Overview
I have a assignment and a disucssion post these two are two differerent and the assignemnt I will attach two docs review those and for disucssion post I will attach the question here
Discussion post 5 - Adaptation vs StandardizationWatch adaptation vs. standardization video and video 2 about McDonald’s global and local strategy.
Now pick another global brand and discuss how that brand uses adaptation vs standardization strategies when diffusing in different countries/cultures. You can pick a particular country to discuss. Please note that you cannot pick McDonalds. Further, you cannot discuss the global brand if it is already discussed by another student in class. For example, someone else already discussed Coca Cola then you cannot take Coca Cola as a global brand to discuss for your discussion post. If I see two students discussing the same global brand, then the student who discussed second will be given zero grade. (10 points)
I cant attach the link of the video but here is the transcript of the video
"Hello and welcome to this video where I
will actually demonstrate to you one of the important components of this class, which
is basically adaptation versus standardization. And the meaning or role of this video
was to help you understand how global companies or global brands do adaptation versus
standardization in an international arena. So for this video, I've got a packet of product
which is basically noodles, and these noodles are basically being marketed by Nestle. And Nestle is
a global brand which actually markets to different markets in the world, including US. And I will see
how I-- what I will show you in this video is that how Nestle has marketed its product, a very small
product as noodles, in countries like India. But going into this dialogue of adaptation versus
standardization, I really want you to understand what a product is made of. A product is made of
two components. The first component is product, which is over here [shows noodles], and then
the second component is the marketing, how this product is marketed to the consumer. So a company
like Nestle when they're going in international cultures, which are different than their culture,
they are doing adaptation versus standardization both in product, and also they are doing this with
their marketing, or their communication, which in this case would be the packet over here.
So first I will talk about the adaptation versus standardization for a product, and then
we will go forward with the marketing concept, or the communication in this case.
So if you see the product, there is a core product, which is the noodle itself,
and then there's a tastemaker, which is a secondary part of this product. So if you see the
standardization, Nestle has done standardization. And how they have done standardization is with
the core product itself. If you see over here, the core product is the same, and you can relate
to this noodle, and you can easily say that we see such type of a noodle here in US markets also.
And this is basically what the standardization is, that the structure is the same, the size is
the same, and texture and other attributes of this core product are same across different
countries. One reason why Nestle does that is to enhance economies of scale by doing a standardized
core product marketing. They are not-- They are actually building on their economies of scale,
which actually leads the profit of the company. Then the question arises where the company like
Nestle has done adaptation because, if you don't know, this is a very popular product in India.
They have that adaptation with the tastemakers. And if you see, if you had that
what you are actually tasting it, this tastemaker is very spicy and is actually
adapted to the Indian consumer food taste. And if you see the tastemaker, what Nestle markets
in the US, it would be very different, again, adapting to the consumers in US. In this case,
to the tastemaker, Nestle, in their product, has adapted to the culture of India where people
like eating spicy food. So this is a part of how the adaptation versus standardization
has been done for the product itself. Then coming to the second component, which is the
communication, or the marketing. How does Nestle has done its adaptation versus standardization for
the marketing? And in this case, it is basically the package, which I'm holding right now. And we
can see -- I wish you could have seen much more clearer -- but they have done more adaptations
to their communications when they are going in a very different culture, in this case, which is
India. So first I will talk about standardization, and then I will go forward with adaptation.
So if you see, standardization, they have kept their brand name the same. So if you can see, it's
basically saying that it's manufactured by Nestle India, and they have kept their brand name the
same. This has been done in order to enhance that transparency of a global brand. As a consumer,
everybody knows Nestle, and they can easily relate to this product and say that it's been made
by Nestle. The second standardization where they have gap across different countries is the use
of the nutritional value, and they have done this by putting it over in this place.
However, as I said before, there's a lot of adaptation done with their communication or
with their marketing strategy. And if you see, they have used a lot of Indian language. So they
say Meri Masala Maggi, which is basically an Indian language which they have used to promote
their product in a country like India. Also the use of color, they have used really bright colors,
which actually relate to the Indian culture. Indian culture is very colorful, and they want
to display that with their communication itself. Also, they have done lot of, they have used a lot
of people's opinion, and they have put them in their messages. And here the people are talking
about how they feel about this product and how they like to use this product with their family,
how that is great, a great family experience. And why I'm focusing more on family and how
Nestle has communicated lot of family values in their packet, or in their marketing
is because India is a collective culture, and they want to reflect that collective culture
in their advertisements too. Also, they have-- Let me look into more. And also the last thing, which I noticed, and
which I had written down, is that though they have used nutritional information, but different units
of nutrition have been used. So it's not calories, it's kilo-calories, and all other different
metrics systems, which are used in India. And also not a lot of weightage has been given to
this nutritional information because as Indians are not very much into health as
compared to US. So they, they, they know that psychology of the Indian consumer,
that they are not that much health-conscious, so they have used the nutritional information, but
it's not given a lot of info-- lot of value. So hopefully this video helps you a little bit
understand that how this concept of adaptation versus standardization is actually being done by
a brand. And I have used a food product, but such type of adaptation versus standardization can
be done anywhere with any other type of product category, and but the strategy remains the same.
You do adaptation versus standardization with respect to the product; you do adaptation versus
standardization with respect to the marketing or the communication, and then you actually market
to the consumer, which is different than yours. Hopefully this video helps you
understand this concept and buh-bye."