National Multicultural Interpreter Project MULTICULTURAL ...
Multicultural Brand
description
Transcript of Multicultural Brand
![Page 1: Multicultural Brand](https://reader035.fdocuments.us/reader035/viewer/2022062305/56815bde550346895dc9cddc/html5/thumbnails/1.jpg)
Multicultural Brandby Yilun Gu
![Page 2: Multicultural Brand](https://reader035.fdocuments.us/reader035/viewer/2022062305/56815bde550346895dc9cddc/html5/thumbnails/2.jpg)
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
![Page 3: Multicultural Brand](https://reader035.fdocuments.us/reader035/viewer/2022062305/56815bde550346895dc9cddc/html5/thumbnails/3.jpg)
Case: KFCA leading multicultural brand in the global
world
2010 2011• Source: Yum!
![Page 4: Multicultural Brand](https://reader035.fdocuments.us/reader035/viewer/2022062305/56815bde550346895dc9cddc/html5/thumbnails/4.jpg)
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
![Page 5: Multicultural Brand](https://reader035.fdocuments.us/reader035/viewer/2022062305/56815bde550346895dc9cddc/html5/thumbnails/5.jpg)
KFC in China
![Page 6: Multicultural Brand](https://reader035.fdocuments.us/reader035/viewer/2022062305/56815bde550346895dc9cddc/html5/thumbnails/6.jpg)
KFC as A Multicultural BrandWestern Fast Food
Limited Choices Mainly Deep Fried Very Few Vegetables Encourages Overeating Fast and Cheap
![Page 7: Multicultural Brand](https://reader035.fdocuments.us/reader035/viewer/2022062305/56815bde550346895dc9cddc/html5/thumbnails/7.jpg)
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
![Page 8: Multicultural Brand](https://reader035.fdocuments.us/reader035/viewer/2022062305/56815bde550346895dc9cddc/html5/thumbnails/8.jpg)
Thank You !