AFLAC has had to ditch the AFLAC duck in its Japanese commercials because the Japanese consumer does not like to be yelled at.Since Japan is the source of about 70 percent of the insurance company's business,it had no trouble adopting a _____ strategy.
A) product substitution
B) market differentiation
C) message adaptation
D) product invention
E) product adaptation

Question

Quizplus · Accepted Answer

The strategy adopted by AFLAC is message adaptation, which involves modifying the message of the advertisement to suit the cultural preferences of the target market. In this case, the company had to ditch the AFLAC duck character, which was popular in the US, because it did not resonate well with Japanese consumers. By adapting its message to the Japanese market, AFLAC was able to maintain its market share and continue to grow its business in Japan.

AFLAC Has Had to Ditch the AFLAC Duck in Its