Multinationals go global: hum the local tune, Marketing Research

While the earlier strategy of multinationals Was to offer discounts and freebies on purchase of their products, they are now launching products exclusively for Indian market in light of the preferences of Indian consumer. The product is not present globally.

1.       Kelloggs' Worldwide is in the business of breakfast cereals. It has launched Kelloggs chocos biscuits. The rationale for entering the biscuits category, says Kelloggs spokesperson 'in volume terms, biscuits constitute one of the largest convenience food categories in India and we felt there was on opportunity to carve a niche for ourselves in this market, by leveraging the core equity of some of our large cereal brands."

2.       Similarly, Lacoste internationally is known for its T-shirts and sportswear. It has entered the ethnic wear segment and launched Lacoste kurtas in India. Although Lacoste worldwide believes in a single line of products, it has made an exception for India based on the strong social cultural patterns that define the market, says Jayant Kochar, head of Lacoste marketing operations in India.

3.       Hindustan Lever has launched Annapurna atta and Annapurna salt. Said HLL spokesperson: "In Indian food business your presence is long-term, if you are in the centre of the plate that is, staple food items."

4.       Reebok launched the Rs 990 to Rs 1,790 range of shoes under the umbrella of the New Challenge Collection for the Indian market.

5.       Philips introduced new range of toasters that has an 'Extra lift" suitable for different bread sizes in Indian market.

6.       P&G has launched Ariel Compac only for the Indian market.

7.       For McDonald's, playinq to local tastes is key There is a bone in fried chicken dish called Chicken McCrispy for Taiwan and Sinqopore. In the U K, there is McChicken Tikka Noon to satisfy the Brits' cravings for Indian food. 

Posted Date: 7/21/2012 6:18:36 AM | Location : United States

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