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Where's the Pig Business - Case Study Example

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Where’s the Pig? The case talks about one of the promotional activity that was followed by McDonald’s in 2010 in the regions of Singapore and Japan. Though it was the same strategy used in both the regions, but yet it differed amongst both the areas. …
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Wheres the Pig Business Case Study
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Download file to see previous pages The context of the promotional tool used has been discussed based on the main theory of cross cultural marketing. McDonald’s is a brand with a wide global presentation and it has to adjust accordingly when it comes to diverse cultures. Cross cultural marketing is an important aspect that global brands have to pay heed to. The case states how the difference between the promotional activity in Singapore and Hong Kong created a problem for McDonald’s and how the firm eventually resolved the problem by taking appropriate measures. In 2010, McDonald’s incorporated a new promotional theme in its promotional activities. It decided to incorporate the Chinese astrology into its promotion. It found out that the Chinese calendar holds great importance for the Chinese people. The Chinese astrology comprises of 12 animal signs which include rat, ox, tiger, rabbit, dragon, snake, horse, sheep, monkey, rooster, dog and pig. McDonald’s started offering 12 little Doraemon toys each of which represented a Chinese zodiac sign. The promotion came to be known as Doraemon Lucky Charms Promotion. The toy was to be purchased by the customers along with the purchase of the McDonald’s Happy Meal. This promotion was successful when it was implemented in Hong Kong. The corporations faced no problem as 95 percent of the population of Hong Kong had a Chinese ethnicity. Case Issues The main problem was raised when the same promotional strategy was modified when implemented in Singapore. ...
This modification created a chaos for the McDonald’s Corporation and there was an upheaval in online blogs. The main point used to hit the corporation was that it does not respect the Chinese culture. McDonald’s was blamed for not conducting market research. Many critics raised a point that McDonald’s Corporation did not take sufficient time to think through the promotion. This whole modification stirred up a controversy as it offended the majority race in Singapore and was needed to be addressed before the brand image of McDonald’s got tarnished in Singapore. Another problem was faced when some customers said that there was no reason of buying an incomplete Doraemon collection set without a pig toy. It seemed like all minorities of Singapore except Muslims were not happy with this modification and on top of all it was the majority that got most offended. It was believed that on cross-cultural sensitivity McDonald’s over reacted. Malay culture prohibits the consumption of pork, but McDonald’s on its own perceived that Malays will be offended by a pig toy. In addition many customers, in order to gather the 12 pieces animal collection, had to order it through their friends who lived in Hong Kong. The promotion was offered in Hong Kong. McDonald’s finally realized its’ mistake and apologized to the public of Singapore through the advertisement and its website and announced that the pig toy will be available. But this was long after the lunar year. The corporation invited its customers who were interested in buying the pig toy to visit the website and click on the Doraemon Lucky Charms Poll to indicate their interest. The apology and availability of the pig toy did not please the masses instead pacified only some publics. It ...Download file to see next pagesRead More
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