THE COLLABORATIVE BRAND MARKETING: THE CASE OF BTS-McDONALD’S IN JAKARTA, INDONESIA
Keywords:
collaborative brand marketing, fast-food chain, business growth, McDonald’s, strategy
Abstract
In a rigid competition marketplace particularly during the pandemic time, greater emphasis is being placed on marketing strategy to boost the sales and business growth. Marketing strategy has a central role in the development of brand image, be it at the corporate, retail or product level. Fast food industry is one of the major sectors that continuously adapt their marketing strategy to the highly competitive market. With the spike popularity of technology and pop culture, many fast-food companies contest not only to stay on the business but also to gain competitive advantage with their innovative branding strategy. Certainly, there are many challenges that fast-food Company needs to deal with given the current pandemic situation where most are struggling to stay relevant and increase the sale amid difficult times. For this purpose, the focus of this study is the McDonald’s franchise in Jakarta, Indonesia in which considered as one of the few which recently gain reputation due to collaborative brand marketing, they currently undergo with one of the biggest pop group. This article is devoted to explain what makes McDonald’s collaboration’s marketing strategy works and analysis of PESTEL on their marketing strategy. This study shows that popularity of BTS-McDonald’s collaboration strategy related strongly to demography, social-culture, and technology aspects.
References
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BBC (2021). McDonald’s BTS meals: Indonesia branches forced to shut due to high orders. Available online: https://www.bbc.com/news/world-asia-57426198
Beer, J. (2020). Inside McDonald’s bold-but maybe not bold enough—strategy to turn customers into super fans. Available online: https://www.fastcompany.com/90572888/inside-McDonald’ss-bold-but-maybe-not-bold-enough-strategy-to-turn-customers-into-super-fans
Bengali, S. (2021). McDonald’s in Indonesia are forced to close after a ‘BTS Meal’ frenzy that violated Covid measures. Available online: https://www.nytimes.com/2021/06/11/world/asia/McDonald’ss-bts-meal-indonesia.html
Borowiec, S. (2021). Business of K-pop: Inside the pandemic-proof empire of BTS. Available online: https://asia.nikkei.com/Spotlight/The-Big-Story/Business-of-K-pop-Inside-the-pandemic-proof-empire-of-BTS
Chern, B. T. P. & Ahmad, F. B. S. (2020). Assessing the Impact of Business Model Innovation, Firm Characteristics and External Collaboration on Food Outlet Performance in Malaysia. 8th International Conference of Entrepreneurship and Business Management Untar (ICEBM 2019) (164-169). Atlantis Press.
Corporate McDonald’s. (n.d.). Accelerating the Arches. Available online: https://corporate.McDonald’ss.com/corpmcd/our-company/who-we-are/accelerating-the-arches.html
Croft-Cusworth, C. (2020). Indonesia’s curious eulogy for global fast-food giant. Available online: https://indonesiaatmelbourne.unimelb.edu.au/indonesias-curious-eulogy-for-a-global-fast-food-giant/
Damayanti, A. (2021). Menu BTS meal Nongol, McDonald’s Diserbu Ojol. Available online: https://finance.detik.com/berita-ekonomi-bisnis/d-5599160/menu-bts-meal-nongol-McDonald’ss-diserbu-ojol
Dominko, M. (2020). McDonald’s is adding this to their menu for the first time in 30 years. Available online: https://www.eatthis.com/McDonald’ss-adding-this-to-their-menu-first-time-in-30-years/
Fontinelle, E. (2020). McDonald’s: A History of Innovation. Available online: https://www.investopedia.com/financial-edge/0410/McDonald’ss-a-look-back.aspx
Freeman, A. (2007). Fast food: Oppression through poor nutrition. California Law Review, 95: 2221–2259.
Goyal, A. & Singh, N.P. (2007). Consumer perception about fast food in India: an exploratory study. British Food Journal, 109 (2): 182-95.
Hall, N. (2016). KFC x Pizza Hut collaboration goes viral. Available online: https://www.franchisebusiness.com.au/kfc-x-pizza-hut-collaboration/
Hou, J., Zhao, X. & Li, Y. (2017). An empirical study of consumers’ emotional reaction on brand collaboration. African Journal of Business Management, 11(21): 630-645.
