I.
Coca Cola has taken up the "think local, act local" approach around the world over the last decade. Asia is an important test case, as the diversity of cultures and income levels does not provide a unified consumer base.
When it entered the chinese market in 1928, the phrase was pronounced as ko- ka- ko- la which meant in chinese “bite the wax tadpole” or “wax flattened mare” or “female horse fastened with horse”. Hence the chinese refused to buy so the company was looking for four chinese characters which approximated the sounds to something meaningful.
K’o means approve; permit; may; can; good; appropriate.
K’ou stands for mouth; hole; entrance. It looks like a mouth, right?
K’o
Le’ means happy; joyful; be glad to; enjoy; laugh
So it sums up to ko kou ko le and coca cola started selling magnificently.
II.
Bottled water companies earn high profits. What is amazing is that people are prepared to pay Rs. 12 for a liter of water-in India especially when the cost of material input (0.25 paisa per liter excluding labors cost) pales into insignificance before the price of the product. The website of the North American says "Think Outside the Bottle" campaign.
Millions of people, both in rural and urban India, suffer from inadequate or no tap water supply. Even some parts of Mumbai, the country's financial capital, get a mere two hours of daily water supply.
When introduced in India was less than the price of milk and is still now, so that people when thirsty did not opt for milk, the only drink that was common among the Indians.
III.
In 2004, an add about LeBron James beating cartoon material arts masters and slaying a chinese dragon with material arts offended Chinese authorities who called the ad blasphemous and insulting to national dignity and to the dragon.
The company rolled out a new campaign in june 2011 called “Nike 6.0” that was aimed at extreme sport athletes. Nike introduced a new line of T-shirts that included phrases such as “Dope”, “Get High” and “ Ride Pipe” sports lingo that also means drug use. Boston mayor expressed his objection to the shirts. Hence Nike again had to think about some remedy.
IV.
McDonalds was having a lucrative business when they thought they will want to encroach into Indian market. They were looking for the exact cookie which would crumble in Indian market. Beaf the main ingredient will not work in Indian Market because Hindus do not savour beaf! Hence they thought of chicken but then also they were missing on the Marwari Consumers, the huge lot of vegetarians. Then came the Aloo Tikki Burger. They substituted the beaf with the chicken and then aloo (potato). They gave what the situation demanded.
It is all about dealing with individuals and above all situdials!!!
Coca Cola has taken up the "think local, act local" approach around the world over the last decade. Asia is an important test case, as the diversity of cultures and income levels does not provide a unified consumer base.
When it entered the chinese market in 1928, the phrase was pronounced as ko- ka- ko- la which meant in chinese “bite the wax tadpole” or “wax flattened mare” or “female horse fastened with horse”. Hence the chinese refused to buy so the company was looking for four chinese characters which approximated the sounds to something meaningful.
K’o means approve; permit; may; can; good; appropriate.
K’ou stands for mouth; hole; entrance. It looks like a mouth, right?
K’o
Le’ means happy; joyful; be glad to; enjoy; laugh
So it sums up to ko kou ko le and coca cola started selling magnificently.
II.
Bottled water companies earn high profits. What is amazing is that people are prepared to pay Rs. 12 for a liter of water-in India especially when the cost of material input (0.25 paisa per liter excluding labors cost) pales into insignificance before the price of the product. The website of the North American says "Think Outside the Bottle" campaign.
Millions of people, both in rural and urban India, suffer from inadequate or no tap water supply. Even some parts of Mumbai, the country's financial capital, get a mere two hours of daily water supply.
When introduced in India was less than the price of milk and is still now, so that people when thirsty did not opt for milk, the only drink that was common among the Indians.
III.
In 2004, an add about LeBron James beating cartoon material arts masters and slaying a chinese dragon with material arts offended Chinese authorities who called the ad blasphemous and insulting to national dignity and to the dragon.
The company rolled out a new campaign in june 2011 called “Nike 6.0” that was aimed at extreme sport athletes. Nike introduced a new line of T-shirts that included phrases such as “Dope”, “Get High” and “ Ride Pipe” sports lingo that also means drug use. Boston mayor expressed his objection to the shirts. Hence Nike again had to think about some remedy.
IV.
McDonalds was having a lucrative business when they thought they will want to encroach into Indian market. They were looking for the exact cookie which would crumble in Indian market. Beaf the main ingredient will not work in Indian Market because Hindus do not savour beaf! Hence they thought of chicken but then also they were missing on the Marwari Consumers, the huge lot of vegetarians. Then came the Aloo Tikki Burger. They substituted the beaf with the chicken and then aloo (potato). They gave what the situation demanded.
It is all about dealing with individuals and above all situdials!!!
No comments:
Post a Comment