Consumer Culture Intelligence
Are your marketers equipped enough to understand your consumer’s emotional relation to your product feature in the target country?
Those born in the late 20th century often heard the promise: the internet will create a global village. That simply hasn’t happened; on the contrary, consumers take their village with them wherever they go. The online world encourages cultural bubbles. We’ve seen it, famously, in the social media. Consumers create a world within their own ethnic, language and generational communities. They take that world offline into behaviour.
These groups are, in the broadest sense of the world, cultural communities. They share beliefs. They agree on what’s valuable, and what is not. They engage more with people, causes and brands that share their values.
TODAY lOCAL BRANDS WIN BY ADAPTING THEIR STRENGTH TO LOCAL CULTURES
Nestle abandoned the wholly inappropriate “Have a Break” theme in japan. They responded to Japanese culture with new upmarket flavours, greater consumer choice, and more attention to the role of confections in Japanese life. Japan is now the world’s largest market for Kit Kat
Chinese work for Mercedes-Benz S-Class and maybach models are managed only loosely from Stuttgart-communications and product development now have a distinct Chinese focus. and are highly localized. Previously unthinkable for a flagship. the approach has helped Daimler dominate the segment worldwide
In India, Procter and Gamble completely retooled their global product-focussed approach for Ariel. Rather, they asked the culturally compelling question: “why don’t men do laundry?” Ariel India’s famous #Sharetheload campaign was named the world’s most effective by WARC, and carried off the Grand Effie in APAC. propelling Ariel to almost unassailable market leadership.
- Personalisation was meant to sidestep these cultural influences, or render them moot. Time and again, we see that no-one consumes in a vacuum. Consumers environment they choose.
- As one of the world leaders in defining cultural differences, Hofstede Insights maps this new emotional geography for
Contemporary global brands.
- In 2016, the first fieldwork was completed for a groundbreaking study; Consumer Cultural Intelligence, or CCI.
- CCI quantifies the cultural differences between consumer groups. Across countries, or within them. It is among the most precise values-based marketing tools.
- CCI gives managers the intelligence to decide where global consistency makes sense, and where localisation is needed.
CONSUMER CULTURE INTELLIGENCE ANSWERS KEY QUESTIONS FOR GLOBAL MARKETERS
These are just a few of the answers which inform a culturally Agile brand.