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Indianizing the global brand

Inculcating Indian culture

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Agenda

 Glocalisation
 History
 Innovate & Invest
 Live examples
 Strategies
 Facts & Figures
 Advantages & Disadvantages
 Conclusions
 Questions

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Glocalisation
 The term “glocal” refers to the individual,
group, division, unit, organization, and
community which is willing and able to “think
globally, act locally.”
 Glocalisation is a concept that is being

adopted by  all over the world. It means the


tailoring of Organizations a company's
offering to suit the interests of local markets
across the world.

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History
 The concept of Globalization was first created
by Japanese companies in the 70s.

 They planned to expand to different parts of


the world by customizing their products to
target regional markets

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Innovate & Invest

Product
‣ Not just customize but localize
 McDonalds and Pizza Hut
‣ Processing
 Nestle
Marketing
‣ Market research
‣ Advertising
‣ Positioning
 Coca Cola and Pepsi
‣ Encourage experiments
 Kellogg’s

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Here Are Few Examples

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Mc Donald’s
 Ray Croc opened his first McDonald’s
restaurant in Des Plaines, Illinois, on April 15,
1955. Since then the journey has been swift
and smooth.
 Now there are over 30,000 restaurants across

the world spread over 119 countries.


 The first McDonald’s in India was opened in

Bandra, in 1997. Now there are over a 100


restaurants spread across the country

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Strategy in India
 Owing to its large Hindu population, probably
India is the only country where there is an
extensive array of vegetarian products to
choose from. 
 Mc Donald’s is known throughout the world

only for its burgers. When it first came to


India it had to undergo a complete brand
transformation.

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‣ For the first time in its history McDonald’s did not
serve any beef or pork products in a country they
operated. The oil that McDonald’s, uses across the
world was flavored with beef or pork fat. Owing to
religious sentiments in India, McDonald’s imports
100%pure vegetable oil from Malaysia for all its
deep fried products.

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‣ Local creations like McAloo Tikki Burger, Curry
Pans, Wraps Pizza McPuff, and McVeggie are
established departures from what we had in our
introductory restaurant offerings.

‣ Today 70 percent of our menu is ‘Indianized',


and the McAloo Tikki burger is our highest selling
product. While the menu may be different in some
ways, the McDonald's experience around the
world is consistent, offering quality, great service,
cleanliness, and value.

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The approximate sales figures in a typical
McDonald’s restaurant are as
given below.
Product Units sold per day

Chicken McGrill 200

Mc Aloo Tikki 200

Mc Veggie 200-300

Mc Chicken 250-300

McMaharaja Burger 60-80

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Advantages of Glocalisation
 International Products
are adopted to the
local taste of
population and
thereby local
communities are
introduced to different
aspects of foreign
cultures.
 It offers employment
opportunities for the
locals.

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Disadvantages of Glocalisation
 Becomes a threat to local markets due to high
competition.
 Reduces the profits of local businesses and
increases the dependence on foreign investments.
 Risk and damage can occur while we reap the
profit: international terrorism, Mafia of drugs, or
the traffic of weapons.

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Conclusion
 Will the world be ONE?
 Can people from different parts of world really
communicate well across all the boundaries and
limits?
 How will cultures survive in the fierce competition?
 Should we protect local cultures inventively or just
let it face the “natural selection” ?

The list goes on and everyone has own answers to


those questions.

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Questions

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Thank You

By
Nandini & Lakshmi S
PGDM-IB

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