Multicultural marketing always leads to a dilemma if brand communication should be centralized or localized. The "glocal" approach will help you to develop globally consistent, yet locally relevant brand communication campaigns.

1. MULTICULTURAL MARKETING
A « GLOCAL » APPROACH
Kasia Hein-Peters

2. Centralized or Localized Marketing Campaign?
Why centralize?
• Cost (economies of scale)
• Compliance
• Brand consistency
• “Global village” in a “flat world”
Why localize?
• Brand relevancy in a culturally diverse world
• Market conditions very different across
countries
• Geolocation of media content
Glocal Marketing Approach in Pharma 2September 2016

3. Glocal Marketing Approach in Pharma 3
Centralized approach
• Product-oriented companies
• Anglo-Saxon culture (UK, USA,
Germany etc.)
Localized approach
• Market-oriented companies
• Latin culture (France, Italy etc.)
September 2016

4. The World is Less Homogeneous Than It Appears
4
Despite global convergence of technology and media,
needs and behaviors of consumers remain country-
specific, and the way how people perceive the world
continues to depend on their cultural framework
• In some categories, local products are strongly
preferred (e.g. local music, traditional medicines)
• Penetration of various technologies differ in
countries at the same level of economical
development
• Consumption of media is different
September 2016 Glocal Marketing Approach in Pharma

5. “Standardizing For Efficiency” OR “Adapting For Effectiveness”?
National
Geographic,
Elle
Local editions in
most countries
where they are
present
Leveraging global
content
CNN, MTV
Content /
language adapted
to a local /
regional market
Some global
programs
everywhere
McDonald’s
Menu adapted
for local tastes
and values
Restaurant layout
adapted to local
preferences
Knorr
Local soups (e.g.
goulash in
Hungary, zhurek
in Poland)
Several products
the same across
countries
5September 2016
« Glocal » Approach in Other Industries
Glocal Marketing Approach in Pharma

6. Case For « Glocal » in Pharma
Global Local
Market conditions
(e.g. access,
treatment options)
Epidemiology &
disease awareness
Local media mix
Country laws and
regulations
Product profile &
label
Universal medical
knowledge
Global information
flow
Brand consistency
6September 2016 Glocal Marketing Approach in Pharma

7. « Glocal » Brand Identity
• Iconography
• Imagery
• Key
Messages
• Content
• Character
• Tone
• Position
• Equity
Essence Personality
VisualCopy
September 2016 7
Content marketing is localized based on cultural context
Glocal Marketing Approach in Pharma
Brand essence, personality, key messages and iconography remains global

8. « Glocal » Methodology
8
MARKET
Current and Future
Environment
CARE PATHWAY
Behaviors & Levers
MARKET MAP
Segmentation & Targeting
CUSTOMER PERSONA
Adoption Curve, Drivers &
Barriers, Journey
PRODUCT
CHARACTERISTICS
MARKET
Define archetypal markets for market research | Identify similarities
and differences between market conditions and trends
CARE PATHWAY
Identify similarities and differences in healthcare delivery & access,
treatment penetration, competitors, unique channels etc. | Describe
behaviors and levers to act along the care pathway
MARKET MAP
Prioritize segments | Identify segments unique to some countries
CUSTOMER PERSONA
Describe disease awareness and understanding | Identify differences
in access | Describe values influencing behaviors | Identify customer
journey
PRODUCT CHARACTERISTICS
Label differences across countries, if any
September 2016 Glocal Marketing Approach in Pharma

9. « Glocal » Methodology
9
STRATEGIC INTENT &
Objectives Per Target Audience
POSITIONING
Unique Value Proposition
TACTICAL PLAN
Per Target Audience, with
Timing, Cost, Multichannel Mix
COMMUNICATION
PLATFORM
Messages per Target Audience
CRITICAL
ACTIVITIES
Key Company
Actions
GO TO
MARKET
Commercial
Strategy
CONTINGENCY PLANMETRICS
CONSISTENT BRAND STRATEGY
• Brand Personality
• Brand Iconography
• Brand Positioning & Equity
• Communication Platform
 Key messages
 Tone
 Campaign
LOCALIZED CONTENT & TACTICS
• Culturally relevant imagery
• Culturally relevant content
• Local media mix
LOCALIZED GO TO MARKET STRATEGY
MIXED
• Metrics should reflect a mix of
strategic, business and
implementation objectives at global
and country level
September 2016 Glocal Marketing Approach in Pharma

10. 10
Speak about what matters to people
Get their attention
Engage
Suggested reading:
1. Marieke de Mooj “Global Marketing and Advertising. Understanding
Cultural Paradoxes” SAGE Publications, Inc., 3rd edition, 2010
2. G. Hofstede, G.J. Hofstede, M. Minkov “Cultures and Organizations.
Software of the Mind” McGraw-Hill Education; 3 edition (May 24, 2010)
September 2016 Glocal Marketing Approach in Pharma