A Microsoft Marketing Mishap

There are many examples of disasters when it comes to international marketing.  Most are related to differences in language, or in some cases customs.  The latest example, from Microsoft, was perhaps more avoidable.

In a bid to promote their business products, Microsoft used the following image in a series of adverts in the US:

Nothing wrong with that perhaps (although that looks suspiciously like an Mac laptop!).  Microsoft decided to use the same image to promote the products in Poland, but can you spot the difference?

The ethnicity of the man in the middle has changed.  Microsoft explain this as an attempt to reflect the ethnicity of the Polish market more accurately.  So why not use a different image?  Surely a firm of Microsoft’s stature could afford another photoshoot?

Perhaps more ironic, though, is that the giant IT company is showing very bad photoshop skills.  Not only does the changed face not look very realistic - if you look closely they might have put a different head on the shoulders, but they haven’t changed the hand!  Something of an oversight if you are changing the colour of the skin.

Who said marketing was easy?

Revision Presentation - Marketing Mix: Introduction to Promotion [17 May 2012]
Simple solutions to everyday problems - Spanx [11 Mar 2012]
Extreme Market Segmentation? [20 Feb 2012]
Leadership and strategy: what decisions does the boss of Microsoft make? [29 Jan 2012]
Advertising vs reality in fast food. [24 Nov 2011]
Revision Quiz - Marketing: Promotion [1 Nov 2011]
Behind the scenes of an Innocent advert [30 Oct 2011]
Brand positioning & the authenticity of British countryside [29 Oct 2011]
Technology and Business - Microsoft’s vision of the mobile future is astounding (video) [28 Oct 2011]
Strategy case study - does Microsoft have a long-term strategy? [21 Oct 2011]
Marketing in an age of austerity - Live Well for Less [20 Oct 2011]
Car Wars - VW v Greenpeace [17 Oct 2011]
Non-price Determinants of Demand [Advertising] [17 Oct 2011]
The Business of Newcastle United [12 Oct 2011]
Reebok forced to tone down its advertising claims [29 Sep 2011]
Tesco’s sausage advert is banned [15 Sep 2011]
Booming Billboards [27 Apr 2011]
Shawshank Redemption Meets Home and Car Insurance [5 Jan 2011]
Big brands boost their advertising [4 Jan 2011]
Q&A - Describe the main features of advertising as a method of promotion [2 Jan 2011]
Q&A - What is promotion? [2 Jan 2011]
The New Andrex Puppy - Cost cutting or Inspired Marketing? [3 Dec 2010]
48 old adverts that would be banned immediately these days [22 Nov 2010]
Revision Crossword - Promotion Basics [6 Nov 2010]
Microsoft - Competitive Strategy in the Post-PC world [30 Oct 2010]
UK regulators move in to control online advertising [1 Sep 2010]
Lesson Worksheet - Marketing Mix: Promotion Basics [1 Aug 2010]
The Marketing Mix Challenge in reaching the Muslim Market [13 Jul 2010]
Some facinating data on research & development data at Apple, Google & Microsoft [25 May 2010]
BUSS4 UK Recession - More Profit & More Customers - How Sainsburys Did It [25 May 2010]
Advertising Slogans Quiz [20 May 2010]
A good example to use when explaining what firms do as they come out of a recession [22 Apr 2010]
Global technology giants are hoarding their cash [26 Mar 2010]
kulula.com ambushes the World Cup [20 Mar 2010]
Competitive marketing - taking on Microsoft [20 Feb 2010]
Marketing in a recession: more focus on brand advertising and product enhancements [20 Feb 2010]
Advertising in the recession - perfect storm or perfect opportunity? [17 Feb 2010]
The Museum of Brands - well worth a visit [14 Feb 2010]
Advertising Coming To A Windows 7 Desktop Near You [18 Nov 2009]
Advertising spend for four global brands [29 Oct 2009]
Top brand values fall in the recession [20 Sep 2009]
The dramatic slump in advertising revenue continues [18 Sep 2009]
Microsoft and Google compete head-to-head [9 Jul 2009]
Bing - the battle for search engine market share is on [28 May 2009]
Some firms will do anything to get publicity! [20 Apr 2009]
Is this a sensible strategic decision by Microsoft? [15 Feb 2009]
Hovis - a classic example of successful product extension [15 Jan 2009]
Young, white and super-skinny models out of fashion? [10 Jan 2009]
A Devastating Blow for the Irish Economy [8 Jan 2009]
Business cutbacks and job losses [26 Nov 2008]
Green shoots of growth for a gardening start-up [19 Sep 2008]
Big Brother audiences suggest a product on the slide [6 Sep 2008]
A “challenging macroeconomic environment” is the excuse [19 Aug 2008]
Print advertising takes the hit as advertisers cut back [26 Jul 2008]
Crocs - shares of the plastic footwear brand in meltdown [26 Jul 2008]
Credit Crunch - will you stay loyal to your favourite shops? [15 Jul 2008]
A good example of a small business that just couldn’t break-even [14 Jul 2008]
A recession looming?  Take a look in the Mirror [30 Jun 2008]
Kelloggs Crunchy Nut Cornflakes - Examples of TV Advertising [10 Mar 2008]
The Fading Fortunes of ITV [6 Mar 2008]
Question marks over the future of Digital Radio [17 Feb 2008]
Will Advertising spending plunge if the economy gets worse? [7 Feb 2008]
Ryanair advert grounded by the ASA [4 Feb 2008]
The Cost of Prime Time [4 Feb 2008]
Now thats what i call a takeover [1 Feb 2008]

BUSINESS TEACHER RESOURCE NEWSLETTER
Get first news of business teaching resources, ideas and other materials from tutor2u. Over 9,400 business teachers from the UK and around the world receive our regular teacher email newsletters. Sign up for free here!