McDonald's Ebi Burger




Do you believe in international marketing ? People say think global, act local. It's like a cliche but it's absolutely right. The fundamental of marketing is about segmentation, targeting and positioning and we formulate a marketing mix to satisfy the needs of the target segment(s). It's almost impossible to come up with a single marketing mix to address a wide variety of segments, geographical segments. Look at McDonald's, I suppose it's really a global company that thinks global and acts local. There are waves of new foods that suits local HK people's taste. It uses local celebrities for advertising and gives away Hello Kitty. It's like a local company just carrying a global brand.

Comments

Dark said…
Although I personally does not like this ad, I will refrain from judging it the best I can. However, I agree that one should think global, and act local. That brings me to the question: When this advertisement is so heavily Japanese based, what "local" is it? The irony is that it is not a japanese add targeted towards japanese viewers, it's a japanese wannabe add targeted to HK viewers who have the guts to try a new flabby shrimp cake that never meets up the expectation (I did try this burger, and it's worst than I possibly ever imagined).
I wonder why are we not thinking increasingly local? Instead, HK is being increasingly segmented, like a broken mirror. If we can see the situation like the broken mirror, perhaps the world on the other end is better than the real world here. So do we raise the expectations of the audience to impossible levels, or is it time to go back a little down to earth, and stop all this fake-globularly-improving nonsense?
1:32 pm
Louis Lau said…
Yes, I would agree that this Ebi burger is not the tastiest thing on earth. Undoubtedly, HK people aspire to Japanese culture and food. Just that MCD acts local by coming up with this new burger to suit the their needs.
12:32 am
Post a Comment

Popular posts from this blog

PUMA Agitation watch

Image
This is a new line of sport watches from PUMA called Agitiation. You may fall from the chair like I did when you read the copies. I can understand the thinking behind the ad : when you sell a plastic watch at HK$550, you would just need to think about some catchy selling points for it. The biggest selling point of this watch is the strap. There are holes in the strap (so called cheese cut-out) to make the watch as light as 45 grams so that you can run faster ! What's more, there are so many colours to choose from. It doesn't matter whether you have a fair or tanned skin complexion ... there's one for you ... I bet this watch is produced and marketed under licence granted by the brand owner of PUMA. Too bad that the licence is given to the wrong hands. It's Ok if this watch doesn't sell as it is the business of the licensee after all. However, a BS ad like this may have negative image impact on the PUMA brand in a way.
Read more

Giordano's frog

Image
One student asked me why Giordano re-uses its frog logo from ages ago. I said I know don't know. Really ! Giordano is a value-for-money brand. If it prints its logo onto the T-shirts and jeans, be it the frog or anything that says "Giordano", will sales increase ? Probably not. Giordano is a brand you wear but you don't want to admit. It's not a brand like Nike or LV that can uplift your image after all. So if it puts the frog back onto its product, there may be adverse effect on its sales. I haven't visited its store at the time of writing but according to its website, it hasn't added back the frog to its products. I wouldn't do that either. So what is the point of having the frog back in its print and advertising materials ? To remind us of its good old days ?
Read more

Benefiber ad

Image
Benefiber is quite a new product concept. Fiber powder that you can add to your favourite food, making fiber intake easy. I'm not sure whether such a new concept would be accepted by consumers. But one thing for sure. It's rather inappropriate to use 韜韜 as the endorser. He's a cute old man and I personally quite like him. He loves eating and the more I see him eating in front of the camera, the more I'm worried about his health condition. It looks like he's going to burst ! The question is whether he's a credible one to endorse a diet-realted health food at all. It may be more credible for him to endorse a slimming house when he manages to lose 100 lb.
Read more