McDonalds- Take a ride Collaborative Marketing.doc

 PAGE \* MERGEFORMAT 11 McDonald’s: Take a ride Collaborative Marketing I believe many people have seen China Mobile’s this ad: Jiaoyangsihuo, a package back shoulders, dressed in T shirt jeans fashion young horse hailed in the street, from time to time a car passed, no one stopped. After a yellow cool cars, cars seem to see a young human hands holding the ‘M-zone’ of the board, reversing back, hood open, Ronald McDonald waves enthusiastically waving young people: ‘Hi! Come on!’ Young people happy to ride away. Voice-over: McDonald’s, my fellow brothers. Followed is that McDonald’s (McDonald’s), and M-Zone (M-zone) Brand LOGO. This is a McDonald’s in conjunction with China Mobile’s M-Zone sub-brand for the launching of the ‘dynamic package’ by creating advertising. Cross-brand the implementation of brand alliances for joint marketing in China is still noticeable fresh, this marketing approach allows both partners to achieve complementary advantages, enhance the competitiveness of enterprises to achieve win-win situation. However, cross-industry co-branding alliance vulnerable to the strength of both sides, cooperation, unity of purpose to tie him down, in actual operation there will certainly be difficult. The McDonald’s hand M-Zone has successfully accelerated the process of adjustment of its brand, but also for the significance of synergistic marketing enterprises added sum of the affirmative. Brand Alliance Background From the end of 2002 the involvement of genetically modified food events, to the Canadian mad cow disease in May 2003 caused by McDonald’s shares fell, to the ‘toxic oil drain’ incident, McDonald’s brand ‘healthy happy’ smile image no longer exists, many consumers have been pairs of McDonald’s ongoing for nearly 50 years are tired smile, and even many young consumers feel that ‘Ronald McDonald’ the image of a very old-fashioned, ridiculous. McDonald’s become increasingly an old brand image, coupled with the history of 2002 does not encount