What to standardise, customise?

Almost all the Indian exit polls seem to point to a hung verdict. Shows how fractured the mandate is. Shows how region-centric issues are. Shows how there's no issue that's pan Indian. Shows something that marketers can learn from.

Products and services must be localised. But then note, there is an issue out there that cuts across regions in India. Everyone, doesn't matter which region he belongs to, longs for a better life. There's a lesson in there too. Products and service must deliver solutions to consumer needs. That's a standard requirement. If you intend to customise your solutions, tweak it to appeal to a regional consumer and ensure your marketing communication is completely localised.

By the way, the poll results will be out in 48 hours. Its going to be a riveting scene. Happy viewing.


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