Download Global Marketing

Global marketing is “marketing on a
worldwide scale reconciling or taking
commercial advantage of global operational
differences, similarities and opportunities in
order to meet global objectives".
If you were marketing Coca Cola in China,
would you do anything different?
Does this ad differ from McD’s U.S. advertising?
McDonalds Ad
Jollibee consumer video
Official Jollibee ad
What is their secret?
http://www.jollibee.com.ph/
Filipino Target
Market Wants
Value Prop and
Offering
Eat in a
“modern” fast
food restaurant
Looks like McD’s,
same red & gold
color, Jollibee
vs. clown.
Eat something
more like
traditional food,
not burgers.
Menu features
chicken and
noodle dishes.
Eating is a multigenerational
family activity.
Rarely eat alone.
“Dito ang sarap
maging pamilya”
“Here there
is something
good for the
whole
family”
Check out Samsung’s global marketing
approach:
Samsung Case Study
How much to customize the offering and
value prop for the local target market.
Same product
worldwide
Some local
customization
Totally
customized for
local market