BWW Consumer Engagement, Part 5

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Consumer Activations: Mexico


Mordisko and Amway are two examples of how brands are creating successful consumer activations in Mexico. Our methodology and findings are presented below.

Methodology

We started our search for brands that are creating successful consumer activations in Mexico by conducting a thorough search through marketing and branding sites in Mexico such as IntegraSV, Virket, and Cultiba. However, this did not yield any relevant result.
We expanded the search to marketing and branding sites outside of Mexico including Adage, Adweek, CPTM, FCG, Chirpify, BCG, The Drum, and Think with Google, as well as news and press release sites like Forbes and PR Newswire. We found a customer activation campaign on Think with Google involving Mordisko, a Unilever brand in Mexico. We found similar campaigns on CPTM, FCG, and Chirpify relating to Mexican brands, origin, and culture but they were not conducted in Mexico. Hence, they were not selected.
We then expanded the search beyond two years to see if we could find any relevant campaign from earlier years on Mexican marketing and branding sites. We were able to find another customer activation campaign published in 2013 by IntegraSV involving Amway in Mexico.

Mordisko

Holanda, Unilever analyzed its consumers in the Mexican market and found that they choose to eat different snacks each day and reserve ice cream for special occasions. However, they also discovered that Mordisko, their frozen sandwich, was a unique brand that would appeal to consumers due to its size, shape, and affordable price. They ran a consumer activation campaign with an initial goal of positioning the brand to capture the snack time from 4:00 p.m. to 6:00 p.m. However, in partnership with Google, Initiative's and Cadreon, the results surpassed their expectations significantly.
The brand set out to connect and directly interact with its customers. It used the tagline "Freeze Your Hunger, with a media plan by Initiative which placed ads on traditional and online media, “as well as a major brand activation and deployment in public spaces”. Through Cadreon, they became the first Mexican company to deploy programmatic technology in its branding campaigns. Using programmatic technology, appropriate messages can be created and direct connections with customers can be achieved.
The campaign also included a variety of dynamic ad formats published on the Google Display Network, and personalized, geo-located ads on YouTube using Vogon. Vogon is a technology developed by Google through advertisers can “dynamically integrate text, audio, and images into their videos to create unlimited variations on a single ad”. Holanda targeted its ads at consumers who were passing by Mordisko sale locations at snack time. This resulted in selling out the product in many cases. In addition, the YouTube campaign included a masthead ad with an interactive game featuring a frozen sandwich protagonist. This attracted the attention of 14 million users.
The brand included a tool on smartphones which helped consumers to know the nearest sales location and buy the product.
In total, the campaign delivered over 98 million impressions, 157,000 users watched all the ads. 77% of the total impressions were recorded on mobile devices, and over 1.5 million clicks were generated. This made the product to become the best-selling ice cream in Mexico. Over 70 million Mordisko products were sold across the country, an increase of over 37% compared to the previous year.

Outside of this specific activation, the brand is actively promoting its products using hashtags, images, and videos on its social media platforms including Twitter, Facebook, and Youtube to maintain customer interest and patronage.

AMWAY

In partnership with IntegraSV, Amway, a consumer products brand, increased its consumer activations and created awareness across Mexico. Using IntegraSV's tailor-made mobile solution through tours and experiential marketing campaigns, Amway covered more than 1600 miles, stopping at major cities in twelve Mexican states.
The tour was a huge success as it produced a 26.3% activation rate. 1,518 new Amway distributors emerged from a total of 5,772 attendees.
Outside of this specific activation, the brand is actively promoting its products using hashtags, links, images, and videos on its social media platforms including Twitter, Facebook, and Youtube to maintain customer interest and patronage.

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Consumer Activations: Philippines

After an in-depth search, we provided three examples of brands that are creating successful consumer activation in the Philippines. These brands include Jollibee, Cebu Pacific Airline, and Globe Telecom, Inc.

Jollibee

Jollibee is the largest Philippines fast-food chain store, with over 750 stores operating nationwide and a share in the local market that is larger than that of all the multinational brands combined. In terms of marketing and engaging their consumers, Jollibee turned to social media and “hired marketing communications agencies” to ensure their paid advertisements would get noticed, with the use of the #KwentongJollibee campaign.

The campaign consisted of three short videos titled “Homecoming,” “Signs,” and “Status.” The three videos aimed at increasing “brand love and affinity” among millennials. This resulted in “over 50 million YouTube views and countless social media mentions and shares,” as well as a tripling of the overall total growth of the brand.

CEBU PACIFIC AIRLINES

This is the largest airline carrier in the Philippines, having transported 150 million passengers to date. Cebu airline used social media as a powerful tool to update customers on real-time flight information to improve their experience.

As a result, the company was able to create a social media command center “for the sole purpose of driving its customer-first initiative by improving customer care.” Through this initiative, the airline has been able to improve its response time from two days to eight minutes. This initiative aims to build long-standing relationships with regular passengers by establishing accurate information in an efficient and easy to access manner.

GLOBE TELECOM, INC.

Globe is a telecommunications company based in the Philippines and established in 1935 that provides services to individuals; small to medium-sized businesses and corporate clients. The company utilized co-branding in its social media campaign to promote the #CreateCourage campaign which advocates for "non-judgmental understanding and to celebrate bravery."

Co-branding means encompassing a plethora of branding collaborations typically involving the brands of at least two companies. Each brand in a strategic alliance presents its identification to create a blended "brand with the help of unique logos, brand identifiers, and color schemes."

