standardisation, localisation, and glocalisation
TRANSCRIPT
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STANDARDISATION,LOCALISATION,
ANDGLOCALISATION:�
NIKEJUSTDOIT�
INCHINA,INDIAANDUS
FrancesGuastalegname698669PetrinaLoh862502YechenFang817421
YiLuan894575YuanWang817421
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01 INTRODUCTION
03 Screenshots of ads in three countries (China, India and United States)
NIKE ads
02 Concepts and Hofstede’s cultural dimensions
THEORY
04EVALUATION & IMPLICATION
CONTENTS
Introduction of NIKE JUST DO IT
Evaluation of Nike and implications
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3 RESEARCH BACKGROUNDS
INHISTORY
• Firstlaunchedin1988.• ResultedinahighemoBonal
responsefromconsumers.• ‘JustDoIt’sloganopento
interpretaBon,allowingconsumerstoeasilyresonatewiththebrand.
TODAY Standardised,localisedorglocalised?
Nike’s‘JustDoIt’ 1
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ConceptsandHofstede’sculturaldimensions
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4 RESEARCH BACKGROUNDS
Marketing the same products in the same way in the global market
Standardisation
Tailoring marketing strategies for each specific market
Localisation
01
02
Concepts 2
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2 RESEARCH BACKGROUNDS
80
20
66
30
87
24
77
4856
40
51
26
40
91
62
46
26
68
PowerDistance Individualism Masculinity UncertaintyAvoidance
LongTermOrientaNon
Indulgence
CHINA INDIA US
2
3
4
5
1 Individualism(IDV) /collectivism(COL)
Uncertainty avoidance
Power distance
Masculinity/femininity
Long/short-term orientation
Hofstede’sculturaldimensions 2
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2 RESEARCH BACKGROUNDS TheIdealManframework 2
USA INDIA CHINA
Howhefitsinsociety Righteouspurpose Role-bound,duBful Circumspect
Hismodusoperandi Honestendeavour EgoBsBcal,proud Strategic,prudent
HisXfactor Can-doopBmism Smart,innovaBve Self-improving
HisulNmatepurpose Leavinghismarkontheword
AchievingtheHinduidealsoftranscendence,dissoluBon Bankcapital
Hisbehaviourtowardswomen RuggedromanBc Macho Harmonious
Hisbehaviourtowardsothermen SupporBve Unleashed Ebullientexcess
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AdsinChina,IndiaandUnitedStates
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2 RESEARCH BACKGROUNDS
The‘SnowDay’adverNsement
Americanelement
• Muscularsportsstars
• Americanfootball
Americanappeal
• Righteouspurpose-challenge/adventure
• Can-doopBmism
• AmericanrelaBonship
NikeintheUS 3
Americansymbols
Americanappeal
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2 RESEARCH BACKGROUNDS
• Cricket
Indiansymbols
NikeinIndia 3
• Elephant • ElementsofmaleidenBtyinIndiancontext
• Backgroundmusic
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2 RESEARCH BACKGROUNDS
• Showsdifferentsportsineverydayscenes-school,
breakfaststore,alongthestreet
• Celebrityendorsements-LiuXiang,LiNa
• ChallengeChinesetradiBonalvaluesofbeing
‘cauBous’–caterstoyoungergeneraBon
NikeinChina 3
Chinesesymbols
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EVALUATION & IMPLICATIONS
EvaluaBonofNikeandimplicaBons
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1 RESEARCH BACKGROUNDS
StandardisaNon LocalisaNon
• Beawareoftheculturalenvironmentinwhichtheyoperatein
• Decisiontoadoptastandardised,localisedorglocalisedstrategyshouldonlybedoneadercarefulconsideraBon
• NikehasmaintainedaconsistentmessagewithhelpofmainadverBsingagencyW+K
EvaluaNonandimplicaNons 4
ImplicaNonsfororganisaNons
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REFERENCES • Brandchannel,2011,NikeUsesLocalizaBonandLiNatoConnectinChina,viewed25thMarch2018,<hhps://bit.ly/
2GaXhlb>.• Goodrich,K.anddeMooij,M.2013,How‘social’aresocialmedia?Across-culturalcomparisonofonlineand
offlinepurchasedecisioninfluences.JournalofMarke-ngCommunica-ons,20(1-2),pp.103-116.• Griffiths,M,Mills,W2017a,TheIdealMan,viewed21stMarch2018,<
hhp://www.tnsglobal.com/what-we-do/by-experBse/qualitaBve/the-ideal-man>• Griffiths,M,Mills,W2017b,TheIdealMan:ThechallengeofnaBonalculturesforglobalbrands,viewed21st
March2018,<hhp://www.tnsglobal.com/intelligence-applied/the-ideal-man>• HofstedeInsights2018,CountryComparions:China,India,UnitedStates,viewed20thMarch2018,<
hhps://www.hofstede-insights.com/country-comparison/china,india,the-usa/>• KANTARTNS,2017,HowNikeadapts‘JustDoIt’toworkacrosscultures,viewed25thMarch2018,<
hhps://bit.ly/2DXGDiV>.• MarBn,J2013,Ader25years,'JustDoIt'remainsiconictagline,viewed20thMarch2018,<
hhps://www.usatoday.com/story/sports/nba/2013/08/20/nike-just-do-it-turns-25/2679337/>• O’Neill,S2017,HowNiketellsitsbrandstoryacrossmulBplechannels,viewed27thMarch2018,<hhp:bit.ly/
2DYrD4G>.
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