Talking about food and Globalization, maybe that will appear in our mind are like McDonald's or Starbucks Coffee. Both of these cultural products are often touted as a form of cultural imperialism coming from western countries that developed into a global culture that was also adopted by the third world countries, Indonesia, my country. Globalization is often said to be Americanized, along with the fact that many American-produced goods that enter into the countries in the world. In terms of food, McDonald's and Starbucks Coffee products are examples of products that globalization has been regarded as local culture that is accepted by the countries in the world.
However, in this discussion, I will not discuss the products of globalization that have been mentioned previously. I will discuss the products that are much known by a lot of people, especially in the big city in Indonesia, Jakarta, namely J.CO Donuts and Blenger Burger. Two of these products is a local product who has so far managed to capture a large consumer. They have a special way to make the consumer interested in tasting their products, even with long line to taste their products. Is the marketing strategy that the two products are used to attract large customers? in this discussion, I will discuss about the marketing strategies that use the two products mentioned above-namely the use of global packaging on their products which is actually a local product.
From their history, J.CO Donuts and coffee was born from the cold hands of Johnny Andrean who had previously been managed by the Singapore franchise product called Bread Talk. It would be familiar with the products Bread Talk is very different from other bread products offered at that time. Import materials, standardization of forms and flavors, as well as innovative forms of stores that show people who make bread making products like Bread Talk consumer, until the consumer is willing to wait for long queue to buy the products bakery Bread Talk.
After the success of Bread Talk, Johnny Andrean try out new products in the form of donuts with names J.CO Donuts and Coffee, which is more commonly known as J.CO. Initially he wanted to buy a Krispy Kreme donut franchise that is popular in America, but because he couldn't buy the franchise so he bought the recipe and the engine until finally created J.CO. Product of J.CO arguably different donuts with other donut products in Indonesia at this time, the ingredients come from overseas and the manufacturing process uses special machines and also by making hand made products J.CO have a different flavor by the other donut.
J.CO donuts have a softer texture, has a lot of flavor variations, they have 19 variation bread with ingredients that are also different, and also a good form of marketing, they put an ad on television, inviting protagonists in the press at the grand launching event that accompanied the product sampling J.CO lead directly into the recommended products on television and other media to try.
In this case, I assume if media is recommending a new product is tasty and different, Indonesian people are curious and will be happy to try the product.
By Robin
0 comments:
Post a Comment