Presentation prepared for a conference International Days of Marketing organized in Marrakech and Guelmim, Morocco. I was asked to speak about global marketing trends influencing better marketing of local products, a topic which marketeers could use for inspiration in marketing of their own local products in competition of global products in Morocco.

1. INFLUENCE OF GLOBAL
TRENDS ON MARKETING
OF LOCAL PRODUCTS
9 TH EDITION OF INTERNATIONAL DAYS OF MARKETING
MARRAKECH & GUELMIM, MOROCCO
FEBRUARY – MARCH 2013
MARTINA OLBERTOVA CONSULTANCY

2. Because I love doing what I do. That INTRODUCTION
is conveying understanding to others
to help them communicate better.
Via
Strategic Research
Creative Data
Market Research
Interpretation
Marketing Strategy
Online Panels
Consumer Insight
Consumer Communities
Customer Experience
Applied Semiotics
Brand Identity
Brand Analysis …
Brand Activation
Etc.
MARTINA OLBERTOVA CONSULTANCY Simon Sinek 2012

3. SO IS THIS ABOUT GLOBAL PRODUCTS
ON LOCAL MARKETS? OR LOCAL
PRODUCTS ON GLOBAL MARKETS?
Well, both…
• Global marketing trends are increasingly influencing marketing
of domestic products on the local markets worldwide
• We are no longer speaking about national markets only,
they’ve become globalized
• The key is not to protect local markets from globalization, but
instead use global trends actively for better and smarter
marketing of local products to both local and global consumer
audience
MARTINA OLBERTOVA CONSULTANCY

4. 3 TRENDS OF GLOBALIZATION
Localization Successful marketing
comprises all 3 courses.
1. Globalization as a
source of information
Globalization 1. Localization for
Glocalization adaptation of global
products to local
markets in a relevant
way based on local
consumer insight
1. Glocalization in and out
– localization of global
products and/or global
marketing of local
products
MARTINA OLBERTOVA CONSULTANCY

5. HOW CAN LOCAL PRODUCTS
RETAIN THEIR VALUE ON
GLOBALIZED MARKETS ?
1 2 3
Naturally built Relevance of the High brand
long-term product’s value awareness and
brand-consumer proposition in top-of-mind
relationship relation to the local recognition of
market culture the brand on the
local market
MARTINA OLBERTOVA CONSULTANCY

6. GLOBAL CHANGES IN WAYS WE
COMMUNICATE ON THE MARKETS
Traditional Most Recent
20th century 21st century
One-to-many model Many-to-many model
Passive consumers Active consumers (Prosumers)
Product attributes & benefits Product values
Use value Value of perception
Consumption for utility Consumption for leisure
Products marketing Consumer relationship &
Experiential marketing
MARTINA OLBERTOVA CONSULTANCY

7. BIGGEST DIFFERENCE OF ALL…
FROM ADVERTISING TOWARDS BRANDING
FROM COMMODITIES TOWARDS BUILDING RELATIONSHIPS
FROM RATIONAL ARGUMENTS TOWARDS RAISING POSITIVE EMOTIONS
MARTINA OLBERTOVA CONSULTANCY

8. WHY EMOTIONS? UHM…
- easier to trigger
- more consistent and
responsive to
consumers
- more prone to be
remembered after a
longer period of time
MARTINA OLBERTOVA CONSULTANCY

9. BUT! DOWNSIDE OF GLOBALIZATION:
MARTINA OLBERTOVA CONSULTANCY

10. WHY THE CLUTTER? HOW TO BEAT IT?
• No real differentiation of products
• Homogeneity on the marketplace
• Oversaturation of marketplace &
Abundance of goods
• Paradoxically leading to lack of
incentives to consume
• Latest study shows 68% of U.S. adult
consumers declare “consumption is less
about the product and more about me” *
Answer: Marketing based on reinforcing consumer’s own identity
via consumption of like-minded branded goods.
* Consumers Seek Brand
Engagement, Personal Touches.
MARTINA OLBERTOVA CONSULTANCY MediaPost.com

