What do you reckon are the major challenges for a global brand when marketing a product across international markets?
A large part of it is embracing cultural diversity while maintaining a consistent brand voice.
Diversity refers to language, traditions, preferences, and social, economic, and political attributes of the international marketplace. A brand must consider all aspects and still evoke the same emotion from its marketing efforts to its global audiences.
In a global context, organizations set up local and global marketing teams. They work collectively, along with geomarekting groups and consulting teams to:
a. Ensure brand identity and storytelling: Set clear brand guidelines and action protocols
b. Build tools and techniques for alignment: Like Centres of Excellence that act as hubs for global coordination and local marketing efforts.
c. Setup local advisory panels: Onboarding local experts, industry influencers, and consultants to align with local realities.
d. Conduct research: Conduct market research via focus groups, field visits, etc, to learn consumer preferences, cultural nuances, and the competition in local markets.
Local to global context
The following examples reflect on how two leading Indian brands are making global waves with their marketing campaigns.
1.Zomato
Happen to come across a Zomato hoarding as you drive by and get a pop-up notification from Zomato asking if you are ‘Feeling hungry’?
If yes, you are the local target audience for Zomato. They are maximizing the use of offline marketing, the Internet of Things, and digital marketing mediums to capture your attention. The brand has built its reputation on classic memes, comics, and humour to relate with its Indian audience. Picking on the cultural nuances.
In the global context, Zomato’s recent announcement as official sponsors for Neeraj Goyat, an Indian Boxer, reflects their cultural prowess and content strategy. Aligning with the Indian boxer, they are not pushing food but aligning with real stories and emotions.
Just as they share witty social content connecting with everyday people’s stories. It is also a smart content strategy as Neeraj plays the biggest boxing fights on – The Paul vs Tyson mega-event that streams on Netflix. Indirectly tapping into a global viewership without buying ad space.
The brand utilizes similar witty banter in the UAE. Along with influencer partnerships for humorous content in the Philippines and Lebanon.
2.Royal Enfield’s
Royal Enfield, once British, is now an iconic Indian brand. The brand has found its home in every corner of Indian culture. From the Punjabi music industry to the iconic rider community that travels the Himalayan range or across the Indian southern coastal region. To connect with Indian audiences, the brand runs exclusive campaigns like ‘Bullet Meri Jaan’ – to build an emotional connection and the ‘Himalayan Odyssey’ – to build an adventurous connection with their bike models.
In the global context, Royal Enfield is committed to its Indian roots. Running campaigns that align with authenticity, brand heritage, and craftsmanship. Such as the ‘Handcrafted in Chennai’ campaign. Along with ‘Pure Motorcycling’ campaign in Europe and the US to align with its timeless design, craftsmanship, and authenticity. The brand also hosts an annual motorbiking event called One Ride. Where thousands of Enfield bikers (over 41,000 in 2023) participate in rides across 50+ countries. Showcasing a sense of community and shared passion that celebrates Pure Motorcycling as a live campaign.
Global to local
The following global brands reflect on how an international brand can go local in a country like India.
1.Coca – cola
Cola works with a standard marketing style, building an emotional connection with its audience. The brand image is focused on togetherness, festive times, and an emotional appeal. Doing this seamlessly using its branding powerhouse in marketing and storytelling. What stands out is their iconic logo (type design), the bold red colour, and the classic bottle design.
In India, think of the Diwali celebration marketing ads, reflecting festive times celebrated amongst friends and family with a Coke. The brand also uses many Bollywood celebrities in its advertising campaigns to appeal to the local audience. In contrast to using Taylor Swift or LeBron James for local audiences in the United States.
What supports its local marketing is also an adaptation of its product, price, and place strategy. That resonates with the customers locally.
2.Netflix
Netflix is known globally for its original content-first approach. Along with its high-functioning personalized recommendation engine. Netflix is a strategy master that utilizes its state-of-the-art algorithm-driven platform to make personalized recommendations.
Heard of Stranger Things, The Money Heist, or Squid Games?
Netflix promoted these shows via targeted emails, its powerful OTT app recommendation engine, and via curated trailers. Making sure these shows are driving the interest of a broader global audience.
When it comes to localized marketing strategy, Netflix India has a localised and culturally nuanced marketing approach. Its original Indian content includes series and movies like HeeraMandi, Masaba Masaba, Sacred Games, Delhi Crimes, and more. The brand partnered with leading Indian social influencers like Bhuvan Bam, Dolly Singh, and Kusha Kapila to generate buzz. Their campaigns were both digital and offline events. Influencer meet-and-greets, interviews, and podcasts targeted to gain the attention of the local Indian audience. A powerful mix of social media, digital storytelling, and on-ground activation.
The brand supported this with its curated offering of a Netflix subscription for phones only. A low-cost model that penetrates deeper into larger Indian audiences.
3.Uber
Uber campaigns highlight the brand’s global strategy. One that fulfils a few basic needs: convenience, safety, and affordability. As a technology-first brand, Uber’s marketing highlights its key characteristics of real-time tracking, cashless payments, saving time, etc. Becoming a strong force driving mobility trends on a global stage.
When it comes to the local Indian market content, Uber has a hyper-localized and culturally nuanced approach. A prime example is their Uber Shuttle marketing campaign. Where it has partnered with Bollywood veteran Jackie Shroff. Promoting how Uber shuttle brings on board ease, accessible and convenience for travellers. The campaign also highlights Uber’s push for vernacular content. Showcasing regional-language storytelling.
Their localized marketing efforts highlight the brand’s (India) specific pricing and offline activation with corporates and business hubs. Reflecting Uber’s research of the local, social, economic, cultural, and linguistic nuances.
From global to local or local to global, one thing that stays consistent is the brand image.
a. For Zomato – it’s about generating witty banter and deep resonance with customers.
b. For Royal Enfield – it’s about building a sense of community and nostalgia.
c. For Coca-Cola – it’s about emphasizing on togetherness and celebrations.
d. For Netflix – it’s curating personalized watchlists globally, highlighting a content-first approach.
e. For Uber – it’s about bridging the gap in mobility, offering ease of accessibility in day-to-day travel.
Catering to a diverse range of audiences, these brands highlight how marketing campaigns bridge global differences. A marketer’s role becomes significant to bridge the global divide and connect people to a common emotion, cause, or cultural trend. This demands focused market research where global, local and, geomarketing groups combine their efforts. To ensure the right message reaches the right people.
Want to master the concept of local to global or global to local marketing?
Enroll in MBA International Marketing at MBA ESG, India, to learn about the cultural, political, and geographical nuances that direct international marketing strategies.
