GLOCALISATION MATTERS

On a recent trip to Vadodara, India I came across a Starbucks hoarding announcing the launch of their new cafe in Vadodara. 

Instead of the usual names that they put on their cups, the hoarding mentioned endearing terms that are used all over Gujarat for known and unknown people - Kaka (Uncle), Bhai (Brother), Bapu (Elder Man), Ben (Sister), etc.

This piece of outdoor advertising brought a smile to my face. In marketing, we are always told and taught that global brands need to localize (glocalisation) to connect in a stronger way with their audience.

Here is a great example by #Starbucks, where they are going a step further in bringing the cultural nuances of a state in its advertising and communication to make people feel closer to the brand and see the #brand as their own rather than an alien brand. 

I then went to check the #Instagram handle of Starbucks India and they had very smartly used the same creative on their Instagram feed as well, bringing consistency in their messaging and reaching the audience across touch points. 

Here is a very simple yet effective lesson for all marketers out there.

PS: The hoarding picture was clicked, while sitting in a moving car, so I could not get the best shot.

Retail: Starbucks opens its biggest store in the world

In a time, when #brands are struggling with their retail space, trying to maximize their returns per square foot and wondering whether brick and mortar still makes sense in the digital world, #Starbucks defies all convention and goes forward with a massive store launch in #Tokyo.

 It is not yet another cafe, but rather a #retail theater! It's an experience, and the moment you give #consumers not just a physical product but also an emotional experience, you have a winner on your hands. 

Calling it a 'Roastery' is a way to premiumize the Starbucks brand further. It not only acts as a brand amplifier but also as an #innovation lab where new menus, products and designs can be tested out before being rolled out at a larger scale.

The #coffee space will continue to get more exciting! 

You can read all about it the link below:

Starbucks opens it biggest store in Tokyo