Glocalisation

Glocalisation is a marketing strategy where a business develops global products but adapts them to suit the preferences and needs of local markets. The term is a combination of "globalisation" and "localisation".

Glocalisation recognises the importance of maintaining a global brand identity while tailoring certain elements—such as product features, packaging, language, or promotions—to reflect local culture, laws, and consumer behaviour.

This strategy allows multinational businesses to benefit from global economies of scale while still appealing to local tastes and preferences.

Businesses that practise glocalisation strike a balance: they offer a core product that is consistent across markets, but tweak elements to fit local norms. This can involve adjusting flavours, changing celebrity endorsements, or even modifying product names to avoid cultural missteps.

Examples:

• McDonald’s: While its global branding remains the same, McDonald’s menus differ around the world. In India, for example, it offers the McAloo Tikki burger, which caters to local vegetarian preferences.

• Netflix: Although it’s a global streaming service, Netflix invests in local content, such as Top Boy in the UK or Money Heist in Spain, to appeal to regional audiences.

• Coca-Cola: Coca-Cola uses the same logo and bottle design worldwide but adapts advertising messages and flavours to suit local markets.

Benefits of Glocalisation:

• Balances global efficiency with local appeal

• Enhances customer satisfaction and loyalty

• Increases competitiveness in diverse markets

• Reduces risk of cultural blunders

Drawbacks of Glocalisation:

• Higher costs due to local adaptation

• Complexity in managing regional differences

• Risk of diluting the brand identity

• May require significant market research and insight