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  • Airbrushing Women Out of Catalogue

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    Faizun Sekin
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    The document provides recommendations for how IKEA should handle marketing in Saudi Arabia after they removed women from catalogues. It suggests that IKEA should get local market feedback to understand that removing women is seen as inappropriate in Saudi culture and shows a lack of cultural understanding. The document also recommends that IKEA develop localized marketing campaigns through a process called transcreation to better understand and appeal to local markets. Finally, it advises IKEA to learn from past experiences where some marketing content was deemed inappropriate in other cultures due to language or cultural differences.

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    issue in arab saudi

    Original Title

    ikea 2012

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    The document provides recommendations for how IKEA should handle marketing in Saudi Arabia after they removed women from catalogues. It suggests that IKEA should get local market feedback to understand that removing women is seen as inappropriate in Saudi culture and shows a lack of cultural understanding. The document also recommends that IKEA develop localized marketing campaigns through a process called transcreation to better understand and appeal to local markets. Finally, it advises IKEA to learn from past experiences where some marketing content was deemed inappropriate in other cultures due to language or cultural differences.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as pptx, pdf, or txt
    24 views2 pages

    Airbrushing Women Out of Catalogue

    Uploaded by

    Faizun Sekin
    The document provides recommendations for how IKEA should handle marketing in Saudi Arabia after they removed women from catalogues. It suggests that IKEA should get local market feedback to understand that removing women is seen as inappropriate in Saudi culture and shows a lack of cultural understanding. The document also recommends that IKEA develop localized marketing campaigns through a process called transcreation to better understand and appeal to local markets. Finally, it advises IKEA to learn from past experiences where some marketing content was deemed inappropriate in other cultures due to language or cultural differences.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as pptx, pdf, or txt
    of 2

    Airbrushing women out of catalogue

    Recommendation for the issue: 1. Get local market feedback. including photos human beings viewed as taboo in Saudi culture. Removing women from the catalog seen as inappropriate and notably foreign. Showed the companys lack of familiarity with the culture. 2. Develop or adjust an existing campaign by using transcreation. Takes time to understand the local market and build a dedicated campaign. A transcreation process adapt marketing and advertising content to resonate in local markets to produce same impact. 3. Learn from past experience. Sept 2012 pulled photos of punk band Pussy Riot from Russian website. Some of IKEAs product names sounds inappropriate in different language e.g. Thai

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