Tambrands-Overcoming Culture Resistance
“Case Study: Tambrands––Overcoming Culture Resistance”
MGMT-4141V-1 International Marketing
Group B
March 2014
Provide a brief background for the reader
Tampax, Tambrands’s only product, is the best-selling tampon in the world, with 44 percent of the global market. North America and Europe account for 90 percent of those sales. (Cateora, Graham: 2007)
Tambrands is a company that has succeeded throughout North America and Europe yet it has faced many barriers that have made it harder to grow due to competition and also, due to its incapability to expand internationally.
In planning for expansion into a global market, Tambrands divided the world into three clusters, based not on geography but on how resistant women are to using tampons. The goal is to market to each cluster in a similar way.
Identify what the group believes to be the key issues
Tambrands wanted to promote the usage of tampons among women all over the world, but they lacked of the experience and resources to do so.
They launched a marketing campaign which intended to show women that the myths that existed in their cultures about tampons were not real. These campaigns were too aggressive for people in countries such as Latin America’s or China.
Tambrands decided to sell its brand TAMPAX to P&G, which represented the perfect opportunity for tampons to be used all around the globe because of the size of the company, its distribution channels and its reliability.
P&G effectively grew the usage of tampons in those countries which refused to use them.
Tambrands decide to work with Procter & Gamble, getting benefits for both.
Both companies know that culture is an important topic for marketing, and they develop a plan that allows them to get loyal customers.
P&G and Tambrands understand that culture change in every nation, and because of that, both companies develop different plans for every culture.
Identify the elements of critical thinking and
MGMT-4141V-1 International Marketing
Group B
March 2014
Provide a brief background for the reader
Tampax, Tambrands’s only product, is the best-selling tampon in the world, with 44 percent of the global market. North America and Europe account for 90 percent of those sales. (Cateora, Graham: 2007)
Tambrands is a company that has succeeded throughout North America and Europe yet it has faced many barriers that have made it harder to grow due to competition and also, due to its incapability to expand internationally.
In planning for expansion into a global market, Tambrands divided the world into three clusters, based not on geography but on how resistant women are to using tampons. The goal is to market to each cluster in a similar way.
Identify what the group believes to be the key issues
Tambrands wanted to promote the usage of tampons among women all over the world, but they lacked of the experience and resources to do so.
They launched a marketing campaign which intended to show women that the myths that existed in their cultures about tampons were not real. These campaigns were too aggressive for people in countries such as Latin America’s or China.
Tambrands decided to sell its brand TAMPAX to P&G, which represented the perfect opportunity for tampons to be used all around the globe because of the size of the company, its distribution channels and its reliability.
P&G effectively grew the usage of tampons in those countries which refused to use them.
Tambrands decide to work with Procter & Gamble, getting benefits for both.
Both companies know that culture is an important topic for marketing, and they develop a plan that allows them to get loyal customers.
P&G and Tambrands understand that culture change in every nation, and because of that, both companies develop different plans for every culture.
Identify the elements of critical thinking and
References: Cateora, P. R., & Graham, J. L. (2007). Tambrands––Overcoming culture resistance. In International Marketing (13th ed., p. 656). New York: McGraw-Hill.