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Topic : BE REGIONAL, THINK NATIONAL.....
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Food brands seek regional flavour: Is this the right move?

Created by : Bansilal Chaudhary, Corporate Planning/Strategy Manager, Citibank  | 01 27 2011 06:28:53 +0000
Industry : FMCG/Foods/BeverageFunctional Area : Business Models(Strategy & Execution)
Keywords : food brands market demography regional market food brands seeking regional flavor food brands going regional
Activity:  275 views;  last activity : 05 12 2011 10:37:40 +0000

Popular food brands and eatery chains are aiming to go regional with their menus. While Cafee Coffee Day (CCD), India's leading coffee retailer, and ready food companies like CG Foods, promoter of Wai Wai noodles, and Parle Agro are aiming to expand their regional menu offerings, Costa Coffee too is actively considering a similar move. However, McDonald’s as of now is happy staying national.  So, what do you think people....is this the right move by food brands where they are going regional??

  
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For food Products always must see the localisation. Where as other products the usage of it will be same. According the taste and climatic conditions localization is a must to check. Where there is much cold you cannot sell polyester clothes, where there is much rains you can not sell leather shoes and like wise....where the climate is below the average there you can not start an industry like ice factory. The localization not only applicable to food industry it is for all.
By v s sastry _ akella, Head/VP/GM-Marketing, jayakumari ice and cold storage p ltd.,  | 05 12 2011 10:37:39 +0000
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Todays market is Glocalized (Globaly Localized). In the food segment if a company want to establish its market in India, it has follw the taste of the Indian Consumer. Thus Mc D start with the Mc Aloo Tikki in Indian Market...& now a days its a gr8 hit.
By Sudipta Ghosh, Area Executive  | 01 28 2011 18:45:47 +0000
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dhandha hai bhai....
By dhiraj kumar, Freelance Journalist, none  | 01 27 2011 17:45:13 +0000
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Yes its a good move. Initially when foreign brands entered India they were not  very successful with their native flavours ex Pizza,Noodles..They are successful once they are indianized. I believe it will work regionally. Before take a move, they should understand the desires of the regional market since south india people like North Indian dishes too vice viersa
By Sujai C, Business Developemnt Specialist, SrinSoft Technologies  | 01 27 2011 11:02:46 +0000
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Yes. Since customization is the need of the hour, regionalizing or localizing the

products will enable them to reach wider audience easily.
By Kumuda Gururao, Freelancer, IT Services  | 01 27 2011 10:11:33 +0000
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Not only in food but in maximum field customisation has started playing a main role. the pioneer in this is Dell. In order to woo customers of maximim location it is better to customise our products according the region.It takes less time and technology modification to afffect the change
By sheriff r mohideen, General Manager -Technical, Origin Foods Limited  | 01 27 2011 07:57:54 +0000
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Yes, it is the right move that food brands seek regional flavor. Because scenario is becoming more and more customised, Majority MNC food companies are doing research and find out the regione wise or customised solution.Every region you will see the different consumers group. In future, it will soon not only food brands but also other segment will seek regional flavor.
By Virag Shah, Confidential  | 01 27 2011 07:31:50 +0000
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India being a country as diversified in culture and cuisine there is nothing wrong in adopting regional flavours, infact it could prove to be successful. Just an expansion of palate and we would be not surprised by the kind of taste as it will be anticipated.... Just look at it as another way of extending the menu to serve even more a different group of people. Definitely innovative.
By Chitra Raghavan, Sales Lead, RelaiSoft  | 01 27 2011 07:19:58 +0000
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Think Global, Act Local is not a cliche. Yes as an MNC you can have a global strategy and global offerings, but India has its regional needs and adding regional flavors is the only way the companies like CCD or McD can maximise their reach and sales.
By Prasad Vsv, NLP Practitioner, Personal Coach  | 01 27 2011 06:56:31 +0000
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Sure it is - I am sure they did their market research and decided to do so - also shows what the public - their customers want. Thats all there is to it. We can give all ideas we want here, but I think basically they have the data they need!
By Raghavan Parthasarathy, Consultant, Simulation and Control  | 01 27 2011 06:54:57 +0000
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From business point of view I don't think this will be a good strategy to seek regional flavour for food segment because there are already peoples in the market who are specialist in that. Copying them will not be a good move. Instead of copying them the firms should modify their product to customer's tastes and preferences. The people of that reason might be bored with eating the food with same flavour, in this situation if any of the firm comes up with something unique that will be competitive advantage for the firm. That's why from my point of view  coming up with that in which we have speciality will be a good move rather than copying the trend which everyone's following.
By shailesh , B.B.A student, kumaun university, ssj campus almora  | 01 27 2011 08:52:26 +0000
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Not exactly but a 80:20 strategy will workout just as the CCD outlets are doing, where 80 per cent of their menu is standard across stores in the country, but they do variations in the rest with the aim of adding a local flavour. For example, when they launched chicken Chettinad sandwich and Andhra chicken puff in southern markets, and kothimbir vadi sandwich in western India and posto puff in Kolkata.  If  one is completely going regional then it will backfire I guess...
By Bansilal Chaudhary, Corporate Planning/Strategy Manager, Citibank  | 01 27 2011 06:28:53 +0000
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