultural sensitivity can cause a misfit in marketing strategy for fashionindustry’s specific market. Causing the promotion turned provocative. It could be moreadvantages for a marketer to be able to fully utilize intrinsic and extrinsic strengths whileavoiding the market predecessor threat, simultaneously utilize available opportunities andliberalize weaknesses despite putting too much effort to eradicate. Secondly, a specificexecution technique used in analyzing the case by adopting the 7 Ps marketing mixed intoan inductive single-case study on Naelofar Hijab’s provocative promotion. The findingshows the core strategy in promotion fashion industry is promoting via social media consistofpopularityengagement,Outfit-Of-The-Day(OOTD)approach,andutilizationofpersonnel status as media social active user established strong consumer foundations. Whileexecution of runway show faced five challenges, but successful event may uplift brandidentity. As far as the adoption of a single-case study is concerned, this could create biasesthat can affect the final product in terms of reliability, validity and generalizing. However,Erikson (1986) stated, the general lies in the particular, and Flyvberg (2006) stated thestrength of a single example is underestimated in its contribution to scientific progress. In aspecific and growing sub industry, this single case study is reasonable to believe that itcould be considered as a representative case of companies of the time and its findingssufficientlyingeneral.Significantly,thefindingcouldguidemarketerstowardsunderstanding the market sensitivity, and if there is a need to modify the marketing strategyfrom offending the new target market.Keywords: Promotion, Fashion Show, Cultural Sensitivity, Hijab__________________________________________________________________________Volume: 2 Issues: 6 [June, 2019] pp.23-38]International Journal of Entrepreneurship and Management PracticeseISSN: 2600-8750Journal website: www.ijemp.com
24Promotional Strategy Versus Social Media“However you choose to define cultural sensitivity, what it comes down to is theawarenessthatculturaldifferencesandsimilaritiesbetweenpeopleexist–without placing any judgment on whether the cultural disparity is positive ornegative, better or worse, or right or wrong. This is a crucial challenge formarketers to take on when adapting their marketing strategy to suit a foreigncountrytheywishtoexpandinto.Implementingamarketingstrategywithout cultural sensitivity in mind can result in unintentionally offending oralienating your new target market, which can lead to a drop in sales – or worse.”(Henderson, 2016)Early the years 2018, the Malaysian Muslim headscarves or hijab empire and entertainmentworld was bombarded with a shocking videos, pictures updated in media and social mediaon the controversial Neelofar’s new product launching. She’s a Malaysian celebrity withmillions of fans. “Every time she appears on screen, her adoring fans immediately rush tobuy whatever she might have chosen to wear that day–including her headscarves”(Mayberry, 2015). The launching that took place in ZOUK, a night club in Kuala Lumpur,released Neelofa’s special line of headscarves called Be Lofa shawl and Be Lofa Turban.This was her fourth collection by Naelofar Hijab brand name.Neelofa or Noor Neelofa Mohd Noor is a stunning 29 years old Muslim beauty queen, TVhost, actress, presenter and entrepreneur with 1.4 millions followers on Twitter, 2.2 millionon her Facebook account (Mayberry, 2015) and 5.5 million on her Instagram (Malaysiakini,2018). She’s also a savvy entrepreneur and the face of fashion firm for Naelofar Hijab brand,one of her family owed company under the NH Prima International Sdn Bhd. Coming from abusiness oriented family, it was a matter of time that Neelofa would eventually become anentrepreneur herself.As an actress, she had a passion in fashion industry. In the time, where most actressesinvolve in fashion, beauty and health products businesses, Neelofa set up her business withher own label. She was going through her own personal transformation and among thoseactresses decided to dress more modesty as a Muslim women within the entertainmentindustry. Along with it, she decided to share her natural progression in her interest withshawls. Although, her modesty attires may not be genuine requirement of Muslim attire, herfashion line was accepted well by the market when it was launched in 2014 especiallyamong her Muslim women fans in Malaysia, Singapore, and Brunei. She was succeeded increating a new stage of fashion lines for her young and active ladies fans crossing thenation’s borders.Provocative Promotional AdvertisementThe word provocative derived from the word provoke define an action that make peopleangry. Provoking may resulted into the feeling