McDonald's is also the most recognizable global fast-food service retail brand in the world today. Since the first McDonald's opened in Shenzhen in 1990, McDonald's has more than 500 fast-food chains in 74 cities in China
In 2002, McDonald's Beijing ranked first among China's top 500 restaurant companies. The implementation of global marketing
marketing must deal with the relationship between globalized marketing and localized marketing. How does McDonald's Corporation do it?
First, globalization marketing
In globalization marketing, McDonald's Corporation is mainly guided by a unified business principle, through a unified
unified brand image, standardized distribution management to obtain economies of scale and reduce marketing costs.
Guided by the business principles of quality (Q), service (S), cleanliness (C), and value for money (V), McDonald's Corporation uses her globally unified brand name and brand image in its marketing. It is through its products, its globally distributed and trained workforce, its icons and playgrounds, the physical presence of McDonald's stores, word-of-mouth, and advertising that McDonald's demonstrates the McDonald's brand image - the image of McDonald's products and services that is formed in the minds of its customers
.
McDonald's brand image - the image of McDonald's products and services formed in the minds of customers, that is: high-quality products, convenient service, clean and warm
eating environment and atmosphere.
In terms of distribution management, McDonald's Corporation in the global implementation of standardized franchising, all the chain
store McDonald's Corporation emphasizes the Department of monitoring, strict management. For example, strict regulations on the selection of the location of the chain stores
conditions: a radius of 5 kilometers within a range of more than 50,000 residents, the chain stores must be built in a busy commercial
section, such as large shopping malls, supermarkets, schools, or next to the government agencies, and so on. In order to implement the principles and standards of Quality (Q), Service (S), Cleanliness (C), and Value for Money (V) at every McDonald's store in the world, McDonald's uses a 350-page Employee Operations Manual for the management of the chain, which provides guidance on food, promotions, location and décor, and all aspects of the work
. The manual gives detailed qualitative and quantitative rules about food, promotion, site selection and decoration, and the methods and procedures of various tasks
.
Second, localization of marketing
Fast food marketing belongs to the category of service marketing. In terms of localized marketing, McDonald's Corporation has developed a localized service marketing mix strategy that meets the needs of the local market.
1. The products are localized on the basis of standardization.
The core products of fast food are food and beverages cooked and prepared on site. McDonald's has always offered its customers
core food products such as hamburgers, french fries, ice cream, and soft drinks, and then made slight changes according to the differences in eating habits and food culture of consumers in different countries
. As the training manual says, "The standard menu is changed only slightly from one place to another. For example, Indians do not eat beef
meat burgers, McDonald's introduced lamb burgers; in China, McDonald's took into account the eating habits of consumers,
consumption level and other factors, launched McNuggets, McNuggets, McSpicy Chicken Thighs Burger, McShredded Pork and Egg Meal, etc. in line with the dietary habits of
Chinese consumers. In order to reduce costs, McDonald's has also localized the production and procurement of raw materials
. More than 95% of the raw materials for McDonald's products in Beijing are produced and sourced in China.
2. Develop a localized promotional mix.
Promotional mix strategies include advertisers, public relations and business promotion. The development of localized promotional mix
Combined strategy must take into account the local culture, customs and traditions. McDonald's knows that in order to be successful in the Chinese market,
it is necessary to follow the local customs, to gain the understanding and recognition of the consumers, and to close the psychological and cultural distance with the consumers.
McDonald's employees are all trained and trained in the field of marketing and sales. McDonald's employees are standardized training of local people, localized promotion is mainly through
advertising on television, newspapers, the Internet, advertising creative approach is often the use of existing brand visual elements
element - the shape of the corporate logo M, the main characters of the ads are ordinary Chinese people
, ads full of human touch; ads are full of humane;
the main characters of the ads are ordinary people in China.
The advertisements are full of human touch; their
business promotion means often use price discounts, coupons and freebies to give consumers extra surprise and pleasure
. Chinese New Year is the most important traditional festival for the Chinese people. In late 2001, McDonald's introduced a mascot dressed in a Tang suit, a kitten, to celebrate the Chinese New Year with Chinese consumers. 2003 McDonald's seized the opportunity to launch the "Lucky McDonald's" campaign at the onset of the new
Spring. "The campaign was held from January 15th to February 11th. From January 15 to February 11, all
McDonald's restaurants in mainland China presented a New Year's scene, with McDonald's providing customers with New Year's blessings. The
New Year's decorations are made up of models of four of McDonald's traditional star products: Big Mac, French Fries, Apple Pie and Coke, a unique and innovative idea that combines traditional Chinese culture with McDonald's traditional cuisine in a clever and organic way, which is very refreshing to see. Customers only need to spend 15 yuan in McDonald's restaurant, can be 3 yuan
exchange for any one of the New Year's blessing jewelry, people can decorate it at home or carry with them to add New Year's
atmosphere, all the exchange for the New Year's blessing ornaments of the customer can be free of charge to get the McDonald's gift only in the New Year's activity period to send
2003 Special Offer card a, customers with this card, in any McDonald's in mainland China, the customer can get a special offer card. With this card, customers can enjoy
a wide range of benefits at any McDonald's restaurant in mainland China. In addition, McDonald's Corporation often gives away novel and unique toys and school supplies bearing the McDonald's
golden arch logo, and carefully organizes a variety of fun activities to attract children. For example,
a birthday party is organized for children who have a birthday.
