Documente Academic
Documente Profesional
Documente Cultură
Glocalization
Presented By;
Nishant Raval (Pharm. Analysis) A020
Dhwani Vansjalia (Q. A) A024
Kruti Patel (Pharmaceutics ) A004
Globalization
The tendency of investment funds
and businesses to move beyond
domestic and national markets to
other markets around the globe,
Types of Globalization
Financial Globalization
Economic Globalization
Technologic Globalization
Political Globalization
Ecological Globalization
seeing the Earth as a single ecosystem rather
than a collection of separate ecological systems
because so many problems are global in nature.
Sociological Globalization
A growing belief that we are all global citizens
and should all be held to the same standards
and have the same rights.
Globalization
Globalization
heyday
Strategic
Non Strategic
Lockheed
martin
Coca-Cola
Cons of Globalization
Losing their jobs in developing countries.
People under threat of their jobs being
outsourced.
Globalization has led to exploitation of
labour. Prisoners and child workers are used
to work inhumane condition.
Pros of Globalization
Creates jobs, global economic growth, make
companies more competitive and lower price for
consumers.
More influx of information between countries.
Corporation and governments are trying to short out
ecological factors.
More different culture adopting.
Speedy travel, mass communication and dissemination
of information through the internet as benefits of
globalization.
Aug 2007.
Globalization in country
Dubai, a famous for its natural resources.
But after being globalised a desert became a
trade destination.
Established itself as a prominent regional hub
for finance, trade , tourism, and shopping.
By Palm islands, and the most expensive hotel, The
Burj Al Arab
The Dubai mall, largest mall in the world.
GLOCALIZATION
Globalization
GLOCALIZATION
Localization
History
Originated in Japan.
First time the term glocalization in Japan in Japanese language was
used by Professor Roland Robertson, a sociologist.
Marketing experts were using it, by which they meant that products of
Japanese origin should be localized that is, they should be suited to
local taste and interests yet, the products are global in application
and reach, hence a new term glocalization was coined.
With Glocalization a global companys goal isnt to say here is a product. Rather,
the company asks, "How can we make a product you'd like?
The marketing, funding and infrastructure behind a product may come from a global
corporation, but the local level dictates what finished form that product will take.
Therefore glocalization is a bottom-up system of governance for globalization
Principles of Glocalization
Importance of local actors: Local actors have their assessment of local
problems and needs, local knowledge, attitude to exercise governance over
issues that makes the difference in terms of success or failure in
development programs.
Use of globe knowledge: These include increased circulation of
knowledge, communication and peer-to-peer learning, and the possibility
to insert local actors and organizations into global communication circuits.
This can enhance the practice of a real multiculturalism.
Principles of Glocalization
The war/poverty nexus: At the core of the glocal approach, there is the
assumption that the most destabilizing factor of the current world crisis is
the vicious circle poverty/endemic war, proliferation of conflicts and spread
of violence.
The role of the city: Cities are the place where civil societies are emerging
with more strength. They are also engines of economic growth, centers of
cultural and intellectual innovation and privileged arenas for social empathy
and change as well as institutional reform. They can, thus, be considered as
the most relevant social units for glocalization strategies.
because
Hindustan Unilever
HLL has been the leader in recognizing the
tremendous opportunity lying at the bottom
of the pyramid .
sachets - small plastic packets , as less as
INR 1/.
This became such a rage among the rural
consumers that many other brands started
offering products such as detergent, coffee &
tea powder, coconut oil & tooth paste in
sachets.
Disneyland in Hongkong
Reduction of prices
Adaptation to local visitors customes.
Change of dcors and settings
Adaptation of labor practices
Do us a flavor campaign
Lets people create their own flavors.
Local Flavors
According to Chinese peoples
preferences pepsico launched
CUCUMBER flavor in China.
Packaging
Chinese people enjoy to sharing their snacks usually so they want
sizes & designs that make sense to serve in groups.
So they redesigned Lays stax packaging, The product has a plastic
tray inside the canister to allow sharing, which also reduce noise
from packaging and helps consumer to keep fingers clean.
Local Flavors
Thai food & eating habits are very
different To those in the U.S, so
sour & onion like flavors didnt get
success in Thai market.
