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Localization of products: roast chicken burger version roast chicken leg burger
In June 2002 alone, the global sales revenue of successful fast food chains reached $3.5 billion. wheat
Danglao is also the most famous global fast food service retail brand in the world today. The first one of 1990
Since McDonald's opened in Shenzhen, McDonald's has more than 500 fast food chains in 74 cities in China.
Shopping. In 2002, Beijing McDonald's Company ranked first among the top 500 catering enterprises in China. Implement a global camp
Marketing must deal with the relationship between global marketing and localized marketing. How does McDonald's do it?
First, global marketing.
In terms of global marketing, McDonald's company is mainly guided by the principle of unified management, through unified
Establish brand image, standardize distribution management, obtain scale benefits and reduce marketing costs.
Pursue the management principles of quality (Q), service (S), cleanliness (C) and value for money (V).
Under its guidance, McDonald's company used her global unified brand name and brand image in marketing. Mcdonald's
It is through its products, well-trained employees, idols and playgrounds distributed all over the world, Maidang.
The physical facilities, word-of-mouth and advertisements of the old McDonald's store show the brand image of McDonald's-a pair formed in the minds of customers.
The products and services of McDonald's give people the impression of high-quality products, convenient and fast service, cleanliness and warmth.
Delicious dining environment and atmosphere.
In terms of distribution management, McDonald's company implements standardized franchise in the world, and all chains
Store McDonald's Company emphasizes the monitoring and strict management of this department. For example, strictly stipulate the selection column of chain store location
There are more than 50 thousand residents living within 5 kilometers of Fiona Fang, so chain stores must be built in bustling commercial places
Festival, such as large shopping malls, supermarkets, schools or government agencies. In order to make quality (Q), service
Operating principles and standards of (s), cleanliness (c) and value for money (v).
The chain store implementation of the old company, McDonald's company used a 350-page employee operation manual.
Chain store management, food brochures, promotion, store location and decoration, and various working methods.
The qualitative or quantitative provisions are given in detail from the methods and steps.
Second, localized marketing.
The marketing of fast food industry belongs to the category of service marketing. In terms of localized marketing, McDonald's company adapts to local conditions.
Formulate the marketing mix strategy of localized services in line with the local market.
1. Products should be localized appropriately on the basis of standardization.
The core products of fast food are foods and drinks cooked and prepared on the spot. What McDonald's company provides to customers.
The core food will always be hamburgers, French fries, ice cream and soft drinks. And then according to the consumption of different countries.
Consumers' differences in eating habits and eating culture have changed slightly. As stated in its training manual.
"From one place to another, just change the standard menu slightly," he said. For example, Indians don't eat cows.
Meat burger, McDonald's launched mutton burger; In China, McDonald's takes into account consumers' eating habits.
Consumption level and other factors, McDonald's chicken, McDonald's fish, spicy chicken leg burger, wheat-flavored pork and egg meal were introduced.
China consumers' fast food eating habits. In order to reduce costs, McDonald's also implemented raw materials.
Localization of production and procurement. More than 95% raw materials of Beijing McDonald's products are produced in China.
And procurement.
2. Develop a localized promotion mix strategy.
The promotion combination strategy includes the promotion of advertisers, public relations and commercial promotion. Development localization promotion group
The strategy must take into account local culture, customs and traditions. McDonald's knows it is necessary to succeed in China market.
Work must go with the flow in the countryside, get the understanding and recognition of consumers, and close the psychological and cultural relationship with consumers.
Distance. McDonald's employees are locals who have received standardized training, and localization promotion is mainly through
In TV, newspaper and internet advertisements, the creative method of advertising is often to use the visual essentials of existing brands.
Sue-the shape of corporate logo M, advertisers are ordinary people in China, and advertisements are full of human feelings; that
Commercial promotion methods often use price discounts, coupons and gifts to give consumers extra surprises and pleasure.
Yue. The Spring Festival is a traditional festival that people in China attach great importance to. At the end of 200 1, McDonald's launched the Tang Dynasty.
Kitten, the mascot of the costume, celebrates the Spring Festival with consumers in China. In 2003, McDonald's Company seized new opportunities.
With the arrival of spring, the activity of "Happy McDonald's" started. From 65438+1October 15 to February 1 1, all.
The McDonald's restaurant in Chinese mainland presents the scene of the Spring Festival, and McDonald's provides new year decorations for customers. such
The New Year decorations consist of four traditional star products of McDonald's: Big Mac, French fries, apple pie and coke.
Model composition, a unique and novel idea, combines the traditional culture of China with the traditional cuisine of McDonald's.
The combination of machine and ground is refreshing. Customers only need to spend 15 yuan in McDonald's restaurant to go to 3 yuan.
Buy any New Year's greeting ornaments, which people can decorate at home or carry with them to increase the atmosphere of the New Year.
