Evaluation Within the Scope of Standardization and Adaptation of the Product Decisions Strategies Implemented by Unilever Knorr in the Turkish Market

Abstract

The various product strategies that businesses operating in international markets have developed by prioritizing customer satisfaction also includes the product standardization and adaptation strategies. These strategies are shaped by the influence of the international market environment, which involves a different set of dynamics. Marketing managers take decisions concerning the extent to which standardization and adaptation will be utilized by first conducting detailed analyses regarding the various factors associated with the countries they are trying to appeal to. In recent years, the strategy mainly adopted by businesses when taking product decision in global markets is the “think global act local” approach – in other words, the glocal approach. Owing to the approach, many businesses operating in global markets are able to continuously increase their effectiveness and share in markets, and to thereby become winners through successful efforts. In this context, the aim of this study was to examine and evaluate, within the scope of standardization and adaptation, the product strategies implemented in the Turkish market by Knorr, a successful brand in the food industry, for its dry soup products. Knorr is also one of the businesses of Unilever, a company that occupies an important place in the global market, and also represents the world’s largest fast moving consumer good company. Data obtained during the study through in-depth interviews performed with two senior managers of the company have shown that Knorr adopts the mixed approach known as glocalization for its dry soup products, which involves a combination of both adaptation and standardization.