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
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
Offering
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