MERCADEO Versión en español
Marlena Peleo-Lazar de McDonalds: Diversity and inclusion is the McDonalds way of life
4 de noviembre de 2013
Marlena Peleo-Lazar, CCO of McDonald´s, started off the talks at the 2013 ANA Multicultural Marketing and Diversity Conference by speaking in depth about the basis of the fast-food chains multicultural strategies and its role as a leading brand engaged in culturally relevant storytelling.”When we take the time to invest our resources to understand the points of view of the ethnic customers, we make smarter decisions that promote our brand in the best possible way” she said.Multicultural consumers represent 40 percent of McDonalds business in the United States. Diversity and inclusion is the McDonalds way of life the executive said. She also noted that it is ethnic consumers who are the most loyal to the brand, and to be successful in the multicultural segment, a brand has to do a lot of research and then it has to dare to execute the strategy. Brands often hesitate to take that step, she said, but you have to take risks.The McDonalds Im Lovin It campaign, launched in 118 countries 10 years ago and the longest-running campaign in history, according to Peleo-Lazar, provides the basis for Total Market storytelling.McDonalds today has 26 million clients and 14,000 restaurants worldwide. We are where our clients are and where they want us to be she said.
Diario de Hoy
Noticias relacionadas (3)
3 de noviembre de 2013
ANA 2013 inició su conferencia multicultural de la mano de AHAA, FOX Hispanic Media y NUVOtv
20 de septiembre de 2013
Marketing to a Multicultural Nation es el nombre de la conferencia ANA 2013