Ilhan, B. E., Kübler, R. V. & Pauwels, K. H. (2018). Battle of the brand fans: Impact of brand attack and defense on social media. Journal of Interactive Marketing, 43: 33-51.
Irwansyah & Lestari, A. F. (2020). Participatory Fandom of Army BTS Indonesia in the Digital Comic on Webtoon Apps. Journal Communication Spectrum, 10(1): 64-80.
Janti, N. (2021). Indonesian BTS ‘army’ initiate fundraising for gojek drivers, goes viral with generous tips. Available online: https://www.thejakartapost.com/life/2021/06/10/indonesian-bts-army-initiate-fundraising-for-gojek-drivers-goes-viral-with-generous-tips.html
Kanter, R. M. (1994). Collaborative Advantages: The Art of Alliances. Available online: https://hbr.org/1994/07/collaborative-advantage-the-art-of-alliances
Keel, A. & Nataraajan, R. (2012). Celebrity endorsements and beyond: New avenues for celebrity branding. Psychology & Marketing, 29(9): 690-703.
Kim, W. G., Lee, S. & Lee, H. Y. (2007). Co-branding and brand loyalty. Journal of Quality Assurance in Hospitality & Tourism, 8(2): 1-23.
Kuang-Jung, C., Mei-Liang, C., Chu-Mei, L. & Chien-Jung, H. (2015). Integrated marketing communication, collaborative marketing, and global brand building in Taiwan. International Journal of Organizational Innovation, 7 (4): 99-106.
Lau, E. (2021). The BTS Meal arrives in Indonesia: ARMY thank essential worker amidst disruptions at McDonald’s outlets. Available online: https://www.bandwagon.asia/articles/bts-meal-arrives-indonesia-army-thank-essential-workers-ojol-grab-gojek-riders-McDonald’ss-closed-butter-big-hit-hybe-june-2021
Lee, T. (2019). Gojek says it’s leading in Indonesia’s food delivery market. Available online: https://www.techinasia.com/gojek-leading-indonesias-online-food-delivery-market
Leigh, D. (2010). SWOT Analysis. In Handbook of Improving Performance in the Workplace. Willey Online Library.
Linder, R. (2020). 7 Celeb-Endorsed Fast-Food Meal That Drove Fans Crazy. Available online: https://www.eatthis.com/celebrity-fast-food-collaborations/
Meisenzahl, M. (2021). Chipotle is the latest fast-food brand to introduce a celebrity collaboration with the Shawn Mendes Bowl. Available online: https://www.businessinsider.in/retail/news/chipotle-is-the-latest-fast-food-brand-to-introduce-a-celebrity-collaboration-with-the-shawn-mendes-bowl/articleshow/80290295.cms
Merriam-Webster (n.d.). Fast-food. In Merriam-Webster.com dictionary. Available online: https://www.merriam-webster.com/dictionary/fast-food
Mobile Marketing Association. (n.d.). McDonald’s: How McDonald’s Transformed Offline Sales During the Lunar New Year. Available online: https://www.mmaglobal.com/case-study-hub/case_studies/view/64098
Novi, J. (2021). Food Packaging of BTS McDonald’s Meal Sold Online at High Prices. Available online: https://go.kompas.com/read/2021/06/10/193415074/food-packaging-of-bts-McDonald’ss-meal-sold-online-at-high-prices
Nuyen, S. (2021). K-pop group BTS and Mcdonald’s launch exclusive meal and clothing line. Available online: https://www.npr.org/2021/05/27/1000786862/k-pop-group-bts-and-McDonald’ss-launch-exclusive-meal-and-clothing-line
Palmer, A. J. (1996). An analysis of the determinats of successful horizontal collaborative marketing organization. [Doctoral dissertation, De Monfront University]. British Library Document Supply Centre.
Porter, M. E. (2008). The Five Competitive Forces That Shape Strategy. Harvard Business Review, 86(1): 78–93.
