The NOW Gen

Globalization is a part of our daily lives. We live in a globalized world. But for brands, it can be hard to arrive at a new location especially if it is across the world. Alexandre Ronsin, our episode’s guest, has not only done this in East Asian countries but explained to us what he’s learned from the experience. Along with our host, Francisco Serrano, they discussed globalization, culture adaptation, and brand identity. Listen to hear their valuable insights.

Guest

Alexandre Ronsin

KEY POINTS:

  • From France to Mexico all the way around the globe.
  • Marketing globalization in CPGs.
  • Similarities and differences in consuming patterns around the world.
  • Becoming a local brand, without losing your uniqueness.
  • Optimization for the benefit of your consumer.
  • There’s no secret recipe, make your own recipe.

RELEVANT QUOTES:

“So I’ve been traveling a bit across the globe seeing different, perspectives, but also a lot of commonalities between geographies. You know, now we believe that every country is unique and specific, but we see also as well that there are plenty of things that are extremely common now to see across countries, and generations, and it’s quite interesting.”

“There are a couple of industries that despite the crisis will always be successful and food and beverage are one of them. This is also one luxury that we have in this industry.”

“What is common is the celebration in the sense that people like to celebrate, people like to give gifts to their family, to their relatives, to their friends. And this is the same. Now we have, here in Asia, lots of celebrations that are unique, like Chinese new year, lunar new year, Middleton festival in China, Chuseok in Korea.”

“The really tricky key point is you need to find the local insights that make your product relevant and to find a way to enter and leverage these local insights, without forgetting where you come from, without forgetting the DNA of your brand, the heritage of your brand and making successful leveraging on one specific local insight, to be relevant.”

“So in order to really be relevant for the local consumer, they have developed this unique model now, so you see the different styles of adaptation to the market. So either you find brands that have understood a local insight and develop a product accordingly, or you find another set of brands not changing anything to the recipe or to their positioning, or trying to find a way to anchor their brand to local insight.”

“The first thing to really understand the consumer journey, the shopper journey, and say, what are the drivers and barriers to consumption, to try to find some sweet spots where you could enter quite easily.”

“If you want to be internationally or locally relevant, you need to be open. You need to be pragmatic as well, and less dogmatic. Because if not, you might face a lot of challenges. This is one thing. The second one is that you need to really, understand who you are speaking with. You need, if you want to be successful, you need to be locally relevant.”

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