Questions:

Review the pictures to analyze similarities/differences between Poland, Brazil, and New Zealand. Use Hofstede's and Triandis and colleagues' frameworks to organize your comparisons. What are the most notable cultural similarities/differences? How do they impact consumer behavior? What special challenges are imposed by the economic and regulatory environments in each country?

WPS W Information o... Module 8 (1) 2 . + X14 Calibri (EX) AaBbCcDd AaBb( AaBbCc AaBbCc EA Q BIUAX XALAAS=ZOO EX XZIA BRAZIL ? RESPONSE 1: Brazilians have a strong connection to tradition which is manifested in their interdependence. This extends to religion, movies, sports, food and even cultural sayings. This provides a variety of elements that could be used to incorporate a successful ad campaign. A couple of the more connected elements are the "Que Saudade" saying and the feijoada dish. It may be possible to leverage this feeling of "missing something intensely" along with a family oriented dish like feijoada to show that yogurt is the missing item for a healthy dessert after a hearty meal. RESPONSE 2: Brazilian culture is very collectivistic, meaning they have pride in working together to shape their lives. This is evident in their most beloved sport, football, which is a sport with strongly supported teams and a focus on the team over the individual. A marketing program could utilize Pele, the greatest footballer in Brazilian history, as a spokesperson for the yogurt. It would be good to position the yogurt as a healthy option as the collectivistic nature of Brazilians would appreciate the opportunity to provide something healthy for the family and friends to eat, hopefully improving their lives in the process. To tie another Brazilian element in you could show Pele and a soccer team adding acai powder or berries to their yogurt for an extra boost. Key points/objects identified above are: 1. Samba music - Trem Das Onze from 1964 2. Expressiveness and sense of solidarity (family and friends are valued more). 3. Christ Monument 4. Soccer 5. Haviannes RESPONSE 3: We could create an ad with a family setting on the dining table for a famous soccer star. There is light samba music playing in the background on the radio/TV. We have a small replica of Christ- the redeemer behind the chair of the elderly grandpa. Every family member has a 57 49: 1 GA CEO: 1/35 $5: 1/1 17: 19 51: 83 Fuk: 15090 120% Y - -OL 0 iii? lnformation 0... Module 8 (1) ' + Calibri (r :32) 0 r7 : in a] a til a 3 EH 9% iamav Mi 1 menu E65: 10 g: 10/34 #5: 1/1 E: 30 v'll 5']: 95 EA woos B 1 Q'Avxzszvg'A'W t: 15024 (9 9%ng EEEE a I $Bl as Bil g l). an ial TFBZ 1 f 2 $55 3 u u RESPONSE 9: The most optimal segment for this product is the SEEK$24,999 income bracket aged 35-64. They. by far, consume the largest consumers of yogurt -- nearly 2x the next largest segment. I believe I am well positioned to develop an efficient marketing mix by: * As Brazil is a largely a vertical collectivist countw, the product I would propose contains various health benefits and is well positioned for this middle-aged group who are increasingly concerned about avoiding bad health. * The product would be advertised as a main-stream product, used by many Brazilians (conformityorms). ' It would be placed in typical mainstream channels, such as common grocery stores. This is not a boutique product given the segmentation. ' The Price would be affordable. Perhaps not the cheapest. but on the lower-end of the price spectrum given the financial resources of my target customer. Adjacent age-groups across the same income segments will be considered secondary target segments as product is well-positioned for those markets and can leverage the same aforementioned marketing mix (4Ps). RESPONSE 1 0: The 15-24 segment shows the greatest amount of potential. This is a segment that can be marketed too and can be very effective, Currently it is 20% of the market share and that could be increasing very quickly. Additionally, this is an important segment because they will be spending more in the future and it good to have their eyes on our Yogurt. The product can be something marketed towards those that like the active and healthy part. We can promote using iwnjLueugers and those in that age range. Location can be in crowded areas and using social media. Lastly, we need to be price competitive to have those stay in the mix. [=3 mama (9 mm: 9 \"new? :6 AaBchDd AaBb1 AaBch AaBch A; gi't ' Cl EA EI XiIE ' 120% (game gum as}? /\\ artery 53;? :2 h o_ a, B7 Ed, {9 o+:: coo L 0 1E? information 0... Module 8 (1) ' + EX. 131113 [CPLQS 3 F96 v [JUL EA t'l gll'i 2. g I)" came :11 Qlif 8: ml? G 93% Calibri(l 32) V A+ A" Q We?