This paper illustrates that one of the forms of marketing mistakes is evident from Pepsi Co. This was during the phase of entering into the market of China. During the introductory phase in China, they had used several marketing strategies and tools and this had led to the extensive marketing by the organization in the region. However, in the process of marketing its product in China by Pepsi Co. , one of the severe mistakes that they had committed had cost them highly. This is the slogan they used in the marketing, this is “ Pepsi brings you back to life” .
Moreover, in the video of the advertisement, there was a pictorial description of a graveyard, where the product Pepsi is giving is life to the ancestral dead people. Although the complete video advertisement was very interesting and funny and was liked by some of the people, it had also hurt the sentiments of millions of Chinese people. The advertisement suggests that the product would give life to the dead ancestors, which significantly harmed the religious and cultural beliefs of the people of China.
This had resulted in the banning of the advertisement in the mass media in China and hence, the organization had incurred a tremendous amount of loss. Moreover, it had led to the degradation of the brand image of the organization in China. None of the organization would like to face such kind of scenario in the introductory phase in a nation. The primary reason behind the failure of Pepsi Co. in committing such kind of mistakes is the lack of understanding of the impact of such kind of promotional activities.
The organization did not have adequate knowledge of culture and religion of people of China. They also did not undergo a proper marketing research regarding the effect of such kind of promotional activities prior to the release of the same. However, such kind of mistakes also creates an opportunity for other organizations to undertake a lesson from the same. It is much essential that an organization understands the religious and cultural factors of a country or region before undertaking any form of marketing strategies that are related to the people of the region.
Further, it is also advisable that the organization must undertake marketing research program before undergoing any strategies related to the marketing of a product.
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