Global marketing

The global language of marketing

Not so for McDonald’s. Order a Big Mac at a restaurant in Israel, and the chances are it will be served without cheese – a practice that allows for the separation of meat and dairy products in kosher restaurants. Purchase Procter & Gamble’s Rejoice shampoo in Japan, and you will find showu root extract as a main ingredient, renowned locally for keeping black hair shiny.

What these examples demonstrate is that when marketing a brand globally, there are two vitally important issues to consider – culture and local sentiment. Or, as stated in the McDonald’s marketing philosophy, “think global, act local”…

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