Although the #CreateCourage campaign did not target business growth, the campaign was used to raise funds for the oncology department of the Philippine General Hospital. The company then used the concept of "horror and comedy" to grab their audience's attention, while passing on important information about WiFi hijacking. Hence, the #NoMoreKapitWifi campaign was used to boost online sales of its prepaid WiFi service.
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Consumer Activations: Vietnam

Based on information available in the public domain, there are no reports with insights into casual sit-out restaurant brands that created successful customer activations in Vietnam. However, as per the successful customer activation campaigns by brands identified in our research, it is likely that such campaigns are better launched during significant seasons or events in Vietnam. We identified this trend via the successful customer activation campaigns included in this report as a proxy for the required information. They include Pepsi's 2018 Tết season campaign, Nam Ngu's fish sauce campaign launched during Vietnam's Entrance Examination season to attract and activate students, as well as Heineken's "When You Drink, Never Drive" campaign promoted during a car racing event sponsored by the company.

Methodology

We began by researching credible websites in Vietnam with the hope of locating reports with insights into successful customer activation campaigns by casual sit-out restaurants in Vietnam. For this, we researched sites including VnExpress, VnReview, Ictnews.vn, and others. Unfortunately, there were no reports providing details of customer activations by these portals relevant to casual sit-out restaurants; instead, we located a report by Bizhub.vn stating the need for local companies in Vietnam to leverage digital and mobile marketing to boost their marketing efforts. This report by Bizhub.vn indicated that local companies in Vietnam were not doing enough regarding online and customer activation marketing, which casual sit-down restaurants were likely to be included.

Next, we proceeded to research digital marketing agencies in Vietnam with the hope of identifying case studies by them relevant to successful customer activation by casual sit-down restaurants. Located were reports by Sort List and Clutch.io listing significant marketing agencies in Vietnam to include Redder, Red2 Digital, and BrandUp. Unfortunately, the domains of these marketing companies do not provide any case studies by these marketing agencies regarding customer activation by casual sit-down restaurants, rather, they provide marketing campaigns not relevant to this request.

Therefore, we researched significant sit-down restaurants in Vietnam hoping to identify customer activation campaigns by them. For this, we found some prominent restaurants using Google Maps, Trip Advisor, and other websites, from which we located some famous or popular restaurants in Vietnam based on reviews. Then, we researched the websites and social media accounts of restaurants identified such as Oriental Saigon, Don's Bistro, Hoang's Restaurant, The Chopsticks Saigon, and others. Still, there was no information revealing customer activation campaigns by them. The only information on the portals of these restaurants was on how to reserve seats, which is not relevant to this request.

However, from the above investigation, we located reports of by Talk Vietnam, Think With Google, and PR Week revealing successful marketing campaigns relevant to customer activation in Vietnam by brands targeting consumers. These include campaigns by Pepsi, Heineken, and Nam Ngu, respectively. Therefore, due to the lack of customer activation campaigns specific to casual sit-down restaurants in Vietnam, we have provided these as a proxy for the required information. Please note the campaign by Nam Ngu was reported in 2015, which is beyond Wonder's standard two-year research timeline. However, it is included since it revolved around cooking, thus, relevant to the consumer demographic that sit-down restaurants may likely target. Also, as per information available in the public domain, there were no insights into what the brands executing the customer activations identified in this report are doing to maintain customer interest/patronage after their campaigns.


Customer Activation Campaigns in Vietnam

"WHEN YOU DRIVE, NEVER DRINK" CAMPAIGN BY HEINEKEN

Heineken used this campaign to activate and spread the awareness of the dangers involved in drinking and driving at the same time. The campaign helped the brand highlight to consumers in Vietnam a comprehensive solution that ensures the safety and enjoyment of beverages. To activate its customers and those of others brands, Heineken took the time to understand Vietnam's local context, as well as the entire consumer behavior regarding bear brands, which helped the campaign be successful in activating its customers and non-customers.

Furthermore, Heineken partnered with Grab and Vietnam's National Traffic Safety Committee (NTSC), which helped the brand spread the awareness of the dangers involved in drink-driving in Vietnam: a move that helped the brand reach more consumers and helped to activate existing and potential consumers by showing Heineken is a socially-responsible brand, while also marketing the Heineken brand to consumers.

Heineken reached more than 8.3 million consumers with this campaign in 2017, increasing the company's brand awareness in the process. Due to the success of this campaign in 2017, the company relaunched the campaign in 2018.

PEPSI'S MILLENNIAL MARKETING CAMPAIGN

Based on a survey that the Tết season, Vietnam's Lunar New Year, influences customers' affinity toward brands by 90% and that 85% of consumers are influenced by Tết campaigns purchase decisions, Pepsi used this campaign to activate consumers and increase sales. Also, to make its campaign more relevant, Pepsi targeted the Millenial demographic in Vietnam based on the knowledge that over half of the country's population was below 35 years.

The process adopted by Pepsi to activate its target audience was to invest more in YouTube campaigns to promote its message of reminding Millennials of the true meaning of the Tết season, which was about family and connection, and drive its message beyond traditional TV. Pepsi focused more on YouTube to activate its target audience as they are more tech-savvy. The ad creative included a 30-second clip on YouTube and TV, as well as a 5-minute video that featured Vietnam's famous actress, Ngc Giàu, that went viral.

