Strategy marketing of Quick on the national (Belgium) and international plan (China)
In strategic marketing, market opportunities are not the same in both countries. There are different segmentations, in Belgium and in China. The focus is also different. The focus on Belgium invites one to turn the attention to children, teenagers and students and that of China is broader and focuses on Chinese cities.
In terms of positioning, as the situation changes, the differentiation in terms of value (taste), image (Europe) also change. In the marketing mix, products will be tailored to the markets. It will increase the presence of chicken in the range of burgers and we propose a rice dish.
The brand Quick will be analyzed to adapt to the local market. Regarding the advertising, the situation is different in the two countries. In Belgium, it will stay with the traditional radio and television spots. In China, the focus on billboards in urban areas and touch screens in taxis.
An attitude in which the overall strategic marketing and marketing mix are standardized for the same products and the same style of advertising in different markets is adopted. However, following this analysis, the attention was turned towards a global marketing characterized by a strategic marketing and marketing mix that is partially adapted to the specific local market.
The focus, segmentation and positioning are localized for China. The products are suitable but the idea remains the same. The brand is "Quick," with a logo that is partially adapted. Advertising also keeps the same spirit but "Quick" has undergone some changes. The texts are in Chinese and the slogans are based on the idea of Europe. One can therefore say that one will be witnessing a form of global marketing. What are the consequences of this strategy?
For many years, Quick differs from its competitors in advertising by moving much less on the service side, but more about the product.The product is highlighted especially in terms of taste and secondarily on the shape and the choice of hamburger. This strategy is consistent because the fast food brand is positioned primarily in the taste of its products.
Through evolution, many slogans were used in the process of differentiation. In the early 80's, the priority was to create a Quick genuine brand around its products. With its slogan: "The burger, which amazes Americans," it announced its position on the market in order to distract the consumer from the international reference and quasi monopoly by McDonalds.
Then all the campaigns that followed the entry of Quick on the market focused on taste, including "a stronger taste everything" in 1987, "Between you and us is a history of taste "in 1993 and" It's good you are at Quick "in 2001. During these years, Quick has always developed primarily cognitive in its advertisements extolling the qualities of its product.
Today, Quick continues on the same lines as its debut with the slogan "We, the taste." However, Quick is facing an image associated with the "junk food" and serious studies that attempt to prove links between obesity and the outlets ' football fast. " Faced with these threats, Quick tries to add a touch of seduction by playing on the emotional aspect in its advertising campaigns but create a complicity with consumers by providing fun and enjoyment while claiming its strength: the taste.
Quick hopes to preserve a positive image among consumers and increase its advertising campaigns focusing mainly on media such as television, posters, radio and film.
Tags: Quick, marketing strategy, national and international plans, communication strategy
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