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Transcript
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