With this campaign, the YouTube-specific ad creative helped Pepsi drive 34% of the campaign's overall impact on awareness. Also, the brand saw a 20% increase in its impact on association with the Tết season, as well as a 13% growth on effects related to purchasing motivation. Furthermore, after the 2018 Tết season, Pepsi had grown the brand's top-of-the-mind awareness for soda consumers in Vietnam, which helped the company up to the top position in this sector in Vietnam.

Nam Ngu's Fish Sauce Campaign

As of 2015, about 50 million consumers were already using Nam Ngu's fish sauce. However, the company required a fresh perspective to activate and enhance consumers' preferences of the Nam Ngu brand, as well as attract new customers.

Nam Ngu leveraged Vietnam's national University entrance exam that takes place during every summer to launch its campaign targeting young people in Vietnam, who were about leaving their families to pursue their academic careers. The campaign touched on the emotion surrounding the situation created when millennials leave home and used ad campaigns on YouTube to spread its message. Also, Nam Ngu partnered with the entrance exam's support team to select about 30 students from disadvantaged or rural backgrounds, whose moms could not go to support their children for the exam. The company sponsored their trip to visit and cook for their kids using the Nam Ngu sauce. Next, the company posted and promoted the stories of these families on social media showcasing how the company supported moms to visit and cook for their children, which was heart-warming and tear-jerking.

The Nam Ngu campaign received over 2.5 million views on YouTube, more than 500,000 interactions, and moer than 120,000 shares. The campaign succeeded in boosting the company's brand awareness while also activating and attracting its target audience, Vietnamese students, as well as mentions from social media influencers and celebrities in Vietnam.
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Consumer Activations: Saudi Arabia

Despite our best efforts, we were unable to locate any examples of casual restaurant brands that had successful customer activations in Saudi Arabia. However, we did find a case study that was based on a Quick Service Restaurant (QSR) that exhibited successful consumer activations, so, we included it and other useful information within the brief.

METHODOLOGY

As our first strategy, we looked for any white papers or executive summaries that may have information about successful examples of consumer activations in relation to casual restaurants in Saudi Arabia. Some white papers we found were published by Valassis and Nielsen that talked about marketing tips, coupon intelligence, and restaurant customers. Although this information was very useful it wasn’t related to Saudi Arabia, so we had to continue.

As our second strategy, we reviewed abstracts and research papers that were published looking for mentions of brand examples in casual restaurants that engaged in successful consumer activations in Saudi Arabia. Some websites we researched were Waset, Academia, and International Chrie. We found abstracts that talked about brand preferences in Saudi Arabia and research papers mentioning.

In our third strategy, we reviewed various case studies in search of successful consumer activations for casual restaurants in Saudi Arabia. To do this we looked for popular casual restaurants in Saudi Arabia so that we could identify case studies related to those brands. Some brands we researched were Lokma Restaurant, Tareef, Cabrito, and The Butcher Shop & Grill. We couldn’t find case studies related to those brands, but we did find some websites like Thanx, Effie, Sage Research and LibGuides that had case studies listed. They talked about customer engagement and customer behaviors but it was not related to casual dining restaurants.

As our fourth strategy, we looked for industry publications that talked about examples of brands that engaged in consumer activations and causal restaurants in Saudi Arabia. Some websites we visited were Hospitality News Middle East, Arabian Business, and BrandTrip Partners. We found information that mentions marketing, menu strategy, and product development but nothing talked about consumer activations.

In our final strategy, we reviewed paywalled sources in hopes of finding something useful for this brief. Some sites we reviewed were Euro Monitor, Edison Research, and Market Watch. These reports mention the required data but would need to be purchased in order to reap the benefits. They have been included for consideration. We also reviewed other credible publications like Forbes, Santander Trade, and Fortune with no luck.

Since we were unable to find the required data points, we included useful information that we can across with conducting our research.

SUCCESSFUL CONSUMER ACTIVATIONS — SAUDI ARABIA

  • Saudi Arabia is the only country in their region where an estimated 72 percent of the population is local which makes catering to the needs of the local consumer can be rewarding.
  • Vision 2030 includes massive restaurant development projects. For the restaurant industry, positive outcomes from Vision 2030 would include huge investments in commercial and retail space for shopping, entertainment, and hospitality.
  • Restaurant operators could benefit from running social media ads for Snapchat, as Saudi Arabia has the highest market adoption with over 9 million daily active users. 55 percent of those users are women and they open the app around an average of 40 times daily.
  • Restaurants are one of the few types of entertainment in Saudi Arabia this makes cafés (and it can be assumed other casual dining restaurants) attracted huge numbers of customers.
  • Since we were unable to locate any examples of casual dining restaurants, we expanded to include fast-casual and quick service. After expanding our search, we were able to find the below case study, which shows an example of successful consumer activations at a restaurant.

CASE STUDY

We found a case study that is based on a National QSR brand that engaged new customers and re-engaged inactive ones. They had declining sales and needed “highly-targeted advertising strategies” to gain new users and re-engage old ones. They found the best locations to activate customers in nearby neighborhoods, delivered compelling and high-valued coupons to drive their activation using shared mail inserts. The company saw an 11 percent traffic lift, a double-digit increase in foot traffic, and 62 percent more new or lapsed customers.

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Consumer Activations: India

Made in Punjab, Smoke House Deli, and Social are three examples of casual, sit-down restaurant/foodservice brands that are creating successful consumer activations in India. In activating consumers, Made in Punjab makes use of beer and live screening promotions, special fasting menus, and liquor offerings, Smoke House Deli makes use of grill and beer festivals, seasonal offerings, and happy hour offerings, and Social offers co-working spaces and makes use of quiz nights, workshops, book launches, pop-up libraries, and contests.

