Ever seen how fast a global brand able to grow so fast locally and almost can make others feel it’s a local brand? Yes it is as it applying the transnational marketing strategies which comes with striking the right balance between keeping a consistent global identity while having the unique local cultural taste on it too. Major brands that applied this will most likely stay relevant and blend well with the local taste.
The Importance of Transnational Strategy
As our world gets more connected, businesses are reaching out across borders like never before. Yet, despite this wave of globalization, a noticeable cultural gap still exists. Adapting to local culture ain’t easy task either. A lot understanding to the uniqueness of local preferences or traditions are needed just like how the previous article talked about (that just Malaysia).
Examples of Transnational Marketing Done Right
McDonald’s
Global Identity: Almost everyone on earth could recognize the golden arches and the Big Mac.Local Adaptation: McDonald’s adapting well almost everywhere. For local preferences, Malaysia McDonald’s have nasi lemak, bubur ayam and not serving porks.
Key takeaway: A very strong branding while having the ability to adapt to the locals, allows it to win over diverse markets
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Coca-Cola
Global Identity: Bringing people together to enjoy a cool refreshing drinks together.Local Adaptation: Coca-Cola are well-known in Latin America for their sports sponsorship (especially football). For places where football is huge culture for the local communities, Coca-Cola become part of it too when always as a major sponsorship and by promoting local teams.
Key takeaway: Coca-Cola masterfully combines a consistent global brand image with local stories that truly connect on an emotional level with people from various cultures.
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Toyota
Global Identity: Toyota, always recognized as the people’s car. Well-known for their reliability and durable. Offering vehicles for every kind of customer.Local Adaptation: Toyota known for adaptivity to the local markets just like in US, Toyota marketed large vehicles to appeal to American consumers. While in Japan, Toyota focused on “kei” cars, compact vehicles for Japanese consumers’ who preferred smaller vehicles to navigate tighter urban spaces.
Key takeaway: Toyota’s success comes from its knack for providing a diverse range of vehicles that cater to the specific driving needs of different regions. They’ve managed to build a solid reputation for both reliability and innovation along the way.
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Apple
Global Identity: Apple, the face of premium quality with it’s sleek design and innovation.Local Adaptation: With more Apple Store popping up anywhere, Apple still adapts its marketing strategy based on different regions. In China, having an Iphone can be shown as status quo, Apple taking advantages on this with the growing wealth and the desire to own a high end products. Meanwhile, Apple also adjusted it’s focus on affordability by introducing the IPhone SE series for certain regions.
Key takeaway: Apple’s strategy of keeping its brand consistent while tailoring its messaging to meet the needs of local consumers has helped them grow globally.
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Airbnb
Global Identity: Airbnb’s core message is to bring not only affordable but unique lodging experiences simply through the app.Local Adaptation: Airbnb has taken care to understand the local markets it operates in. In Japan, they partnered with local companies to offer “Ryokan-style” stays to match the traditional Japanese accommodation style. In Latin America, Airbnb introduced a feature called “Experiences”, where hosts can offer local activities like cooking classes or guided tours to further connect guests with the local culture. Airbnb understanding very well of the local markets it operates in, with the feature called “Experiences”. Through this while in Vietnam, travelers have a chance to start a day as local business owner like catching fishes, making noodles or preparing coffee. While in Chiang Mai, Thailand, travelers can experiences on wandering at market, then cook with fresh Thai herbs, spices, and vegetables .
Key takeaway: Airbnb’s approach of merging global innovation with a keen understanding of local experiences and cultural preferences makes them a transnational success.
What Brands Get Wrong
Not every brands able to enjoy success stories as others. Sometimes just failed to captivate local audiences and being backfired as well. Just as eBay entering China market, completely crushed by local competitors such as TaoBao or even Temu. As they failed to understand the local market well, another
CRM in Transnational Marketing
A successful transnational marketing no longer just about global campaigns. Localization connections with local audiences becoming more crucial while at the same time still maintain the brand’s core identity. While CRM tool like SCRM Champion could helps alot on this. It able to helps brands to truly understand and engage with diverse markets. While also offering features such as intelligent audience segmentation which much needed to know the local audiences well.