"GLOCALISATION" ADAPTION OF LOCAL CULTURE: A STRATEGY TO REINVENT GLOBAL BRAND

In today’s world nothing local is just local anymore, writes Roshni Hegerman, strategic planning director of McCann Sydney. Globalization has gifted lot to the consumers. Consumers in India are now becoming more informed, sophisticated and demanding. India is one of the youngest countries in the world, and the attitudes of the Indian consumers are changing at a rapid pace. A glocal strategy standardizes certain core elements and localizes other elements. It is a compromise between global and domestic marketing strategies. Glocal marketing reflects both the ideal of pure global marketing strategy and the recognition that locally related issues of marketing activities need to be considered. One of the most important things to remember is that getting localisation right doesn’t have to involve a big change to have a big effect. The impact achieved by simply taking the time to consider local sensitivities and adapting your brand appropriately can be huge. The rise of a global culture doesn’t mean that consumers share the same tastes or values. Rather, people in different nations, often with conflicting viewpoints, participate in a shared conversation, drawing upon shared symbols. Spending the time and money to localise the marketing activity is the priority for any organisation. If not, one must take the risk of losing the money spent on global campaign – and to repair the lost image. It is however, important to remember that localisation can go wrong