ESTHER V LALHMANGAIHZUALI

BA POL SC [HONS] SEM: 3

ROLL NO:220256

1.ETHNOCENTRISM
Case Study on Kellogg's Entry into the Indian Market
Kellogg's initial entry into the Indian market in 1994 with breakfast cereals faced significant
challenges, resulting in a perceived failure. The brand was overconfident, overlooked cultural
nuances, and priced its products too high for regular consumption. The Indian preference for
hot, sweetened milk clashed with Kellogg's crispy flakes, which would go soggy when
consumed with hot milk. Moreover, the bland nature of the cereals failed to match the variety
and spiciness of traditional Indian breakfasts. Kellogg's initial marketing campaigns also
suggested that traditional Indian breakfasts were not nutritious, creating further resistance.
However, Kellogg's revised its strategy by introducing sweetened Frosties in 1997, reducing
prices, and offering a wider range of product sizes. The marketing approach shifted to
position cereals as a fun choice rather than just a nutritious one. Kellogg's localised its
branding, introduced flavours that suited local tastes, and used advertising with local faces.
The brand successfully adapted to the Indian market, presently holding a substantial 70%
market share.
Pros:
1.Global Brand Recognition: Kellogg's, as a global brand, brought recognition and
familiarity to the Indian market, which may have contributed to its ultimate success.
2.Market Creation: Kellogg's played a crucial role in creating a market for breakfast cereals
in India, despite the initial setbacks. The brand's persistence and adaptation contributed to
changing consumer habits.
3.Habit Changing: Even well-established brands need to adapt and change consumer habits
to succeed in diverse markets. Kellogg's ability to introduce new flavours and adapt its
marketing approach showcases the potential for habit-changing in consumer behaviour.
Cons:
1.Ethnocentrism: Kellogg's initial failure stemmed from ethnocentrism, where the company
assumed that its product and marketing strategies would be universally accepted without
considering local cultural preferences.
2.Overconfidence: The brand's overconfidence and lack of thorough research on local tastes
and habits led to a failed product launch. This highlights the importance of humility and
understanding local markets before entering them.

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3.Resistance and Indignation: The initial marketing campaigns, implying that traditional
Indian breakfasts were not nutritious, created resistance and indignation among the target
audience. This serves as a cautionary example of the negative impact of ethnocentric
marketing approaches.
In conclusion, Kellogg's journey in the Indian market reflects the importance of adapting to
local cultures and preferences. While ethnocentrism can lead to initial failures, a flexible and
localized approach can help brands recover and thrive in diverse markets.

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2. CULTURAL SHOCK
Culture shock is the disorientation and discomfort individuals feel when exposed to
unfamiliar customs, social norms, and lifestyle practices in a new cultural environment.
Culture shock can manifest in various ways, and individuals may experience it differently
depending on their cultural background and the context of their experiences. Here are some
examples illustrating different aspects of culture shock:
1.Language Barrier: An individual moving to a new country where they are not fluent in the
local language may experience difficulty in communication. This can lead to frustration,
isolation, and a sense of being unable to fully express oneself or understand others.
2.Social Customs and Manners: A person from a culture with different social norms may
find it challenging to navigate social interactions in a new environment. For instance,
gestures, body language, and unwritten social rules can differ significantly, causing
discomfort or misunderstandings.
3.Religious Practices: Participating in or observing religious practices different from one's
own can be a powerful experience. The rituals, ceremonies, and traditions may be unfamiliar
and may require adjustment and understanding.
4.Traffic and Transportation: Navigating the local transportation system or traffic customs
can be disorienting. For example, someone used to organized and orderly traffic patterns may
experience shock in a place with chaotic or different driving practices.
PERSONAL EXPERIENCE:
Leaving the serene streets of Aizawl, Mizoram, and landing in the hustle and bustle of Delhi
was a culture shock, especially on the roads. Aizawl, known as the "Silent City of India," had
a calm traffic flow, with honking being a rare occurrence. Delhi, on the other hand, presented
a stark contrast.
The impatient and reckless driving in Delhi took me by surprise. Horns blared incessantly,
creating a constant cacophony. It seemed like drivers believed that honking could magically
clear the traffic. The roads, initially appearing chaotic, turned out to be a complex dance of
vehicles navigating through tight spaces with apparent precision.
The excessive use of horns, not just as a warning but as a constant expression of impatience,
was perplexing. It was a departure from the patient and quiet roads of Aizawl. Adapting to
Delhi's fast-paced traffic became a lesson in understanding the city's vibrant and loud rhythm.
The initial annoyance transformed into an acceptance of the varied driving cultures within
India. This experience taught me the importance of adapting to diverse cultural landscapes,
even within the same country.

