Marketing, globalisation, localisation and ‘micro’

Future

Alvin Toffler, who wrote the Future Shock series

http://uk.youtube.com/watch?v=6Ghzomm15yE

John Naisbitt, who wrote Megatrends,

Marketing Mega- trends

http://chrislawer.blogs.com/chris_lawer/the_new_consumers.jpg

Looking at 8 trends

Grey Goose Vodka• Grey Goose is a brand of vodka. It is distilled in Cognac, France from

French wheat, imported to the United States by the Sidney Frank Importing Company in New Rochelle, New York.

• In 2004, Sidney Frank sold the manufacturing rights to Bacardi for $2.2 billion.

• The first French vodka, Grey Goose has some competitors as the French vodkas Nuage, Idol, and Cîroc are all now on the market.

• These vodkas are sold mostly in North America, and are marketed as premium brands.

• When Sidney Frank created Grey Goose, he priced it well above established competitors such as Absolut.

• This high price created a perception of quality. • Frank's strategy proved successful, as Grey Goose was a financial hit

and led to significant changes in the market

Yours, and only yours, for $225

What of GenY, or Millenial Generation?

• Marrying later• Switching jobs• Taking greater risks with

easier credit (sic!)• Not buying houses, staying

at home• More money on education

Globalisation/Localisation

All burgers taste the same?

Globalising processes

• ..McDonaldization,...is the process by which the principles of the fast-food restaurant are coming to dominate more and more sectors of American society as well as of the rest of the world. (Ritzer, 1993:1)

• George Ritzer:• Sociological Beginnings: On the Origins of Key Ideas

in Sociology, McGraw-Hill, 1994.• The McDonaldization of Society, Pine Forge Press,

1993.

welcome to McWorld

• There are those who advocate globalisation as a (largely) unmitigated good. They tend to define globalisation in economic terms, and look at the expansion of global trade, the decline in protectionism, and the emergence of new markets as something that will improve the prosperity of all, not just those regions currently best placed to take advantage of the new opportunities. It is the rising tide that lifts all boats.

All the same??

• McDonalds offer localized products to its consumers. Be It rice triangle wraps in China or McAloo Tikki in India, products are launched to suit the local flavors and tastes. In India, due to religious sentiments, mutton replaced beef, and more stress was given to a vegetarian menu. Thus, items such as McAloo Tikki, Paneer Salsa and Veg McCurry are seen more often on the Indian menu cards and billboards!

• http://readbetweentheps.blogspot.com/2006/01/rice-burgers-from-mcdonalds-glocal.html

Coca Cola does taste the same…

Reactions to globalisation

• GLocalisation• Slow food• Local brands– Appelation Controlee– Scottish Beef

Glocal• the term “glocal” refers to the individual, group, division, unit,

organisation, and community which is willing and is able to “think globally and act locally.”

• In today’s highly competitive business life firms try to be both – local and global, – big and small, – centralized and decentralized, – stable and dynamic; offering simultaneously – standardized and customized mass-manufacturing, and individually

designed goods and services,• which were until recently considered to be oxymoron

Gummesson, E. (1999). Total Relationship Marketing. Oxford: Butterworth-Heinemann

Slow food• Slow Food began in Italy with the

foundation of its forerunner organization, Arcigola, in 1986 to resist the opening of a McDonalds near the Spanish steps in Rome.

• The Slow Food organization spawned by the movement has expanded to include over 83,000 members with chapters in over 122 countries. All totaled, 800 local convivia chapters exist.

micro

• Why did the American presidential election feature soccer mums?

• Because Clinton won the last election with these swing voters

• drug-testing in schools, measures against teen smoking, limits on violence in the media, and school uniforms.

• A microtrend is an intense identity group, that is growing, which has needs and wants unmet by the current crop of companies, marketers, policymakers, and others who would influence society’s behavior.

• Mark Penn (2007)