Presented By :

Ankur Goel(13) Ravi Pandey(45)

Ankush Verma(14) Rohan Israni(47)

Martial Arts

Cultural Elements and

Marketing Implications
Tend to attach to the reputation than to the
performance as most of Japanese brands are
known for performance it is not considered a
primary factor
Implication- Try to create a brand name and
show a status associated with it rather than
just focusing on performance
Give more importance to finishing of product
rather than performance
Implication- Try to have a nice and distinctive
presentation and display of goods

Purchases are mainly for practical uses or for showing

status i.e. they either go for very high priced goods or
very low
Implications- Either market products associated with high
status or with functionality, an average of both elements
might fail
Like precision (smaller and compact products). Might be
due to scarcity of resources which Japan has always faced
Implication- Focus on manufacturing products as compact
as possible (without compromising performance)
Socially influenced by western countries but culture is
intact
Implication-western clothes are very popular in Japan, an
association with western style (especially USA) can be
helpful

Change in lifestyle is there but it is slow

Implication- Need to create a brand loyal
customer initially and once created he will
be loyal to you given you perform as
expected
Prefer humble designs instead of gaudy and
too much appealing ones(like in US)
Implication- Products should have sleek
designs rather than bulky ones

Very disciplined (tend to follow the rules just

for the sake of it and not because of the
repercussions)
Implication- They follow what is taught to
them without questioning, thus if we can
create a lasting impression in them it will be
there till generations
High power distance
Implication- Products signifying a status
symbol will be more in demand. Brands
catering to high end customers will have
good opportunities also backed by high
purchasing power

Moderate collectivism, follows a nuclear

family system
Implication- Focus more on needs of small
families, advertisements should give more
sense of belongingness(showing people in
groups)

Changing Perceptions

A shift from Spending money to Save time to

Spending time to Save money
Due to recent economic problems worldwide
The current generations in their twenties have
never seen an economic boom
This is helping the sales of Private Labeled
products
Value for money brands gaining market share
Departmental stores more deserted than ever
Consumers going to malls and stand alone
specialty stores

Shift from Live to work to Work to live

People spending more time at home
They prefer to sit at home when not working
rather than going outside
Most preferred works include surfing net
and watching TV
Compulsory holidays

A Look at Cultural Differences

between India and Japan

Aspects that differs

Sharing of Information
India
Indian negotiators will first spend some time
gathering information and discussing
various details before the bargaining stage
of a negotiation can begin
People may share information quite openly
in an eort to build trust. This does not
mean that they will readily reveal
everything you might want to know during
your negotiation.

Sharing of Information
Japan
The time spent to gather information and
discuss various details before the
bargaining stage of a negotiation can begin
is usually extensive. In this phase, the
Japanese seek to find the other sides
weaknesses.
They rarely share information freely, since
the Japanese view is that having privileged
information creates bargaining advantages.

Pace of Negotiation(slow)
India:
Delays are often inevitable, particularly when
dealing with government bureaucracy

Indians generally employ a polychromic work

style. They are used to pursuing multiple actions
and goals in parallel. When negotiating, they
often take a holistic approach and may jump back
and forth between topics rather than addressing
them in sequential order.

Pace of Negotiation(slow)
Japan:
Expect negotiations to be slow and protracted, with
immense attention paid to details throughout all
stages. Relationship building, information gathering,
bargaining, and decision making all take
considerable time.

Delays will be inevitable, making patience

extremely important.

More often than not, though, this behavior indicates

either that they need time for internal discussions,
or that they are trying to put you under time
pressure in order to obtain concessions.

Bargaining
India:
Indian businesspeople are often shrewd negotiators . Most
of them love bargaining and haggling.
The negotiation can be extensive. Prices often move more
than 40 percent between initial oers and final agreement.
Deceptive techniques are frequently used. This includes
tactics such as telling lies and sending fake non-verbal
messages, pretending to be disinterested in the whole deal
or in single concessions, or making false demands and
concessions.
Corruption and bribery are quite high in Indias public and
private sectors. However, Indians respect companies that
have high ethical standards.