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3. SOFT SKILLS OF BUSINESS
COMMUNICATION
Soft skills in business communication encompass a set of interpersonal attributes and
behaviours that facilitate effective interaction, collaboration, and relationship-building in a
professional environment.
1.Effective Attire: Dressing appropriately for the professional context, considering industry
norms and organizational culture, is crucial. Attire contributes to a positive first impression,
reflecting professionalism and aligning with work environment expectations.
2.Body Language: The use of gestures, postures, and facial expressions to convey messages
non-verbally significantly impacts communication. Positive body language enhances
engagement, while negative signals can lead to misunderstandings.
3.Kinesis (Body Movement): The study of body movements, including gestures, facial
expressions, and eye movements, aids in effective communication. Awareness of kinesis
aligns non-verbal cues with verbal messages for enhanced clarity.
4.Paralanguage: The non-verbal elements of speech, such as tone, pitch, volume, and pace,
add depth to spoken words. Paralanguage allows for the expression of emotions, emphasis,
and nuances in communication.
5.Chronemics (Use of Time): The study of the role of time in communication, including
punctuality and the perception of time, is crucial. Being mindful of time ensures efficient
scheduling, demonstrates respect for others' time, and aligns with cultural expectations.
6.Active Listening: Fully engaging in conversations, asking clarifying questions, and
providing feedback demonstrate active listening skills, is essential for building relationships.
Mastering soft skills in business communication is essential for conveying messages clearly,
fostering positive relationships, and navigating the complexities of diverse cultural contexts
within the business environment. These skills enhance overall effectiveness, contributing to
successful professional interactions and organizational success.

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4. TELEPHONIC CONVERSATION AND GROUP
DISCUSSION SKILLS
TELEPHONIC CONVERSATION:
Telephonic conversations, facilitated by telecommunication devices, have become an integral
part of our daily communication. This mode of interaction enables individuals to connect in
real-time, overcoming geographical barriers and fostering instant communication. While
offering convenience and efficiency, telephonic conversations come with their own set of
advantages and disadvantages.
Advantages:
1. Instant Communication: Telephonic conversations allow for immediate communication,
making it an efficient means for quick decision-making and resolving urgent matters.
2. Global Connectivity: Geographical distances become irrelevant, allowing individuals to
connect with anyone around the world without the need for physical presence.
3. Cost-Efficiency: Compared to traditional methods like face-to-face meetings, telephonic
conversations are often more cost-effective, especially for long-distance communication.
4. Convenience: With the widespread use of mobile phones, telephonic conversations offer
unmatched convenience. People can communicate while on the move, contributing to
increased flexibility.
5. Documented Information: Many telephonic conversations can be recorded or
documented, providing a reference for future discussions or clarifications.
Disadvantages:
1. Lack of Non-Verbal Cues: Unlike face-to-face interactions, telephonic conversations lack
non-verbal cues such as body language and facial expressions, potentially leading to
misunderstandings.
2. Limited Personal Connection: Building personal rapport can be challenging over the
phone, as the absence of visual cues may hinder the establishment of a deeper connection.
3. Technical Issues: Connectivity problems, dropped calls, or distorted audio can disrupt the
flow of communication, leading to frustration and hindering effective conversation.
4. Misinterpretation: Without visual context, words alone can be open to interpretation,
increasing the likelihood of miscommunication or misinterpretation of intentions.
5. Overdependence: Excessive reliance on telephonic conversations may diminish face-to-
face communication skills and the ability to read non-verbal cues effectively.
In conclusion, telephonic conversations offer a swift and efficient means of communication,
transcending geographical boundaries. However, their limitations in conveying non-verbal
nuances and the potential for technical issues underline the importance of balancing
telephonic interactions with other forms of communication for a more comprehensive and
effective communication strategy.

