1. Why is brand tracking so important? Additionally, why would a large company, such as Proctor & Gamble want to use brand tracking.
2. Distinguish between quantitative and qualitative research methods, and to the best of your knowledge determine which method best fits the marketing environment.
3. A few years back, Disney entered into a long-term agreement with Mc Donald’s that included, among, other things, joint promotions. From Disney’s perspective and what you know about the two brands, was this the right decision? Is there any downside? Would you want to conduct any research to inform the decision? If so, what kind?
4. Contrast the branding strategies and brand portfolios of market leaders in two different industries. For this question, contrast the approach by Anheuser Busch and its Budweiser brand with that of Kellogg in the ready-to eat cereal category.
5. Try to think of additional examples of brands that adopted either a “back to basics” or “reinvention” revitalization strategy. How well did they work?
6. Contrast Coke and McDonald’s global branding strategies. How are they similar and how are they different? Why are they so well-respected?
The McDonald‘s and Coca Cola Corporations are the most successful global companies around the world. They have used effective management and global expansion strategies to enter new markets and gain a share of the foreign fast food and soda market.
Coca-Cola recently announced its ambitious new content marketing strategy. While its key values and message — to “refresh” and “create moments of optimism and happiness” — remains the same on a global scale, the substance of its content will vary among cultures.
For Levitt, globalization is a concept that describes much more than just an increase in economic exchange across borders; it describes a change in the character of those exchanges, which then transforms the societies engaged in the exchange.
In 1983, Theodore Levitt published a provocative Harvard Business Review
article entitled “The Globalization of Markets”, in which he stated that a new global market, based on uniform products and services, had emerged. He asserted that large scale companies have stopped emphasizing on the customization of their offers to providing globally standardized products that are advanced, functional, reliable and low priced. He argued that informed customers were heading toward a “convergence of tastes”; thus corporations should exploit the ―economics of simplicity‖ and he maintained that the future belonged to global corporations that did not cater to local differences in taste but, instead, adopted strategies that „operated as if the entire world (or major regions of it) were a single entity; such an organization sells the same things in the same way everyw
here‖. If a company forces costs and prices down and pushes quality and reliability up
–while maintaining reasonable concern for suitability customers will prefer its world-standardized products(Levitt, 1983). Everywhere everything gets more and more like everything else as the world’spreference structure is relentlessly homogenized. In his article, Levitt used a lot of examples that represent the definition of globalization like Coca Cola, Pepsi, McDonald‘s; and that made the article even more credible.
McDonald’s is another good example of a company that successfully adapts its message, as well as its menus, to different cultures. The same slogan, “I’m lovin’ it,” is used globally, but on the Swiss site, it’s paired with an image of a woman relaxing, alone, listening to music through headphones. On the more colorful Indian site, the same slogan is associated with a family enjoying an outing to the supermarket.
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