Good planning can still go astray<\/p>\n
JAKARTA (JP): Even the most painstakingly planned and executed
\ncreative strategies have been known to fail miserably in the
\nmarket.<\/p>\n
A classic case, the launching of a detergent powder in the
\nMiddle East by a multinational company, is now one of the most
\ntalked-about cases in marketing classrooms around the world.<\/p>\n
The creative concept was exceedingly simple in its strategy.
\nThe unique selling proposition of the product was determined to
\nbe its ability to remove dirt and make the clothes sparkle.<\/p>\n
Accordingly, in the advertisement, the first picture showed a
\ndirty shirt being dipped into a bucket of water; the second
\nshowed the name of the detergent on the bucket; and the third
\nshowed a sparkling white shirt being held up. The message was
\nclear: In goes a dirty shirt and out comes a sparkling white
\nshirt.<\/p>\n
Although the ad worked well enough elsewhere, it bombed in the
\nMiddle East. Reason: Someone in the creative department had
\nforgotten that in the Arab world, people read from right to left.<\/p>\n
-- S. Vaidyanathan<\/p>", "url": "https:\/\/jawawa.id\/newsitem\/good-planning-can-still-go-astray-1447893297", "image": "" }, "sponsor": "Okusi Associates", "sponsor_url": "https:\/\/okusiassociates.com" }