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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
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.
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
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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- Fall '13
- Ordinary People