Look to local culture for sales opportunities - an example from Scotch-Brite in Thailand

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Scotch-Brite shows great awareness of the local culture in Thailand, and bundles perfectly normal, everyday products into a kit which can t...

Scotch-Brite shows great awareness of the local culture in Thailand, and bundles perfectly normal, everyday products into a kit which can then be used in religion.

By Karn G. Bulsuk


In Thailand, Buddhism remains strong and is one of the fundamental pillars of Thai society. Every morning, you will see monks walking around the neighbourhood asking for alms - as they cannot cook themselves people will prepare food for them in the morning, and it is considered a good deed to give to monks. The monks will carry metallic bowls like the one seen below, where the food or whatever else people choose to donate to them are placed inside and carried by the monk or more often, his assistant.


Of course these bowls have to be cleaned, and what 3M has done here is to bundle together a series of cleaning and scrubbing products and market it as a Monk offering bowl cleaning kit.

Many people will also go to the temple and donate necessities, such as light bulbs, medicine, soap and of course, the bowl cleaning kit, so that the monks may use them in their daily lives.

This is just an example of how sometimes, with a little bit of local knowledge, you can package and bundle things together to form a completely different product.

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Karn G. Bulsuk: Full Speed Ahead: Look to local culture for sales opportunities - an example from Scotch-Brite in Thailand
Look to local culture for sales opportunities - an example from Scotch-Brite in Thailand
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Karn G. Bulsuk: Full Speed Ahead
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