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?
Jollibee consumer video Official Jollibee ad
What is their secret? http://www.jollibee.com.ph/
Eat in a
“modern” fast food restaurant
Eat something more like traditional food, not burgers.
Eating is a multigenerational family activity.
Rarely eat alone.
Value Prop and
Looks like McD’s, same red & gold color, Jollibee vs. clown.
Menu features chicken and noodle dishes.
“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