As we know, every culture has its own values. As such, aligning with these values ​​becomes very important to a company’s success. There is one reason for the success of international companies. understand cultural differences well, adapting the products or services they offer to the culture of the country in which they do business.

As a result of the adaptation studies carried out by international companies for this purpose, the English equivalents of the words “global” and “local” are combined in the products they offer to different local markets. “glocal” They are called glocal products. Brands use glocalization to refer to the products of society in the targeted region. facilitate adoption does it on his behalf.

Kit Kat, which has become a lucky charm for Japan, is one of the most successful examples of glocalization.

Japanese “to deserve” meaning “kitto katsu” Similar to the phrase (きっと勝つ), Kit Kat is packed with meanings like “it will surely win”, “it will never fail”. Kit Kat is consumed in Japan for important exams, job interviews and similar moments, just like the rice we have in ours.

today in Japan up to 200 It is known to be the closest Kit Kat variety.

McDonald’s, on the other hand, adapts to different cultures by including foods specific to each country in its menu.

For example, McDonald’s is an American company and carries its own food culture to the whole world, but in Japan Adding regional flavors to their menus has been localized.

Netflix, which operates in many countries, offers content that varies from country to country.

You’ll see lists like “Today’s Top 10 Movies List in Turkey” on your Netflix homepage localization work.. Also Netflix with country-specific content planning It also tries to adapt to the local culture.

The sad end to a poor analysis of local culture: the case of Starbucks Australia

before entering the Australian market. who do not properly analyze their culture Starbucks is one of the branches it opened as a result of an expensive expansion. 2 out of 3 it had been a huge failure.

The reason for this is that while American customers prefer sugary and large portions of coffee, Australia’s a completely different coffee culture it was.

Let’s look at some examples of glocalization in Turkey, such as McTurco.

has an important place in Turkish cuisine. lavash and meatballs interpret it in its own way For a while, McDonald’s offered McTurco products in its restaurants in Turkey.

In fact, McDonald’s potato wrap menu, which was removed after the comments, was also a product modification study.

McDonald’s Turkey’s economic situation With that in mind, they set out to find a new product that would be both affordable and fit their own style.

Potato wrap inspired by Patso is expected to be economical and suitable for Turkish culture. disregard abstract facts they will be that the product has been removed because of the comments.

We see that McDonalds is trying to adapt to local tastes by putting Turkish breakfast on the menu.

Starbucks sells Turkish tea at its locations in Turkey.

Although Starbucks has many beverages, mainly coffee based, on the menu. To better address Turkish guests It is brewed locally by adding Turkish tea to the menus.

Algida’s Maraş ice cream is an example of glocal products.

British descent Algida, a company, has been adopted by the public by appealing to the whole country with Maraş style ice cream for sale in Turkey and its variations, among other products it offers.

Domino’s Pizza also adapts to Turkish culture with pizzas such as “Kayseri Ateşi” and “Konyalı”.

Although it is an American company, Dominos Pizza is on the menu. Inspired by Turkish cuisine It tries to appeal to the taste of its customers in Turkey.

With its local soups, Knorr also adapts to Turkish cuisine.

Knorr, a Unilever brand of British origin, is in the Turkish market as in other examples. Products from Turkish cuisine present.

Doritos is one of those who don’t ignore Turkish culture and taste.

The chips, which come out with the name Alaturca, are famous for their name, taste and advertising. a true example of glocalization.

Lays has not forgotten to adapt the flavors it offers to other tastes that Turks love.

Colgate miswak extract toothpaste also appears as a glocalization study.

in Turkish culture Miswak, known to hold an important place, was combined with the toothpaste offered by Colgate and offered for sale in markets where the use of miswak is important.

We also see glocalization in advertisements. The best example is Coca-Cola, which successfully reflects Turkish culture.

“Yiin Gari!”: Lays proved with Ayse Teyze commercials how well it fits into the Aegean culture.

“Doctor what is this?!” Doritos Alaturka ad, which is etched in the mind with his line, is also a successful example of localization.

McDonald’s ad for “Max Burger”, which focuses entirely on Turkish culture, is one of the successful glocal ads.

A successful local cultural adaptation of Netflix.

In all of the product and advertising customizations we’ve illustrated in the content, the global brands are in the market. culturally appropriate We see you trying to trade.

Companies that have evolved from global to glocal with both the use of local elements in their advertising and the cultural influences in their products, perhaps this way. “I’m Yours Too” try to give the picture. What do you think, do you think glocalization efforts are successful?