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10 Introduction Introducing any innovation into a culture can sometimes be a problem insofar as it might require a drastic change to the behavior patterns of the consumer In other instances the innovation goes against or even threatens to replace core cultural values In such it is likely that the innovation might not be accepted Cateora 2004 Procter and Gamble after having acquired the company under the brand name Tampex Tampons are a substitute for female sanitary pads however its use requires insertion However in many cultures any form of insertion is interpreted as the lost of virginity Thus the difficulty that PG face is the cultural resistance towards the product brought about by this misconception of lost of virginity PGs task is now of what might it do to overcome cultural resistance and how might it go about doing it Should it succeed it envisages a huge market opportunity in this global market Thus the purpose of this report is a To discuss the possibility of pursuing the same advertising objectives that is to sell the product in a similar way in the countries that have been group into one the three clusters b Recommend an approach that PG could adopt to find out the factors that are contributing towards cultural resistance and how this resistance might be overcome and c Examine the possibility of using the approach taken in Venezuela and Mexico to educate Brazilian consumer in the use of tampons This will report will explain the relationship between culture and innovation and then proceed on to address the issues raised above 20 Discuss the possibility of the goal indicated by Tambrands 21 Understanding of Culture Religion Innovation Culture - a classic definition of culture Culture is that complex whole which includes knowledge belief art morals law custom and any other capabilities and habits acquired by individuals as members of society Religion - it is one of the most
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