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Glocal marketing: What is it and how does it work?

Updated: Jan 17

The author  Nensi Klasan of the article:" Glocal marketing: What is it and how does it work?".

Author: Nensi Klasan

Publication date: 29.11.2023

In today’s interconnected world, businesses are constantly adapting to meet the needs of their customers all around the world. That’s why glocal marketing is considered as a very important practice to take in consideration for businesses all around the world.

Glocal marketing strategy

What’s Glocal Marketing

Glocal marketing is considered a type of an approach in marketing where campaigns are made according to the cultural needs of an audience. In particular, this is a type of strategy that large companies use very often, as they have markets all around the world. Therefore, by modifying their global products, they can operate in specific markets more efficiently.

The “Glocalized product”

Global products are standardized to meet mass audience needs. In addition, the glocalizad product is adding specific adjustments to the original product to perform better in a local environment. These modified products, known as glocalized products, ensure that a brand remains relevant and appealing in a diverse cultural environment.

Successful examples of glocalization

One of the most famous examples of Glocalization is McDonalds. McDonalds is a global franchise that operates in 119 countries all over the world. McDonald’s adapts its menu to suit local tastes. For instance, McDonalds offers McArabia, a flatbread sandwich, in its restaurants in the Middle East. In Europe on the other hand, they add macaroons to its French menu.

Unsuccessful Glocalization

Pepsi, during its expansion into the Chinese market, crafted the slogan “Pepsi Brings You Back To Life”. This slogan was very well accepted in the US but faced challenges when introducing it to the Chinese market. Pepsi’s slogan in China was perceived as "Pepsi Brings Your Ancestors Back From The Grave," which is not only unsophisticated, but counterproductive. This is because Chinese hold a great deal of respect for their ancestors.

Challenges and Opportunities

While glocal marketing opens up new ways for growth, it also poses challenges. Actually, striking the right balance between global consistency and local adaptation requires intense dedication. However, businesses that successfully navigate this complexity, unlock opportunities for increased market share. What’s more, they achieve customer loyalty, and sustained growth.

The importance of Glocalization

It is very important, before starting a glocalized marketing company, to explore and get to know the market where the product is going to operate. This is because not knowing people and the culture of the place can lead to some consequences that may affect your brand image and popularity.

Glocalization demands substantial investment

Glocalization requirements and goals

Glocalization demands substantial investment, which can take a lot of time, resources and cost for a company. But practicing glocalization opens doors to a larger, more culturally varied and diverse market. Moreover, it opens up to the number of customers that can be unlimitedly targeted. Glocal marketing strengthens customer relationships, enhances brand recognition, and ultimately leads to increased sales.

Why invest in Glocal Marketing

In conclusion, glocal marketing is not just a strategy but a necessity for businesses looking to expand into the global marketplace. The ability to navigate cultural differences while maintaining a global presence is a stamp of successful companies. These are able to understand the power of thinking globally and acting locally.


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