Multicultural Brand by Yilun Gu. The Nature of Multicultural Marc Gobe, Chap 2 Disconnection Alert:...
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Transcript of Multicultural Brand by Yilun Gu. The Nature of Multicultural Marc Gobe, Chap 2 Disconnection Alert:...
Multicultural Brandby Yilun Gu
The Nature of MulticulturalMarc 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
Case: KFCA leading multicultural brand in the global
world
2010 2011
• Source: Yum!
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
KFC in China
KFC as A Multicultural BrandWestern Fast Food
Limited Choices Mainly Deep Fried Very Few Vegetables Encourages Overeating Fast and Cheap
KFC as A Multicultural BrandChinese “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
Thank You !