If you shop in your own country, you will find the products you need easily. This is largely due to the packaging design. The colors used, logo and shape of packaging are all so embedded in your mind, it’s easy for you to find the products you are looking for.
If you go out of the country, however, finding the products you need will not be as easy. This is because the culture of different companies changes the way products must be represented. Here are some interesting changes you can see in packaging when you travel from country to country.
KFC
When it comes to innovative food packaging design, language can account for major changes in how a product is represented. Kentucky Fried Chicken is one example of a company whose name changes in different countries according to the language the people there speak. For instance, in the French speaking province of Quebec, the company is referred to as Poulet Frit Kentucky.
Kentucky Fried Chicken (KFC) is widely recognized as a prominent global fast food establishment, renowned for its popularity. However, it is worth noting that the marketing approach employed by KFC exhibits considerable diversity across different nations. In the Japanese market, KFC has implemented a distinctive marketing strategy that has contributed to its heightened success relative to its domestic market in the United States.
A notable distinction observed in KFC's marketing approach in Japan is to its emphasis on localization. KFC has strategically modified its menu and branding in order to cater to the preferences and tastes of the Japanese consumer base. KFC Japan presents a diverse range of exclusive menu offerings that are not accessible within the United States, like the Kentucky Rice Bowl and the Ebi Fry Chicken Sandwich. KFC Japan employs branding and advertising strategies tailored to the Japanese market.
One notable distinction in KFC's marketing approach in Japan is to its emphasis on the concept of family. KFC Japan has strategically established itself as a dining establishment that caters to families, providing an environment conducive to shared meals and familial enjoyment. KFC Japan provides a diverse range of promotions and events that cater to families, including the KFC Christmas Dinner and the KFC Summer Festival.
KFC Japan has experienced advantageous outcomes as a result of the widespread appeal of American culture inside the Japanese context. KFC Japan has strategically leveraged its brand by establishing an association with American culture. An illustration of this can be observed in the advertising efforts of KFC Japan, where a frequent strategy employed is the utilization of American celebrities.
The marketing strategy implemented by KFC in Japan has yielded significant success. KFC Japan has emerged as the foremost market for KFC globally, boasting a staggering number of over 1,200 stores. The success of KFC Japan serves as evidence for the significance of tailoring one's marketing strategy to align with the specific cultural context.
McDonald's
While McDonald's is one of the world's most successful fast food companies, its marketing strategy in Japan differs significantly from the rest of the globe. McDonald's has tailored its menu, prices, and marketing strategies to the preferences of Japanese consumers.
Menu
McDonald's in Japan has a very different menu than the rest of the world. In addition to McDonald's American standards like the Big Mac and Quarter Pounder, the McDonald's Japan menu also features a number of regional specialties. The McSpicy (chicken burger with spicy sauce), the Teriyaki McBurger, and the Ebi Filet-O (shrimp patty) are just a few of the more well-known varieties. McDonald's Japan also offers a range of seasonal and limited-time menu items, which helps to keep things fresh and exciting for customers.
Pricing
McDonald's menu items in Japan cost more than they do in most other nations. Multiple factors contribute to this, including the higher expense of living in Japan and the perception of McDonald's as a higher-end option among Japanese consumers. Value meals and children's meals are only two examples of the McDonald's offerings that are priced affordably.
Advertising
Even McDonald's ads are different in Japan from those in other nations. McDonald's commercials in Japan are typically warmer and more sentimental, often showcasing Japanese families and other cultural symbols. This is in contrast to the more cheerful and comedic advertising used by McDonald's in other nations.
Some concrete instances of McDonald's unique Japanese advertising strategies are as follows:
McCafé: McDonald's Japan places a premium on coffee, so much so that it has its own sub-brand dedicated to the beverage. McCafé serves a wide selection of delicious baked goods and coffee beverages. This conforms to the prevalent Japanese attitude that coffee shops are excellent venues for unwinding and making new friends.
McDonald's locations in Japan frequently feature extravagant PlayPlaces, indoor playgrounds for kids. Japanese families love this function because it gives their kids something to do that is both entertaining and safe while they eat.
The Japanese branch of McDonald's is known for its frequent collaborations with well-known anime and manga properties to produce limited-edition menu items and marketing pushes. For the Japanese market, which loves its pop culture, this is a fantastic marketing strategy.
McDonald's marketing campaign in Japan is, on the whole, highly effective. McDonald's has become one of the most successful fast-food businesses in Japan by catering to local tastes and values in terms of menu offerings, pricing, and marketing.
Diet Coke
Americans looking for a low-calorie soft drink will automatically start seeking out the silver and red custom design packaging on the can that is labeled as Diet Coke. However, in some parts of Europe, the word diet does not necessarily mean low calorie. If you are looking for the same great taste in a low-calorie drink in those parts of the world, you will want to look for Coca Cola Light.