Putri, S. (2018). Challenge to Enforce Food Safety Law and Regulation in Indonesia. IOP Conference Series: Earth and Environmental Science, 175.
Rich, J. (2021). Celebrities have always done endorsements. Now they sell their fast-food orders. Available online: https://www.vox.com/the-goods/22266509/travis-scott-McDonald’ss-shawn-mendes-chipotle-charli-damelio-dunkin
Sawhney, M. (2001). Beyond Relationship Marketing: The Rise of Collaborative Marketing. Available online: http://www.mthink.com/legacy/www.crmproject.com/ content/pdf/CRM3_wp_sawhney.pdf
Song, Y. (2016). Factors That Affect Fast Food Consumption: A Review of the
Literature. Providence, RI: Johnson & Wales University.
The Jakarta Post (2020). Major restaurants temporarily closed as COVID-19 outbreak worsens. Available online: https://www.thejakartapost.com/news/2020/03/26/major-restaurants-temporarily-close-as-covid-19-outbreak-worsens.html
Tina, L. & Utami, L. S. S. (2020). Formation of Tokopedia Image Perceptions in Public (Study On BTS Fans, ARMY). Advances in Social Science, Education and Humanities Research, 478: 674-676.
Tizzard, D. A. (2021). Who Likes BTS? A Survey of 400,000 Fans around the World. Available online: https://www.koreatimes.co.kr/www/nation/2021/05/782_306147.html
Uggla, H. & Åsberg, P. (2010). The Benefits and Risks of Strategic Brand Collaboration. The IUP Journal of Brand Management, 7(3): 35–48.
Utami, L. S. S. & Winduwati, S. (2020). Fandom and Voluntary “ARMY”: case study on BTS Fans Indonesia. Advances in Social Science, Education and Humanities Research, 478: 667-672.
Wang, G., Dou, W., Zhu, W. & Zhou, N. (2015). The effects of firm capabilities on external collaboration and performance: The moderating role of market turbulence. Journal of Business Research, 68(9): 1928-1936.
Washburn, J. H., Till, B. D. & Priluck, R. (2004). Brand alliance and customer-based brand-equity effects. Psychology and Marketing, 21(7): 487–508.
Young, J.A., Hoggatt, C.D. & Paswan, A.K. (2001). Food service franchisors and their co‐branding methods. Journal of Product & Brand Management, 10(4): 218-227.
Baig, A. K. & Saeed, M. (2012). Review of trends in fast food consumption. European Journal of Economics, Finance and Administrative Sciences, 48: 77-85.
BBC (2021). McDonald’s BTS meals: Indonesia branches forced to shut due to high orders. Available online: https://www.bbc.com/news/world-asia-57426198
Beer, J. (2020). Inside McDonald’s bold-but maybe not bold enough—strategy to turn customers into super fans. Available online: https://www.fastcompany.com/90572888/inside-McDonald’ss-bold-but-maybe-not-bold-enough-strategy-to-turn-customers-into-super-fans
Bengali, S. (2021). McDonald’s in Indonesia are forced to close after a ‘BTS Meal’ frenzy that violated Covid measures. Available online: https://www.nytimes.com/2021/06/11/world/asia/McDonald’ss-bts-meal-indonesia.html
Borowiec, S. (2021). Business of K-pop: Inside the pandemic-proof empire of BTS. Available online: https://asia.nikkei.com/Spotlight/The-Big-Story/Business-of-K-pop-Inside-the-pandemic-proof-empire-of-BTS
Chern, B. T. P. & Ahmad, F. B. S. (2020). Assessing the Impact of Business Model Innovation, Firm Characteristics and External Collaboration on Food Outlet Performance in Malaysia. 8th International Conference of Entrepreneurship and Business Management Untar (ICEBM 2019) (164-169). Atlantis Press.
