I may even take a lifetime to understand it , but had to start some day . The reason for creating this Blog are the questions :
Is it possible that a company adopts a single marketing plan globally ?
or it has to adopt to the local market or local consumer behavior ?
18 comments:
It certainly has to adopt the local consumer market behavior.
What works in one market may not necessarily work in another market; there are significant cultural differences within countries itself, continents are way far fetched.
If you successfully establish a universal language that every individual in every continent knows by default, you may somewhat be successful in creating a global marketing plan that may appear promising; but the fact remains that individuals are unique and think differently - to serve the needs of the target market, individual differences certainly need to be accounted for!
Well yeah it made sense a decade ago !
But I believe globalization is changing the concept , i agree a local flavour/Touch has to be added but in a few years time companies will have similar type of global Population to cater too .
i totally agree with parita...
it has to adopt to the local market...
just as an eg just c McD's had to come up with other strategies in india to survive,... new taste, new pricing... so is the case with so many things...
take maggi... Nestle sells maggi only in india... no where else...
marketing plans need to change region to region...
i think consumer market can't be globaly same as of now....today in terms of products....products are globally equal, but the consumers are different.....according to the VALS matrix...there are three types of consumers....
1)the satisfiers.
2)the actualizers.
3)the doers.
the first category are those who dn't experiment and until there is no need for the product, they dnt buy it..there decision is not depended on others.
the second type are those who buy something because other in there society have bought it....kinda of high class society...
the third class are those who try to experiment new things....they buy nything new and try to be the first one to get their hand on any new product....
Now,the number of consumers in the following matrix varies from region to region.....As in India still the transition from satisfied to doers is not complete.....
moreover,the culture also plays an important role....In india many decisions are highly influenced by the family,but that is not the case in the West.....so i think global cosumer creation is really hard
yes, dhaval is right....like languages change from one region to other....consumer behavior also changes across borders within the country and outside....
eg. The intended thought behind the launch of Quallis by toyota was to create a family car....but instead it became a taxi and finally they had to stop the production...thus they failed in learning the consumer behavior in India...in India such cars have always been used for Taxi and other such services.....eg..jeep,sumo etc....
I agree with all of you , but i am thinking about a decade later ! just imagine are we all not mixing into each cultural valves and belief !
There can be a day when there are no super economic power house in the world !
decades ago also we said ke there wuld be no super economies after few decades....but still there are super economies....the difference is in their functoning....
what u say can happen to an extent....i mean there culd be same plans for asian countries etc...
Hi all,
As I was reading through all the comments here, it just came to my mind can a company who has its presences in different countries or say continents can have one general strategy for all this markets and then this general strategy would guide different branches for there action plans???
So there are possibilities where a consumer might react in a same way in U.S as other person would react in India.
Think of it, is that possible???
hi....actually having the same strategy for different countries is really a bit complicated....like as in take the eg. of TATA....now the way they market and have strategies for UK and INDIA are very different....
In India they will need to have different stratefy for selling jaguar....bcoz still the need of such luxurious cars is not so high...but in case of countries in west and europe....they will have different strategy.....
Now,take eg of Nokia....it has developed handsets specially for the Asian market and has even targetd the audience with their ads with the Indian touch.....
yeah but just imagine , i think TATA have the same marketing plan for america , U.K or any other developed nation .
When every nation will be developed (almost) cant they have the same marketing plan ?
ya kushal...till an extent it can happen....but then to develop it will take time....its not the development that is more important...but its the ideology of the people that needs to be changed.....
I dont know much about strategies but what i do know is we(Indians) -the customers/consumers are driven by emotions, sentiments, beliefs as major aspects, where buying is concerned.
But consumers in..say...Japan are driven by visually simple design, ergonomics. The Japanese are highly demanding as customers. Their quality of products is far superior then anyone. Functional aspect of a product is very vital.
It is said that if one can market and sell a product in Japan, that product will work in any market. Their products are the way they are cos of how and what they are. It reflects their culture and where they come from
We as people, are always going to be 'us', which is good as it works well. And the Japanese always very 'Japanese'.
So companies do and will condsider these aspects.
Thats why the book is called 'We are LIKE THAT ONLY'. This title has a lot hidden and is very subtle. It says a lot........
Thank you,
Paritosh Dayal
Kushal in many countries (Asian and African especially) the illetracy rates are consistently high - u are exposed to both cultures and hence you anticipate cultures mixing and uniting...but those (high majority
) who havent been exposed - there is no way the thinking and mentality can change in just 10yrs....
It took a country like USA almost 50-60years to change thier views about racism, workplace equality, and such - to change cultural mentality on a global basis could no way be achieved in 10yrs....
this may seem like a pessimistic view, although there is hope for minizing cultural differences, 10yrs seem very little!
take for example best buy - their statergy is completely different in US compared to China...and Costco's strategy for marketing in UK and USA (both western cultures dominated by the White population)...
hi parita...u r right...but generally the big and major players in the world never target such class of the society.....for such class the local players are more important.....and taking abt the racisms.....ya it is still prevalent in many parts of the world....
With racism, I was just citing an example of how changing mentality is a very slow process that could take decades...so globalizing consumer behavior might take that long as well...
ya to add on....in marketing there are sex basic concepts....one of them is product concept, which says that the costumer wants quality work rather then quantity....they want features and such type of attitude of people is there in developed country or a country which is developing....but contrary in the developing or under developed countries...the people want quantity.....so thus such aspects also change the marketing strategies of a company......
taking abt advertising....companies also have different brand ambassadors for different countries.....Some strategies like how Mc Donalds introduced the Rs 20 Burger is also a unique idea developed for Indian market.....
Its great to see how different people having the same primary education , have different thinking about the same topic .
The comments everyone are making showcasing there thinking process and if i try to examine it deeper i can guess the reason behind the comments too !!
its just wonderful .
please keep it up i need your learned opinion on other topics as well !
Thanking you ,
Kushal .
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