1. Multicultural Brand by Yilun Gu

2. The Nature of Multicultural  Marc Gobe, Chap 2 Disconnection Alert: The U.S Melting Pot is Hot!:  “People want to deal with corporations that are responsive and sensitive to their unique needs.”  Branding is about building a relationship with their own culture.  From International to Local

3. Case: KFC  A leading multicultural brand in the global world  2010 2011 Source: Yum!

4. KFC in China  “Built a leading 40% share of the Chinese fast food market through patiently tailoring its product offering to local tastes and building a strong team of local managers ” –HBR  KFC is opening one new restaurant a day, on average with the intention of reaching 15,000 outlets  Abandoning the dominant logic behind its growth in the U.S: a limited menu, low prices, and an emphasis on takeout  “KFC would not be seen as a foreign presence but as part of the local community. Our opportunity was to take the best ideas from the US fast-food model and adapt them to serve the needs of the Chinese consumer.” –CEO Sam Sue of KFC China division

5. KFC in China

6. KFC as A Multicultural Brand  Western Fast Food  Limited Choices  Mainly Deep Fried  Very Few Vegetables  Encourages Overeating  Fast and Cheap

7. KFC as A Multicultural Brand  Chinese “New Fast Food”  Abundant Selections with Chinese-Western Fusion Flavors  Cooking Styles  Plenty of Vegetables  Balance Food & Drink (e.g. soup)  Changing Selections Always  Family Gathering and Sharing  Mostly College Students as Employees

8. Thank You !