Marketing Strategy : Assignment Sample
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Added on 2021-07-05
Marketing Strategy : Assignment Sample
Added on 2021-07-05
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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 by Zuraidah Jamrin on 06 May 2021.The user has requested enhancement of the downloaded file.
23 PROVOCATIVE PROMOTION: NAELOFAR HIJAB VIOLATING CULTURAL SENSITIVITY? Zuraidah Jamrin Universiti Malaysia Sabah, Malaysia (Email: zuraidah@ums.edu.my) Accepted date: 09-12--2018 Published date: 08-07-2019 To cite this document: Jamrin, Z. (2019). Provocative Promotion: Naelofar Hijab Violating Cultural 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 mind can result in unintentionally offending or alienating the new target market, which can lead to a drop in sales – or worse. The purpose of this paper is first to explore how promotional advertisement with cultural sensitivity can cause a misfit in marketing strategy for fashion industry’s specific market. Causing the promotion turned provocative. It could be more advantages for a marketer to be able to fully utilize intrinsic and extrinsic strengths while avoiding the market predecessor threat, simultaneously utilize available opportunities and liberalize weaknesses despite putting too much effort to eradicate. Secondly, a specific execution technique used in analyzing the case by adopting the 7 Ps marketing mixed into an inductive single-case study on Naelofar Hijab’s provocative promotion. The finding shows the core strategy in promotion fashion industry is promoting via social media consist of popularity engagement, Outfit-Of-The-Day (OOTD) approach, and utilization of personnel status as media social active user established strong consumer foundations. While execution of runway show faced five challenges, but successful event may uplift brand identity. As far as the adoption of a single-case study is concerned, this could create biases that 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 the strength of a single example is underestimated in its contribution to scientific progress. In a specific and growing sub industry, this single case study is reasonable to believe that it could be considered as a representative case of companies of the time and its findings sufficiently in general. Significantly, the finding could guide marketers towards understanding the market sensitivity, and if there is a need to modify the marketing strategy from 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 Practices eISSN: 2600-8750 Journal website: www.ijemp.com
24 Promotional Strategy Versus Social Media “However you choose to define cultural sensitivity, what it comes down to is the awareness that cultural differences and similarities between people exist – without placing any judgment on whether the cultural disparity is positive or negative, better or worse, or right or wrong. This is a crucial challenge for marketers to take on when adapting their marketing strategy to suit a foreign country they wish to expand into. Implementing a marketing strategy without cultural sensitivity in mind can result in unintentionally offending or alienating 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 entertainment world was bombarded with a shocking videos, pictures updated in media and social media on the controversial Neelofar’s new product launching. She’s a Malaysian celebrity with millions of fans. “Every time she appears on screen, her adoring fans immediately rush to buy 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, TV host, actress, presenter and entrepreneur with 1.4 millions followers on Twitter, 2.2 million on 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 a business oriented family, it was a matter of time that Neelofa would eventually become an entrepreneur herself. As an actress, she had a passion in fashion industry. In the time, where most actresses involve in fashion, beauty and health products businesses, Neelofa set up her business with her own label. She was going through her own personal transformation and among those actresses decided to dress more modesty as a Muslim women within the entertainment industry. Along with it, she decided to share her natural progression in her interest with shawls. Although, her modesty attires may not be genuine requirement of Muslim attire, her fashion line was accepted well by the market when it was launched in 2014 especially among her Muslim women fans in Malaysia, Singapore, and Brunei. She was succeeded in creating a new stage of fashion lines for her young and active ladies fans crossing the nation’s borders. Provocative Promotional Advertisement The word provocative derived from the word provoke define an action that make people angry. Provoking may resulted into the feeling of anger, annoy, infuriate or irritate for someone who felt provoke. It may create respond of outrage and upset. However, adjectively the word provocative also define as arouse and stimulating. Particularly, if the word use in personality attire, the meaning may vary from alluring, inviting, seductive, and perhaps sexy. That later, create the tantalising feel on provoked peoples. Whereas promotional that derive from the word promote, from the context of marketing defined as a marketer-controlled communication to stimulate immediate audience response by enhancing the value of an offering for a limited time. Generally, the idea of sales promotion whether it is consumer promotion or trade promotions expected return effect than can be measured through product sales, coupon redemption, and perhaps other consumer response within a limited time
25 promotion. Therefore, provocative promotional can be seen as the idea of using techniques of displaying provoke material in advertisement for the purpose of promotional to create sales responses based on infuriating consumer’s or tantalizing technique about the existence of product in market. However, this technique may not always successful and trigger negative responses affecting the product initial promotion ideas. The following cases have uses provocative promotional purposely or unexpected. In 1994, when Benetton changed their classic global marketing ads strategy into a provocative ad, they created continues debate over whether global ads can succeed. “Do you play safe?” ask an advertisement for Benetton Sport system, picturing Elekton eye guards on one page and a condom on the other. A different ad juxtaposes an Asolo climbing boot with a picture of Jesus crucifixion(“Do you play alone?”). Another ad combines Kastle skis with photos of German and American Olympic athletes giving Nazi and black power salutes in 1936 and 1968 (“Do you play race?”). These ads are undeniably provocative. Many people find them offensive. However they build on Benetton’s experience. Those controversial images give the retailer worldwide recognition despite modest advertising budgets. They benefits convinced Benetton to stick with the provocative ad campaigns for the company’s clothing stores as well as its sporting goods (Guardian, 2011). Today, almost every Benetton advertisement portrayed the controversial images is naturally accepted as their unique promotional strategy. In 2002, All India Womens’s Democratic Association (AIDWA) lodged a complaint with Hindustan Lever Ltd. (HLL) about their offensive ads. The advertising is blatant in their strategy 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 that the ad demeaned women. AIDWA objected to three things: (1) the ads were racist, (2) they were promoting son preference, and (3) they were insulting to working women. The association 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 a woman to get a job is the way she looks”. The Human Rights Commission passed AIDWA complaints to the Ministry of Information and Broadcasting, which said the campaign violated the Cable and Network Act of 1995, stated no advertisement shall be permitted which “derides any race, caste, colour, creed and nationality” and “Women must not be portrayed in a manner that emphasized passive, submissive qualities and encourages them to play a subordinate secondary role in the family and society”. After a year-long campaign led by AIDWA, HLL discontinued two of its television advertisements for Fair & Lovely fairness cold cream in March 2003. Shortly after pulling its ads off the air, they launched Fair & Lovely Foundation, vowing to “encourage economic empowerment of women across India” by providing resources in education and business to millions of women “who, though immensely talented and capable, need a guiding hand to help them take the leap forward (Cateora, Gilly, & Graham, 2013). Although AIDWA’s campaign against fairness creams seems to have modest impacts on changing the advertising message, it has not slowed the demand for fairness creams. Moreover, HLL new campaign of economic empowerment of women, 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 use nudity images in European advertising paint ad campaign concluded, nationality in the European context does not significantly influence attitude toward nudity in advertisements. This confirm the previous study by Hoeken, et.al (2007) findings, that people’s preferences for several variables vary but not according to nationality and the value hierarchies of people
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