11. THIS RELATES TO SUCH GLOBAL
MARKETING TRENDS AS:
• GRASSROOTS EMPOWERMENT ESPECIALLY
THANKS TO THE RISE OF SOCIAL MEDIA
• OPENED WEB, INCREASING INCLUSION AND
COLLABORATION OF CONSUMERS
• BRANDS INCREASINGLY ABOUT PEOPLE WHO
CONSUME THEM (HUMAN-CENTRIC BRANDS)
• ACTIVE CO-CREATION OF BRAND CONTENTS
AND BRAND IDENTITY BY CONSUMERS
• CROWDSOURCING OF IDEAS AND CONCEPTS
DIRECTLY FROM THE CONSUMERS
• BRAND ADVOCACY, BRAND AMBASSADORS,
BRAND CONVERSATIONS AND BRAND LOVERS…
MARTINA OLBERTOVA CONSULTANCY

12. CZECH LOCAL EXAMPLE:
KOFOLA
• Traditional Czech cola-based drink
• On the market since 1960
• Most successful re-birth of Czech brand
• Formerly “drink of the socialism”
• Ban on import of imperialist products
under the communism in Czechoslovakia
• After Velvet Revolution (1989) explosion
of imported products such as Coca-Cola
and Pepsi
• Kofola almost on the verge of close-down
• Now biggest soft drink maker in CEE
controlling 32 % of Czech market HOW DID THAT HAPPEN?

13. RECIPE FOR KOFOLA’S SUCCESS
• New vision for Kofola thanks to new CEO
Jannis Samaras (since 2002)
• Success based strongly on branding
• Retro feel: Past, but in a good way
• Based on a strong relevant local insight
• Emotions-based brand rising feelings of
nostalgia
• Strongly about local Czech consumers and
their memories of the past and childhood
• Creates emotional bond with consumers
through narrating their own stories of life
MARTINA OLBERTOVA CONSULTANCY

14. EXAMPLES OF KOFOLA BRANDING
MARTINA OLBERTOVA CONSULTANCY

15. KOFOLA VS.
COCA-COLA
• Local drink with distinctive taste • Global drink with distinctive taste
• Unique brand proposition based on • Brand proposition based on happiness
nostalgia when consuming the product
• Strong local insight • Strong global insight
• Reflecting local values and lives, • Reflecting American values of big
small mindset, little moments of lifestyle and big defining moments
happiness together
• Born to impress, drink of aspiration
• Timid feel, subtle execution
• “Open Happiness” proposition
• “Still Together” proposition
• Togetherness implying spending time
• Togetherness for every day: and sharing happiness with the loved
Ordinary drink for ordinary people ones, but also with the world
MARTINA OLBERTOVA CONSULTANCY

16. 5 RECOMMENDATIONS FOR
LOCAL PRODUCTS MARKETING
Actively Create Get the Reinforce Build and Foster
Utilize Unique Value Consumers Consumers’ Long-Term
Global Proposition Play the Game Own Identity Brand-Consumer
Trends for of Your With You. via Their Self- Relationship and
Marketing Brand Based Research, Identification Generate Topics
of Local on Strong Collaborate With Values of for Their Brand
Products Local Insight and Have Fun! Your Brand Conversations
MARTINA OLBERTOVA CONSULTANCY

17. AND REMEMBER:
(NOT ONLY IN MARKETING)
“People will forget what you said,
people will forget what you did,
but people will never forget
how you made them feel.”
Anna Farmery, The Engaging Brand
MARTINA OLBERTOVA CONSULTANCY

18. THANK YOU!
Feel free to contact me via
00420 724 890 798
MARTOLBA@GMAIL.COM
MARTINAOLBERTOVA
CONSULTANCY.COM
MARTINA OLBERTOVA CONSULTANCY