When running an international business from the U.S., you’re bound to have to navigate tricky cultural differences. And now that more businesses are expanding internationally, leaders are honing their skills to market to a global consumer.
“Marketing requires a deep understanding of segmentation, targeting and positioning of our products,” says Nirbhika Moorjani, co-founder of Indian fashion company Exclusively.In. She should know: Moorjani had to adjust her business strategies when marketing to American women as opposed to Indian women.
“I have observed that India is more about ‘the brand’ than the fashion itself,” says Moorjani. “For the same product in the U.S., the aesthetic often takes
precedence over the brand name.”
Additionally, “U.S. consumers shop from home,” says Moorjani. Because American consumers are open to ‘trying and buying’, Exclusively.In can expand their product categories. In India, women still like to shop at traditional stores. “Online shopping in India is in its nascent stages,” she adds.
International marketing experts explain how things like a U.S.-based toll free number, cloud-computing and an easy buying process on your site will help.
Fatima Monkush and Nyla Hashmi also market to an international audience. They founded Eva Khurshid, a clothing line that features modest feminine styles. Check out more powerful Indian businesswomen on Business Today.
Bonus PINK Link: Ready to expand your brand? Here’s how.
By Malee Moua
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