logging in or signing up globalisation or localisation abhichande Download Post to : URL : Related Presentations : Share Add to Flag Embed Email Send to Blogs and Networks Add to Channel Uploaded from authorPOINT lite Insert YouTube videos in PowerPont slides with aS Desktop Copy embed code: (To copy code, click on the text box) Embed: URL: Thumbnail: WordPress Embed Customize Embed The presentation is successfully added In Your Favorites. Views: 1955 Category: Education License: All Rights Reserved Like it (2) Dislike it (0) Added: November 17, 2008 This Presentation is Public Favorites: 4 Presentation Description its more important for glocalising in Debveloping countries Comments Posting comment... By: CCI.HDEVARAJ (15 month(s) ago) Dear sir, Can you forward this presentation to hari.aasini@gmail.com. Saving..... Post Reply Close Saving..... Edit Comment Close By: 143makcoool (26 month(s) ago) sir can you forward dis presentation to 143makcool@gmail.com plzzzzzzzzzzzzz Saving..... Post Reply Close Saving..... Edit Comment Close Premium member Presentation Transcript Globalization or localization of Service Sector with special reference to Advertising. : Globalization or localization of Service Sector with special reference to Advertising. By Prof. Abhijeet D. ChandeB.Com, M.B.A, M.P.M Navjeevan Institute of Management, Nashik A brief : A brief “Merchant has no nation” very correctly said. Globalization is not new for India. In the early centuries the trade between two or more nations exists. India which was the prosperous country was blessed with many products which were of attraction for many other countries. Our merchants used to send spices, silk, cotton, indigo etc. Slide 3: The British came to India as trader. They were selling mainly the finished goods manufactured out of the raw material from India. Due to the industrial revolution, they were compel to find new markets for their finished goods. Slide 4: The trade was restricted after Independence as a wave of Swadeshi. Government then was imposed many trade barriers to protect Indian Manufacturers and business. but one can not restrict the boundaries for trade for long time. Slide 5: If we look at the previous year’s world is coming closer and actually the word global is turning out to be local. Today the products which we initially have to be purchased only from the markets outside the country are now available nearby. Although the products are global the sellers and buyers are local. The world is coming closer because of : The world is coming closer because of 1.Technology 2.Attitude to change 3.Education 4.Migration of people 5.Free trade Policy 6. Excess Production 7.Liberalization of economy In India the actual liberalization of economy was started in the year 1991 by then Finance Minister Dr. Manmohan singh who opened up the doors of globalization for India. Globalization : Globalization Globalization- “It is a shift towards a more integrated and independent world economy.” Slide 8: International Monitory fund [IMF] defines Globalization as “ the growing economic independence of countries worldwide through increasing volumes & variety of cross border transactions of goods & services & of international capital flows & also through the more rapid and widespread diffusion of technology”. As per IMF it is mainly cross border transaction of goods & services and we will be discussing services more specifically with more stress on advertising along with product. Slide 9: The staunchest advocate of the globalization is Theodore Levitt, who is described as Guru of global marketing once said “the world is becoming common market place in which people no- matter where they live desire the same product and lifestyle. Global companies must forget the idiosyncratic differences between countries & culture & instead concentrate on satisfying universal drives. It is not true ,We will be discussing localizing the globalization with Indian context. Slide 10: The term globalization gives a wide spectrum to the term international trade The moment these products expands following needs to be understand for the success of the product . Understanding the local area. Understanding the requisites of the market. Understanding local trade practices and terms. Understanding consumer choice and the preferences. Understanding buyers behavior Understanding Media Understanding Product and media mix. Product : Product A product is among the 4 P’s of marketing. The others are Price, Physical Distribution &Promotion. After liberalization many products which are manufactured in other countries started exploring the potential of other markets. The reason for the same is mass production due to technological revolution.. Slide 12: India which is the 2nd largest populated country of the world was the lead attraction due to wide market. As initially when the Indian consumer started responding to these products, these companies started exploring the possibility of manufacturing here. These step help them to cater the market in better way. And as this begins they also started to change their marketing style which is more localized. Service : Service While product are produced, service are performed. It is a critical