Corporate McDonald’s. (n.d.). Accelerating the Arches. Available online: https://corporate.McDonald’ss.com/corpmcd/our-company/who-we-are/accelerating-the-arches.html
Croft-Cusworth, C. (2020). Indonesia’s curious eulogy for global fast-food giant. Available online: https://indonesiaatmelbourne.unimelb.edu.au/indonesias-curious-eulogy-for-a-global-fast-food-giant/
Damayanti, A. (2021). Menu BTS meal Nongol, McDonald’s Diserbu Ojol. Available online: https://finance.detik.com/berita-ekonomi-bisnis/d-5599160/menu-bts-meal-nongol-McDonald’ss-diserbu-ojol
Dominko, M. (2020). McDonald’s is adding this to their menu for the first time in 30 years. Available online: https://www.eatthis.com/McDonald’ss-adding-this-to-their-menu-first-time-in-30-years/
Fontinelle, E. (2020). McDonald’s: A History of Innovation. Available online: https://www.investopedia.com/financial-edge/0410/McDonald’ss-a-look-back.aspx
Freeman, A. (2007). Fast food: Oppression through poor nutrition. California Law Review, 95: 2221–2259.
Goyal, A. & Singh, N.P. (2007). Consumer perception about fast food in India: an exploratory study. British Food Journal, 109 (2): 182-95.
Hall, N. (2016). KFC x Pizza Hut collaboration goes viral. Available online: https://www.franchisebusiness.com.au/kfc-x-pizza-hut-collaboration/
Hou, J., Zhao, X. & Li, Y. (2017). An empirical study of consumers’ emotional reaction on brand collaboration. African Journal of Business Management, 11(21): 630-645.
Ilhan, B. E., Kübler, R. V. & Pauwels, K. H. (2018). Battle of the brand fans: Impact of brand attack and defense on social media. Journal of Interactive Marketing, 43: 33-51.
Irwansyah & Lestari, A. F. (2020). Participatory Fandom of Army BTS Indonesia in the Digital Comic on Webtoon Apps. Journal Communication Spectrum, 10(1): 64-80.
Janti, N. (2021). Indonesian BTS ‘army’ initiate fundraising for gojek drivers, goes viral with generous tips. Available online: https://www.thejakartapost.com/life/2021/06/10/indonesian-bts-army-initiate-fundraising-for-gojek-drivers-goes-viral-with-generous-tips.html
Kanter, R. M. (1994). Collaborative Advantages: The Art of Alliances. Available online: https://hbr.org/1994/07/collaborative-advantage-the-art-of-alliances
Keel, A. & Nataraajan, R. (2012). Celebrity endorsements and beyond: New avenues for celebrity branding. Psychology & Marketing, 29(9): 690-703.
Kim, W. G., Lee, S. & Lee, H. Y. (2007). Co-branding and brand loyalty. Journal of Quality Assurance in Hospitality & Tourism, 8(2): 1-23.
Kuang-Jung, C., Mei-Liang, C., Chu-Mei, L. & Chien-Jung, H. (2015). Integrated marketing communication, collaborative marketing, and global brand building in Taiwan. International Journal of Organizational Innovation, 7 (4): 99-106.
Lau, E. (2021). The BTS Meal arrives in Indonesia: ARMY thank essential worker amidst disruptions at McDonald’s outlets. Available online: https://www.bandwagon.asia/articles/bts-meal-arrives-indonesia-army-thank-essential-workers-ojol-grab-gojek-riders-McDonald’ss-closed-butter-big-hit-hybe-june-2021
Lee, T. (2019). Gojek says it’s leading in Indonesia’s food delivery market. Available online: https://www.techinasia.com/gojek-leading-indonesias-online-food-delivery-market
Leigh, D. (2010). SWOT Analysis. In Handbook of Improving Performance in the Workplace. Willey Online Library.
