Download How to develop a Global Marketing Strategy (`Glocalisation`)

Slide 1.1
How to develop a Global Marketing
Strategy (’Glocalisation’)
SDU, Alsion
25. February, 2017
Svend Hollensen ([email protected])
Svend Hollensen, Global Marketing, 7e © Pearson Education Limited 2016
Slide 1.2
Agenda:
1. The five stages in Global Marketing
2. Glocalization (Global + Local)
- Persil: Persil Abaya & Persil Black
Svend Hollensen, Global Marketing, 7e © Pearson Education Limited 2016
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Svend Hollensen [email protected]
is an Associate Professor of
International Marketing at University
of Southern Denmark (Sønderborg)
Furthermore Svend is an External
Professor at EURO FH in Hamburg,
where he is also a member of the
Senate.
Through his company, Hollensen ApS
(CVR 25548299), Svend has also
worked as a business consultant for
several multinational companies, as
well as global organizations like World
Bank.
Svend Hollensen, Global Marketing, 7e © Pearson Education Limited 2016
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3rd ed. published
in 2015
Svend Hollensen, Global Marketing, 7e © Pearson Education Limited 2016
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7th ed. published
in July 2016
Svend Hollensen, Global Marketing, 7e © Pearson Education Limited 2016
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1.The five stages in Global
Marketing
Svend Hollensen, Global Marketing, 7e © Pearson Education Limited 2016
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Agenda:
Figure 1.1
The five-stage decision model in global marketing
Svend Hollensen, Global Marketing, 7e © Pearson Education Limited 2016
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2. Glocalization (Global
+ Local)
- Persil: Persil Abaya & Persil Black
Svend Hollensen, Global Marketing, 7e © Pearson Education Limited 2016
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International strategy:
Globalization, Localization
or both at the same time =
Glocalization
Svend Hollensen, Global Marketing, 7e © Pearson Education Limited 2016
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Figure 1.7
The glocalization framework
Svend Hollensen, Global Marketing, 7e © Pearson Education Limited 2016
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Ford Focus global marketing plan
Source: Imagine China/Corbis.
Svend Hollensen, Global Marketing, 7e © Pearson Education Limited 2016
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Svend Hollensen, Global Marketing, 7e © Pearson Education Limited 2016
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Pond’s Cream – different variants for South America,
Asia and UK – which one is for the different
geographic locations?
Svend Hollensen, Global Marketing, 7e © Pearson Education Limited 2016
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https://www.youtube.com/watch?v=VwVKCH6ocvU
Svend Hollensen, Global Marketing, 7e © Pearson Education Limited 2016
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Illustration of the same product in the IKEA Catalogue in Denmark and Shanghai
Source: IKEA Ltd.
Svend Hollensen, Global Marketing, 7e © Pearson Education Limited 2016
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Svend Hollensen, Global Marketing,
17-167e © Pearson Education Limited 2016
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Svend Hollensen, Global Marketing, 7e © Pearson Education Limited 2016
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Svend Hollensen, Global Marketing,
17-187e © Pearson Education Limited 2016
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Is this good marketing
communication in India?
Is localization necessary?
Svend Hollensen, Global Marketing, 7e © Pearson Education Limited 2016
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When this Gerber
was indroduced in
Africa
Svend Hollensen, Global Marketing, 7e © Pearson Education Limited 2016
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AT&T’s Glocal ”Hands” Campaign
In the spirit of “One World, One Phone,” AT&T’s 2009
“Hands” campaign highlights the company’s industry-leading
international wireless services portfolio. In the campaign,
human hands are painted to depict local countries’ symbols
around the world that fall within AT&T’s international
roaming footprint.
The ads have appeared worldwide in print (both newspaper
and magazine), social media (YouTube etc.), in creative outof-home applications, including on the backs of airplane tray
tables, in airport terminals, wallscapes, billboards, transit
stations, and taxi tops.
