MacDonald's Marketing Paper

MacDonald's Marketing Paper

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Unformatted text preview: luded Cadbury in the beverages prepared with Cadbury and creamy milk shake mostly loved by children. England has combined two favorite things that are Cadbury and crème eggs. Now McDonalds is offering a Cadbury Crème Egg McFlurry. It is tasty and rich also it is provides some quantity of protein and vitamins as it is made from eggs and milk, A cold crème eggs with the vanilla ice cream, mix in a sauce that looks like the yellow yolk, and add in delicious chocolate bits. The tasteful McFlurry have also worked in anticipating the taste of the customer. Therefore, it is considered as one of the most preferring beverages in the menus of McDonalds. CADBURY AND MCDONALDS 23 | P a g e HOT WHEELS The History of McDonald's and Hot Wheels die-cast cars: McDonald's has attempted to develop promotions for children, since 1961 with small related plastic toys, in their Happy Meals. The first models of cars distributed for McDonald's started in 1983, using the Hot Wheels models of the normal line and followed all the way through 1990. In 1991 McDonald's found another way to distribute the Hot Wheels in their Happy Meals for the first time. Some of these were Hot Wheels by Collector Number and were also placed in a factory plastic baggie for the first time. Since then, some annual promotions related the models of cars had been made. They had enclosed models like, Hot Wheels, Matchbox, Stompers 4X4, Tonka and Bigfoot toys. HOT WHEELS AND MCDONALDS 24 | P a g e MCDONALD¶S TIE UP WITH HINDUSTAN AND BHARAT PETROLEUM PERTROL PUMPS The strategy behind opening their outlets near petrol pumps is that they can serve their products even on the highways. McDonald¶s already has 14 outlets on national highways and they are planning to open 50% of their stores in the coming year on the highways. In order to achieve that, they tie up with oil marketing companies like Hindustan petroleum and Bharat petroleum to open on revenue-sharing model. The reason behind starting their outlets on highways is to serve those customers who perform their day to day activities through highways. People mostly prefer food stores on highways for dinner purpose, their will hardly some people who go for a breakfast. So, idea of McDonalds to start on highways is that they can offer even dinner as well as their existing fast food items. 25 | P a g e ADVERTISING Advertising - Advertising is any paid form of non-person presentation and promotion of ideas, goods, or services by an identified sponsor. There are three goals of advertising. These goals are to: 1. Inform 2. Persuade and 3. Remind. 26 | P a g e The major media for advertising are as follows: Newspapers, Television, Direct mail, Radio, Magazines, Internet, Outdoor (billboards, blimps, etc.), Yellow pages, Newsletters, Brochures, and Telephone. The traditional conceptual model for creating any advertising or marketing communications message is the AIDA Model: get Attention, hold Interest, arouse Desire, and then obtain Action. ADVERTISING STRATEGY There have been many McDonald's advertising strategy and slogans over the years. McDonald¶s is one of the most widespread fast food advertisers. McDonald's Canada's corporate website says that the business campaigns have always focused on the "overall McDonald's experience", rather than just product. The purpose of the image has always been "portraying warmth and a real slice of everyday life." Its TV ads, showing various people engaging in popular activities, usually reflect the season and time period. Finally, they have never in their advertising history used negative or comparison ads pertaining to any of their competitors; the ads have always focused only on McDonalds alone. McDonalds has for decades maintained an extensive advertising campaign. In addition to the usual media television, radio, and newspaper, the company makes significant use of billboards and signage, sponsors sporting events ranging from Little League to the Olympic Games. 27 | P a g e Television has always played a central role in the company's advertising strategy. Today, McDonald's has used 23 different slogans in United States advertising, as well as a few other slogans for select countries and regions because slogans is also considered as important factor in advertising strategy. SLOGANS US Let¶s eat out! (1960-1965) Look for the Golden Arches! (1965-1967) The closest thing to home (1966-1969) McDonald's is your kind of place (1967-1971) You deserve a break today (1971-1975) Enjoy the best food at McDonald's (1973, concurrent with 1971 slogan) We do it all for you (also known as you, you're the one) (1975-1979) Nobody can do it like McDonald's can (1979-1980) 28 | P a g e You deserve a break today (1980-1983) Nobody makes your day like McDonald's can (1980-1983) We cook it all for you at McDonald's (1982, concurrent with 1980 slogans) McDonald's and you (1983-1984) It's a good time for the great taste of McDonald's (1984-1988) It's Mac Tonight (1985, Mac Tonight advertising) McDonald's is your place to be (1986) Good time, great taste (1988-1990) There's nothing quite like a McDonald's (1988-1990)...
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This note was uploaded on 01/12/2014 for the course IBS. 403 taught by Professor Mikedover during the Fall '13 term at Humber.

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