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McDonald's takes a "cross-cultural" approach to multicultural marketing
Stephen Whiteside, Event Reports, ANA Multicultural and Diversity Conference
This report describes how McDonald's, the fast food retailer, is approaching multicultural marketing in the US, where it is seeing growing numbers of Hispanic, African-American and Asian-American customers across its outlets.
This report describes how McDonald's, the fast food retailer, is approaching multicultural marketing in the US, where it is seeing growing numbers of Hispanic, African-American and Asian-American customers across its outlets. The company has tailored its English-language creative with predetermined culturally-relevant insights; a "cross-cultural" approach that broadened its appeal to all audience segments. A spot featuring a grandfather who uses the free WiFi in a McDonald's restaurant to receive a video call from his daughter to see his new baby grandson for the first time had wider resonance, despite originally being aimed at Afro-Americans. Furthermore - citing its McCafe range – McDonald's recognized that Asian-Americans were more inclined to drinking espresso than other demographics. As a result, McDonald's ran a one-time offer on its coffee, reducing the price to $1 and promoting it in the tri-state New York area using coupon booklets in Chinese, Hindi, Korean and Tagalog.
How brands are built in the digital age: A decade of 'I'm Lovin' It'
John Somerville, Admap, December 2013, pp. 29-31
This article discusses how McDonald's, the fast food restaurant chain, uses technology in its marketing whilst maintaining core values.
This article discusses how McDonald's, the fast food restaurant chain, uses technology in its marketing whilst maintaining core values. McDonald's has kept pace with digital innovation, using it in the early 2000s to maintain relevance when under threat. The company has successfully used social media, mobile and creative content to engage consumers with its brand, and it is argued that having values at its core has allowed this. Mobile, in particular, has been used by McDonald's to create useful and engaging experiences for consumers that vary by market. Engaging consumers in conversations online and allowing open questions has also helped the brand to build its reputation.
Understanding India: Insights into a rapidly-changing market
Lena Roland, Event Reports, November 2013
This event reports looks at the current shifts reshaping Indian society, and how brands can respond. As a nation characterised by enormous economic, cultural and linguistic diversity, India presents a challenge to marketers used to more homogeneous markets.
This event reports looks at the current shifts reshaping Indian society, and how brands can respond. As a nation characterised by enormous economic, cultural and linguistic diversity, India presents a challenge to marketers used to more homogeneous markets. However, the vast number of young, increasingly-affluent consumers constitutes a huge opportunity, as do residents of smaller towns in rural parts of the country. Digital tools such as mobile are particularly promising for engaging these audiences, but marketers must also recognise and reflect the frugal habits pursued by many shoppers.
Lessons from Don Quixote: The Sancho Panza way to excellence in cross-cultural qualitative research settings
Nina Müller, Dörte Töllner and Andrew Vincent, ESOMAR, Qualitative, Valencia, November 2013
This paper draws on lessons from novel Don Quixote in order to propose a collaborative qualitative research model and challenge the assumption that the same approach everywhere will yield the same level of insight.
This paper draws on lessons from novel Don Quixote in order to propose a collaborative qualitative research model and challenge the assumption that the same approach everywhere will yield the same level of insight. It is argued that researchers should learn the lessons of character Don Quixote who to his detriment exported his own point of view (an outside-in approach). Instead, researchers should adopt the more pragmatic and clear-sighted approach of Sancho Panza to achieve far greater insight when working across borders.
Viewpoint: Social media: opportunities and risks for regional market research
Thomas Aichner and Urban Perkmann, International Journal of Market Research, Vol. 55, No. 5, 2013, pp. 609-610
This Viewpoint looks at the benefits and problems of implementing social media to collect data for market research.
This Viewpoint looks at the benefits and problems of implementing social media to collect data for market research. While it offers easy and cheap access to young customers, there are also serious concerns over the reliability of data. The authors offer solutions for how to overcome the specific concerns relating to accurate regional data.
Diageo balances global and local in Latin America
Stephen Whiteside, Event Reports, The Festival of Media LatAm, September 2013
This report discusses how Diageo, the alcoholic drinks group, markets its products in Latin America. Latin American countries are argued to have more similarities than differences, including language and cultural underpinnings, allowing for a more homogenous regional marketing approach than elsewhere.
