Can I have a McKroket?

'Global Marketing and Advertising: Understanding Cultural Paradoxes' is a very interesting book, written by Marieke K. de Mooij.  She explains almost everything we already have discussed the previous weeks in our blogs.  I picked out one particular part of the book: chapter 2; the Global brand. To discuss this, we need a definition of what constitutes a global brand:

A global brand is one that is available in most countries in the world and shares the same strategic principles, positioning, and marketing in every market throughout the world, although the marketing mix can vary. It has a substantial market share in all countries (dominates markets) and comparable brand loyalty (brand franchise). It carries the same brand name or logo.

McDonald's is a brand that really fits this definition, as you maybe already knew after reading one of the previous blogs about the famous brand.

First of all, McDonalds is available in more than 100 countries, with more than 30 000 distribution points. It serves 52 million customers every day! The only brand that is bigger, is Coca-Cola, as I mentioned in my previous blog.

Secondly, the brand has a very strong image and the same standards all over the world. However, it makes its advertisements and product offers very local, as Caroline already said.

Some examples for the different ads: McDo uses 'Astérix and Obélix' in France, a very famous historical cartoon. In China, the Chinese restaurants all have big tables and it's very difficult to go on a date. So, what does McDonalds? They make tables for two, so the couple has some privacy. This is contrary to India, where McDo is the typical 'family restaurant', with its large tables. Or in Taiwan, they made VIP rooms, because the people like privacy.

The local touch of the brand is also very remarkable: McDonalds sells the Kiwi Burger in New Zealand, the Prosperity Burger in Malaysia, the McKroket in the Netherlands, the Croque McDo in France, etc.

I agree with Caroline that the Americanization of our eating habits is not a good thing. However, I find in very interesting and astonishing when I see all the efforts that McDonalds does to integrate in the different cultures.

 

Lara Moons

Global marketing and advertising - Marieke K. de Mooij