sector related with performance. In India service sector too stared growing after liberalization. Share of service sector in national G.D.P has increased from 36% in 1980-81 to 58% in 2004-05. Slide 14: Following are the example of service sectors growth 1.Health care- growing by 26% compound rate. 2.Hotels and Restaurants- growing by 18% compound rate The other service sectors as entertainment, travel and tourism, technology are also growing. The common service related to product and Services is ADVERTISING Localization : Localization The word localization simply means localizing the product, features, attributes, and distribution and in short all the factors which are responsible for transferring product from manufacturer to consumer. In all the 4 P’s of marketing were localized or changed as per the local requirements. A] Changes in product B] Changes in price C] Changes in Physical Distribution D] changes in promotion Slide 16: A] Changes in product The product which are selling to other countries had changed. The changes were in attributes, features, taste, smell, size, packaging, were changed using the world class techniques. These changes were made to global brands as the consumers were local. Slide 17: Following are some e.g. 1.Kellogs who launched mango flavor to cater the Indian consumer specially kids. 2. Coke introduced small bottle of Rs. Five 3. McDonald changed the product line according to the local taste. Slide 18: The price is key in Indian market. The SEC is varied from A1 to E . To cater these wide ranges of consumer right pricing is important as it has direct relation with sales. e.g. Nokia introduced handsets in lower price with minimum features to cater lower and lower middle class as well as the upper class was served with high priced products with added features. B] Changes in price Slide 19: C] Physical Distribution An important segment for making the product available. Today availability of the product is 50% of sales. Distribution was customized according to the markets with minimum middleman to reduce prices. e.g. Britannia products are today available in all small towns along with all the cities. Slide 20: D] Changes in promotion Advertising which is one of the important part of promotion also undergone changes for localization If we consider advertising as subset of service sector, we must extend the 4 Ps to 7 Ps which are Product, Price, Promotion , Physical Distribution ,People, Process and Physical evidence. Which are dependent on 4 I’s of the services. The 4 I’s are Inseparability, Inventory, Intangibility and Inconsistency. Advertising which is a part of service sector which contributes 58% to GDP. Advertising : Advertising The word is derived from a Latin word ‘Adverto’ which means to turn around. Advertising is 65th art as per the Indian Mythology. Advertising falls under service sector . Following are the ways in which advertising started getting localized. Message Brand Endorsee Media mix Language Culture Advertising agency. Message : Message Message is the way how, what, where and when one communicates. In India we don’t have a use and throw attitude. We purchased them for lasting long. The message in advertising is to mainly communicate durability, emotions, Indian product manufactured by world class standard and value for money. These changes are to be communicated. One of the good example of the same is advertisement of Star T.V who entered in India in 1995. Slide 23: In a print advertisement the creative was portraying a banana leaf used in India for meals & each item in a meal thali like rice, dal, etc was indicated with the programmes name shown on the channel. In short the attempt was made that this channel which is now a regular part of the lifestyle of Indians. Brand Endorsee : Brand Endorsee The person responsible to carry the brand along with his/her image. Consumer co relates this image with brand. These global brands tied up mainly with Indian celebrities. e.g. 1. Sachin Tendulkar is tied-up with Pepsi 2. Amir khan is a endorsee of Coke. Through these celebrities the companies are trying to get this brand close to Indian consumer. Media Mix : Media Mix Media mix is combination of two or more than media vehicles used for advertising. Today in India an appropriate media mix is to be selected from wide rage of media i.e. electronic media, print media, OOH, Radio. These are localized and need to be selected looking at reach, cost, frequency and impact. . Slide 26: e.g. 1.For 14’’ television of L.G. local dailies are preferred while for plasma national dailies as wel as national channels are selected. 2. For products of Monsento OOH in rural parts and the radio are the preferred choices. Language : Language One of the key factor in communication. In India there are various languages with various styles. Every 100 Km. have the either different tone of the same language or different language. If the product want to move nearer ,then it must speak their language. It also plays important role in designing the slogan. e.g. 1. Thanda matlab Coca – Cola Culture : Culture Culture represents the way of living India is blessed with combination of various culture. A Product must be designed and then communicated which the consumer will feel is synonymous with there culture. Slide 29: e.g. 1.Advertisement of Samsung mainly focus on a family using one product for the total family. 