Bargaining
Japan:
The Japanese negotiation style is very
formal and tolerates only a restricted set of
negotiation tactics

The Japanese are used to bargaining but

often frown upon haggling.

Japanese negotiators avoid aggressive

techniques

Decision Making
India:
Most companies tend to be very
hierarchical, and people expect to work
within clearly established lines of authority.
Disagreeing with or criticizing superiors is
often viewed as unacceptable.

Decision Making
Japan:
While Japanese decision making is a group
process through which consensus is
established
The role of the senior leaders is to
orchestrate the process, help establish
consensus, and formulate the ultimate
decision

Process of Negotiation

Negotiation Process: India

Preparation and Planning
Definition of Ground Rules
Clarification and Justification
Bargaining and Problem Solving
Closure and Implementation

Negotiation Process: Japan

The non task sounding
The task related exchange of information
Persuasion
Concessions and agreement

Comparison of India and Japan

as per Hofstedes Model:

Comparison of India and Japan

as per Hofstedes Model:

Power distance:
This dimension dealswith the fact that all
individuals in societies are not equal it
expresses the attitude of the culture towards
these inequalities amongst us.Power distance is
defined asthe extent to which the less powerful
members of institutions and organizations within
a country expect and accept that power is
distributed unequally.

India scores high on this dimension, 77, indicating

an appreciation for hierarchy. Real Power is
centralized even though it may not appear to be
and managers count on the obedience of their
team members while Japan scores 54.

Individualism:
The fundamental issue addressed by this dimension
isthe degree of interdependence a society
maintains among its members. It has to do with
whether peoples self-image is defined in terms of
I or We. In Collectivist societies people belong to
in groups that take care of them in exchange for
loyalty.

Japan and India, with a rather intermediate score of

46 and 48,is a society with both collectivistic and
individualistic traits. The collectivist side means that
there is a high preference for belonging to a larger
social framework in which individuals are expected
to act in accordance to the greater good of ones
defined in-group(s).

Masculinity:
A high score (masculine) on this dimension indicates that the
society will be driven by competition, achievement and
success

A low score (feminine) on the dimension means that the

dominant values in society are caring for others and quality of
life. A feminine society is one where quality of life is the sign
of success and standing out from the crowd is not
admirable.The fundamental issue here is what motivates
people, wanting to be the best (masculine) or liking what you
do (feminine).

Japan scores 95on this dimension and is thus considered a

masculine society. Japan is actually very masculine in terms of
visual display of success, power and competition while India
scores 56 showing elements of feminity also present here.

Uncertainty avoidance:
The dimension Uncertainty Avoidance has to do with the
way that a society deals with the fact that the future can
never be known: should we try to control the future or just
let it happen? This ambiguity brings with it anxiety and
dierent cultures have learnt to deal with this anxiety in
dierent ways.The extent to which the members of a
culture feel threatened by ambiguous or unknown
situations and have created beliefs and institutions that try
to avoid theseis reflected in the UAI score.

India scores 40on this dimension and thus has a medium

low preference for avoiding uncertainty while Japan loves to
hide things and live in uncertainity it its score of 92 shows.

Pragmatism:(practical point of view)

This dimension describeshow every society has to
maintain some links with its own past while dealing with
the challenges of the present and future.

Japan has a score of 88 on this dimension, which indicates

a preference for a more long-term, pragmatic culture in
comparison to Indias 51

Societies that have a high score on pragmatism typically

forgive a lack of punctuality,a changing game-plan based
on changing reality and a general comfort with discovering
the fated path as one goes along rather than playing to an
exact plan.

Indulgence:
One challenge that confronts humanity, now and in the
past, is the degree to which little children are socialized.
Without socialization we do not become human. This
dimension is defined asthe extent to which people try to
controltheir desires and impulses, based on the way they
were raised. Relatively weak control is called indulgence
and relatively strong control is called restraint. Cultures
can, therefore, be described as indulgent or restrained.

India receives a low score of 26 in this dimension in

comparison to Japans 42 , meaning that it has a culture of
greater restraint than japan.

People with this orientation have the perception that their

actions are restrained by social norms and feel that
indulging themselves is somewhat wrong.

THANK YOU