Mcdonald's International Marketing

952 Words4 Pages

To make the most of marketing investments, you need to start tracking your spending on these activities. Next, determine whether you would be better served by investing differently. If you don’t have a budget, establish one for next year. Business-to-business companies spend an average of 2-3% of annual sales on branding. Business-to-consumer organizations tend to spend 5% or up to 10% if they are in serious growth mode. Retailers spend even more because they rely completely on branding efforts to create selling opportunities. Averages are a good starting point for determining how much you should allocate to branding next year. The battle for a share of the consumer’s wallet and cut throat competition for every bit of market space has resulted …show more content…

One is to create a fixed brand image to be used everywhere without exception. The other is to change the meaning of the brand in every market. Like McDonalds doesn’t believe in a strong fixed positioning. McDonalds take different meanings in different countries. It serves different versions even in different places within each country. McDonald is a global brand which is available globally but marketed locally. Even though customers are aware that it is a global brand but when companies make it a glocal brand, the customer feel close and develops a sense of belongingness, and it is this, rather than its universal availability, that enhances its equity. It is rightly said that “a brand is said to have personality, an emotional bond to the customer that grows out of the perceived characteristics.” Through its recent advertisement theme “I’m Lovin’ it”, McDonald’s have succeeded in developing an emotional bond between McDonald and its customers across 100 countries. Therefore any effective & well-managed brand can add tremendous value to its customers only when it is communicated …show more content…

They should be able to offer a combination of quality, reliability, availability and low price. The most winning strategy for branding is “define a target audience and direct a superior offering (vs. competitor) at that target market.” The brand managers are today facing the twin challenges of localization versus globalization and individualization versus homogenization. They should be very sensitive to the environment while taking decision about whether, when, where and how to globalize or localize the brand. The most distinctive skill required in a brand manger is to create, maintain, protect and enhance its brands. He should be able to create a product difference, real or symbolic. Though this tactical work is carried out by the brand managers, but in reality the brands ultimate success will depend on everyone in the company accepting and living the brand’s value

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