Atmosphere, all customers who buy New Year's gifts can get free gifts from McDonald's, and only give them out during New Year's activities.
A special card for 2003, which customers can enjoy at any McDonald's restaurant in Chinese mainland.
Provide various benefits to the card. In addition, McDonald's often presents some novel and unique McDonald's prints.
Toys and school supplies marked by golden arched doors are carefully organized to attract children. For example,
Hold a birthday party for the birthday children.
"Take it from society and use it for society" is the long-term commitment and business purpose of McDonald's company. Mcdonald's
Since entering China, the company has been committed to actively supporting many local public welfare undertakings. 2002120 October 165438
McDonald's China Development Company donated more than 500 McDonald's restaurants in China to china charity federation.
The money raised was RMB 6,543.8+0.00 million, which was used to purchase Xinhua Dictionary and donated to poverty-stricken areas of RMB 6,543.8+0.2 million.
A primary school student fully embodies McDonald's corporate tradition of striving to become an outstanding citizen of the community it serves.
On May 13, 2003, McDonald's China Development Company convened all McDonald's online chain stores in China.
Participate in charitable fund-raising activities initiated by Yao Ming and support the China Red Cross in the fight against SARS. Besides donating $50,000,
In addition to 100 yuan in cash, McDonald's donated two tickets this year to express its support for the charity activities initiated by Yao Ming.
Tickets for the Women's World Cup finals include a round-trip ticket from the host country and a pair of wheat signed by Yao Ming.
When my uncle's magic red shoes are auctioned online, all the above proceeds will be used for the China Red Cross.
Standardize treatment and scientific research work, and improve the protection level of medical personnel involved in anti-SARS rescue work. This event can be described as
Created a precedent for charity fund-raising activities in China.
3. Implement localized pricing strategy.
Since Kontha Lopp, the new CEO of McDonald's, took office, McDonald's global business strategy has turned to cautious expansion.
Zhang increased the income of a single store. In order to stimulate sales rebound, McDonald's implemented the largest scale since 1997.
Price reduction promotion. Last September, McDonald's introduced two standard-sized sandwiches for only 1 USD.
In the fierce competition of fast food industry, the price war and promotion war were ignited, but the price in China market rose instead of falling.
When the catering industry in China was hit hard by the SARS epidemic, prices were reduced one after another: McDonald's stores all over the country were on sale.
Hamburg and dairy products began to increase in price. For example, in the post-SARS period,
Implement the strategy of open-air sales, children's day promotion and price increase. On May 28th this year, McDonald's Company
Grasping the promotion of Children's Day on June 1st, we began to raise the price of hamburgers and dairy products in Wuhan market by an average of 3%.
The sale was successful and the passenger flow was not affected.
4. Through integrated marketing communication, China consumers' brand awareness of McDonald's was established.
The so-called integrated marketing communication refers to "pursuing a single-minded market positioning concept for the organization or its products,
It depends on planning, coordinating and integrating all the communication work of the organization. "Through integrated marketing communication, Mai
While the old company has narrowed the psychological distance with consumers, it has also established a Chinese style in the hearts of consumers.
The impression of the company enabled China customers to obtain the corporate image information of McDonald's Company, thus establishing China customers.
Brand recognition of McDonald's. Mcdonald's company flexibly uses Booms and Bitner.
7Ps service marketing model for building enterprise brand image. The 7p here is based on the traditional 4p.
Plus participants, physical evidence, service process.
(Service assembly process). Participants refer to all personnel involved in the service output process, including
Including employees and customers. Physical facilities refer to the service environment and other tangible aspects of services. For example, McDonald's
The physical facilities inside and outside the restaurant bring customers a clean and warm feeling, relaxed atmosphere and pleasant experience.
The shops are always clean and the air is fresh. There are all kinds of comics and amusement parks on the walls.
Painting sets off a relaxed atmosphere; There are many baby chairs and trolleys in the shop for the convenience of people who haven't brought them yet.
Families of children who can walk come to McDonald's for dinner, and the service is thoughtful and meticulous. Service process refers to the provision of services.
A series of activities and their sequence. McDonald's attaches great importance to providing services to customers.
Full of humanized value-added services, and considering the convenience of customers and the public everywhere, it brings spiritual enjoyment to customers.
Enjoy it. For example, in McDonald's stores, lively and enthusiastic young salesgirls teach and lead children free of charge every holiday.
It is not uncommon for children to sing and dance happily, but in fast food restaurants in China, such happy employees interact with customers.
The scene is hard to find.
After joining the WTO, more and more China enterprises have gone abroad and joined the ranks of global marketing. the four seas—the whole country
The success of cultural marketing depends on the success of global marketing thinking and localized marketing practice. Wheat on it
The experience of marketing globalization and localization of Danglao Company is worth learning and using for reference. ▲
References:
Provided by the landlord