oa Journal of Marketing - Chicken brand returns to marketing basics



Here's a marketing puzzle: how do you introduce a consumer in Indonesia (or Bahrain or Fiji) to a brand that has built its success on the use of ingredients they've never heard of? One that has a Portuguese heritage but is South African in origin (all the more complicated since it's likely they don't know where South Africa is?) What strategy do you follow in promoting a brand that has its roots in entrepreneurial passion, but now has a presence in 26 markets worldwide? And how do you make sure that it maintains the fiery spirit that made it special in the first place?


Article metrics loading...

This is a required field
Please enter a valid email address
Approval was a Success
Invalid data
An Error Occurred
Approval was partially successful, following selected items could not be processed due to error