How to Do Product Localization

Product localization is a marketing tool used to adapt a product to fit into a specific demographic. To achieve successful product localization, a company needs to understand the language, customs and culture of the area. Learn the basics of product localization.

Instructions

1. Alter the product or product description when marketing to a specific geographic area. For instance, a doll that speaks in simple phrases can be altered to reflect the language differences of a geographic location. Spanish-speaking dolls would market well in places with a large concentration of Spanish-speaking people.

2. Change food products to cater to the predominant cuisines in the area you target for product localization. A food product can be modified to appeal to an area when you add a few ingredients. For example, consumers in the southwest might be attracted to foods with hot and spicy ingredients; Cajun-type ingredients can be used to appeal to the market in the deep South.

3. Consider the economic factors of an area to enhance product localization. To promote the products of a fast-food chain in a suburban area, focus on child-friendly foods and the healthy alternatives offered in the restaurant to appeal to families and stay-at-home mothers. Focus on the low prices of the products and fast service to attract the busy working class and urban consumers. In poorer areas, offer a product in its basic form; in upscale areas, offer the same product with the expensive accessories.

4. Test how well a product is received in a particular area when you do product localization. Use focus groups to survey how likable the product is in that area. Alter the product based on the feedback you receive.