PSI adopted a number of cultural elements in its marketing of condoms in Burma. The top element was the usage of Burmese language in the naming and adverting of condoms. This not only made the people easily understand what was being said about the product but also brought in a sense of ownership since the product had their language. This is different from advertising a foreign-made item in a foreign language, a scenario that makes the local people look at the item being advertised as foreign and unfit or unfriendly. However, it is not always that foreign items are considered unfit since in other cultures imported goods may be preferable to local ones. This is especially true in places where imported goods are assumed to be indicative of how progressive or expensive one’s taste is.
Another attribute of culture that PSI adopted in its marketing of condoms was the usage of a local setting in the packaging of the condoms as well as the packaging of the condoms in Burma. These steps together with the language aspect discussed above created a sense of belonging among the Burmese people who went ahead to respond positively to the condom marketing. Would the same strategy work in my country? It is possible that this strategy would work in my country as well as neighboring countries. This is because the adoption of the local settings in the marketing will convince the people in my country that the product is not from outside and is, therefore, fit for use. This is especially true for people who are keen on developing local economies.