METHODOLOGY

Consulting databases of marketing case studies such as WARC and Effie was our initial strategy in finding the requested examples. We were unable to find relevant examples in these databases, however, as the restaurants covered by foodservice case studies in these databases are fast-food restaurants, not casual, sit-down restaurants. The case studies are also not specific to India, and in the case of WARC, the case studies are paywalled as well. As a result, we changed tactics and conducted a press search. Looking for successful activations in India per se proved ineffective, though, because we quickly learned there is no article, report, or study in the public domain that readily lists or describes these successful activations. The strategy we found most useful in finding the requested information was identifying the most successful casual dining restaurants in India, checking these restaurants' recent customer activation activities, whether they are events, promotions, or digital campaigns, and determining whether these activities were successful in driving awareness and action. Though the information that we got through this strategy was limited, we were able to prepare three examples, as can be seen below.

MADE IN PUNJAB

Consumer Activation and Other Activities to Maintain Customer Interest/Patronage

Made in Punjab, described as "a name to reckon with" in the smart casual dining space in India and one of the country's most popular restaurants, makes use of the #PunjabiNext hashtag to embody its mission of combining traditional Punjabi flavors with modern culinary experiences. Launched in the first quarter of 2016 along with a new menu, the hashtag symbolizes the restaurant's efforts in taking the legacy of Punjabi cuisine forward. The restaurant actively uses the hashtag in its social media posts, including posts on Twitter and Instagram. Its recent consumer activation efforts include beer promotions involving live screenings of Indian Premier League (IPL) cricket games, special fasting menus for the nine-day Navrati festival, and liquor offerings, which were all visible on the restaurant's Twitter account. The restaurant has amusing posters to promote these offerings. It maintains customer interest and patronage not only through consumer activation efforts but through new menu offerings as well.

Evidence of Success

These consumer activation efforts were not in vain, as the restaurant was recently nominated for the Best North Indian and Best In-House PR/Marcom categories of The Big F Awards in Gurgaon and the Best North Indian category of the Times Food & Nightlife Awards. Recent customer reviews on TripAdvisor and Zomato were mostly positive as well. Made in Punjab is one of Massive Restaurants's "four critically acclaimed, award-winning brand verticals."

SMOKE HOUSE DELI

Consumer Activation and Other Activities to Maintain Customer Interest/Patronage

Widely popular Smoke House Deli is a casual dining restaurant owned by Mumbai-based Impresario Entertainment and Hospitality. One of its recent consumer activation efforts was the recently held Grill and Beer Cocktails fest, which the restaurant promoted through a quirky weather forecast poster titled "Smoky with a Chance of Beer Cocktails." Other consumer activation efforts include buy-one-take-one happy hour offerings and a limited-slot seven-course wine and seafood offering that celebrates seasonal catches. Smoke House Deli is also known for its quirky, hand-drawn interior design, which is an attraction by itself. The walls have stories to tell, which diners can access by scanning the QR Codes on the walls with their smartphones.

Evidence of Success

A review indicates the grill and beer fest was received positively, with all the cocktails described as "praiseworthy" and the dishes described as "perfect." The restaurant's recent opening of a new branch in Whitefield suggests as well that overall efforts have been successful in attracting customer interest. The restaurant now has four locations spread across New Delhi.

SOCIAL

Consumer Activation and Other Activities to Maintain Customer Interest/Patronage

Social, another casual foodservice brand owned by Impresario Entertainment and Hospitality, is "a unique concept at the intersection of café, workplace, casual dining and pub/bar space." It activates consumers, especially millennials and young adults, through its unique value proposition. On weekdays when traffic is low, the bar transforms into a co-working space, where users are charged a fee of Rs 5,000 per month, which can then be used to redeem food and drinks. The brand's Twitter account suggests that the brand's other consumer activation efforts include quiz nights, workshops, book launches, pop-up libraries, and the Social Stumps league (a competition involving Long Island iced tea). These activation efforts are promoted with images and copy designed specifically for its young audience. These images and copy can be described as hip and cool. To further attract its target audience, each Social outlet is set up in a way that it is a reflection of local culture, with memorabilia and furniture sourced locally.

Evidence of Success

The co-working space arrangement appears effective, as the brand is on track to open 8-12 branches in Pune alone. There is also evidence that the newly opened branch Viman Nagar has already become a favorite among millennials in Pune. Social, so far, has 23 outlets across Pune, Mumbai, Bangalore, New Delhi, and Chandigarh.

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American Brands in Mexico

Statistics indicate that most Mexicans have a positive perception of American brands, some Mexicans call for the boycott of American brands, and some Mexicans will purchase or use American brands if certain conditions are satisfied, Top brands in Mexico suggest Mexicans still patronize American products and restaurants.

MOST MEXICANS VIEW AMERICAN BRANDS POSITIVELY

SOME MEXICANS WILL CHOOSE AMERICAN BRANDS IF CERTAIN CONDITIONS ARE MET

  • Sixty-eight percent of Mexicans will choose an American brand over a brand from another country if it is made available at an affordable price.
  • Some Mexicans would consider American brands more if these brands reduced their prices (61%), adopted more of Mexico's culture (32%), took a stand on important issues (37%), improved their treatment of employees (38%), articulated their discontent with the American government (39%), changed where their products are manufactured (18%), embraced their own American culture (13%), or appeared less American (14%).