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GROUP DISCUSSION SKILLS
Group discussions are a dynamic communication format where a group of individuals
collectively explores and discusses a specific topic or issue. This interactive approach fosters
the exchange of ideas, opinions, and perspectives. While group discussions offer several
advantages, they also come with inherent challenges.
Advantages:
1.Diverse Perspectives: Group discussions bring together individuals with varied
backgrounds, experiences, and viewpoints, promoting a rich diversity of ideas and insights.
2.Idea Generation: The collaborative nature of group discussions often leads to the
generation of creative and innovative solutions to problems through the pooling of collective
intelligence.
3.Skill Development: Participants enhance communication, teamwork, and critical thinking
skills by actively engaging in group discussions, contributing to personal and professional
development.
4.Decision-Making: Group discussions provide a platform for thorough deliberation and
analysis, facilitating informed decision-making through the consideration of multiple
perspectives.
5.Social Interaction: Participants have the opportunity to interact socially, building
relationships, fostering camaraderie, and creating a positive and collaborative atmosphere.
Disadvantages:
1.Dominance of Voices: In some group discussions, certain individuals may dominate the
conversation, overshadowing quieter participants and limiting the diversity of ideas
presented.
2.Lack of Focus: Discussions can sometimes deviate from the main topic, leading to a lack
of focus and reduced effectiveness in addressing the intended issues.
3.Conflict and Disagreement: Diverse opinions may lead to conflicts and disagreements
within the group, potentially hindering productive discussion and collaboration.
4.Time Constraints: Limited time for group discussions may impede in-depth exploration of
complex topics, preventing thorough analysis and understanding.
5.Unequal Participation: Not all participants may contribute equally, and some may feel
reluctant to express their opinions, hindering the inclusivity of the discussion.
In conclusion, group discussions offer a valuable platform for collaborative exploration of
ideas, fostering creativity, skill development, and effective decision-making. However, the
success of a group discussion hinges on managing challenges such as unequal participation
and potential conflicts, ensuring a balanced and inclusive exchange of ideas.

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5.WRITE A TED TALK ON “HOW TO DEFINE
ONESELF”
Discovering who you are is a meaningful journey, kind of like figuring out your own unique
story. In a world where people have lots of opinions about how you should be, defining
yourself becomes like taking control of your own narrative. It's about being true to yourself
and shaping an identity that feels right for you.
The first step in this journey is looking inside yourself, thinking about what you believe in,
what makes you happy, and what really matters to you. This helps you build a true picture of
who you are. But, as you explore this, you'll notice that outside things, like what society
expects or cultural norms, also try to shape you. The next important step is breaking free from
these external pressures and letting your own values be the main guide.
Being authentic, or true to yourself, is a big part of figuring out who you are. It means
embracing your uniqueness and not trying to be what others want you to be. It's about being
real, including your flaws.
Life experiences are like puzzle pieces that make up your story. Every success, challenge, and
reflection shapes who you are. Owning your story, both the good and the tough parts, adds
depth to your self-defined identity.
In a world that often says success is about money, status, or popularity, it's important to make
success your own. What makes you feel fulfilled and purposeful? Is it chasing your passions,
building meaningful relationships, or growing as a person? When you align what you do with
what really matters to you, that's your path to a more meaningful and authentic life.
Being adaptable is a key part of figuring out who you are. The journey isn't set in stone; it
changes as you experience new things. Embracing change, being open to growing, and
understanding that who you are can change over time help you navigate life authentically.
A crucial part of defining yourself is accepting who you are. Recognizing your imperfections
and embracing your whole self brings a sense of inner peace. This self-acceptance is a
foundation for building good relationships, pursuing your goals confidently, and handling
life's challenges with grace.
In conclusion, figuring out who you are is a brave and ongoing adventure. It involves looking
inside, rejecting outside pressures, being authentic, owning your story, redefining success,
adapting to change, and accepting yourself. It's not a one-time thing but a continuous journey,
allowing you to be your true self and live a life that feels right for you. Remember, as
philosopher Søren Kierkegaard wisely said, "Life can only be understood backward, but it
must be lived forward."

