Marketing Management

TABLE OF CONTENT

• SUMMARY OF THE CASE • STRATEGIC ANALYSIS OF CAMPAIGN

– CULTURAL – RELIGIOUS – LOGIC

• PROBLEM DEFINITION • ALTERNATIVE STRATEGIES

Omo, they say that dirt is good!

“ It might sound unusual for a leading laundry brand, but there’s a good reason for our philosophy. Omo believes that dirt is the mark of adventure. It’s a sign that we are getting stuck in and learning from life.”

Now let's get talk about traditional Turkish mothers! Do we really believe that, this campaign support by mothers? And Please dont forget; They can turn into control freaks when they’re worried about their kids getting dirty.

Show mums why dirt is good!

Examples of complaints

“ Unilever is a foreign company, maybe they don’t know Turkish well. Well then; Omo-Dirt is Good' who created the ads? They do not know Turkish either? This campaign is not appropriate for our culture!”

*http://sibelcaliskan.blogcu.com/kirlenmek-guzeldir-mi-dediniz/1457947

“This type of ads, will create pressure on mothers! When they watch this ad, they just think I shouldn’t yell at my child! This is a good example for conditional behavior. Maternal instinct should not be diverted. “

“If dirt is good, why are you try to clean us?”

Kids will think it's a usual thing about getting dirty!

“Dirt is Good” Worlwide

In India, it’s a great success… people have really embraced the ‘outdoor stuff is good for you kids, let them get dirty and enjoy themselves, and we’ll help care for their clothes’ message… send the kids out, let them get dirty. But in China, it’s a failure. The ‘dirt is good’ philosophy really clashes with the air pollution problems there apparently, so parents think that keeping their kids clean, and out of smoggy, dirty environments, is the way to keep the kids healthy… keeps the kids in, keep them clean.

So it’s an international strategy that doesn’t work everywhere!

PROBLEM DEFINITION

1. Create ads. for wrong focus market. (Mothers! Not...