2. The advertisement of Max New York Life showing Indian festivals like Vatsavitri and Karpuri Pornima and linking with their products with India Advertising Agency. : Advertising Agency. Advertising performed by group of individuals called Advertising Agency. They perform following activities on behalf of their clients. Media and Media Mix selection Media Buying Media Planning Budgeting Message / Copy design Scheduling Servicing to clients and media. Advertising effectiveness audit. Slide 31: In short these services are pre & post advertising. These are based on understanding the 7 P’s .To understand them local touch/approach is must. As these activities involve funds the effectiveness of the same must result in brand awareness which must results in increase sale volume of the product and the profitability. Slide 32: Following are some ways in advertising for localizing the globalization. A] Joint venture with Indian partner B] Foreign advertising agency opening office in India with local manpower Slide 33: e.g. A] R.K. Swamy- BBDO is a combination of Indian company ting up with global partner- BBDO worldwide network B] Denstu Inc, Japan Opened offices in Banglore, Delhi & Mumbai to service there global clients as Toyota and Yamaha who entered in India In the above examples the local people are working for the global brands. Globalization or Localization? : Globalization or Localization? The above e.g. are evident that these global players are joining hands with local partners or using local talents which is helping them to understand local flavor which results in communicating the local about the global more effectively. Slide 35: Meantime one needs to understand that If India is accepting good of globalization which is helping them in following 1. Generation of employment 2. Changes in lifestyle 3. Increasing per capita income 4. Exposure to world and technology 5. Revenue generation for Government. Conclusion : Conclusion 1. There is need to localize the global for more effectiveness. 2. If implemented correctly can get positive results for consumer, brands and society. This paper is an attempt to portrait the localization of globalization Indians are accepting globalization as their lifestyle and mindset. Bibliography : Bibliography 1. Marketing Management-Philip Kotlar 2. www.exchange4media.com 3. Cencus-2001 Slide 38: Thank you You do not have the permission to view this presentation. In order to view it, please contact the author of the presentation.
globalisation or localisation abhichande Download Post to : URL : Related Presentations : Share Add to Flag Embed Email Send to Blogs and Networks Add to Channel Uploaded from authorPOINT lite Insert YouTube videos in PowerPont slides with aS Desktop Copy embed code: (To copy code, click on the text box) Embed: URL: Thumbnail: WordPress Embed Customize Embed The presentation is successfully added In Your Favorites. Views: 1955 Category: Education License: All Rights Reserved Like it (2) Dislike it (0) Added: November 17, 2008 This Presentation is Public Favorites: 4 Presentation Description its more important for glocalising in Debveloping countries Comments Posting comment... By: CCI.HDEVARAJ (15 month(s) ago) Dear sir, Can you forward this presentation to hari.aasini@gmail.com. Saving..... Post Reply Close Saving..... Edit Comment Close By: 143makcoool (26 month(s) ago) sir can you forward dis presentation to 143makcool@gmail.com plzzzzzzzzzzzzz Saving..... Post Reply Close Saving..... Edit Comment Close Premium member Presentation Transcript Globalization or localization of Service Sector with special reference to Advertising. : Globalization or localization of Service Sector with special reference to Advertising. By Prof. Abhijeet D. ChandeB.Com, M.B.A, M.P.M Navjeevan Institute of Management, Nashik A brief : A brief “Merchant has no nation” very correctly said. Globalization is not new for India. In the early centuries the trade between two or more nations exists. India which was the prosperous country was blessed with many products which were of attraction for many other countries. Our merchants used to send spices, silk, cotton, indigo etc. Slide 3: The British came to India as trader. They were selling mainly the finished goods manufactured out of the raw material from India. Due to the industrial revolution, they were compel to find new markets for their finished goods. Slide 4: The trade was restricted after Independence as a wave of Swadeshi. Government then was imposed many trade barriers to protect Indian Manufacturers and business. but one can not restrict the boundaries for trade for long time. Slide 5: If we look at the previous year’s world is coming closer and actually the word global is turning out to be local. Today the products which we initially have to be purchased only from the markets outside the country are now available nearby. Although the products are global the sellers and buyers are local. The world is coming closer because of : The world is coming closer because