In today's competitive world, its all about sustainability. For the survival you need to change or modify your strategies, approach and some time even your products . Over these years we have seen brands who never believed in advertising were forced to assign millions of dollars in various advertising platforms to gain the customer loyalty. Established brands such as Apple, were forced to come up with buy back offer in India to gain the market share. Change some time even happen in the product offering. You need to localize your products so that it suites the country and the taste of the people. Brands such as McDonald & Pizza Hut already mastered in this and adds a new product variant according to the country they are in. As a part of the same strategy Pepsico introduced Nimbuzz, the lemon flavor soft drink to target the niche. Localisation also goes to the product name, you need to make sure the name you selected doesn't have a wrong meaning in any other language. An example of this was the situation Oreo faced in Russia were in Russian language it had a negative meaning. Studies have shown that 60% of consumers prefer to see the product information in local languages which shows how important it is to localize make your products and its communication. So eventually the coming ages will of Glocalisation were brands need to give preferences to the local tastes and cant have a uniform product for all markets.
