Cultural Differences in Marketing Messages

This assignment requires students to consider the impact of cultural differences on marketing messages within the London community. It emphasizes the need for businesses to adapt their marketing strategies to respect and cater to the local culture, including avoiding potentially offensive imagery or themes. By understanding these cultural nuances, companies can effectively communicate with and engage their target audience, ultimately improving their brand value and customer loyalty.

Marketing
Usage of techniques in marketing of products and services in different organizations as well as their set of
limitations
Restaurants – Display of high quality and mouthwatering foods sold by restaurant on social media site like
Instagram and Facebook. However the company will have put huge emphasis in selecting pictures that are
attractive and out of the box (Kotler and Armstrong, 2016).
Partnering with online food applications like Zomato to encourage visits for checking into the
restaurants so that free purchase and discount can be offered. This strategy may act as a costly affair for small
firms as Zomato and other such websites charges a substantial amount from the company.
The restaurants can start their own blogs to engage with the consumers but it is a very time consuming process and
requires the blogger to be consistent with respect to updating.
It firms – producing two to three minute video about a solution that can be offered to a target client. However the
video clip must not be very big enough and should be interesting to garner the attention of client in a short span of
time. Its quality is also required to be good so as to promote the service of company (Lillqvist and Louhiala-
Salminen, 2014).
Take the help of search engine optimization (SEO) to showcase the website as information hub and also boost the
overall ranking on search engines. Use of SEO may however lead to getting noticed by competitors that may then
plan a game strategy to compete. The volumetric leads and sales generated by SEO are required to be handled so
as not to let down the consumers.
Use email marketing to thank consumers, inviting them to take the services provided by company, send invite for
webnair or similar events. On a negative note, the consumers to whom email marketing is sent may perceive it to
be spam and develop a negative opinion towards the company (Islam, 2016). They further have a presence of
delivery issues as use of terms like free or money can lead to triggering of span filter. Consumers may further
report email as spam which in the adverse case may led to shutting down of website.
Beauty salons - Sell the experience of salon by featuring attractive images of the place and works done on the
website. In this regard, efforts may be required from the marketer to keep the website updated in order to ensure
towards its reliability. Issue of website crashing may further appear that can lead to loss of potential sales.
Uses bring a friend promotion where client may get some discount if he or she brings someone along for the
services. The strategy can led to causing an increase in sales but it can cause a loss to the beauty salon if the
promotional strategy is ran for longer duration of time (Harrington and et.al., 2017).
Partnering with other businesses such as fitness centers can have the salon’s marketing material on-hand if the
consumer asks for the same. Display can also be done by them on bulletin boards. However it must be ensured
that the company keeps on maintaining good relations with the partner firm so as to aid in successful running of
the business.
How Tesco uses marketing research in order to develop
its marketing plan
Marketing research has played a crucial role in mc
Donald’s towards the development of overall marketing
plan. This has been possible as the market research team
carries out a study on products offered by different fast
food chains and other restaurants, judges the performance
of rival firms as well there market position followed by
consumer satisfaction (Kotler and Armstrong, 2016).
This information provides a base to marketing
department of mc Donald’s as they are now able to assess
what kinds of products are to be launched in the market
and how they should be promoted so as to garner
consumer satisfaction. The market research further helps
the team out in the kind of strategy to be launched which
is different than the one created by competitor. It also
aids the company in finding out what kind of image
should be portrayed. Overall the strategy aids in creating
a right mix so that consumer loyalty can be gained. The
technique further lays emphasis on the political,
socioeconomic, culture and technological factor that may
affect overall success of the firm then only a strategy can
be formulated in terms of promoting the products. For
example, if there has been an increase in environmental
friendly or health conscious consumers then the need will
be to promote the products by use of banners and ads that
focus on health of consumers and overall ecology
(Margea, Hurbean and Artene, 2014). The company may
further start using ecofriendly items in the outlets whose
pictures and use can be told to consumers in press
release.

How cultural difference can alter the marketing message
The firms are further required to take care of the cultural differences that are there within London community and thus bring changes n the message accordingly. For example, if
beauty salons are targeting Muslim community then they should not advertise females with less clothes. Similar such restrictions apply on restaurant as a launching a marketing
campaign for pork or alcohol is unlawful as these are regarded as haram in the religion. Other firms targeting Chinese consumers should take care not to shoe kung fu masters or
dragons being defeated as this is regarded like an insult to the dignity of China (Palmatier and et.al., 2016). This cultural difference and taking care with respect to altering the
message is very essential for those firms that have set themselves newly in the area. It is essential for the company to consult with a professional who is aware of the cultural
nuances that exist in the target region.
Lillqvist, E. and Louhiala-Salminen, L., 2014. Facing Facebook: Impression management strategies in company–consumer interactions. Journal of Business and Technical
Communication. 28(1). pp.3-30.
Palmatier, R., Stern, L., El-Ansary, A. and Anderson, E., 2016. Marketing channel strategy. Routledge.
Kotler, P., Armstrong, G., 2016. Principles of Marketing. Pearson.
Harrington, R.J. and et.al., 2017. QSR brand value: Marketing mix dimensions among McDonald’s, KFC, Burger King, Subway and Starbucks. International Journal of
Contemporary Hospitality Management. 29(1). pp.551-570.