Dunkin Donuts has changed its marketing to reach the consumers in the China region. Dunkin Donuts its altering its menu options, catering to the local tastes of the Chinese consumer. Dunkin Donuts feels that donuts are flexible products, which can be easily tweaked to fit consumers tastes. Although this pork product may be popular in China, it will not appeal to other Asian consumers because of the large presence of muslims in select regions. Dunkin Donuts also plans to promote their brand using basketball star Lebron James, who will appear in chinese advertisements across the Asia, and most specifically China region. This is an example of how multinational companies use different regional marketing strategies in order to appeal to consumers in different regional markets.Source: http://consumerist.com/2012/03/dunkin-donuts-using-pork-pastries-lebron-james-to-woo-china.html
Bryan Lamb:
ReplyDeleteIt is amazing how much companies are willing to experiment to tap into the local tastes of other countries. I don't know how well that pork flavor donut will do because it doesn't sound very appetizing to me, but I trust the company has done its research. When I was abroad in Barcelona, Spain last semester, I noticed the plethora of McCafes that populated the streets of the city. Interestingly, McDonalds severely limited its breakfast menu because Spaniards do not typically eat large meals in the morning for breakfast. Instead, the company created McCafes that sold such items as donuts and croissants. I found this article that goes into a little more detail about it. http://www.businessweek.com/magazine/content/09_40/b4149070703260.htm
This is a great example of Dunkin Donuts finding a niche market to potentially gain huge payoffs if successful. This product may only focus on the Chinese market due to other countries having more diverse religious groups but the Chinese market is so big it could be considered its own. Interesting choice for Dunkin to use Lebron James in promotions due to his popularity taking a hit after his move to Miami from Cleveland. Although Yao Ming is retired but was one of China's most popular player for years and may be a better choice to introduce the product if he were available.
ReplyDeleteWow! Sounds horrible.
ReplyDeleteThis is a good example of how brands face extremly differnt markets with wholly unique and surprising tastes and preferences. They really found a niche market and a way to overcome the challenges of this market. Also, it is a great risk introducing such a new and different product. Way to go DD.
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