Home Depot and Dasani - Brand Fails
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Transcript of Home Depot and Dasani - Brand Fails
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Home Depot Fails in ChinaBy, Ashley Harer
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What is The Home Depot?
• The Home Depot is an American retailer of home improvement and construction products and services.
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When did stores open in China?
• Entered the Chinese market in 2006• 12 stores in total• All stores were closed by 2012
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Why did it not work?
• Home Depot conceded that it misread the coutry’s appetite for do-it-yourself products. “The market trend says this is more of a do-it-for-me culture,” a Home Depot spokeswoman said of China. –according to the Wall Street Journal
• People connected more with stores like Ikea where everything you need for a project is all together
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My Recommendation
• More research• Interview locals• Understand the culture• Change layout of stores to be more helpful• In-store examples of easy ways to accomplish
projects
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Dasani Fails in Europe
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What is Dasani
• Coca Cola’s bottled water brand
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Why did it not work?
• Taglines like “Bottled Spunk” and “Can’t live without spunk”
• Meant to symbolize youth in US, totally different meaning in UK
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What else?
• UK consumers had problem with Dasani coming from ‘pure’ sources and not from natural mineral or spring sources
• The Food Standards Agency began investigation
• Coca-Cola pulled all 500,000 bottles off shelf and abandoned European launch
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My Recommendation
• Take into account what similar successful products are doing
• Research more for a more appropriate tagline• Get your water from natural mineral or spring
sources