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Multicultural Brand by Yilun Gu
8

Multicultural Brand

Feb 08, 2016

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Multicultural Brand. by Yilun Gu. The Nature of Multicultural. Marc Gobe , Chap 2 Disconnection Alert: The U.S Melting Pot is Hot!: “People want to deal with corporations that are responsive and sensitive to their unique needs.” - PowerPoint PPT Presentation
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Page 1: Multicultural Brand

Multicultural Brandby Yilun Gu

Page 2: Multicultural Brand

The Nature of MulticulturalMarc Gobe, Chap 2 Disconnection Alert: The

U.S Melting Pot is Hot!:

“People want to deal with corporations that are responsive and sensitive to their unique needs.”

Branding is about building a relationship with their own culture.

From International to Local

Page 3: Multicultural Brand

Case: KFCA leading multicultural brand in the global

world

2010 2011• Source: Yum!

Page 4: Multicultural Brand

KFC in China “Built a leading 40% share of the Chinese fast food

market through patiently tailoring its product offering to local tastes and building a strong team of local managers” –HBR

KFC is opening one new restaurant a day, on average with the intention of reaching 15,000 outlets

Abandoning the dominant logic behind its growth in the U.S: a limited menu, low prices, and an emphasis on takeout

“KFC would not be seen as a foreign presence but as part of the local community. Our opportunity was to take the best ideas from the US fast-food model and adapt them to serve the needs of the Chinese consumer.” –CEO Sam Sue of KFC China division

Page 6: Multicultural Brand

KFC as A Multicultural BrandWestern Fast Food

Limited Choices Mainly Deep Fried Very Few Vegetables Encourages Overeating Fast and Cheap

Page 7: Multicultural Brand

KFC as A Multicultural BrandChinese “New Fast Food”

Abundant Selections with Chinese-Western Fusion Flavors

Cooking Styles Plenty of Vegetables Balance Food & Drink (e.g. soup) Changing Selections Always Family Gathering and Sharing Mostly College Students as Employees

Page 8: Multicultural Brand

Thank You !