Research indicates that American firms are now facing much negative attitudes in Turkish consumer settings than their standing ten/fifteen years ago. Consider yourself as the marketing manager of an American origin FMCG company; and, based on our classroom discussions about (1) properties of attitudes, (2) indicators of attitude strength, and (3) attitude management strategies, describe what you would do to cope with this situation.

QUESTION

Research indicates that American firms are now facing much negative attitudes in Turkish consumer settings than their standing ten/fifteen years ago. Consider yourself as the marketing manager of an American origin FMCG company; and, based on our classroom discussions about (1) properties of attitudes, (2) indicators of attitude strength, and (3) attitude management strategies, describe what you would do to cope with this situation. Develop a comprehensive attitude change strategy for a specifically defined target audience concerning the aforementioned challenge and discuss the pros and cons of your strategy.

ANSWER

Developing an Attitude Change Strategy for an American FMCG Company in Turkish Consumer Settings

Introduction

In recent years, American firms have encountered increasingly negative attitudes among Turkish consumers, which presents a challenge for marketing managers in the FMCG sector. In this essay, we will explore how an American FMCG company’s marketing manager can address this situation by developing a comprehensive attitude change strategy. We will draw on our classroom discussions on the properties of attitudes, indicators of attitude strength, and attitude management strategies to devise an effective approach. Additionally, we will discuss the pros and cons of this strategy.

Properties of Attitudes

Attitudes are evaluative judgments or feelings towards objects, people, or ideas. They possess three key properties: valence (positive or negative), strength (intensity of attitude), and accessibility (ease of retrieval from memory). Understanding these properties is essential for crafting an effective attitude change strategy.

Indicators of Attitude Strength

To assess the strength of attitudes and measure the potential for attitude change, marketing managers can consider several indicators:

1. Importance: Determine the perceived importance of the American FMCG company among Turkish consumers. Evaluate how influential the company’s products are in their daily lives and the extent to which attitudes towards the company impact their purchasing decisions.

2. Knowledge and Experience: Assess the level of knowledge and direct experience Turkish consumers have with the company’s products. Understand their familiarity with the brand and their firsthand encounters with its offerings.

3. Consistency and Persistence: Evaluate the consistency and persistence of negative attitudes among Turkish consumers over time. Analyze whether negative perceptions have become deeply entrenched or if there is room for potential attitude change.

Attitude Change Strategy

To cope with the negative attitudes towards the American FMCG company, the marketing manager should develop a comprehensive attitude change strategy targeting a specific audience. The following steps can be incorporated:

1. Research and Understanding: Conduct in-depth market research to gain insights into the specific reasons behind the negative attitudes towards the company. Understand the cultural, social, and economic factors influencing consumer perceptions.

2. Communication and Engagement: Develop a targeted communication campaign that emphasizes transparency, authenticity, and cultural sensitivity. Engage with Turkish consumers through various channels, such as social media, local events, and collaborations with local influencers.

3. Product Localization: Adapt the company’s FMCG products to suit the preferences and tastes of Turkish consumers. This may involve modifying packaging, flavors, or ingredients to align with local preferences and increase relevance.

4. Partnerships and Alliances: Establish partnerships with local businesses, organizations, or influencers to enhance the company’s image and credibility. Collaborations with respected Turkish brands or endorsements from trusted individuals can help improve the company’s perception among consumers.

5. Corporate Social Responsibility (CSR): Undertake meaningful CSR initiatives that address the needs and concerns of Turkish society. This demonstrates the company’s commitment to societal well-being, fostering positive associations and potentially influencing consumer attitudes.

Pros and Cons of the Strategy

Pros

Targeted Approach: The strategy focuses on understanding the specific reasons for negative attitudes and tailors the approach accordingly.
Enhanced Relevance: Adapting products and engaging with local influencers and organizations increases the company’s relevance and resonance with Turkish consumers.
Improved Reputation: Transparent communication, cultural sensitivity, and CSR initiatives can enhance the company’s reputation and positively influence consumer perceptions.

Cons

Resource Intensive: Implementing a comprehensive attitude change strategy requires significant financial and human resources.
Time-Consuming: Building trust and changing attitudes is a gradual process, and the desired results may take time to materialize.
Cultural Barriers: Successfully navigating the Turkish market may require a deep understanding of cultural nuances and potential challenges in building connections.

Conclusion

Addressing negative attitudes towards an American FMCG company in Turkish consumer settings requires a comprehensive attitude change strategy. By conducting thorough research, engaging in targeted communication, adapting products, forging partnerships, and implementing meaningful CSR initiatives, marketing managers can proactively influence consumer attitudes. While the strategy offers benefits such as increased relevance, improved reputation, and a targeted approach, it may also pose challenges in terms of resource allocation, time investment, and cultural barriers. However, with careful implementation and continuous evaluation, an effective attitude change strategy can help reshape consumer perceptions and restore a positive standing for the American FMCG company in the Turkish market.