SOME MEXICANS CALL FOR THE BOYCOTT OF AMERICAN BRANDS

  • The anti-Mexico rhetoric of the Trump administration prompted angry Mexicans to call for the boycott of brands that are widely known to be American (e.g., Starbucks, Coca-Cola, McDonald's, and Walmart). In 2017, hashtags #AdiosStarbucks and #AdiosProductosGringos became popular on social media. Most Mexicans were unaware, though, that the company operating the Starbucks brand in their country is actually Mexican.
  • The percentage of Mexicans who are less likely to purchase or use the following American brands today as compared to a year ago are as follows: Facebook (8%), Amazon (17%), Apple (18%), Coca-Cola (20%), Budweiser (21%), American Airlines (24%), Starbucks (24%), Ford (27%), and McDonald's (33%).

TOP BRANDS IN MEXICO SUGGEST MEXICANS PATRONIZE AMERICAN BRANDS

  • Three of the ten brands with the strongest brand health in Mexico in 2018 were American, and they were WhatsApp, Google, and Facebook.
  • Seven of the ten brands Mexicans have the most intimate relationships with in 2019 are American. They are Apple, Google, Netflix, PayPal, Microsoft, Mastercard, and Nike.

TOP RESTAURANTS IN MEXICO SUGGEST MEXICANS PATRONIZE AMERICAN RESTAURANTS

  • Seven of the top eight fast food restaurants people in Mexico visited at least once in 2018 were American. They were Burger King, Subway, KFC, Pizza Hut, McDonald's, Dunkin' Donuts, and Wendy's.
  • Three of the ten brands with the greatest improvements in brand health in Mexico in 2018 were American restaurants, and they were McDonald's, KFC, and Domino's Pizza.
  • When it comes to baked products, Mexicans prefer local and American brands over European brands.


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American Brands in the Philippines

While there is no source in the public domain that describes in detail how consumers in the Philippines feel about American brands, information pulled from various recently published sources, including surveys, brand indices, news articles, and industry reports, suggests that most Filipinos view American brands favorably. Top brands in the country suggest that Filipinos do patronize American products and restaurant brands.

MOST FILIPINOS VIEW AMERICAN BRANDS POSITIVELY

  • Though price-sensitive, Filipinos tend to be brand-conscious. They are known to favor "anything and everything American."
  • Filipinos' preference for American brands is strong. Filipinos actively seek new American-branded products to experience and enjoy.
  • Filipinos generally perceive American brands to be "safe and of high quality."
  • In Southeast Asia, the Philippines is the biggest market for American food and beverage consumer products. As far as these products are concerned, it is one of the world's fastest-growing markets.
  • Products that are American-made or American-sold are highly desired in the Philippines. Returning or overseas Filipino workers often give or send relatives in the Philippines 'balikbayan boxes' full of these products. These boxes are typically stuffed with American chocolates (e.g., M&M's, Reese's, Snickers), toothpastes (e.g., Colgate, Crest), deodorants (e.g., Secret), shoes (e.g., Nike, Adidas), and canned meat (e.g., Spam).
  • Filipinos' taste for American products is largely attributed to the country's long history of American colonization.

TOP BRANDS IN THE PHILIPPINES SUGGEST FILIPINOS PATRONIZE AMERICAN BRANDS

  • Six of the ten brands that had generated the highest amount of positive buzz in the Philippines in 2018 were American, and they were Colgate, Safeguard, YouTube, Dove, Google, and Facebook.
  • Four of the ten brands that most Filipinos would recommend to a friend or colleague in 2018 were American, and they were Colgate, Dove, Oreo, and Safeguard.
  • One of the ten brands that most Filipino millennials had learned about through word of mouth in 2018 was American, and it was Oreo.
  • Three of the ten brands with the strongest brand health in the Philippines in 2018 were American, and they were Colgate, Safeguard, and Dove.
  • Seven of the ten brands Filipino women view most favorably in 2019 are American, and they are Colgate, Dove, Oreo, Safeguard, Facebook, YouTube, and Google.

TOP RESTAURANTS IN THE PHILIPPINES SUGGEST FILIPINOS PATRONIZE AMERICAN RESTAURANT BRANDS



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American Brands in Vietnam

Vietnamese consumers prefer American brands over their local and Chinese brands. They prefer American brands because of their styling, quality, and prestige. More information on the topic has been presented below along with an outline of the research methodology.

Methodology

Our research team started by looking for the Vietnamese consumer's perceptions of American brands. We searched through research sites, news journals, magazine articles, and private company databases such as Research Gate, Vietnam News, and Kantar World Panel. The aforementioned sources provided us with some research done in the past among Vietnamese consumers. We also found a research report on the direct public perceptions of the American brands. Therefore, we have listed all the credible outcomes of the research.
We expanded our search by looking for some more sources of data and thoroughly searched across news articles and private company surveys. However, we only found the same surveys and reports. We also found information on how companies can increase their market in Vietnam by targeting their perceptions over goods. Since this information was not related to this research, we excluded it. Hence, all the additional searches yielded no further results.

