Where's the Pig Business Case Study Example | Topics and Well Written Essays - 1250 words

Wheres the Pig Business - Case Study congressmanThe context of the promotional tool used has been discussed based on the main theory of cross ethnic marketing. McDonalds is a brand with a wide global presentation and it has to adjust accordingly when it comes to different subtletys. Cross cultural marketing is an important aspect that global brands have to pay heed to. The role states how the difference between the promotional activity in Singapore and Hong Kong created a problem for McDonalds and how the plastered eventually resolved the problem by taking appropriate measures. In 2010, McDonalds incorporated a new promotional theme in its promotional activities. It decided to incorporate the Chinese astrology into its promotion. It launch out that the Chinese calendar holds great importance for the Chinese people. The Chinese astrology comprises of 12 zoology(prenominal) signs which include rat, ox, tiger, rabbit, dragon, snake, horse, sheep, monkey, rooster, dog and pig. Mc Donalds 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 acquired by the customers a eagle-eyed with the purchase of the McDonalds Happy Meal. This promotion was successful when it was implemented in Hong Kong. The corporations confront no problem as 95 percent of the population of Hong Kong had a Chinese ethnicity. Case Issues The main problem was raised when the equal promotional strategy was modified when implemented in Singapore. ... This modification created a chaos for the McDonalds corp and there was an upheaval in online blogs. The main point used to hit the corporation was that it does not prize the Chinese culture. McDonalds was blamed for not conducting market research. Many critics raised a point that McDonalds Corporation did not take sufficient time to think through the promotion. This whole modification moved(p) up a controversy as it offe nded the majority race in Singapore and was demand to be addressed before the brand image of McDonalds 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 exculpate of all it was the majority that got most offended. It was believed that on cross-cultural sensitivity McDonalds over reacted. Malay culture prohibits the consumption of pork, but McDonalds 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. McDonalds finally realized its mistake and apologized to the semipublic of Singapore through the advertisement and its website and announced that the pig toy will be availa ble. 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 fall into place on the Doraemon Lucky Charms Poll to indicate their interest. The apology and availability of the pig toy did not enjoy the masses instead pacified only some publics. It