Fun fact, the main reason Coca Cola has been working on developing Coca Cola Zero is because they are attempting to make a low-calorie product that is universally accepted.
Lay's Potato Chip
The marketing strategy for Lay's potato chips, one of the most ubiquitous snack food companies worldwide, differs by region. Lay's strives to cater to local tastes and cultural conventions by modifying its flavors, packaging, and advertising strategies in countries outside of the United States.
Flavors
There is a vast selection of Lay's tastes available worldwide, many of which are exclusive to individual nations or areas. In China, for instance, you may get Lay's in Seaweed and Green Tea flavors, while in India, you can get them in Magic Masala and Tandoori Chicken. This helps Lay's to appeal to a wider spectrum of consumers and to suit the individual demands of each area.
Packaging
The Lay's bags are not standardized worldwide either. Lay's chips are offered in bags in some areas and tins in others. Some countries use more classic designs for their packaging, while others use more contemporary artwork to attract customers. Depending on the local climate and other circumstances, Lay's employs a variety of packing materials in various nations.
Advertising
Similarly, Lay's ads are modified for each region. Ads for Lay's vary by country, with some focusing on regional celebrities and symbols and others focusing on universal themes like community and good times. Lay's also adapts its advertising strategies on a global scale to reflect local preferences.
Some concrete instances of Lay's non-American marketing strategies are as follows:
The "No One Can Eat Just One" commercial for Lay's was introduced in India and featured well-known Bollywood actors and actresses.
In China, a special edition of Lay's chips was made in collaboration with the hit video game League of Legends.
Authentic Japanese tastes like Nori seaweed and wasabi are only two of the many that Lay's sells in Japan.
The "Walkers" brand of Lay's potato chips is famous in the United Kingdom for its memorable advertising slogans like "Do Us a Flavour."
In general, outside of the United States, Lay's marketing strategy emphasizes localization and modification. By producing various flavors, packaging, and advertising that is suited to each specific country, Lay's has been able to become one of the most successful snack food companies in the world.
Burger King
Burger King is one of the most popular fast food restaurants in the world, yet its marketing technique varies from region to country. Burger King strives to cater to local preferences and customs in countries outside of the United States by changing its menu, prices, and marketing to reflect those of the target market.
Menu
The menu at Burger King in the United States is vastly different from that in other nations. Burger King locations in different countries typically provide a wide selection of regionally specific menu items in addition to international favorites like the Whopper and the Big King. Burger King has a variety of regional specialties, such as the Ebi Filet-O (shrimp patty) in Japan and the Chicken Maharaja Mac in India. Burger King also features a number of limited-time and seasonal menu items in various nations to keep things interesting for regulars.
Pricing
In most places outside of the United States, Burger King costs more than it does here. The higher cost of living in various nations and the perception of Burger King as a more premium brand in particular markets are both contributing reasons. Value meals and children's meals are only two examples of Burger King's reasonably priced fare.
Advertising
International Burger King commercials are likewise very different from their American counterparts. Ads for Burger King in other countries are frequently more sentimental and touching, including local people and landmarks. This is in contrast to the advertising used by Burger King in the United States, which tend to be more lighthearted and comedic.
Here are a few concrete examples of how Burger King's international marketing strategy differs from its domestic strategy:
Burger King in Japan collaborated with the Pokémon anime franchise to produce Pokémon-themed food and marketing materials.
Burger King's "Burgers Made with Love" ad campaign in India features well-known actors and actresses from Bollywood.
Burger King's advertisements in the UK are notorious for their snark and irreverence, with slogans like "Have It Your Way."
Overall, Burger King's marketing approach outside of the USA is focused on localization and adaption. Burger King is one of the world's most successful fast food franchises because it offers locally relevant menu items, prices, and marketing in each of its global markets.
Tide
If you are outside the U.S. and looking for Tide laundry detergent its familiar bright orange amazing package design will not be hard to find. However, the name of the product may be source of confusion. In Turkey, the product is named Alo and in Central Europe, it’s named Vizir. In countries like the Philippines and Indonesia, it comes in soap rather than powder form.
If you are a manufacturer who sells products in different countries, you will want to make sure you provide packaging that will appeal to people, no matter where they may be located. The right branding and design agency can help you achieve this goal.
Lien Design is a design agency located in San Diego, CA. They are familiar with the latest trends and cultures around the world and they are sure to provide packaging that relates to everyone. In addition to packaging, they are also skilled in web design, print and whatever else your company needs to make it tick.
It can be interesting to explore different cultures and find out their preferences when it comes to product design. As a manufacturer, it is critical to be on top of what it takes to make your product sell all over the world. Good luck finding a universal design that helps your company reach its goals.
All designs and trademarks are property of their respective companies and are being shown for educational purposes only.