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6.Talk to a person who has experienced cultural
shock in an interview format.
Question: Hello! Thank you for joining me to share your experiences with culture shock. Can
you tell me a bit about where you are from and your background?
Answer: Hi! I was born and raised in Mizoram and I came from a parent who grew up in
Assam.
Question: So, what made you come to Delhi?
Answer: I came to Delhi to pursue my bachelor degree.
Question: Moving from Mizoram to a place like Delhi must have had its unique cultural
aspects. Can you share a bit about that transition? How has your experience been adapting to
life in Delhi?
Answer: Navigating the cultural aspect of language, Delhi allows the use of English or Hindi,
whereas in Mizoram, 'Mizo' is our primary language. As someone not fluent in Hindi and
English not being universal, communication proves challenging, leading to frequent
misunderstandings. Adapting to Delhi's lifestyle is relatively smooth due to prior familiarity,
yet personal challenges arise, such as sharing spaces. In contrast to Mizoram, where I rarely
ventured out, Delhi's abundance of places prompts frequent outings and socializing with
friends.
Question: Can you share a specific moment that made you realize you were experiencing
culture shock?
Answer: When people randomly came up to me asking for money or food or trying to sell me
things or asking me to go into their said cafe, it struck me. It was quite different from the
reserved and close community interactions I was used to in Mizoram.
Question: How did you cope with that initial shock?
Answer: It was hard to cope with this initial shock at first, but I got used to it as I experienced
it every single day. So, I slowly accepted it as a normal social fact. Understanding that
cultural differences exist and that people have diverse ways of interacting helped me adjust.
Question: Have there been any pleasant surprises amidst the challenges?
Answer: Yes, definitely. One pleasant surprise has been the open-mindedness and acceptance
towards the LGBTQ community, especially in colleges and other institutions. It's heartening
to see such progress in terms of social attitudes.
Question: What advice would you give to someone going through culture shock?
Answer: I would advise them to just go along with it and accept the change or just ignore and
mind their own business unless it causes harm to them. It's essential to find a balance between
embracing the new culture and holding onto aspects of your own background that are
important to you.

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8.Food acting as a bridge to connect cultures.
Food has a remarkable ability to transcend cultural boundaries, acting as a powerful bridge
that brings people together, fosters understanding, and celebrates diversity. The shared
experience of enjoying a meal can create connections and deepen cultural appreciation in
several ways:
1.Culinary Exploration: People from different cultures often bond over the joy of exploring
new cuisines. Trying dishes from diverse cultures provides a tangible and delicious way to
experience a slice of someone else's life.
2.Cultural Exchange: Cooking and sharing traditional recipes become a form of cultural
exchange. Individuals can learn about the history, customs, and values of a culture through
the ingredients, cooking techniques, and stories behind each dish.
3.Social Connection: Sharing a meal is a universal social activity. Whether it's a family
gathering, a communal celebration, or a casual dinner with friends, breaking bread together
creates a shared space for conversation, laughter, and bonding.
4.Breaking Stereotypes: Food challenges preconceived notions and stereotypes. Tasting the
authentic flavours of a culture can dispel misconceptions and promote a more accurate
understanding of its richness and complexity.
5.Global Fusion: As people travel, migrate, and share their culinary traditions, a global
fusion of flavours emerges. This fusion not only reflects the interconnectedness of cultures
but also celebrates the creativity that arises when culinary influences intertwine.
6.Celebrating Diversity: Food allows individuals to celebrate and take pride in their cultural
heritage. It becomes a source of cultural identity and a way to preserve and pass on traditions
from one generation to the next.
In conclusion, food serves as a universal language that speaks to the heart and soul of a
culture. It brings people together, promotes cross-cultural understanding, and celebrates the
rich tapestry of human diversity. Whether through home-cooked meals, shared recipes, or
culinary adventures, the simple act of sharing food has the power to build bridges and create
lasting connections between cultures.