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from culture to culture, consumer response to a standard marketing program may not equally
have felt as per company acceptation. Every product undergoes a life cycle which begins from
the day it is launch in the market, so every geographical location may be having different product
life cycle stage, so marketing programs also accordingly have to vary. Other challenge
companies face is that of environmental like social, political and regulatory.
Therefore, a brand to succeed across geographical boundaries companies need to device
marketing programs, which can create global consumer based brand equity. And for that
marketing programs have to highlight point of differences and point of similarities across
boundaries. Furthermore, companies should understand brand building is tedious and time
consuming. Brand name, logos, symbol has to be designed in a way that it properly
communicates brand knowledge and not creates confusion in consumers mind. And at the same
time construct and execute a global brand equity measurement system so that focus always
remains of develop a strong consumer based brand equity.
Mc Cafe in Europe
Each element of the Mc Donalds brand is managed locally to make sure that the brand blends
seamlessly into the surrounding culture especially food choices and dining room atmospheres:
India: the Big Mac is called a Maharaja Mac made with lamb patties to accommodate the
significantly high population of Hindus that do not eat beef
Asia: in Asia Mc Donalds has adjusted its menu to include a lot of interesting items
including seaweed seasoned fries, green tea & red bean icecream, filet-o-shrimp, and
many more.
5. McRice
Popular in Singapore, the McRice is served between two fried rice patties.
6. Bubur Ayam
Chicken strips in a thick porridge with vegetables and hot peppers.
7. McSpaghetti
No, this item doesnt hail from Italy, its actually on the menu in the Philippines.
9. Pies
Breakfast varieties include ham and egg, and bacon and potato. Dessert pies run the gamut from
banana to taro to pineapple.
Offered in Malaysia, this is part burger, part French dip sandwich. Each patty is dipped in a spicy
pepper sauce, and topped with onions.
12. Filet-o-Shrimp
This ebi-burger (ebi is Japanese for shrimp) is served with secret sauce. The secrets out,
McDonalds. We know the secret is just Thousand Island dressing.