Linder, R. (2020). 7 Celeb-Endorsed Fast-Food Meal That Drove Fans Crazy. Available online: https://www.eatthis.com/celebrity-fast-food-collaborations/
Meisenzahl, M. (2021). Chipotle is the latest fast-food brand to introduce a celebrity collaboration with the Shawn Mendes Bowl. Available online: https://www.businessinsider.in/retail/news/chipotle-is-the-latest-fast-food-brand-to-introduce-a-celebrity-collaboration-with-the-shawn-mendes-bowl/articleshow/80290295.cms
Merriam-Webster (n.d.). Fast-food. In Merriam-Webster.com dictionary. Available online: https://www.merriam-webster.com/dictionary/fast-food
Mobile Marketing Association. (n.d.). McDonald’s: How McDonald’s Transformed Offline Sales During the Lunar New Year. Available online: https://www.mmaglobal.com/case-study-hub/case_studies/view/64098
Novi, J. (2021). Food Packaging of BTS McDonald’s Meal Sold Online at High Prices. Available online: https://go.kompas.com/read/2021/06/10/193415074/food-packaging-of-bts-McDonald’ss-meal-sold-online-at-high-prices
Nuyen, S. (2021). K-pop group BTS and Mcdonald’s launch exclusive meal and clothing line. Available online: https://www.npr.org/2021/05/27/1000786862/k-pop-group-bts-and-McDonald’ss-launch-exclusive-meal-and-clothing-line
Palmer, A. J. (1996). An analysis of the determinats of successful horizontal collaborative marketing organization. [Doctoral dissertation, De Monfront University]. British Library Document Supply Centre.
Porter, M. E. (2008). The Five Competitive Forces That Shape Strategy. Harvard Business Review, 86(1): 78–93.
Putri, S. (2018). Challenge to Enforce Food Safety Law and Regulation in Indonesia. IOP Conference Series: Earth and Environmental Science, 175.
Rich, J. (2021). Celebrities have always done endorsements. Now they sell their fast-food orders. Available online: https://www.vox.com/the-goods/22266509/travis-scott-McDonald’ss-shawn-mendes-chipotle-charli-damelio-dunkin
Sawhney, M. (2001). Beyond Relationship Marketing: The Rise of Collaborative Marketing. Available online: http://www.mthink.com/legacy/www.crmproject.com/ content/pdf/CRM3_wp_sawhney.pdf
Song, Y. (2016). Factors That Affect Fast Food Consumption: A Review of the
Literature. Providence, RI: Johnson & Wales University.
The Jakarta Post (2020). Major restaurants temporarily closed as COVID-19 outbreak worsens. Available online: https://www.thejakartapost.com/news/2020/03/26/major-restaurants-temporarily-close-as-covid-19-outbreak-worsens.html
Tina, L. & Utami, L. S. S. (2020). Formation of Tokopedia Image Perceptions in Public (Study On BTS Fans, ARMY). Advances in Social Science, Education and Humanities Research, 478: 674-676.
Tizzard, D. A. (2021). Who Likes BTS? A Survey of 400,000 Fans around the World. Available online: https://www.koreatimes.co.kr/www/nation/2021/05/782_306147.html
Uggla, H. & Åsberg, P. (2010). The Benefits and Risks of Strategic Brand Collaboration. The IUP Journal of Brand Management, 7(3): 35–48.
Utami, L. S. S. & Winduwati, S. (2020). Fandom and Voluntary “ARMY”: case study on BTS Fans Indonesia. Advances in Social Science, Education and Humanities Research, 478: 667-672.
Wang, G., Dou, W., Zhu, W. & Zhou, N. (2015). The effects of firm capabilities on external collaboration and performance: The moderating role of market turbulence. Journal of Business Research, 68(9): 1928-1936.
Washburn, J. H., Till, B. D. & Priluck, R. (2004). Brand alliance and customer-based brand-equity effects. Psychology and Marketing, 21(7): 487–508.
Young, J.A., Hoggatt, C.D. & Paswan, A.K. (2001). Food service franchisors and their co‐branding methods. Journal of Product & Brand Management, 10(4): 218-227.
Published
2022-05-30
How to Cite
Onyusheva, I., & Salim, Y. (2022). THE COLLABORATIVE BRAND MARKETING: THE CASE OF BTS-McDONALD’S IN JAKARTA, INDONESIA. The EUrASEANs: Journal on Global Socio-Economic Dynamics, (3(34), 83-94. https://doi.org/10.35678/2539-5645.3(34).2022.83-94
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Articles
Copyright
The EUrASEANs
International College Suan Sunandha
Rajabhat University, Bangkok, Thailand