\" tats v 'Ll E63: 11 B I QVAszszngAVW , titll A; $11135\". V EA El: Xil V Q % Etigla V 53;; V AaBchDd AaBbiAaBch AaBch TFBZ li 1 it? 2 $55 3 : u 4 RESPONSE 1: : 11/34 11': 1/1 ii: 14 W: 89 t: 14946 O mgmg Following thought process can be applied to utilizing the cultural elements while crafting a marketing or advertisement strategy for the ygglm ' Polish society thrives on the core value of hard work. The commercial can be constructed to represent an environment, where yggwimrt can be projected as a reward for the hard work conducted by every tier of the society. For e.g., for kids it can be a reward after school homework, for airline crew it can be a reward after a long-haul flight etc. * Poles, like several European countries are passionate about playing soccer. A yoghwt commercial indicating the impact on player health benefits and its their confidence can be a very positively influential. * X'Rhw'ill advertisements can also be highly irnatf if the ygghurt can be presented as compliment to the Wes. Since Egrggigs are so central in the culinary architecture in Poland, a marketing strategy that build the association between the garggies and $9ngme ties them together by presenting them as inseparable, agnostic of the type of meal, would be very relevant. * The proverb \"without work, there's no W [cake]" can be very instrumental in projecting the ygvghwuwrtto the consumer. The strategy can be built in the theme which shows that yggtwigrtthrough its consumption, propels the consumer to strive through the workday followed by the reward of have the cake. Similarly, the consumer also be shown to have the ypghug instead of the cake due to its balanced nutritional ingredients and low calorie/sugar content. * A ygghmurtmadvertisement strategy that illustrates devotion to tradition by presenting Was a dietary article which the guards consume during their break, at the tomb of unknown soldier, would cultivate a moment of strong cultural belonging, by refreshing the valiant efforts made by the martyrs that succumbed their lives to ensure hank. \"Nam\". 0N4 intnan-z \"mama E} new; (9 3&me O mutate; .mim 'M x. a. m. naaamunm. Cl 120% iTWK El (3 o+:: coo L O 57 0 iii? information 0... Module 8 (1) ' + 5- Calibri (I 32) v [JUL : sat in] 3 IE? a 3 EH 9% tamav Mi 1 ism E65: 12 EE:12/34 ta\": 1/1 1'}: 18 5U: 87 EA V K A" Q $2\" 52' EV E E H' l if m AaBchDdAaBbiAaBchAaBch 'r'l gl lliBl $09 il l, ET! ifyl 12' V 7' my l @532 mas J J RESPONSE 3: Since Polish value family and its ties, that means introducing the new yogurt to be a family friendly product that goes well with the most popular food " Eiwerggi" while 12 watching a soccer game on a TV commercial would be linking many cultural elements in one take. Another way of advertising that suits social media would be using the thinking style of Polish and the trendy taste of music. Being independent and dancing on the beats of electric music and eating this modish yogurt with new flavors, will also use elements of Poland's culture. It also could be on banner on the subways and public roads, By doing so, a brand image of this product will start to unfold and will connect with Polish culture. RESPONSE 4: The Polish value family, good health, and doing the right thing while maintaining a moderately individualist and masculine culture. To introduce a new brand of yogurt that is culturally appropriate in Poland, the yogurt could be marketed as a healthy, family- friendly snack that is integral to maintaining (or attaining) the healthiest version of oneself. This marketing approach draws upon the Poles' value of family, taking good care of their health, and doing the right thing through personal accountability to one's own health. RESPONSE 5: $5t14946 gases Emma (ammo: Oastttf9 $4000 segment has the highest yogurt consumption of 66 kg annually per consumer, but the total population (above age 15) from this income segment is the smallest, so the total market size is small. On the contrary, the