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Glocal Marketing Definition

Marketing Definitions

16 Oct 2019 • 1 min read •

Austin Shong

What is Glocal Marketing?

Glocal marketing definition: glocal marketing is a term that combines “Global” and “Local” marketing; it is a strategy employed by global brands to adapt to local needs.

Glocal marketing aims to:

  • Maintain global brand messaging
  • Adapt to the needs of the local culture

This allows them to maintain brand consistency all around the world, but to adapt their message to different products, services, or experiences that better suit the local culture.

For example:

McDonald’s has restaurants in 119 countries.

Their goal is to preserve the brand message of simple and affordable fast food. But, they also need a menu that suits the local people’s dietary needs.

This has led them to use glocal marketing to promote various menus in different countries, such as their no-beef menu in India, that focuses on chicken, vegetarian, and local variations.

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