VIETNAMESE CONSUMERS PREFER AMERICAN FASHION BRANDS OVER LOCAL FASHION BRANDS

North Dakota State University developed a self-administered questionnaire for research. The main target of the research was to assess the behaviors of Vietnamese consumers towards American fashion brands and important product attributes in purchasing fashion goods. The research report measured the perceptions of the American fashion brands (attractiveness, prestige, quality, and advantage) using the 5-point Likert scales. 85% of the participants of the research indicated that they were attracted to products from American brands. Similarly, only 27% of the participants indicated that they were attracted or very attracted to local brands.

The consumers prefer American fashion brands as they are more attractive, prestigious, and qualitative than the local brands. The advantages of American fashion brands have been listed as quality, brand image, and material in the research. The only advantage of the local brands is the low price of such products. When compared to Chinese goods, consumers found the goods from the US to be of higher rank in characteristics and features such as innovation, quality, styling, service, and overall value.

GROWING AFFLUENCE IN VIETNAM

The Vietnamese consumers are showing an interest in high quality and expensive American brands such as Apple, instead of Chinese brands such as Huawei and Oppo. This is happening because the consumers believe that the Chinese products are of lower quality. American fast-food chains are also popular among Vietnamese consumers, and they consider the chains as high-end chains. Vietnamese consumers consider McDonald's as an iconic restaurant brand. 

HIGH TRUST in AMERICAN BRANDS

Vietnamese consumers value design, color, and technology in trusted American brands such as Kohler. The American company — 7-Eleven — drew crowds of Vietnamese people for their grand opening in Vietnam. The American brands enjoy a reputation for quality, especially in the southern region of Vietnam.


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American Brands in Saudi Arabia


Saudi consumers ranked American brands highly for factors such as trustworthiness in terms of reliability, performance, and consistency; engagement in terms of interaction and availability; leading edge in terms of innovation, luxury, prestige, uniqueness among others. Below, are further explanations of different perceptions of American restaurants and brand quality by Saudi Arabians.

AMERICAN BRANDS RANKINGS BY SAUDI ARABIA

1. IPSOS, THE MOST INFLUENTIAL BRAND STUDY

In 2018, Ipsos conducted a Most Influential Brand (MIB) study which measures and ranks brands in knowledge, skills, and abilities (KSA). The top brands are evaluated and ranked based on dimensions such as trustworthiness (reliability, performance, and consistency), engagement (interaction and availability), leading edge (innovation, uniqueness and competitive edge), corporate citizenship (social responsibility, inspiration, influence, respect, and care), and presence (usability, deployment, well-establishment and much advertisement). Among the top 10 brands in KSA, there are 7 American brands which are highly rated by Saudi consumers in terms of trustworthiness, leading edge, engagement, corporate citizenship, and presence. These brands include Google, Apple, YouTube, Microsoft, SOUQ.COM (an Amazon company), VISA, and Facebook.

2. YOUGOV'S BRANDINDEX

According to YouGov's BrandIndex, which measures the overall brand wellness based on how consumers' perceive brand's quality, impression, value, satisfaction, reputation and whether they would recommend the brand to others, the top 10 Saudi Arabia index rankings for 2017 include five highly-rated American brands as follows:
Apple has a score of 41.6
Whatsapp has a rating of 41.3
YouTube scored 40.3
iPhone has 38.6 as its score.
Google has a score of 37.

SAUDI CONSUMERS' PERCEPTIONS OF AMERICAN PRODUCTS

According to the research study by the Management & Marketing Department, King Fahd University of Petroleum & Minerals, Saudi Arabia, products made in the United States were given the highest evaluation for being much advertised (ranking= 3.94/5), and having a well-recognized brand name (rating= 4.06/5).

American products and brands are highly rated based on many factors which include:
Expensiveness: 3.53/5
Price compared to quality: 3.25/5
Luxury: 2.82/5
Reliability: 3.4/5
Advanced technology: 3.86/5
Durability and quality: 3.54/5
Much advertising: 3.94/5
Brand name recognition: 4.0/5
Style and appearance: 3.84/5
Bad performance: 2.23/5
Low prestige: 2.25/5
Maintenance services: 3.4/5
Many options: 3.86/5

For ranking based on the provision of more luxury than necessities, the United States brands are more luxurious than Japan, China, and India but lower than Europe. The score for each country is below.
The United States: 2.82.
Japan 2.77.
Europe 3.32.
China 2.18.
India 2.04.

In the aspect of having low prestige, the United States brands are more prestigious than China and India but lower than in Europe and Japan. The score per country is below:
The United States 2.25.
Japan 2.07.
Europe 2.22.
China 3.16.
India 3.17.

AMERICAN RESTAURANT CONSUMER PERCEPTION AND RANKINGS:

Based on YouGov's BrandIndex, the top five Saudi Arabia's index rankings for restaurants and eateries in 2017 include two American restaurant brands as follows:
Pizza Hut was ranked #4 with a score of 12.5.
Domino's Pizza ranked #5 with a rating of 12.4.
KFC is the top index improver in restaurants and eateries rankings.

There are four sections in the restaurant industry which include fast casual, fine dining, casual dining, and quick service restaurants/fast food (QSR). The most important group in KSA is casual dining. ''Most of the casual dining chains in Saudi Arabia have ''North American franchise concepts'' and are very well-known all over the country. The Saudi millennials are more attracted towards fast-casual ideas; the fast-casual ideas have a similar pattern like those in the United States.

American brands dominating the Saudi market include Apple and Microsoft; these brands are known for excellence in technology. Ford, Jeep, and GMC are the leaders among car brands. In the fashion industry, we have Calvin Klein, Michael Kors, Nike, Gap, Coach, and American Eagle as leaders in this industry. MAC and Maybelline are popular in the cosmetics industry while McDonald's food is widely desired among Saudi Arabian millennials.

