Background Umberto is a chemical manufacturer that exports its organic gardening products worldwide. In the summer of 2009, Umberto apologized for...
This question has been answered
Question

Background

Umberto is a chemical manufacturer that exports its organic gardening products worldwide. In the summer of 2009, Umberto apologized for naming an organic household insecticide BoPal. Bhopal is the name of a town in India where several thousand residents died from a lethal chemical gas leak from a local pesticide producing factory in 1984. Umberto decided to change the product's name in India after complaints from the International Medical Commission in Bhopal. The company stated that it would drop the name in all other countries as soon as possible.

What's in a Name?

An Umberto representative said, "We regret that the name of this product is offensive to some." He explained that a chemical engineer with the company came up with the name and that he doubted the engineer had any knowledge that some would find the name inappropriate due its similarity to the city that experienced the tragedy. The representative said Umberto did not intentionally choose the name BoPal for its "unfortunate connection". He went on to say Umberto would be investigating future product names more carefully. Umberto never did explain why BoPal had been chosen as a name.

Know Your Market

While critics and protestors cannot prove Umberto deliberately named its organic insecticide BoPal, they did not accept Umberto's explanation that the name was "purely coincidental." One protestor suggested that even a basic Internet search for BoPal links it to the industrial disaster. A spokeswoman for the International Medical Commission in Bhopal responded, "The original marketing decision to name the insecticide BoPal is appallingly insensitive to the thousands of Indians who died and suffered in this tragic disaster."


 

 

Learning Outcomes

This case study relates to the following learning outcomes from the module Intercultural Competence in the course International Market Entry Strategies and the module Product Development in the course for Products and Services for a Global Market:

·        Explain how intercultural competence can benefit international trade initiatives.

·        Explain product standardization, and phases of new product concept development or adaptation for new international markets, considering purpose and opportunities.

·        Implement concept testing, prototype, and test marketing, and product testing to evaluate consumer response to a product or product idea for international markets.


 


 

 

1.   Before launching its new BoPal insecticide, what primary research tool could Umberto have used to gather market intelligence on the name of its new product? What are the benefits of using such a tool?

 

 

2.   When participating in the global marketplace, companies must consider various environmental differences. Which environmental difference did Umberto ignore? How might Umberto have prevented the misnaming of its insecticide?

 

 

3.   What mistakes has Umberto made in responding to protests over the BoPal insecticide?

Answered by Expert Tutors

ac, dictum vitae odio. Donec aliquet. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nam lacinia pu

aciniacing elit. Nam lacinia pulvinar tortor nec facilisis. Pellentesque dapibus efficitur laoreet. Nam risus ante, dapibus a molestie consequat, ultrices ac magna. Fusce dui le

gue

sum risus ante, dapibus a molestie consequat, ultrices ac magna. Fusce dui lectus, congue vel laoreet ac, dictum vitae odio. Donec aliquet. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nam lacinia pulvinar tortor nec facilisis. Pellentesque dapibus efficitur laoreet. Nam risus ante, dapibus a molestie consequat, ultrices ac magna. Fusce dui lectus, congue vel laoreet ac, dictum vit

gue

consectetur adipiscing elit. Nam lacinia pulvinar tortor nec facilisis. Pellentesque dapibus efficitur laoreet. Nam risus ante, dapibus a molestie consequat, ultrices ac magna. Fusce dui lectus, congue vel laoreet ac, dictum vitae odio. Donec aliquet. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nam lacinia pulvinar tortor nec facilisis. Pel

gue

gm ipsum dolor sit amet, consectetur adipiscing elit. Nam lacinia pulvinar tortor nec facilisis. Pellentesque dapibus efficitur laoreet. Nam risus ante, dapibus a molestie consequat, ultrices ac magna. Fusce dui lectus, congue vel laoreet ac, dictum vitae odio. Donec aliquet. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nam laci

gue

pulvinar tortor nec facilisis. Pellentesque dapibus efficitur laoreet. Nam risus ante, dapibus a molestie consequat, ultrices ac magna. Fusce dui lectus, cong

Step-by-step explanation

acifacilisis. Pellentesque dapibus efficitur laoreet. Nam risus ante, dapibus a molestie consequat, ultrices ac magna. Fusce dui lectus, congue vel laoreet ac, dictum vitae odio. Donec aliquet. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nam lacinia pulvinar tortor nec facilisis. Pellent

Get unstuck

416,787 students got unstuck by Course
Hero in the last week

step by step solutions

Our Expert Tutors provide step by step solutions to help you excel in your courses