MacDonald's Marketing Paper

If they take children into consideration children are

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Unformatted text preview: he parameter. The main target segments are children, youth and the young urban family. If they take children into consideration, children are more attracted towards toys and delicious meals including today¶s youth prefer such places for their entertainment and the urban families select McDonald¶s on various occasion like birthday party, treat to their children etc. 9|P a ge As shown in the above diagram, kids are on the top most level in FMCG purchase related to food products. So to attract children¶s McDonalds has Happy Meal in which they gift one toy on each happy meal, there are toys ranging from hot wheels to various Walt Disney characters. Example of the latest range is the toys of the movie Madagascar. For this, they have a tie-up with Walt Disney. At several outlets, it also provides special facilities like µPLAYING PLACE¶ where children can play arcade games, air hockey, etc. This strategy is targeting in making McDonald¶s a fun place where you can enjoy both playing and eating. This also helps McDonald¶s to attract the young urban families who wanted to spend some quality time, while their children can enjoy every movement of McDonald¶s. To target the teenagers and young youth, McDonald¶s has priced several products aggressively, keeping in mind the price sensitivity of this target customer. In addition, facilities like Wi-Fi are also provided to attract students to the outlets, example of such outlet is of a Vile Parle situated in Mumbai. ³MCDONALD¶S MEIN HAI KUCH BAAT´ projects McDonald¶s as a place for the entire family to enjoy. When McDonald¶s entered in India it was mainly targeting the urban upper class people. But, today it had positioned itself as an affordable place to eat without compromising on the quality of food, service and hygiene. The outlet atmosphere and mild 10 | P a g e background music highlight the comfort that McDonald¶s promises in slogans like ³YOU DESERVE A BREAK TODAY´, ³FEED YOUR INNER CHILD´. This commitment of quality of food and service in a clean, hygienic and relaxing atmosphere has ensured that McDonald¶s maintains a positive relationship with their customers. TOYS FOR CHILDREN WITH HAPPY MEAL MCDONALD¶S MARKETING MIX (5P¶S) STRATEGY After analyzing the market, finding the key factor, target segment and understanding the market demand, every company needs to come up with an offers or such type of plan, that speed up the growth of the company. For which McDonalds uses 5p¶s of marketing mix which are as follows: 1. 2. 3. 4. 5. Product Place Price Promotion People 11 | P a g e PRODUCT: Product includes that, how the company should design, manufacture the product so that it enhance the customer experience? Product is the physical product or services offered by the company to its customers. McDonalds includes certain aspects of its product such as packaging, desirability, looks etc. This consists of both tangible and nontangible aspects of the product and services. McDonalds has purposely kept its product depth and product width limited. McDonalds had first studied the behavior of the Indian customer and provided a totally different menu as compared to its menu offered in International market. It removed pork, beef and mutton burgers from the menu. India is the only country where McDonalds serve vegetarian menu. Even the sauces and cheese used in India are 100% vegetarian. McDonalds continuously innovates its products according to the changing preferences and tastes of its customers. The recent example is the introduction of the Chicken Maharaja Mac and latest introduction of chicken style is Chicken Mcnuggets. 12 | P a g e McDonalds brings best product of quality and of best features as per the preference and demand of the target market. PLACE: The place mainly consists of distribution channels and outlets of the company. It is considered as very important because the product must be available to the customer at the right place, at the right time and in the right quantity. In U.S.A nearly 50% of outlets are situated within the distance of 3 minutes. There are certain degree of fun and happiness that McDonalds provides to its customers. It provides value position based on the needs of the customer. McDonalds offers proper hygienic atmosphere, good abidance and better services. Now McDonalds have also started offering internet facilities at their outlets, along with music system through radio, not the normal music but the music which is preferred by young generation in order to attract them. There are also games for children the one example is air hockey. Children play games till the time there parents spend quality time in McDonalds. 13 | P a g e ez PRICE: Pricing strategy is most important aspect of Marketing Mix. It includes price list, if any discount facility available or payment facility available. It should also take into consideration the possible reaction from its competitors regarding the pricing. Pricing is very much necessary because it i...
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