From sipping the Starbucks chai latte on campus at UTD to the ginseng-infused Loreal moisturizer in your favorite influencer vanity, we are surrounded by instances of globalization done right. When versatility meets the intricacies of culture, the ultimate formula of a product's market fit comes into play. Now whether this blend reaches the masses in the intended way, or gets lost in translation, that is for the product manager to tweak on the go. The way brands have modified their style and story to break through different international markets sets the template for successful global product management. Ultimately, in a rapidly globalizing world, where brands like Starbucks, Apple, and Uniqlo break through the breadth of culture, ranging from Japanese minimalism to American maximalism, the core identity of each of the brands remains intact. It is about the influence of the culture instead of its appropriation. Hence, just a simple incorporation of national colors on the label or having the local language as part of the visuals rarely makes up as a differentiator. There is a delicate balance of staying true to the brand essence while embracing cultural relevance is what truly defines success

on the global stage. For a functional Geography like Japan, versus a luxurious breakthrough of the European subcontinent, the playbook of a product launch often resembles a game of chess, where every move - from launch to product market fit - must be tailored to what is deemed culturally fit. In this case, it is the target audience's persona in the form of preferences, habits, and pain points. For global product managers, cracking this cultural code sets a thriving international product apart from one that falls flat. Global product management has become the linchpin, ensuring companies survive and thrive in international

markets. In an interconnected world where competition knows no borders, one-size-fits-all solutions simply don't work. Effective global product management bridges the gap between global ambitions and local realities, providing a roadmap for success. It emphasizes relevance — understanding how a product fits into the daily lives of diverse consumers, whether through design, functionality, or messaging.

Apple provides an exceptional case of effective global product management. The moat of an Apple product has

always been the fact that it is often viewed as a status symbol. You don't own a phone. You own an iPhone. You

don't own a laptop. You own a MacBook. While the products in terms of design, packaging and functionality have been consistent across markets, certain strategic adjustments have been made when it comes to advertising the new launches. For instance, in China, Apple adjusted its marketing and branding to align with local cultural values, emphasizing innovation and status, whereas, in India, where price sensitivity is high, Apple launched the iPhone SE as a more affordable option while maintaining its premium brand image. Understanding regional markets, a commitment to product customization, and a deep respect for cultural and regulatory differences are what make product managers vital cogs in a company.

The impact of thoughtful product adaptation is undeniable. We have data to back this thesis,

● 76% of consumers prefer brands that “understand them,” according to McKinsey. This means global companies must tailor their offerings to align with local values.

● A study by Harvard Business Review revealed that localized adaptations can increase market share by 30%. Coca-Cola demonstrated this by introducing sweeter sodas in the Middle East to suit regional palates.

● In 2023, L’Oréal reported a 12% revenue growth driven by its Chinese-specific product line, which incorporated traditional ingredients like ginseng.

These numbers reinforce the narrative that a consciously blended campaign can turn a good product into a cultural phenomenon.

Of course, adapting products isn’t without its hurdles. If not backed by enough research with the right focus groups, the conclusions drawn based on wild assumptions often lead to costly missteps. In 1996, Kellogg’s entered India with cornflakes, only to discover that Indian consumers preferred warm breakfasts. To win trust, the company had to reposition its product to cater to the Indian palette and style. That meant making the entire value proposition about health and touting Kellogg’s as a cold healthy alternative to the already existing options in the market. And the final nail in the coffin? The inclusion of Bollywood theme elements in the adverts just did the trick of making it a household name for breakfast in India. As an effective global product manager, you must balance the brand's broader vision and the intricate details required to thrive in diverse markets, ensuring products resonate with consumers while maintaining the brand’s core identity.

Source:

● https://www.loreal.com/en/news/group/loreal-china-spotlight-on-a-succes-story/

● https://hbr.org/2011/10/shaking-things-up-at-coca-cola