ING-WEN TSAI is the president of the Republic of China. Politicians need different platforms to present their ideas and thought. Nowadays, social media is a great chance for them to present themselves or advertise themselves. I checked twitter and Facebook, and I found that there is a huge different between eastern and western politicians.

First of all, not every Taiwanese politician’s tweet but they all have Facebook.  President ING-WEN TSAI, the president of the Republic of China, has two millions of people who like her Facebook page, and 63 thousands of followers on her twitter account. I also find out an interesting phenomenon. On January 15^th,2017, President Tsai visited twitter Team, after that day, her tweet turned to English. Mostly, the topics of President Tsai’s tweet are diplomacy and culture, such as her visit to Honduras, Guatemala.

President Tsai sometimes tweets about Taiwan tradition festivals, such as National Hakka Day or Lantern Festival. I think it is a way to introduce Taiwan’s special customs to others countries. I don’t think her followers are Taiwanese. The main contents of her tweets are not domestic news. Some tweet even using multiple languages. The Facebook pages are full of domestic news, and all the contents are written in Chinese. For example, she is talking about legalizing same-sex marriage on the Facebook page recently, but none of any tweet has talked about it.

Why there is a difference between twitter and Facebook? In my opinion, it’s because twitter has the character limit, it is more like people talking to you personally. You are not writing a long paragraph, so you can’t put all your thought in it. We can feel emotions in a tweet, people feel like they know this person better. You can connect with people through a tweet, since it’s short and clear. However, because of the cultural difference, President Tsai’s tweets might be too formal for the western followers. It’s hard to raise emotional feelings. It’s just like another official statement.

McDonald’s Big Mac V.S. Burger King Whopper

At lunch time, some people don’t want to line up waiting for 20 minutes. They decide to have fast food. Which fast food restaurant do you like. McDonald, Burger King or Wendy?

According to the research that 59% of people prefer going McDonald’s, 24% of people would like to dine in Burger King. I believe that each store has its unique selling point and style to attract different customers. The personalities that McDonald’s are young, classy and joy. McDonald’s make people feel energetic. They launch series of ads about Happy Meal for kids. They use toy cars and dolls to catch children’s attention. McDonald’s create an atmosphere that is filled with joy. People go to McDonald’s not only for food but also for the relaxing surrounding. Big Mac, the beef burger, is one of the most popular products in McDonald’s. What makes it so popular? First, it has a special sauce. For this secret recipe, lots of people found themselves hard to resist this magic burger. Second, some companies use the image of Big Mac to represent American capitalism. Big Mac is the mark for McDonald. The price of Big Mac meal is $7.85 including French fries, hash brown or salad, and drink. The unique selling point of McDonald is the quality guarantee. Their food philosophy is quality food. They promise that customers can enjoy the same quality of burgers no matter you are in NYC or Texas. They promote the idea that they’re providing healthy food instead of junk food. Whenever they release an ad, McDonald’s emphasize on how fresh the vegetable is, how crunchy the lettuce is, trying to get rid of the image of high calories or greasy food.

The brand personalities of Burger King are mature and thoughtful. They target adult’s market, using a discount to attract customer’s attention. For example, Burger King offers 2 for $10 meal deal. Customers get two Whooper sandwiches, French fries, and two drinks. Usually, the original price for one Whooper meal is $8.5. Second, Burger King is considering for customers. “Have it your way” is the slogan of Burger King. They let customers build their own hamburger. Some customers may want extra pickles, or don’t want a slice of onions. Burger King gives customers what they want on their meal. They believe customers know what they want, not insisting to put their preference upon customers. The unique selling point of Burger King is customization your product. I saw a report online that Japanese writer makes Burger King’s “have it your way” to a brand new level. The man order Whoopers with 100 slices of onions and the others Whooper with 1050 slices of bacon. I believe that with such a big amount of onions and bacon, Whopper doesn’t taste as great as original one. However, Burger King conveys to their belief “Have it your way”. Even the pictures of whoopers with slices of 100 onions and 1050 slice of bacon do not look tasty, it successfully gives customers a strong impression.

People can buy both of McDonald’s and Burger King products on Fast food restaurant chain. According to the research, there are 84 McDonald’s in Manhattan. The numbers of McDonald’s are way more than Burger King. That is to say, people can enjoy juicy Big Mac almost everywhere in NYC.

If there is a new category for both of the restaurant, I think McDonald’s should focus on providing experience for customers. For example, they can launch picnic package. It’s a great deal for a family because they don’t need to prepare for sandwiches or salad for children. Plus, children love it! Family makes orders online or by phone just a few seconds, and they can enjoy memorable picnic experience with lovely family. Because of the personality of Burger King, it should focus on catering. When people have meeting or party at office, they can order a variety of choices from Burger King, such as Whoopers, chicken sandwiches, onions rings, salad. It is also a great chance to advertise them.   

JO MALONE- COLOGNES

The journey of scent starts here. Which scent represents you? The fruity Fragrance makes people feel optimistic and sunshine. The floral perfume brings elegant and sexy to people. The woody cologne makes people fell calm and competent. Each smell represents different personality.

What is the function of a cologne? First, most of the same categories of products share the similar function between each other. Tracing back to the 16,17^th century we found that the original function of perfume is deodorization. Second, colognes are the products that make people smell good. Even though a scent is very subjective. Some people may like it, and some people may not. People put on perfume in order to smell “great”. Third, fragrance is a way to show courtesy. In the social occasion, it’s polite to smell fabulous. People don’t make friends with people with strong body odor. Indeed, it’s easy to copy functional benefits, but emotional benefits mean lots more when people making buying decisions.

What Jo Malone brings to customers? First, it offers an experience. The moment of choosing from your own colognes can be memorable. No matter which magical scented bottle you purchased as a gift or for yourself. I believe Jo Malone provide a great adventure to help you match your own scent! When you come by the stores, the blossom smell fills the air. Only two or three customers are allowed to enter the store at a time in order to maintain quality of service. They want customers to acquire the best experience in Jo Malone. Beautiful ivory box tied with a black ribbon wrapped with scented whitepaper is Jo Malone’s gift box. Every moment in the store is memorable for customers. Second, colognes represent you. It fully presents your personality. When somebody wears the same kind of perfume over a long period of time. It could be his/her mark. Definitely, perfume makes you special. Third, colognes make people feel confident. As a statistic shows that wearing perfume makes women feel more attractive. Men also comment that while dating with a woman wearing fragrance, they feel the air is full of love and romance. Colognes are romantic catalysts.

The point of the unique selling points of Jo Malone’s Colognes is Unique. By mixing Jo Malone’s Colognes themselves, customers create their own special, unique scent. Every woman wants to be special. Creating your own colognes will make you not wearing the same perfume with other anymore. Scent will be your unique special mark.