More and more global brands are transcending international borders. Marketing professionals are constantly fine-tuning their strategies to ensure that their brands are optimizing the global market.
This case study discusses effective marketing strategies that actual global brands have utilized and key insights that other companies can learn from them.
Glocalization is a marketing strategy that creates and sells products or services for the global market, but modified to suit local culture and behavior. The glocal strategy approach reflects the aspirations of a global integrated strategy while recognizing the importance of local adaptations and market responsiveness. Glocalization merges the concepts of globalization and localization, hence the combination of these two terms. The concepts of globalization and standardization such as low-cost production and selling, the roll-out of concepts are combined with localization/differentiation concepts of flexible response to local customer needs, regional and local market penetration, and being culturally close to the consumer.
- Dunkin’ Donuts
Starting as a single restaurant in Massachusetts, Dunkin’ Donuts have come a long way, still living up to its mission of delivering donuts with fast and friendly service in more than 12,000 stores across the globe. One of Dunkin’ Donuts China’s best-selling flavors is dry pork and seaweed. This is just one of their ways of evolving their menu to satisfy their global customers in 45 countries. The donut chain successfully uses the local flavoring strategy in its campaigns.
With a global reach in 101 countries and with more than 36,000 stores worldwide, McDonald’s had long ago realized that success is about being able to adapt to the local environment while keeping its overarching brand consistent.
Among its offerings in McDonald’s Japan are Teriyaki McBurger and chicken tatsuta. In Middle Eastern stores, it offers the McArabia Chicken sandwich. In India, there are more challenges. It is a country with a population that is 40% vegetarian. It also has a fondness for bold spices. Additionally, a significant part of its population does not eat beef or pork due to religious dietary restrictions. The solution is replacing the Big Mac with the Maharaja Mac, which is made of mutton. There is also an offering for vegetarian rice patties. In Germany, McDonald’s sell beer and in New Zealand, the Kiwiburger is served with beetroot sauce.
Many global brands are recognizing that each customer is unique with their own preferences, needs, and demands. Customization as a branding strategy comes in many forms. Many brands have customized their CRM System to cater to the different needs of customers that demand unique solutions. Ultimately, the CRM software should be able to work well with the business unit that caters to the demand.
In order to appeal to international markets, Nike came up with the NikeID co-creation platform, which puts the power of design into the hands of customers. This is a successful strategy that goes beyond the boundaries of country and culture. They are allowing consumers to customize their own shoes, guaranteeing that they will be able to deliver products that align with their target market’s style preferences. Customers get to choose different colors, shoelaces, and place a logo of their favorite regional sports. Wherever you are in the world, you are able to get the exact Nike product that you like.
3. Cause Marketing
Cause Marketing aligns a global brand with a worthy cause. This then produces both societal and profitable benefits, making it mutually beneficial for all stakeholders. Some of the most common “causes” that global brands employ are the following: donation with purchase, a donation with activation, “Proud Supporter”, Buy one, Give one, dual-incentive approach, request for consumer action, and much more.
- TOMS Shoes
TOMS Shoes was founded on this cause-worthy premise: with every pair of shoes purchased, TOMS will give a pair of new shoes to a child in need. American founder Blake Mycoskie wanted to practice the One for One model, and since then, TOMS has given about a million pairs of shoes to a child in need. Now, they have expanded to other worthy causes such as improved access to water, providing safe births and preventing bullying. TOMS has successfully built a loyal customer based who chooses to give back and make the world a better place with every purchase.
4. Event Marketing
Sports and Entertainment events have become the best avenues to boost many global brand images. Event marketing is an important strategy, and it comes in many forms, which cater to a global brand’s specific goals. There are many types of events: conferences, trade shows, seminars, roundtables, summits, and competitive games.
- Red Bull
Red Bull has successfully hosted events worldwide, using it effectively for branding. This Australian company’s marketing strategy is to host sports events all over the world – the Red Bull Soap Box Race in Jordan, Red Bull Indianapolis Grand Prix in the U.S., the Red Bull Wings for Life World Run which will be in several places all at once (Austria, Czech Republic, Chile, Colombia, Pakistan, etc.). This ensures that their brand is recognized by their target market on a global scale.
5. Internet Marketing
A company that wants to make its presence known on a worldwide scale needs to have a solid online marketing strategy. A solid global internet marketing strategy has three essential elements: (1) identifying the buyer persona of the product or service and acquiring local insight; (2) studying the local culture’s nuances; and (3) using the right language, both with accurate translation and understanding of idioms, metaphor and figurative elements
Being the world leader in shoe e-commerce, Zappos has an impressive internet marketing strategy. First off, it offers free shipping both ways when customers decide to exchange or return purchased products. It also has a 365-day money-back guarantee. Zappos really listens to their audience and plans accordingly.
Global cosmetics brands Sephora used technology and data analytics by marrying the digital experience with offline retail. One of their latest very successful campaigns is an app that allows users to try different makeup products, giving them tips along the way. Customers can add directly to their cart for purchase. This “on-demand” feature uses technology to keep pace with consumer tastes.
888casino.com is one of the world’s leading online casino operators, providing players with over 100 luxury casino games. 888casino explored a range of options to achieve customer loyalty. The casino VIP loyalty rewards program gives customers exclusive access to lavish promotions and rewards. With a slew of unique games developed by their in-house team, the company has received acclaim for their multi-award-winning platform and rave reviews from loyal customers. The games that they develop resonate with their markets. 888casino is available in 18 languages and the promotions and bonuses that they offer are attuned to what the players demand at the moment. Since poker players are already skilled and discerning, 888casino continues to be extra vigilant in providing players with the right game variations and incentives to keep them interested and coming back for more.
These marketing strategies for global brands emphasize the fact that there are no boundaries when it comes to having your brand recognized and used all over the world. If your goal is to become a global brand, you cannot isolate yourself anymore. Employing the strategies of glocalization, customization, cause marketing, event marketing, and online marketing will ensure that you will have a successful global brand for years to come.