Saudi Arabian consumers like American brands for their presence all over the world. They also like the idea that the American brands represent the United States in terms of diversity, independence and affordability.

Saudis are very educated about American culture through music, movies, and products. The United States brands use local influencers in their campaigns to engage and influence Saudi consumers. For instance, Nike launched a campaign that featured five Arab influencers, including Fatima Al-Banawi, a Saudi social researcher, artist, and actress.



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Part
10

American Brands in India

Consumers in India mostly have positive perceptions of American brands, according to a recent survey. However, some of their products are regarded as being too costly for regular individuals in India. People in India view Western fashion, including American, rather favorably and often mix local fashion with Western styles. Finally, Indians mostly regard American food restaurant brands as respectful and sensitive to local culture.

INDIAN CONSUMERS' PERCEPTIONS OF AMERICAN BRANDS

Approximately 81% of Indian respondents reported having either a "slightly positive" or "very positive" perception of products manufactured in the United States. This figure originates from a survey administered to reveal how positively products are perceived in multiple nations around the world. Additionally, the study demonstrated that products from the United States have the strongest reputation in the country. Following the United States were products from Germany, the United Kingdom, Japan, and Singapore.

Nonetheless, some commodities from the United States are seen as being too expensive or luxurious, as well as out of reach to the ordinary Indian citizen compared to brands from China. Chinese brands are considered to be more affordable to the average person in the region, as reported by Business Insider. The prices of products provided by American brands, such as Apple, make it difficult for them to compete for a significant market share in the country.

Indians express a desire for Western fashion, including American. They view style from the area favorably, according to Fast Company. At times, Indians incorporate Western fashion with their local ones. Several females in the country frequently combine Western and Indian styles. For example, many women mix "colorful cotton tunics with jeans." Moreover, stores in India that offer Indian outfits can be discovered next to those selling European and American labels, including H&M and Levi's.

In India, American food restaurant labels are regarded as respectful and sensitive to the local culture since they customize the food based on the locals. For instance, Indians do not consume beef, so American brands modify their menus to exclude it. Moreover, around 50.02% of respondents in India reported visiting a McDonald's establishment in 2018, according to a survey centered on the restaurants that Indians visited during the year. Other popular American restaurant brands in the region included KFC, Pizza Hut, Subway, and Burger King.

