In the movie, Amanda as an American teenager learns about her father, who's contesting for office in British political regime and then movie talks about a father and daughter who try to get along and build father-daughter relationship. The movie is touchy, but more than any other thing, I could see how marketers capitalise on human relations.
Coming to Indian cultural fabric, it's in a state of transition from Indian to Western (specifically American) orientation. Indians are somewhere in the midst of these two cultural domains. Well, marketers do have a way to breakthrough this scenario too. As such, they have realized what customers want. They want products/services witha blend of these cultures.
Cadbury has positioned itself brilliantly to tap in the cultural factors of India. They ask the customers to substitute their Deepawali sweets or Rakshbandhan gifts with Cadbury chocolates. As such, they are not asking the customers to shift from or shed their cultural beliefs, but at the same time, they have tried to fit in their products in such a cultural design. I feel it's great strategy for MNCs, dealing with various cultures.
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2 comments:
Thats My India ,whose heritage extends to more than 5000 years.We are people of values and reverence and i think our culture demands respect.Cultural values have changed due to Globalization and liberalisation..
MNC's have creeped into media very easily and thr advertisements hve been accepted by Indians.Cadbury's ad on celebrations says"gift helps foster relationships".indians can very well relate to the d ad.As India is a collectivist country.Cadbury had tried to capitalise on tht.
gud article again.
Regards,
Richa
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