Glocalization

a product or service that is developed and distributed globally but is also adjusted to
accommodate the user or consumer in a local market. Glocalization works for companies
with decentralized authority
may be tailored to conform with local laws, customs, or consumer preferences. by definition,
going to be of much greater interest to the end user, the person who ends up using the product.
If globalization was charged with cultural homogenization, glocalization is something of an
answer to it
Also the founder Roland Robertson says to one Must pay attention to the risk of perceived
cultural appropriation
Glocal warming
McDonalds and they all feature the iconic “golden arches,” the unique McDonalds colour
scheme, and the Big Mac hamburger. However, depending on where you go for your
McDonald’s dinner, the food you get may change. For instance, restaurants in Brazil server
croissants with cheese and ham for breakfast. In Israel, you can tuck into a lemon tea and
McKebab. McAloo Tikki vegetarian burger in India
KFC (Pecking duck burger) in Shanghai KFC makes spicier chicken for the Indian palette
KFC’s “finger-lickin’ good” slogan became “Eat your fingers” when translated in China.
Starbucks (more tea than coffee) in planes to Beijing; Dubai Showroom, coffee-based drinks
and replaced them with green and aromatic teas instead. Starbucks makes milkier coffee for
the Indian erstwhile chai-drinker
Samsung made waterproof model for china but not here
Apple ads: I’m a mac, I’m a pc; in japan as benefits alone; no criticising is encouraged
Kit kat: adapting its strapline to “Kittu Katsu” in Japan. While in the West we love flavours
like peanut butter, chocolate, and ice cream, Japanese tastes are very different. In Japan, you’ll
find plenty of popular KitKat bars in flavours like wasabi, soybean and green tea
Nintendo: censored their content in USA from Japan. Made into a family friendly content
Gillette makes longer lasting blades for value-conscious India
Taco Bell, the quintessential Mexican fast food brand introduced ‘kotito’ (fusion of koti and
burrito) – Indian bread with burrito filling inside (Indian look on the outside and international
punch on the inside)! Successful glocalization!
Elements to be adapted in local
 Logo and colours.
 Brand name.
 Marketing campaigns.
 Social media strategies.
 Tone of voice.
 Products and features.
Starbucks, Lays, Pepsico, KFC, McDonald’s Hindustan Unilever Limited, Ford, Gillette,
Subway
Facebook, Google, Twitter, Amazon Prime, Netflix are a new generation born digital global
brands which have adopted glocalization
Google with nine regional language options in India for its content is a great example of
delivering what diversity requires
When Barbie makes a hijab-wearing doll (Hijabi Barbie) and another one honouring Indian
Olympic gymnast Dipa Karmakar, they are signals that the need for a global brand going local
to stay relevant is well understood

Vodafone did the same with tiny recharge packs for the Indian mobile telephony consumer.
HUL believed that due low on disposable income; so it came in the “sachet” SKU
Nokia made cell phones that were tough as nails with dust resistant keypads, better anti-slip
grip for India’s sweaty climate, and a built-in torchlight keeping in mind rural electricity
situations – completely syncing themselves with the local consumer’s pain points.
Udacity and Coursera needs to glocalize for success