Sources
Sources

From Part 02
Quotes
  • "The Philippines is once again the undisputed leader when it comes to social media usage, according to We Are Social, a consultancy firm based in the United Kingdom."
Quotes
  • "But more than the reach and the views, JFC sees engagement as the key to the campaign’s success."
Quotes
  • "They key is to provide timely information and relevant data so the customers are up to speed with what’s happening in their flight and if changes are to occur."
  • "Our long-term goal is to build lasting relationships with our customers, and this is an airline-wide initiative, driven by data, technology and a lot of heart"
Quotes
  • "With the knowledge that Filipinos—especially Globe’s target audience of 25–45 year-olds—are spending more and more time on YouTube, the brand saw a great opportunity to take an innovative approach to that challenge."
  • "The ad creative relied on suspenseful storytelling to keep viewers on the edge of their seats"
Quotes
  • "The campaign sought to raise awareness for the Philippine General Hospital (PGH), which needed to raise funds for the rehabilitation of its pediatric oncology clinic"
From Part 03
Quotes
  • "We are at a juncture where it has become imperative for business to leverage mobile marketing to create a deep, authentic connection with consumers. As an industry, we need to look to the future and take charge of shaping the future of not just mobile marketing, but also our businesses.”"
Quotes
  • "Customer activation strategy involves detailed planning to motivate existing customers to proceed to the next level of their lifecycle faster. It can be for an existing active customer, a dormant customer, customer turning into an advocate, or also for a one-time customer that recently turned into a frequent user."
From Part 05
Quotes
  • "As part of it’s converted culinary experience, Made in Punjab, the multi-award winning, critically acclaimed, smart-casual concept under Zorawar Kalra’s Massive Restaurants umbrella, today announced the launch of its new menu. Incorporating a fine balance between earthy-rustic and modern-chic, Made in Punjab endeavors to offer a contemporary culinary experience, retaining the cuisine’s traditional essence, taking the legacy forward a#PunjabiNext."
Quotes
  • "Its flagship brand, Social, is a unique concept at the intersection of café, workplace, casual dining and pub/bar space. Since the establishment of its first outlet in 2014, Social has quickly grown to 17 outlets across three cities with potential to scale to top 20 cities in India and select markets abroad."
Quotes
  • "The high-end restaurant operator Impresario will open 8-12 new Social outlets in the city over the next two years."
  • "Social is a concept chain that relies on keeping operational cost low and breaking even faster than other chains. With the Social chain, Amlani is also trying to experiment with something unique. To put to use the space better on weekdays (when footfalls are low), he has introduced the concept of using the restaurant as a co-working space. "
Quotes
  • "The Company currently operates under four critically acclaimed, award winning brand verticals of premium Fine-Dining Restaurants with the signature Masala Library by Jiggs Kalra, the Smart-Casual Dining Restaurants with the brand Made in Punjab, the modern Indian bistro concept Farzi Café and modern pan-Asian bistro concept Pa Pa Ya, and MasalaBar, offering a cutting edge, post-modern, scientific laboratory style Bar experience to revolutionise the Indian nightlife. "
Quotes
  • "Global consumer brands investor L Catterton has agreed to acquire controlling interest in Impresario Entertainment and Hospitality, which operates casual dining brands and hangout bars like Smoke House Deli, Salt Water Cafe and Social."
Quotes
  • "Smoke House Deli organized their Grill and Beer Cocktails fest from Mid September 2018 to Mid October 2018. It was an affair with some delish food combining with the latest trend of beer cocktails."
Quotes
  • "It’s the small touches that make this new Pune restaurant a favourite among millennials in the city, which has also contributed to Pune’s burgeoning dining scene."
From Part 06
Quotes
  • "In the past two years, political events have fuelled an increase in Mexican national pride and anti-US sentiment. This had a noticeable impact on certain brands that were closely identified with the USA in the minds of Mexican consumers, but it also represented an opportunity for brands to connect with their consumers by engaging with an issue that elicited strong emotions."
  • "Some Mexican citizens channelled their political anger into calls to boycott brands seen as being typically American, including Starbucks, McDonald’s, Coca-Cola and Walmart. Social media played a role in spreading these campaigns, with hashtags such as #AdiosStarbucks (“goodbye, Starbucks”) and #AdiosProductosGringos (“goodbye, US products”) gaining traction in 2017."
Quotes
  • "In Mexico, consumers of all social classes purchase bakery products, although the average per capita expenditure varies according to their purchasing power. Mexicans have a preference for domestic and American brands and/or local bakeries’ fresh products. European products are not well known, due to the scarce availability. "
Quotes
  • "In Mexico, U.S. favorability has roughly halved, down 36 points from 66% to 30%."
  • "Since 2013, positive opinion of Americans has fallen 18 points in Mexico"
From Part 07
Quotes
  • "The 257 brands in YouGov BrandIndex were ranked using the Buzz score which asks respondents, “If you've heard anything about the brand in the last two weeks, through advertising, news or word of mouth, was it positive or negative?” Scores are net scores, calculated by subtracting the percentage of negative responses from the percentage of positive responses for each brand."
Quotes
  • "YouGov BrandIndex screened all of its 220 brands for their net Recommend score, which asks respondents "Would you recommend the brand to a friend or colleague?" and “Would you tell a friend or colleague to avoid the brand?” Only respondents who are current or former customers of a given brand are interviewed."
Quotes
  • "YouGov BrandIndex first screened all of its 220 brands for positive Buzz, which asks respondents "Have you heard anything positive about the brand in the last two weeks, through advertising, news, or word of mouth?" Brands with low response volume were eliminated. From those brands, they were then ranked on Word of Mouth scores, which asks respondents "Which of the following brands have you talked about with friends and family in the past two weeks (whether in person, online, or through social media)?""
  • "All respondents for this research were adults 18 through 34 years old."
Quotes
  • "The 225 brands across 7 different sectors in YouGov BrandIndex were ranked based on the Index score, which is a measure of overall brand health calculated by taking the average of Impression, Quality, Value, Satisfaction, Recommend and Reputation."
Quotes
  • "The 225 brands in YouGov BrandIndex were ranked using the Impression score, which asks respondents, “Overall, of which of the following brands do you have Positive/Negative impression?” Scores are net scores, calculated by subtracting the percentage of negative responses from the percentage of positive responses for each brand."
Quotes
  • "Yang says the Philippine market, although price-sensitive, is also brand conscious and likes anything and everything American. "
Quotes
  • "The Philippines has a strong preference for U.S. brands and is always looking for new American products to taste and enjoy. As incomes grow, more American brands are likely to find a market here."
  • "Philippine consumers perceive U.S. brands to be safe and of high quality."
  • "The Philippines is the largest market in Southeast Asia for U.S. consumer-oriented food and beverage (f&b) products and one of the fastest growing markets in the world, importing $923.4 billion in U.S. f&b products in 2016."
Quotes
  • "On average, 67 percent of Filipinos liked any foreign cuisine they tried, with American, Japanese, and Italian cuisine being the most favored among the community. "
Quotes
  • "Jollibee Food Corp (JFC), the largest Asian foodservice company, continued to lead fast food in 2017, with each of its brands also leading in their respective categories. The group recorded double-digit value sales growth over much of the review period, driven by an acceleration of its store network expansion."
  • "McDonald’s was the second-ranked brand within fast food in 2017, positioned behind Jollibee. McDonald’s posted strong value sales growth in 2017 thanks to its continuous opening of new restaurants, the renovation of existing restaurants, new product launches and consistent marketing and promotion of its core menu."
Quotes
  • "McDonald's is an American fast-food behemoth. With more than 37,000 restaurants in 120 countries, the chain dominates pretty much every market it chooses to enter. But in the Philippines, where McDonald's has been trying and failing for nearly 40 years to be No. 1, a local chain is giving McDonald's a run for its money: Jollibee."
Quotes
  • "American-made or American-sold products are highly coveted. Vending machine standbys such as M&M’s, Snickers, Twix and Reese’s convey status upon relatives in the Philippines because they’re American products, which are seen as higher-quality, special-occasion foods. Colgate toothpaste, Spam and corned meat are big."
  • "Decades of US colonisation and influence made many Filipinos avid consumers of American culture and products."
  • "American brands like Colgate and Crest seem like mundane inclusions, but they are especially desirable in the Philippines, where a history of US colonisation has shaped consumer tastes."