Svend Hollensen, Global Marketing, 7e © Pearson Education Limited 2016
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AT&T Australia
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AT&T The Netherlands
Svend Hollensen, Global Marketing, 7e © Pearson Education Limited 2016
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AT&T Norway
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AT&T England
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AT&T India
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AT&T
France
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Article:
Case Henkel: Glocalization used on Persil
Svend Hollensen, Global Marketing, 7e © Pearson Education Limited 2016
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Case:
Internationalization of
German Henkel (Persil) to
the Muslim countries
= ”Glocalization” strategy
Svend Hollensen, Global Marketing, 7e © Pearson Education Limited 2016
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Ashraf El Afifi
Regional President and Corporate
Senior Vice President for Laundry &
Home Care in the Africa/Middle East
region:
“Persil Black or Persil Abaya is a
perfect example of what our mix of
global technology and local market
expertise can achieve”
Henkel Annual Report 2011
Svend Hollensen, Global Marketing, 7e © Pearson Education Limited 2016
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Henkel:
2011: Persil Black (for Europe)
2007: Persil Abaya (for women
in Arabic World)
Svend Hollensen, Global Marketing, 7e © Pearson Education Limited 2016
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Svend Hollensen, Global Marketing, 7e © Pearson Education Limited 2016
http://www.adforum.com/creative-work/ad/player/34482549
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Rabia Z – Celebrity Endorsement
https://www.youtube.com/watch?v=NsFAMvJ9ELs
Svend Hollensen, Global Marketing, 7e © Pearson Education Limited 2016
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https://www.youtube.com/watch?v=pyoWtI3QvK4
Svend Hollensen, Global Marketing, 7e © Pearson Education Limited 2016
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Svend Hollensen, Global Marketing, 7e © Pearson Education Limited 2016
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Svend Hollensen, Global Marketing, 7e © Pearson Education Limited 2016
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Glocal strategy:
Product:
The chemical formulations in Africa/Middle East and Europe
have some common attributes, while the fragrances are
tailored to cultural preferences. Package appearance and
consumer communications are also regionally aligned.
Svend Hollensen, Global Marketing, 7e © Pearson Education Limited 2016
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Glocal strategy:
Communication:
Persil Abaya was launched in the Gulf States through a mix of
TV commercials & social media and a very successful viral
online marketing campaign. An interactive social media
website was set up and there was also a reality TV designer
competition, the abaya having transcended from traditional
garment to individual fashion statement.
http://www.adforum.com/awardorganization/6651680/showcase/2015/ad/34512917
In the Western European markets, the consumer campaign
relied mainly on classic TV advertising, complemented by
social media activities such as Facebook.
Svend Hollensen, Global Marketing, 7e © Pearson Education Limited 2016
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2011/12: New customer segment is added in Middle East: The firstever liquid detergent, especially for Men’s White Thobes is
introduced across the Middle East
Svend Hollensen, Global Marketing, 7e © Pearson Education Limited 2016
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https://www.youtube.com/watch?v=I8AkWQaQ_yc
Svend Hollensen, Global Marketing, 7e © Pearson Education Limited 2016
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Results:
I 2008 25% of women in the Golf region recognized Persil ‘as an
expert in Abaya care’. This figure increased to 37% in 2010.
The sales volume of Persil Abaya increased 24% in 2009 and
further 33% in 2010. The Persil market share of liquid detergent
in the Golf region increased from 25% in 2008 to 40% in 2010.
This provided Persil with the first place in the liquid
detergent market in 2010.
The launch of Persil for White Thobes added a further two
percent points market shares of the liquid detergent market in the
Gulf region (Euromonitor, 2012).
Svend Hollensen, Global Marketing, 7e © Pearson Education Limited 2016
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Results:
Procter & Gamble (with Tide and Ariel brands)
is still the Gulf region’s clear market leader in
the overall detergent market, with 35-40%
market share, followed by Unilever (OMO) with
app. 15-20% market share. Henkel is no. 3 with
app. 10% market share of the overall detergent
market.
Svend Hollensen, Global Marketing, 7e © Pearson Education Limited 2016
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Results:
In Europe the launch of Persil Black resulted in increasing sales
of the black liquid detergent (increased ‘scale of economies’), but
in terms of market shares it only resulted in a small increase of
the European liquid detergent market (less than one percent), but
it created some media ‘buzz’ that Persil had actually used the
same product as in Middle East. – however it should be
remembered that Procter & Gamble (with Tide and Ariel brands)
is still the Gulf region’s clear market leader in the overall
detergent market, with 35-40% market share, followed by
Unilever (OMO) with app. 15-20% market share. Henkel is no. 3
with app. 10% market share of the overall detergent market.
Svend Hollensen, Global Marketing, 7e © Pearson Education Limited 2016
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Thanks for your attention
Any Questions …..
Svend Hollensen, Global Marketing, 7e © Pearson Education Limited 2016