of anger, annoy, infuriate or irritate forsomeone who felt provoke. It may create respond of outrage and upset. However, adjectivelythe word provocative also define as arouse and stimulating. Particularly, if the word use inpersonality attire, the meaning may vary from alluring, inviting, seductive, and perhaps sexy.That later, create the tantalising feel on provoked peoples. Whereas promotional that derivefrom the word promote, from the context of marketing defined as a marketer-controlledcommunication to stimulate immediate audience response by enhancing the value of anoffering for a limited time. Generally, the idea of sales promotion whether it is consumerpromotion or trade promotions expected return effect than can be measured through productsales, coupon redemption, and perhaps other consumer response within a limited time
25promotion. Therefore, provocative promotional can be seen as the idea of using techniquesof displaying provoke material in advertisement for the purpose of promotional to createsales responses based on infuriating consumer’s or tantalizing technique about the existenceof product in market. However, this technique may not always successful and triggernegative responses affecting the product initial promotion ideas. The following cases haveuses provocative promotional purposely or unexpected.In1994,whenBenettonchangedtheirclassicglobalmarketingadsstrategyintoaprovocative ad, they created continues debate over whether global ads can succeed. “Do youplay safe?” ask an advertisement for Benetton Sport system, picturing Elekton eye guards onone page and a condom on the other. A different ad juxtaposes an Asolo climbing boot witha picture of Jesuscrucifixion(“Do you play alone?”). Another ad combines Kastle skis withphotos of German and American Olympic athletes giving Nazi and black power salutes in1936 and 1968 (“Do you play race?”). These ads are undeniably provocative. Many peoplefind them offensive. However they build on Benetton’s experience. Those controversialimages give the retailer worldwide recognition despite modest advertising budgets. Theybenefits convinced Benetton to stick with the provocative ad campaigns for the company’sclothing stores as well as its sporting goods (Guardian, 2011). Today, almost every Benettonadvertisement portrayed the controversial images is naturally accepted as their uniquepromotional strategy.In 2002, All India Womens’s Democratic Association (AIDWA) lodged a complaint withHindustan Lever Ltd. (HLL) about their offensive ads. The advertising is blatant in theirstrategy by openly denigrated a majority of Indian people with the dark skinned populace.The women’s association appealed to the National Human Rights Commission alleging thatthe ad demeaned women. AIDWA objected to three things: (1) the ads were racist, (2) theywere promoting son preference, and (3) they were insulting to working women. Theassociation stated, “The way they portrayed the young woman who, after using Fair &lovely, became attractive and therefore lands a job suggested that the main qualification for awoman to get a job is the way she looks”. The Human Rights Commission passed AIDWAcomplaints to the Ministry of Information and Broadcasting, which said the campaignviolated the Cable and Network Act of 1995, stated no advertisement shall be permittedwhich “derides any race, caste, colour, creed and nationality” and “Women must not beportrayed in a manner that emphasized passive, submissive qualities and encourages them toplay a subordinate secondary role in the family and society”. After a year-long campaign ledby AIDWA, HLL discontinued two of its television advertisements for Fair & Lovelyfairness cold cream in March 2003. Shortly after pulling its ads off the air, they launchedFair & Lovely Foundation, vowing to “encourage economic empowerment of women acrossIndia” by providing resources in education and business to millions of women “who, thoughimmensely talented and capable, need a guiding hand to help them take the leap forward(Cateora, Gilly, & Graham, 2013). Although AIDWA’s campaign against fairness creamsseems to have modest impacts on changing the advertising message, it has not slowed thedemand for fairness creams. Moreover, HLL new campaign of economic empowerment ofwomen, add a glitter hope for women equality with male populace in India.Dianoux and Linhart (2009) in their study to understand the reasons for advertisement to usenudity images in European advertising paint ad campaign concluded, nationality in theEuropean context does not significantly influence attitude toward nudity in advertisements.This confirm the previous study by Hoeken, et.al (2007) findings, that people’s preferencesfor several variables vary but not according to nationality and the value hierarchies of people