oa Journal of Marketing - Chicken brand returns to marketing basics

Volume 2008, Issue 02
  • ISSN : 1811-9565



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?

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