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
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