Research PepsiCo challenges in China
. Abstract or Introduction
. Text - Body of Work (with HEADINGS)
. Conclusion/Recommendation
Words have meanings! What we say in one culture can be offensive to another.
PepsiCo launched its popular marketing campaign with the tagline Come Alive with the Pepsi Generation, in Chinese, it translated as "Pepsi Brings your Ancestors Back from the Grave." As a result Pepsi sales dropped abruptly in China.
What issue did PepsiCo face here?
Suggest how marketers can avoid such cross-culture marketing mistakes?
Write a six pages text report. Articles references must be current - no more than 5 years old with a minimum 5 qualitative references.