The team found SEAWEED is a
local flavor and came with that
flavor in Thailand.
Today SEAWEED flavor accounts
for 1/3 of sales in Thailand.
Tuning the engine to meet the quality of the fuel in India & deliver high
efficiency of at least 20 km per litre. They made the modifications with the
help of a local team within 12 months
CONSUMER BEHAVIOUR
In India cars remain an aspirational product bought more fortheir image.
. It is psychology and not economics that drives SUV buying. SUVs do provide
functional benefits such as more space, off roading capabilities, more power, and
flexibility of use.
. Renault understood this consumer psychology.
The Duster is designed with flared wheel arches, muscular body, roof rails, raised
suspension and big tyres - all visual indicators to create the right image.
Also, being small, it removes many limitations of a typical large SUV
ABOUT STARBUCKS
Starbucks Coffee, is an American global coffee company and coffeehouse chain
based in Seattle, Washington.
Starbucks is the largest coffeehouse company in the world, with 23,187 stores in 64
countries, including 12,973 in the United States , 1,897 in China, 1,550 in Canada, 1,088
in Japan and 927 in the United Kingdom.
PRODUCT LINE:
coffee
tea
Frappucino beverages
pastries
smoothies.
STARBUCKS IN CHINA
Entered China market in 1999.
STARBUCKS IN CHINA
chic interior, comfortable lounge chairs, upbeat music.
appeal to younger generations who fantasize about Western coffee culture as a symbol of
modern lifestyle.
moon cakes for the Mid-autumn Festival
Iced Rice Dumpling for the Dragon Boat Festival.
Unique local heritage : beautiful wood carvings and traditional wood tables.
The Starbucks store atmosphere is one which is similar to the old teahouse of Chinaa
gathering place and a community living room.
STARBUCKS IN CHINA
CHALLENGES IN INDIA
Starbucks had previously attempted to enter the Indian market, in 2007, with
a joint venture involving its Indonesian franchise and Kishore Biyani of the
Future Group.
competition from established coffee chains- Caf coffee day & Barista.
Tata group opened doors for StarBucks.
PRODUCTS
Starbucks in India has some Indian style product offerings such as Tandoori
Paneer Roll, Elaichi Mawa Croissant and Murg Tikka Panini to suit Indian
customers.
Currently, Starbucks operates 50 outlets in 6 cities of India.
WHY IT FAILED IN
AUSTRALIA ?
Star Bucks didn't seem to pay much attention to product optimisation.
They just took what worked in the US, and tried it here.
Unfortunately for Starbucks, what worked in the US was bitter, weak coffee
augmented by huge quantities of milk and sweet flavoured syrups. Not so much
coffee, as hot coffee-based smoothies.
upon people.
It took key sites. It hung huge signs. It even tried to get people to order coffee
in sizes.
And with weird names (Decaf Mocha Grande anyone?) Basically, Starbucks
said to people: "That's not how you drink coffee. This is how you drink coffee.
STRATEGIES WHICH
FAILED.
Also Starbucks did not advertise in the mass media relying instead on its
STRATEGIES WHICH
FAILED.
Finally, Starbucks' business model was simply unsustainable. Leasing a large,
expensive shop space and inviting customers to sit around for as long as they
like while spending very little was never a good idea in a highly competitive and
mature market.
IMPACT OF CULTURE ON
BRANDING
Cultural differences are indeed a major factor that has an impact on
the success or failure of a brand.
As brands enter different cultures, it becomes imperative for them to
carefully tread the standardization customization
continuum wherein they not only manage to retain the inherent brand
identity
It also adopt the brand elements (images, advertising, channels, and
others) to appeal to the local tastes and preference of customers
GLOBALIZATION VS.
GLOCALIZATION
STEGERS ARGUMENTS
The ongoing academic quarrel over which dimension contains the essence
globalization represents a postmodern version of the
parable of the blind men and the elephant.
Some global experts think Economics lies at the centre of globalization, wher
others privilege political, cultural ,ideological aspects.
Thus, Glocalization is primarily rooted within Globalization. Hence it is
about adapting needs and wants according to the customer.
Think
global, Act
local
THANK YOU