Posted on: May 11, 2018

Glocalization Rules the World, Yes!

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Today, a global design and packaging plan requires a Glocal mind-set that carefully takes local customization into consideration and acknowledges the local markets and consumer needs. There are a few key points to consider for coming up with an effective Glocal packaging and design strategy.

The foremost point for a design and packaging project to consider is the core and flex of the brand and its design. The core is something that is essential to the brand and it is what your customers associate your brand with. Hence, the core aspects need to stay consistent globally across markets. A brand’s core could be specific shapes, colours, tagline, packaging or even its country of origin. The flex includes all those brand and design aspects that can be customized appropriately as per the local markets’ preferences and needs. For example, Toblerone has a unique triangle chocolate shape and packaging with unique shades of gold proudly depicting the mountains of Switzerland as its place of origin. While the brand keeps these core assets consistent globally, it stays locally relevant by adapting package designs to locally relevant festivals and occasions such as Chinese New Year, Diwali, Christmas etc.

It is also important to study local customs, understand what is acceptable and to speak in a way that is in line with local sensitivities. When Milka was planning its China launch, the brand decided to prominently feature gold in its packaging as it is equated with premium in most countries. However, they found out something rather interesting during their pre-launch consumer research – a pale yellowish gold colour is perceived as negative in the Chinese culture and is equated with death! Based on this finding, the brand changed its packaging colour to a unique shade of gold, just for its China launch.

Every market has its specific retail reality – some regions are supermarket dominated while others work better on the smaller kiosk model. A successful Glocal project requires a thorough understanding of the Price-Pack Architecture in that particular region. This means ensuring that your product is available in a price-size-pack format that fits the local shopping behavior and retail environment. Let’s take the example of Cadbury’s that sells smaller-sized, relatively affordable chocolate packs in emerging markets such as Egypt and India. These specially designed packs convey value and benefit amidst other tightly shelved products in cluttered stores and ensure the smaller cooling units keep the chocolate chilled without getting melted.

The overarching point is that a brand’ design and packaging strategy must be appropriately adapted locally to fit in the consumers’ shelf and their lives!

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