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Copy of Copy of J.J.’s Pancakes entry into the Mexican market
Transcript of Copy of Copy of J.J.’s Pancakes entry into the Mexican market
Extremely fragmented, a few large food chains.
Vulnerable position. Establishing brand image of American franchise in Mexico
Brand name and customisation of the marketing mix
Understanding demands of the Mexican culture Introduction J.J.’s Pancakes - background J.J.’s company is a part of United Food Services
The first store open in Mexico was in Guandalajara city. Strategy focused on Family-friendly breakfasts as well as all-day dining Wider and healthier range of food Mexico and food service industry and market competition Reason of complication:
Take away or eating out based on cost ground
US economic slow down affects Mexican economy
Rising cost of food and energy Current players are very competitive and offering:
Cheaper and affordable price
Health and wellness trends Mexico vs United States:cultural differences USA Mexico
Individualism Collectivism Lower uncertainty avoidance Higher uncertainty avoidance
Higher Hofstede’s Power Distance Index (81) Verbal communication Both: verbal and non-verbal
communication Language: Spanish
(aware of translation problems) Language: English Lower Hofstede’s Power Distance Index (40) Positive family-oriented brand image
Continuous business and brand loyalty
Maintain branding strategies:
Effective communication and innovative campaigns
Culture relevant innovations Branding overseas: creating the right brand image Do not need to change it’s brand logo
Spark Catering, personal level for family example:closed-off play area for children
flagship store (cc) image by nuonsolarteam on Flickr Jump on over to Mexico Combination of two strength: Ola! Foodservice + J.J.’s pancakes.
Cross cultural boundaries and language differences
Understanding consumer behavior and preferences
Effective distribution agreements
Use local marketing or medium example: radio, print and public relations
Promote in local stores and create brand awareness Tailoring the retail outlets
Quality of service provided References: Fletcher, R. & Crawford, H. (2011). International Marketing, 5th edition. Pearson Australia, China.
Janice Chan Thank you for attention! Question Why is it important to understand and assess the culture when entering a new market in relation to brand image? Building trust in collectivist culture
Consistency in product offering and quality service
Understanding market demand
J.J'.s Pancakes' Good food, good value, good family fun' motto Jump over to Mexico