of 1.Technology 2.Attitude to change 3.Education 4.Migration of people 5.Free trade Policy 6. Excess Production 7.Liberalization of economy In India the actual liberalization of economy was started in the year 1991 by then Finance Minister Dr. Manmohan singh who opened up the doors of globalization for India. Globalization : Globalization Globalization- “It is a shift towards a more integrated and independent world economy.” Slide 8: International Monitory fund [IMF] defines Globalization as “ the growing economic independence of countries worldwide through increasing volumes & variety of cross border transactions of goods & services & of international capital flows & also through the more rapid and widespread diffusion of technology”. As per IMF it is mainly cross border transaction of goods & services and we will be discussing services more specifically with more stress on advertising along with product. Slide 9: The staunchest advocate of the globalization is Theodore Levitt, who is described as Guru of global marketing once said “the world is becoming common market place in which people no- matter where they live desire the same product and lifestyle. Global companies must forget the idiosyncratic differences between countries & culture & instead concentrate on satisfying universal drives. It is not true ,We will be discussing localizing the globalization with Indian context. Slide 10: The term globalization gives a wide spectrum to the term international trade The moment these products expands following needs to be understand for the success of the product . Understanding the local area. Understanding the requisites of the market. Understanding local trade practices and terms. Understanding consumer choice and the preferences. Understanding buyers behavior Understanding Media Understanding Product and media mix. Product : Product A product is among the 4 P’s of marketing. The others are Price, Physical Distribution &Promotion. After liberalization many products which are manufactured in other countries started exploring the potential of other markets. The reason for the same is mass production due to technological revolution.. Slide 12: India which is the 2nd largest populated country of the world was the lead attraction due to wide market. As initially when the Indian consumer started responding to these products, these companies started exploring the possibility of manufacturing here. These step help them to cater the market in better way. And as this begins they also started to change their marketing style which is more localized. Service : Service While product are produced, service are performed. It is a critical sector related with performance. In India service sector too stared growing after liberalization. Share of service sector in national G.D.P has increased from 36% in 1980-81 to 58% in 2004-05. Slide 14: Following are the example of service sectors growth 1.Health care- growing by 26% compound rate. 2.Hotels and Restaurants- growing by 18% compound rate The other service sectors as entertainment, travel and tourism, technology are also growing. The common service related to product and Services is ADVERTISING Localization : Localization The word localization simply means localizing the product, features, attributes, and distribution and in short all the factors which are responsible for transferring product from manufacturer to consumer. In all the 4 P’s of marketing were localized or changed as per the local requirements. A] Changes in product B] Changes in price C] Changes in Physical Distribution D] changes in promotion Slide 16: A] Changes in product The product which are selling to other countries had changed. The changes were in attributes, features, taste, smell, size, packaging, were changed using the world class techniques. These changes were made to global brands as the consumers were local. Slide 17: Following are some e.g. 1.Kellogs who launched mango flavor to cater the Indian consumer specially kids. 2. Coke introduced small bottle of Rs. Five 3. McDonald changed the product line according to the local taste. Slide 18: The price is key in Indian market. The SEC is varied from A1 to E . To cater these wide ranges of consumer right pricing is important as it has direct relation with sales. e.g. Nokia introduced handsets in lower price with minimum features to cater lower and lower middle class as well as the upper class was served with high priced products with added features. B] Changes in price Slide 19: C] Physical Distribution An important segment for making the product available. Today availability of the product is 50% of sales. Distribution was customized according to the markets with minimum middleman to reduce prices. e.g. Britannia products are today available in all small towns along with all the cities. Slide 20: D] Changes in promotion Advertising which is one of the important part of promotion also undergone changes for localization If we consider advertising as subset of service sector, we must extend the 4 Ps to 7 Ps which are Product, Price, Promotion , Physical Distribution ,People, Process and Physical evidence. Which are dependent on 4 I’s of the services. The 4 I’s are