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STANDARDISATION,LOCALISATION,

ANDGLOCALISATION:�

NIKEJUSTDOIT�

INCHINA,INDIAANDUS

FrancesGuastalegname698669PetrinaLoh862502YechenFang817421

YiLuan894575YuanWang817421

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01 INTRODUCTION

03 Screenshots of ads in three countries (China, India and United States)

NIKE ads

02 Concepts and Hofstede’s cultural dimensions

THEORY

04EVALUATION & IMPLICATION

CONTENTS

Introduction of NIKE JUST DO IT

Evaluation of Nike and implications

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ibaotu.com PART 01 INTRODUCTION IntroducBonofNIKEJUSTDOIT

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3 RESEARCH BACKGROUNDS

INHISTORY

•  Firstlaunchedin1988.•  ResultedinahighemoBonal

responsefromconsumers.•  ‘JustDoIt’sloganopento

interpretaBon,allowingconsumerstoeasilyresonatewiththebrand.

TODAY Standardised,localisedorglocalised?

Nike’s‘JustDoIt’ 1

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ConceptsandHofstede’sculturaldimensions

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4 RESEARCH BACKGROUNDS

Marketing the same products in the same way in the global market

Standardisation

Tailoring marketing strategies for each specific market

Localisation

01

02

Concepts 2

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2 RESEARCH BACKGROUNDS

80

20

66

30

87

24

77

4856

40

51

26

40

91

62

46

26

68

PowerDistance Individualism Masculinity UncertaintyAvoidance

LongTermOrientaNon

Indulgence

CHINA INDIA US

2

3

4

5

1 Individualism(IDV) /collectivism(COL)

Uncertainty avoidance

Power distance

Masculinity/femininity

Long/short-term orientation

Hofstede’sculturaldimensions 2

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2 RESEARCH BACKGROUNDS TheIdealManframework 2

USA INDIA CHINA

Howhefitsinsociety Righteouspurpose Role-bound,duBful Circumspect

Hismodusoperandi Honestendeavour EgoBsBcal,proud Strategic,prudent

HisXfactor Can-doopBmism Smart,innovaBve Self-improving

HisulNmatepurpose Leavinghismarkontheword

AchievingtheHinduidealsoftranscendence,dissoluBon Bankcapital

Hisbehaviourtowardswomen RuggedromanBc Macho Harmonious

Hisbehaviourtowardsothermen SupporBve Unleashed Ebullientexcess

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ibaotu.com PART 03 NIKE ads

AdsinChina,IndiaandUnitedStates

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2 RESEARCH BACKGROUNDS

The‘SnowDay’adverNsement

Americanelement

•  Muscularsportsstars

•  Americanfootball

Americanappeal

•  Righteouspurpose-challenge/adventure

•  Can-doopBmism

•  AmericanrelaBonship

NikeintheUS 3

Americansymbols

Americanappeal

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2 RESEARCH BACKGROUNDS

•  Cricket

Indiansymbols

NikeinIndia 3

•  Elephant •  ElementsofmaleidenBtyinIndiancontext

•  Backgroundmusic

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2 RESEARCH BACKGROUNDS

•  Showsdifferentsportsineverydayscenes-school,

breakfaststore,alongthestreet

•  Celebrityendorsements-LiuXiang,LiNa

•  ChallengeChinesetradiBonalvaluesofbeing

‘cauBous’–caterstoyoungergeneraBon

NikeinChina 3

Chinesesymbols

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EVALUATION & IMPLICATIONS

EvaluaBonofNikeandimplicaBons

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1 RESEARCH BACKGROUNDS

StandardisaNon LocalisaNon

•  Beawareoftheculturalenvironmentinwhichtheyoperatein

•  Decisiontoadoptastandardised,localisedorglocalisedstrategyshouldonlybedoneadercarefulconsideraBon

•  NikehasmaintainedaconsistentmessagewithhelpofmainadverBsingagencyW+K

EvaluaNonandimplicaNons 4

ImplicaNonsfororganisaNons

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REFERENCES •  Brandchannel,2011,NikeUsesLocalizaBonandLiNatoConnectinChina,viewed25thMarch2018,<hhps://bit.ly/

2GaXhlb>.•  Goodrich,K.anddeMooij,M.2013,How‘social’aresocialmedia?Across-culturalcomparisonofonlineand

offlinepurchasedecisioninfluences.JournalofMarke-ngCommunica-ons,20(1-2),pp.103-116.•  Griffiths,M,Mills,W2017a,TheIdealMan,viewed21stMarch2018,<

hhp://www.tnsglobal.com/what-we-do/by-experBse/qualitaBve/the-ideal-man>•  Griffiths,M,Mills,W2017b,TheIdealMan:ThechallengeofnaBonalculturesforglobalbrands,viewed21st

March2018,<hhp://www.tnsglobal.com/intelligence-applied/the-ideal-man>•  HofstedeInsights2018,CountryComparions:China,India,UnitedStates,viewed20thMarch2018,<

hhps://www.hofstede-insights.com/country-comparison/china,india,the-usa/>•  KANTARTNS,2017,HowNikeadapts‘JustDoIt’toworkacrosscultures,viewed25thMarch2018,<

hhps://bit.ly/2DXGDiV>.•  MarBn,J2013,Ader25years,'JustDoIt'remainsiconictagline,viewed20thMarch2018,<

hhps://www.usatoday.com/story/sports/nba/2013/08/20/nike-just-do-it-turns-25/2679337/>•  O’Neill,S2017,HowNiketellsitsbrandstoryacrossmulBplechannels,viewed27thMarch2018,<hhp:bit.ly/

2DYrD4G>.

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