Qrius
Introduction
Marketing can be defined as a process by which companies create value for customers and build strong customer relationships in order to capture value from the customers in return. To be successful in marketing across the globe, the company must think globally and act locally. This will help build long-term customer relationships and capture customer value. Culture is the way of life for an entire society, it includes ideas, customs and social behavior.
Despite the fact that the world has become a “global village”, the effect of various languages and cultures should always be taken into consideration, particularly when companies design marketing strategies for different markets.
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• For example, providing fragrances in soaps and powder according to customer preferences.
• THE WALT DISNEY COMPANY
• The Walt Disney Company also known as Disney was founded in 1923. It has its headquarters at the Walt Disney Studios in Burbank, California.
• It is an American diversified multinational mass media and entertainment conglomerate.
• It established itself as a leader in the American animation industry before diversifying into live-action film production, television, and theme parks.
• Marketing tactics used by the Disney Corporation encourage identification with Disney products and stories. The most popular of all its products sold remains the Disney animated full length feature film
• In 1996, Disney reorganized itself. has attempted to give the consumer audience fancy tales with happy endings that often come at the expense of common sense knowledge about reality regarding gender, family structures, and race
• Emerging local producers of Disney are finding new ways to indigenize US cultural content in animation to suit their own tastes.
• Language, as a means of communication can be a powerful instrument facilitating the appropriation of imported cultures and values. Part of the cultural localization process is the reproduction of these cartoons into local
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Nestlé’s products include baby food, medical food, bottled water, breakfast cereals, coffee and tea, confectionery, dairy products, ice cream, frozen food, pet foods, and snacks.
Nestle was formed in 1905. It has its headquarters in Vevey, Vaud, Switzerland.
Nestle has 447 factories in 86 countries around the world. We have about 333 000 employees and sell our products in 196 countries.
Nestlé’s success with product innovations and business acquisitions has turned it into the largest Food Company in the world.
At Nestle, it is not all about respecting each people’s beliefs, but also to be tolerant of different practices and methods of application across countries.
For example, To meet customer requirements in Japan, Nescafé, we changed the product. Changed its recipe from “Instant coffee” to “Regular coffee”.
In the same time, being aware of cultural taboos is essential to avoid problems of communication between a company and its subsidiaries. In the Nestlé case, the Human Resource Director in each country is deciding by him the manner and method of “Principles” dissemination.
For example, In India, Nestlé supports WHO to promote the breast