International and Multinational Marketing: Global Brands' Campaigns
INTERNATIONAL AND MULTINATIONAL MARKETING
Assignment Overview
The Global Brand
Supporting a global brand is an ongoing process. As the brand enters more markets, it becomes increasingly difficult to balance local relevance and global messaging.
Required Reading
Case 3 Resources
Taco Bell enlists the moon in its first global marketing campaign (2021)
How to Take Local Brands Global: The 5 Golden Rules (2020)
Global Branding Versus Global Positioning (2020)
Fundamentals of Global Marketing (2020)
The Necessity of Global Markets (2019)
Participating in the Global Marketplace (2019)
13 Businesses With Brilliant Global Marketing Strategies
Case Assignment
Global Ad Campaigns
Search the internet for recent news articles covering brand marketing outside of the United States. Select three different brand campaigns on separate continents (if possible). The brand must also be available in America.
You will write a 3-page paper:
Describe the campaign, its target market, and the message being delivered. Explain how it suits the local audience. Was it considered successful?
Research the brand and explain how it is marketed in the United States.
Compare and contrast the U.S. and international campaigns. (1 page for each brand campaign)
No quotations are permitted in this paper. Each paragraph (except the introduction and conclusion) must contain at least one in-text citation.
Since you are engaging in research, be sure to cite and reference the sources in APA format. NOTE: failure to use research with accompanying citations to support content will result in reduced scoring “Level 2-Developing” on the grading rubric.
This is a professional paper, not a personal one based on feelings. It must be written in the third person; this means words like “I”, “we”, and “you” are not appropriate.
Assignment Expectations
Use the attached APA-formatted template (BUS401 Case3) to create your submission.
The template is set up in APA 7: double-spacing, font, margins, headings, page breaks, APA help links.
Module 3 - Case - International and Multinational Marketing
Author's Name
The Institutional Affiliation
Course Number and Name
Instructor Name
Assignment Due Date
Introduction
Analyzing global brand campaigns reveals the subtle tactics used by brands to captivate audiences around the world. Global brand marketing, as evidenced by the "Taco Moon" campaign by Taco Bell, the "Spicy Chicken McNuggets" campaign by McDonald's India, and the "Open Like Never Before" campaign by Coca-Cola, demonstrates the importance of cultural relevance and adaptability in reaching consumers around the world (Libretexts, 2023). These campaigns demonstrate that international branding requires a broad knowledge of global symbols and local customs.
International Campaign 1: Taco Bell's “Taco Moon”
In its first global marketing campaign, Irvine, California-based Taco Bell, a well-known Mexican fast-food chain, renamed the quarter moon the "taco moon." On May 4, the company distributed complimentary tacos in more than 20 international markets, coinciding with the Moon's resemblance to the shape of a taco (Maze, 2021). This campaign targeted existing and potential Taco Bell customers worldwide. The main message was intended to reinforce Taco Bell's reputation as a forward-thinking company and to promote the company's playful comprehension of the Moon's taco-like shape. Utilizing the quarter moon's well-known shape was a calculated move to appeal to a broad audience. Being visible in all locations, the Moon was a significant advertising platform, guaranteeing the campaign's significance across diverse geographical areas. Cultural compatibility was ensured by offering specific deals in India, Australia, the UK, and Puerto Rico.
This was Taco Bell's most giant taco giveaway ever; consequently, the brand expected and probably witnessed a global response (Dunn, 2020). The promotion was strategically aligned with the digital push, capitalizing on the increasing popularity of digital sales that had previously supported the company while the pandemic was raging. Taco Bell is known for its humorous, taco-focused ads in the U.S. The "Taco Moon" campaign aimed to maintain the existing identity while incorporating an international appeal. Campaigns in the United States could emphasize product variety or regional celebrations like Cinco de Mayo. However, the global campaign centered on a universally recognized symbol: the Moon.
International Campaign 2: McDonald's India "Spicy Chicken McNuggets"
McDonald's introduced Spicy Chicken McNuggets in 2020 to satisfy Indian spice cravings (van Oord, 2022). Those younger consumers who like their global brands with a touch of local flavor were the intended market for this product. McDonald's knows and values regional tastes; the message was crystal clear. By incorporating a spicy variant of a widespread global dish, they effectively targeted the preferences of the Indian market.
Thus, McDonald's India localization strategy has succeeded, though this product's revenue projections are unknown. McAloo Tikki and Chicken Maharaja Mac are local favorites. In the US, McDonald's emphasizes their logo's enduring appeal, familiarity, and uniformity (Ghamraoui, 2022). The commercial features iconic McDonald's items like the Big Mac, Happy Meals, and regular McNuggets, demonstrating the brand's enduring popularity. McDonald's is demonstrating its adaption marketing strategy and shows an unde...