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There is no use denying the fact that different peoples have different peculiarities of culture and, that is why, they have different points of view on some issues. These differences are determined by the conditions under which people live and the environment which makes them behave in a certain manner. That is why, it becomes obvious that some patterns of behaviour, peculiar to one country, will seem strange or even unacceptable in another.
Modern age can be characterized by the great development of different means of transport and communication, that is why, it is easy nowadays to communicate with representatives of other cultures. Additionally, huge international corporations also have their departments in different states. Under these conditions, the issue of customization obtains great significance.
Customization is the process of the adaptation of a product to the peculiarities of local culture and mentality. It means that a company should analyse the target market and take into account its main tendencies. Only having done it, a company should create its advertising company and introduce a new product. It is obvious, that the issue of customization is especially vital for huge international companies. Unilever is a company of this sort. Its headquarters are situated in Rotterdam and London, though it operates all over the world, every year trying to obtain new benefits. With this in mind, it is also possible to say that customization of its products is an important aspect of the functioning of Unilever company as it owns over 400 brands and operates in almost all countries of the world (“About” para. 2).
Under these conditions, it is vital for this company to take into account the needs of people from different continents. There are several industries which suggests great possibilities for customization. It is possible to see these areas with the help of table1. Though, Unilever group owns great number of brands which also mean customization.
There are several main reasons for it. First of all, the main point, which should be outlined as the positive side of customization, is the ability to introduce certain good to the market faster (Sherman para. 2). There is no use denying the fact, that some time is needed for the targeted audience to understand the main sense of a new good. However, this time depends on the way in which this good is presented. If its advertising company is created in accordance with the demands of Western society, a good will not be popular in the East and on the contrary. That is why, good customizing strategy can lead to the decrease of its term.
Additionally, good customization can increase loyalty of population of a country where a product is going to be distributed. The thing is, that very often some products, which do not take into account peculiarities of the culture, can trigger mass protests or even conflicts. There is a great number of examples in the world trade connected with it.
Besides, even wars can become the result of this conflict. Indian Rebellion of 1857 happened because of the oiling made of cow fat, which was sacred animal for people in India (Eliason para. 11). That is why, it is absolutely vital for any company to take into account peculiarities of peoples mentality and culture before introducing some good.
However, it is also obvious that a company, which gives much attention to customization, will obtain marketing benefits. Well chosen customization strategy will obviously promote increase of the popularity of good. Trying to develop better understanding of the character of a good or service, a company will make great efforts to place information about it everywhere for people to be able to see it and get to know about some new services or goods. With this in mind, it is possible to say that this practice can be very efficient.
Customers will obtain more information connected with the issue while a company will obtain benefits (Andrews para. 3). It is obvious that Unilever also uses this practise (“Unilever Group in Health and Wellness” para. 4). Great sums of money are spent every year on advertising companies or special meetings which main aim is to show peculiarities of a new product (“Unilever Calls on Unify Square to Improve Global Communications” para. 7).
The next reason is one of the most important for the functioning of the whole company and can serve as the best evidence of the benefit of customization. The thing is that giving much attention to the development of clear and understandable image of a good in a certain country, a company also increases the level of incomes connected with the sales of this very product (Bain Insights para. 4). In other words, the better customization is organised, the higher the level of income can be expected.
The work of the Unilever company proves this statement. The thing is that it is one of the most beneficial companies in the world with the high level of incomes and good future. However, it became possible due to its successful customizing company as Unilever has great number of its branches all over the world and in every country the brand of the company has another look, or even title (“About” para. 7). Additionally, advertising company is also different. However, despite the fact that great amount of money is spent on these issue, the incomes of the company increase.
Moreover, customization of products can lead to the creation of the positive image of a company. There are several aspects of this statement. First of all, it should be said that customizing its goods, a company shows that it cares about the main needs of people who will buy them (Spaulding and Perry para. 7). That is why, its image becomes better. Additionally, trying to reorganize the process of manufacturing of some goods in accordance with the demands peculiar to targeted audience, a company very often creates some new brands and opens its factories and plants which leads to creation of new workplaces and promoted increase of the popularity of a company.
At last, customization of products of a company can lead to the constant popularity of a company and help it to remain in a season (“Benefits Of Customization” para. 4).
With this in mind, it is possible to admit a great importance and significance of the issue of customization, especially under modern conditions. There is no use denying the fact of the efficiency of this remedy within the framework of globalisation of modern society. Main benefits of this issue can be illustrated with the help of the following scheme.
With this in mind, it should be said that it is possible to recommend to use this very issue in order to obtain benefits and promote development of a company on international level (Titlow para. 5). Additionally, is seems impossible nowadays to ignore its main aspects as huge international companies deal with a great number of people who belong to different cultures and have different mentalities. With this in mind, it is possible to conclude that advantages of the usage of customisation are indisputable.
Works Cited
“About”. Unilever. com. n.d.
Unilever Calls on Unify Square to Improve Global Communications. n.d.
Andrews, Kelly. Giving the People What They Want: How Mass Customization Is Taking Advantage of the Customer Revolution. n.d. Web. 16 May, 2015.
Bain Insights. “Having It Their Way: The Big Opportunity In Personalized Products”. Forbes. 2013.
Benefits Of Customization. n.d.
Eliason, Erik. “3 Reasons Why Mass Customization is the Future of Consumer Products”. Huffington Post. 2012.
Piller, Frank, Fabrizio Salvador and Dominik Walcher. “The Market for Mass Customization Today”. InnovationManagemet.
Sherman, Erik. “Mass Customization: Let Your Customers Have It Their Way”. Inc. com.
Spaulding, Elizabeth and Christopher Perry. Making it personal: Rules for success in product customization. 2013.
Titlow, John. “Why User-Customized Products Are the Future of Business (For Real This Time)”. Readwrite.
Unilever Group in Health and Wellness. 2014.
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