Adapting Global Marketing Strategies to Local Norms: A case study of Durex in Vietnam
Phan, Linh (2024)
2024
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2024121134675
https://urn.fi/URN:NBN:fi:amk-2024121134675
Tiivistelmä
This thesis explores how Durex, a leading brand in the sexual wellness industry, has adapted its global marketing strategies to the cultural norms and values of the Vietnamese market. Vietnam, with its conservative cultural landscape, presents unique challenges for promoting sexual health products, especially condoms, due to social taboos surrounding discussions of sexuality. This research examines how Durex navigates these challenges and adapts its marketing strategies to fit the local context, focusing on advertising restrictions, cultural sensitivities, and the role of sexual health education in its campaigns.
Through a combination of literature review and case study analysis, the thesis investigates how Durex has successfully employed educational marketing campaigns, digital media, and subtle messaging to promote its products while respecting Vietnamese cultural norms. The research also explores how consumer perceptions of Durex have evolved in response to these localized marketing strategies and how the brand has managed to shift public attitudes towards safe sex.
The findings suggest that Durex's ability to adapt its global marketing strategies while maintaining cultural sensitivity has been key to its success in Vietnam. This thesis contributes to understanding the importance of localization in marketing, particularly for sensitive products, and highlights how brands can successfully enter and grow in culturally conservative markets.
This research will be of value to businesses in the sexual wellness industry, as well as other international brands seeking to navigate cultural barriers in global marketing. By focusing on Vietnam, the study provides valuable insights into marketing practices in emerging markets and demonstrates the importance of aligning product offerings with local consumer needs and values.
Through a combination of literature review and case study analysis, the thesis investigates how Durex has successfully employed educational marketing campaigns, digital media, and subtle messaging to promote its products while respecting Vietnamese cultural norms. The research also explores how consumer perceptions of Durex have evolved in response to these localized marketing strategies and how the brand has managed to shift public attitudes towards safe sex.
The findings suggest that Durex's ability to adapt its global marketing strategies while maintaining cultural sensitivity has been key to its success in Vietnam. This thesis contributes to understanding the importance of localization in marketing, particularly for sensitive products, and highlights how brands can successfully enter and grow in culturally conservative markets.
This research will be of value to businesses in the sexual wellness industry, as well as other international brands seeking to navigate cultural barriers in global marketing. By focusing on Vietnam, the study provides valuable insights into marketing practices in emerging markets and demonstrates the importance of aligning product offerings with local consumer needs and values.