World Peace: February 2010

Chirine hamdan @ 26944
Sarah Kayyem @ 27358
Ahmad Swan

Ten Brands:
1) Macdonald
2)Nokia
3)Channel
4)Panasonic
5) Gucci
6) IPhone
7)Apple
8)Sony
9)Cannon
10)Chillis

-We have selected the five of the following ten brands
Macdonald
Channel
Nokia
Chillis
Apple

-We have slected the three of the following five brands
Macdonalds
Channel
Apple

-We have selected the two of the following three brands
Macdonalds
Apple

Macdonald McArabia,http://en.wikipedia.org/wiki/McArabia
Macdonald McArabia Ads
http://www.youtube.com/watch?v=PG8oI6iOqoc

AppleIphone 3G campaign,http://www.everythingicafe.com/news/iphone-hardware/new-iphone-3g-ad-campaign-20080724741/
Apple Iphone 3G Campaign Ads
http://www.youtube.com/watch?v=oAN4NzQfNk8&feature=fvst

Comparison
Generally speaking, McArabia and iPhone 3G are two different campaigns that targeted two different audiences. However, they both meet at serving their selective consumers.
McArabia is a local product that is segmented towards Arabs, specifically; whereas iPhone is a global product that has been recently released in UAE. For instance, in the UAE, as well as in other neighboring Arab states, the company launched a product known as McArabia which is supposed to match the local tastes and preferences; further increasing the popularity of McDonald’s fast food restaurants and its services. Basically, the main goal of the company was to find the product that would match both the traditional principles and standards of McDonald’s in all countries of the world vs. the local cuisine and habits of local population. In such a way, the company focused on the research of the product that could fully match this demand. This is why the company focused on the product that could use elements of traditional local cuisine and, at the same time, correspond to the brand and image of McDonald’s. As for the campaign’s commercial, it is clearly targeting Arabs, specifically locals, where it featured people with traditional customs.
Secondly, iPhone’s campaign is targeting global consumers. Thus, iPhone should promote itself as a consumer-oriented product further associating its benefits towards the different nationalities that are living in the UAE. In addition, not many campaigns were broadcasted in UAE’s local market; so iPhone should give some effort toward the advertising and marketing tools to better promote the product to consumers. Also, iPhone should release effective campaigns that will endorse consumers’ minds; informing them deeply about the product’s features! As for the campaign’s commercial, it is obvious that it is a global one; wherein it wasn’t as effective as for the local market.
As a conclusion, as Arab consumers, we perceive the McArabia campaign as effective since it produces positive vibes towards the local market. iPhone’s campaign, on the other hand, is with no question a global one; wherein it needs to localize itself to better reach out for its local UAE consumers and adapt to their different lifestyles, as well!