PROJECT ON INDIANIZATION OF BRANDS

DEVIKA SINGH ADPR

ACKNOWLEDGEMENT

We are very thankful to Mrs. Simrat Gulati for giving us this project we also thank her for guiding us throughout the project. We would also like to thank our families and friend who cooperated us and gave us their support throughout the assignment.

GLOCALIZATION

Glocalisation (or glocalization) is a portmanteau word of globalization and localization. By definition, the term glocal refers to the individual, group, division, unit, organization, and community which are willing and able to think globally and act locally.

Development of the concept

The term glocalization originated from within Japanese business practices. It comes from the Japanese word dochakuka, which simply means global localization. Originally referring to a way of adapting farming techniques to local conditions, dochakuka evolved into a marketing strategy when Japanese businessmen adopted it in the 1980s.[2] It was also used in the Global Change Exhibition (opened May 30, 1990) in the German Chancellery in Bonn by Manfred Lange, the director of the touring exhibit development team at that time. The term was popularized in the English-speaking world by the British sociologist Roland Robertson in the 1990s, the Canadian sociologists Keith Hampton and Barry Wellman in the late 1990s,[3] and Zygmunt Bauman. Hampton and Wellman have frequently used the term to refer to people who are actively involved in both local and wider-ranging activities of friendship, kinship and commerce. [4] Thomas L. Friedman in The World is Flat talks about how the Internet encourages glocalisation, such as encouraging people to make websites in their native languages. '"Glocal" also pops up as a plot motivator in the 2010 film Up in the Air when the career-ending counselors switch from in-person to videoconferencing terminations.

MAGGI NOODLE

A Maggi noodle is a brand of instant noodles manufactured by Nestl. The brand is popular in India, South Africa, Brazil, Nepal, New Zealand, Australia, Malaysia, Singapore, Sri Lanka, Bangladesh, Pakistan, and the Philippines. In several countries, it is also known as "maggi mee" (mee is Indonesian/Malay for noodles). Maggi noodles are part of the Maggi family, a Nestl brand of instant soups, stocks, and noodles. The original company came into existence in 1872 in Switzerland, when Julius Maggi took over his fathers mill. At that time during industrial revolution in Switzerland created factory jobs for women, who were therefore left with very little time to prepare meals. Due to this growing problem Swiss Public Welfare Society asked Julius Maggi to create a vegetable food product that would be quick to prepare and easy to digest. It was the first to bring protein rich legume meal to the market, which was followed by readymade soup based on legume meal in 1886. In 1863, Julius Maggi developed a formula to add taste to meals, which later paved the way for Maggi and other easy to make food products. Apart from two minute noodles Maggi also offers a range of product. However in India it was launched in 1980s by Nestle group of companies. Maggie had merged with Nestle family in 1947.

DIFFERENT FLAVOURS OF MAGGI IN DIFFERENT COUNTRIES

Maggi Noodles are available in a large assortment of different flavours. They are:

Original Flavour Chicken Curry (a healthier alternative is also sold in supermarkets) Kari Letup (Extremely Spicy Curry) in Malaysia Laksa Lemak (discontinued) Tom yam Chicken & Corn Beef Oriental Masala Prawn Dal Sambar (whole wheat noodles) Asam Laksa Cheese Pizza (only in Saudi Arabia and South Africa, was available for a period of time in Australia) Sup Tulang (bone soup) (in Malaysia) Chatpata Tomato Ruhi Stronger Chicken Crispy Chicken Vegetable Atta Noodles (whole wheat noodles) Shahi Pulao (rice noodles) Chilly Chow (rice noodles) Lemon Masala (rice noodles) Mi Goreng Char Mee Mi Goreng Kicap Bawang Mi Goreng Pluz Asli Capsica (discontinued) Itik (duck) Mi Udang Pulau Pinang' (was available in Malaysia) Maggi Tanjung Rambutan Boerewors Boerewors (in South Africa)

GLOCALISATION OF MAGGI IN INDIA

Each country has its own culture and tradition and similarly each has different food habits. So its difficult for any multinational company to make its packaged food products popular in each country. Therefore it tries to adapt itself to taste of every country. Nestle has launched many variations of magi in different countries to suit to food habits of that particular country. Whole wheat flour based noodle variation marketed by the name "Vegetable Atta Noodles" has been introduced in India (Atta flour is used in preparing most forms of wheat based breads in India) and caters to health conscious buyers wary of the refined flour used in the regular Maggi noodles. This move helps the brand in India as suburban mothers, who feed the noodles to children as an afterschool snack, are the primary customers of the brand. Recently, a line of rice noodles and whole wheat with pulses, carrots, beans, and onions has also been introduced in India. In fact, "Maggi" has become a well-known brand for instant noodles in India and Malaysia. Maggi noodles also produces instant noodles known as "Hot Bowl" noodles named "Cuppa Mania" in India. New drinkable Maggi noodle soups are also available .Also flavours like Shahi pulao, Dal Sambhar are meant to suit Indian tastes. Thus we see how maggi has adapted itself to cultures of different countries and localized itself to their tastes. Magi has not only adapted itself to Indian taste but with taste of every country. It knows about Indian mentality which considers wheat flour healthy and therefore it lanched atta noodles. We also find variation in food preferences within a country for example there is vast difference in food preferred by South Indians and North Indians. Magi has not only localized itself to India but also to its various regions if it launched Shahi Pulao flavour for North Indians then for South Indians it launched Dal Sambhar flavor. It even launched Asam Laksa noodles for East Indians.