Inseparability, Inventory, Intangibility and Inconsistency. Advertising which is a part of service sector which contributes 58% to GDP. Advertising : Advertising The word is derived from a Latin word ‘Adverto’ which means to turn around. Advertising is 65th art as per the Indian Mythology. Advertising falls under service sector . Following are the ways in which advertising started getting localized. Message Brand Endorsee Media mix Language Culture Advertising agency. Message : Message Message is the way how, what, where and when one communicates. In India we don’t have a use and throw attitude. We purchased them for lasting long. The message in advertising is to mainly communicate durability, emotions, Indian product manufactured by world class standard and value for money. These changes are to be communicated. One of the good example of the same is advertisement of Star T.V who entered in India in 1995. Slide 23: In a print advertisement the creative was portraying a banana leaf used in India for meals & each item in a meal thali like rice, dal, etc was indicated with the programmes name shown on the channel. In short the attempt was made that this channel which is now a regular part of the lifestyle of Indians. Brand Endorsee : Brand Endorsee The person responsible to carry the brand along with his/her image. Consumer co relates this image with brand. These global brands tied up mainly with Indian celebrities. e.g. 1. Sachin Tendulkar is tied-up with Pepsi 2. Amir khan is a endorsee of Coke. Through these celebrities the companies are trying to get this brand close to Indian consumer. Media Mix : Media Mix Media mix is combination of two or more than media vehicles used for advertising. Today in India an appropriate media mix is to be selected from wide rage of media i.e. electronic media, print media, OOH, Radio. These are localized and need to be selected looking at reach, cost, frequency and impact. . Slide 26: e.g. 1.For 14’’ television of L.G. local dailies are preferred while for plasma national dailies as wel as national channels are selected. 2. For products of Monsento OOH in rural parts and the radio are the preferred choices. Language : Language One of the key factor in communication. In India there are various languages with various styles. Every 100 Km. have the either different tone of the same language or different language. If the product want to move nearer ,then it must speak their language. It also plays important role in designing the slogan. e.g. 1. Thanda matlab Coca – Cola Culture : Culture Culture represents the way of living India is blessed with combination of various culture. A Product must be designed and then communicated which the consumer will feel is synonymous with there culture. Slide 29: e.g. 1.Advertisement of Samsung mainly focus on a family using one product for the total family. 2. The advertisement of Max New York Life showing Indian festivals like Vatsavitri and Karpuri Pornima and linking with their products with India Advertising Agency. : Advertising Agency. Advertising performed by group of individuals called Advertising Agency. They perform following activities on behalf of their clients. Media and Media Mix selection Media Buying Media Planning Budgeting Message / Copy design Scheduling Servicing to clients and media. Advertising effectiveness audit. Slide 31: In short these services are pre & post advertising. These are based on understanding the 7 P’s .To understand them local touch/approach is must. As these activities involve funds the effectiveness of the same must result in brand awareness which must results in increase sale volume of the product and the profitability. Slide 32: Following are some ways in advertising for localizing the globalization. A] Joint venture with Indian partner B] Foreign advertising agency opening office in India with local manpower Slide 33: e.g. A] R.K. Swamy- BBDO is a combination of Indian company ting up with global partner- BBDO worldwide network B] Denstu Inc, Japan Opened offices in Banglore, Delhi & Mumbai to service there global clients as Toyota and Yamaha who entered in India In the above examples the local people are working for the global brands. Globalization or Localization? : Globalization or Localization? The above e.g. are evident that these global players are joining hands with local partners or using local talents which is helping them to understand local flavor which results in communicating the local about the global more effectively. Slide 35: Meantime one needs to understand that If India is accepting good of globalization which is helping them in following 1. Generation of employment 2. Changes in lifestyle 3. Increasing per capita income 4. Exposure to world and technology 5. Revenue generation for Government. Conclusion : Conclusion 1. There is need to localize the global for more effectiveness. 2. If implemented correctly can get positive results for consumer, brands and society. This paper is an attempt to portrait the localization of globalization Indians are accepting globalization as their lifestyle and mindset. Bibliography : Bibliography 1. Marketing Management-Philip Kotlar 2. www.exchange4media.com 3. Cencus-2001 Slide 38: Thank you