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Multicultural Brand

Multicultural Brand. by Yilun Gu. The Nature of Multicultural. Marc Gobe , Chap 2 Disconnection Alert: The U.S Melting Pot is Hot!: “People want to deal with corporations that are responsive and sensitive to their unique needs.”

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Multicultural Brand

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  1. Multicultural Brand by YilunGu

  2. The Nature of Multicultural Marc Gobe, Chap 2 Disconnection Alert: The U.S Melting Pot is Hot!: “People want to deal with corporations that are responsive and sensitive to their unique needs.” Branding is about building a relationship with their own culture. From International to Local

  3. Case: KFC • A leading multicultural brand in the global world • 2010 2011 • Source: Yum!

  4. KFC in China “Built a leading 40% share of the Chinese fast food market through patiently tailoring its product offering to local tastes and building a strong team of local managers” –HBR KFC is opening one new restaurant a day, on average with the intention of reaching 15,000 outlets Abandoning the dominant logic behind its growth in the U.S: a limited menu, low prices, and an emphasis on takeout “KFC would not be seen as a foreign presence but as part of the local community. Our opportunity was to take the best ideas from the US fast-food model and adapt them to serve the needs of the Chinese consumer.” –CEO Sam Sue of KFC China division

  5. KFC in China

  6. KFC as A Multicultural Brand • Western Fast Food • Limited Choices • Mainly Deep Fried • Very Few Vegetables • Encourages Overeating • Fast and Cheap

  7. KFC as A Multicultural Brand • Chinese “New Fast Food” • Abundant Selections with Chinese-Western Fusion Flavors • Cooking Styles • Plenty of Vegetables • Balance Food & Drink (e.g. soup) • Changing Selections Always • Family Gathering and Sharing • Mostly College Students as Employees

  8. Thank You !

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