Essay On Non Uniform Advertising Strategy

According to above figure of Samsung and Apple, Apple use uniform strategy at all markets and only spends less than 1/4 what Samsung spent on advertisement, but highly net profit, strong brand equity and brand identity than Samsung. Obviously, using uniform advertising strategy can create more profit and save large amount of cost than non-uniform advertising strategy.

Based on the above evidence, uniform advertising strategy indeed can lead global brands to representing consistent brand image and saving cost as well as creating brand value. However, the main concept of advertising effectiveness includes market share, communication with customer and advertising expense. (Ansari, A., & Riasi, A. 2016). Uniform advertising strategy still has

Chinese people consider family reunion as the important time in the year and will celebrate Spring Festival with family members as traditional custom. McDonald appeals their desire through unique Chinese advertisement.

Study of Globalisation of Marketing Communication shows McDonald’s success in China is the result of non-uniform strategy (Van Raaij, W. F. 1997. P.264). As a result of non-uniform strategy, until now, McDonald already start their business and open more than 2200 stores successfully in Beijing, (http://www.mcdonalds.com.cn/index/McD/about/company).

Global brands could be adapted to local culture and capture more customers in local markets due to the non-uniform strategy. Company could maintain their special feature (such as ‘M’ logo) and culture (such as popular drink: Coke Cola,fires) with elements of different culture and adapted advertising method rather than the similar consumer preferences of global convergence environments. Therefore, they smoothly enter to markets of other countries and gain local customer’s preference with diverse advertising ways without losing their special brand

Compared to Hyundai Motor Company, Korea (HMK)’s home advertising strategy in Korea, Hyundai Motor America (HMA) developed a high value position and only made promotions on the large numbers of sales. Moreover, they insisted on having the best warranty over the car industry. For example, Hyundai Motor America (HMA) had longer warranty which is five years or 60,000 miles bumper-to-bumper and 10 years or 100,000 miles on the power train than other company normally only have 3 years. As a result of this, customers receive a positive message that they can get better customer service and safety guarantee by purchasing Hyundai car instead of other brands. Hyundai Motor America (HMA) sponsors Women 's United Soccer Association (WUSA) for 4 years, Hyundai Motor America (HMA) as the only car company displaying their products. They also gained lots opportunities of television advertising by local famous spokesmen and public relations through sponsoring local golf matches for 3 years and taking a part in Mongoose bicycle