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A dozen ways to approach before we really go global by chitra bannerjee, Consultant, Shining Consulting

A dozen ways to approach before we really go global

By : chitra bannerjee, Consultant, Shining Consulting
Industry : Consumer Durables Functional Area : Branding
Keywords :

globalization

go global

before we go global

Activity:  5 comments  104 views  last activity : 05 31 2011 06:07:38 +0000
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The livelihood, lifestyle, cultural and religious aspects of people in Western countries are more or less the same with very similar rhythm. But everything is unpredictable in a country like India.


This is a very haphazard-directional society where the livelihood, lifestyle, cultural and religious aspects are very different from region to region. That’s why, a business strategy meant to operate in India’s unstructured open environment needs to also address the complexity of its unpredictable society.

1.  Don't focus on people’s economic condition alone. Market impacting factors are family structure, religion, language, 

local culture and tradition, and social trends.
  2.  Indian society is centered on the community, unlike ego-centric individualism of the West.
  3.  For any product, it’s different family members who can be the buyer, influencer and consumer.
  4.  Indian society is unpredictable, so you need multiple filters to execute your strategy.
  5.  People prefer to involve others and spread responsibility in decision making.
  6.  Address the highly diverse attitude and behaviour of people from different regions, educational background
       and social standing.

  7.  To sell mass consuming industrial design products, address the diverse approaches of human behaviour to the 

product’s functionality, which is again driven by regional, cultural and social factors.
  8.  An organized retail in grocery has to have 60 percent of its merchandize localized for the region.
  9.  FMCG products have to be experienced as highly differentiated in blind comparative scale because alternative
       pirated products are prevalent everywhere.
  10. Indian parents are highly involved with their children’s education. This has to be taken into account.
  11. India’s culture does not specifically stress on the value of time and punctuality.
  12. There is a heaven and hell difference in the lifestyle and livelihood of the Zap, Compromise and Retro generations.

You can read the complete article here - http://goo.gl/zbDH9

Share your views.

Best

Chitra


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5 comments on "A dozen ways to approach before we really go global"
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  Commented by  Virag Shah, Office coordinator, Prince pharma pvt. ltd.    | 05 31 2011 06:05:25 +0000 
India is very different country, very difficult to understand consumers region to region. But in india majority every thing can be sell. To sell any product in india is not difficult even you can established easy. Since 5-6 years , many MNC company are entered in india and enjoy good business.

Now a days indian people are ready to change, not dozen ways but many ways for appraching.

Thanks Ms.Chitra for refera and such good article as usual..
  Commented by  Rathin Deb, Freelance Retail Consultant    | 05 31 2011 05:27:36 +0000 
Chitra this the reason any thing and every thing sells in India. For a new "Brand to penetrate say European markets will have to extend minimum six months credit and unsold goods to be taken back which is not the case in India for the reasons mentioned by you.
  Commented by  Sairam. M, System Administrator    | 05 30 2011 17:30:51 +0000 
GOOD STUFF, TOOSTEP HAS NEVER HAD SUCH INFORMATION TILL DATE.

THANKS FOR THE INVITE....

CHEERS....
  Commented by  SHRIKANT MANOHAR DANKE, Consultant, Project Management Consultancy Firm    | 05 30 2011 15:01:03 +0000 
Thanks for giving the information about Indian as a customer.
Thanks for referral, Chitra.
 
very true info ma'am :) There is a heaven and hell difference in the lifestyle and livelihood of the Zap, Compromise and Retro generations. :)
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