This report discusses how Diageo, the alcoholic drinks group, markets its products in Latin America. Latin American countries are argued to have more similarities than differences, including language and cultural underpinnings, allowing for a more homogenous regional marketing approach than elsewhere. Nevertheless, campaigns must be adapted to countries as they experience different demographic make-ups and speeds of economic growth. Also discussed is the rise of digital devices in Latin America and the higher-than-average creation of content by consumers in this market.
Mobile marketing and the value of customer analytics
Cameron Dow, International Journal of Mobile Marketing, Vol. 8, No. 1, Summer 2013
Mobile marketing and commerce is gaining prominence in Canada, but companies that do not understand the needs and preferences of their customers risk alienating them in this highly intimate medium.
Mobile marketing and commerce is gaining prominence in Canada, but companies that do not understand the needs and preferences of their customers risk alienating them in this highly intimate medium. Analytics helps marketers increase their knowledge of the customer, enabling improved personalization of marketing to help build trust with the customer, which is important to the success of mobile marketing. It also assists in breaking through marketing barriers with location-based, hyper-personal marketing that is best able to reach the customer and be impactful. As the promise of the mobile wallet is becoming a reality, by owning the payment and shopping channels, businesses can garner extensive customer insight and turn around to sell them product the company knows they are likely to buy based on previous behaviour.
Perceived 'Hispanicness' versus 'Americanness': A study of brand ethnicity with Hispanic consumers
Cong Li, Sunny Tsai and Gonzalo Soruco, International Journal of Advertising, Vol. 32, No. 3, 2013, pp. 443-465
This article discusses how consumers differentiate competing brands of similar utilitarian values on the basis of a brand’s cultural association, namely brand ethnicity, and examines how the perceived brand ethnicity influences consumers’ brand preference and choice.
This article discusses how consumers differentiate competing brands of similar utilitarian values on the basis of a brand’s cultural association, namely brand ethnicity, and examines how the perceived brand ethnicity influences consumers’ brand preference and choice. Study findings, based on both qualitative and quantitative research with self-identified Hispanic consumers, indicate that Hispanic consumers associate certain brands with Hispanic culture and other brands with American culture. In a hypothetical purchasing scenario, the perceived brand ethnicity affects consumers’ brand preference significantly in accordance with their cultural orientation. However, in a real consumer behaviour setting, external factors such as brand accessibility attenuate the effects of brand ethnicity.
VW, PepsiCo, SinoMedia and Beijing Dentsu: China Day at the 2013 Cannes Lions
Joseph Clift and David Tiltman, Event Reports, Cannes Lions, June 2013
This article provides a summary of “China Day” at the 2013 Cannes Lions International Festival of Creativity.
This article provides a summary of “China Day” at the 2013 Cannes Lions International Festival of Creativity. As noted by speakers during the event, agencies and brands face a challenging law of numbers in the country, due both to the number and diversity of its consumers, and the scale of competition now observable. While taking a long-term view remains the best strategy, advertisers like Volkswagen, Nike and PepsiCo have found that understanding cultural norms and tensions in the country can ultimately yield crucial insights and highly-successful marketing campaigns.
MillerCoors: Using sponsorship to engage US beer drinkers at a local level
Geoffrey Precourt, Event Reports, IEG Sponsorship, April 2013
This article discusses the various local-level marketing and sponsorship programs used by MillerCoors, the brewer, to drive beer sales among millennial Americans.
This article discusses the various local-level marketing and sponsorship programs used by MillerCoors, the brewer, to drive beer sales among millennial Americans. The strategy reflects the local nature of the US beer market, in which there are distinct regional and city-level preferences for specific beer brands. National media remains important but, according to the CMO of MillerCoors, "we have shifted from brand campaigns to campaigning for our brands". A key component of its local marketing is sports sponsorship, with a particular emphasis on the support of local teams, driven by the research insight that sports' fans enjoy drinking beer when watching sport. The brewer's sponsorship properties in this area include college and pro football, baseball, ice hockey, basketball, rodeo and fishing.
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