"Taking from the community and giving to the community" is McDonald's Corporation's long-term commitment and business purpose. Since its entry into China, McDonald's has been committed to actively supporting a number of local public welfare causes. On November 20, 2002, McDonald's China Development Corporation donated 1 million RMB to the China Charity Federation from more than 500 McDonald's restaurants nationwide to purchase Xinhua Dictionaries, which were donated to more than 120,000 children in poverty-stricken areas. more than 120,000
elementary school students in impoverished areas, fully reflecting McDonald's corporate tradition of striving to be a good citizen of the communities it serves.
On May 13, 2003, McDonald's China Development Corporation (MDC) called on all McDonald's network chains in China
to participate in a public service fundraising campaign initiated by Yao Ming and others in support of the Red Cross Society of China's fight against SARS. In addition to donating $50,000 in cash, McDonald's is also showing its support for the Yao Ming-led campaign by donating two tickets to this year's Women's World Cup finals, including round-trip airfare to and from the host country, as well as a pair of Ronald McDonald's Magical Red Shoes with Yao's handwritten signature to be auctioned off on the Internet, with the proceeds of the sale to go to the Red Cross Society of China for the fight against SARS. The proceeds from the auction will be used for the Red Cross Society of China's SARS treatment and research work and to improve the protection of medical personnel involved in anti-SARS rescue work. This activity is the first of its kind in China to raise funds for public welfare.
3. Localized pricing strategy.
Since McDonald's new CEO Kantaropoulos took office, McDonald's Corporation has shifted its global business strategy to cautiously expanding
its operations and increasing its revenue per store. To spur a sales rebound, McDonald's has implemented its biggest
price cuts since 1997. In September of last year, McDonald's launched two standard-sized sandwiches priced at just $1,
igniting a firestorm of price cuts in the competitive fast-food industry, but instead of lowering prices, prices went up in the Chinese market.
While China's restaurant industry has been hit hard by the SARS epidemic and has cut prices: McDonald's stores across the country have begun to raise the prices of the burgers and dairy products they sell
. For example, Wuhan McDonald's Catering and Food Co., Ltd. implemented a strategy of open-air hawking, June 1 Children's Day promotions, and price hikes in the post-SARS period
. May 28 this year, McDonald's Corporation
seize the June 1 Children's Day promotions, began on the market in Wuhan burgers and dairy products an average price increase of 3%, due to the success of the promotion
sales, customer traffic has not been affected.
4. Through integrated marketing communications, the brand identity of McDonald's has been established among Chinese customers.
Integrated marketing communications refers to "the pursuit of a single market positioning concept for an organization or its products,
which relies on planning, coordinating, and integrating all of the organization's communications efforts to achieve it." Through integrated marketing communication, Mc
McDonald's Corporation has narrowed the psychological distance with consumers, set up an impression of a company that has been Chineseized
in customers' minds, and enabled Chinese customers to get information about McDonald's Corporation's corporate image, which has built up Chinese customers
brand identity for McDonald's. McDonald's Corporation flexibly utilizes the 7Ps service marketing model of Booms and Bitner
to shape the corporate brand image. The 7Ps here is based on the traditional 4Ps,
plus Participants, Physical evidence, Process Of service assembly. Participants are all those involved in the process of service output, including
employees and customers. Physical facilities refer to the service environment and other physical aspects of the service. For example, McDonald's
physical facilities inside and outside the restaurant give customers a clean and cozy feeling, a relaxed atmosphere and a pleasant experience.
The store is kept clean and airy at all times. On the walls, generally hang a variety of cartoons, paradise class pictures
painting, baked a relaxed atmosphere; store more baby chairs and trolleys to facilitate those with children who are not
will walk the family to McDonald's to eat, the service is very thoughtful and meticulous. The service process refers to a series of activities and the sequence in which they occur in order to provide service
. McDonald's pays close attention to the service process to provide customers with
value-added services full of humanization, and consider the convenience of customers and the public in every way, to bring spiritual
enjoyment to customers. For example, at McDonald's, it is not uncommon to see lively and enthusiastic young women teaching children how to sing and dance on holidays, while at fast food restaurants in China, it is rare to see such a joyful interaction between staff and customers
.
After joining the WTO, more and more Chinese companies are stepping out and joining the ranks of global marketing.
The success of global marketing depends on the success of globalized marketing thinking and localized marketing practices. The McDonald's experience of globalization and localization of marketing is worth studying and learning from.
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