By Arek Estall
If you’re looking for a targeted and well-researched approach to Global Marketing, look no further than Coca-Cola.
The company turned over $35.119 billion in 2010 across over 200 global markets.
With over 3,500 products the brand is well-loved across the globe.
According to Forbes.com, it’s the third most popular brand in the World, in good company with Apple in the number one position and Microsoft at number two.
How has the drinks giant, formed over 120 years ago, sustained such growth and popularity across so many countries?
The Importance of Details
A big part of Coca-Cola’s success is the immaculate attention to detail in each country it operates. Coca-Cola has a clear set of values, and understanding the market plays a big role.
These bullet points extracted from the company mission state the intent:
– Focus on needs of our consumers, customers and franchise partners
– Get out into the market and listen, observe and learn
– Possess a world view
– Focus on execution in the marketplace every day
– Be insatiably curious
Unlike the ingredients for Coca Cola’s leading product, this recipe for success is no secret – and one that companies of any size can learn from. Coca-Cola doesn’t just say it does these things, it delivers on the promise.
Don’t just Localise – Glocalise
A great example of this approach is Coca-Cola’s online presence in different markets. When localizing their online campaigns, they didn’t just localise. They glocalised – globalisation with a local focus in each market.
For every country Coca-Cola operates in, the market is well-researched, understood and planned. Every market is looked at from a new perspective, as per the company mission.
The website content, imagery and aesthetics are all carefully considered. They are tailored to be culturally engaging and relevant in every market they operate.
Here are some of our favourite examples:
Not every company has the budget that Coca Cola does, and can’t be expected to go to these lengths in localising their website. What this example does show however is the value of considering local tastes as part of global expansion.
Which is your favourite of the glocalised websites?
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