MacDonald's Marketing Paper

The price needs to take demand and supply equation

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Unformatted text preview: s this part, which decides revenue for the business unit. All the other three are the expenses incurred in the business. The price needs to take demand and supply equation into consideration by analyzing the pricing demand as per Indian market. McDonald¶s came up with a very grasping punch line ³Aap ke zamane mein ,baap ke zamane ke daam´. This pricing strategy was founded to attract middle class and lower class people and the effect can clearly be seen in the consumer base that McDonalds has now. McDonalds has certain value pricing and bundling strategies such as happy meal, combo meal, family meal, happy price menu etc to increase overall sales of the product. 14 | P a g e PROMOTION: The promotional activities adopted by the McDonald helps to communicate efficiently with the target customers. The diagram gives idea about the promotion strategy of McDonalds. Application of above mentioned Communication Mix describes the cost that is feasible as per 15 | P a g e the consumers. Some of the most famous marketing campaigns of McDonald¶s are: ³You Deserve a break today, so get up and get away- To McDonald¶s´ ³Aap ke zamane mein ,baap ke zamane ke daam´. ³Food, Folks, and Fun´ ³I¶m loving it´. McDonald's corporate used advertising, personal selling, sales promotion, public relations, and direct marketing and became world¶s largest leading Burger Empire. These five promotion tools are used by McDonalds to integrate marketing communication program which allows McDonalds to access the communication channels clearly, consistently and easily transfers messages and product to the target audiences. SETTING THE PROMOTION MIX An Advertisement is targeted to attract the masses it reaches to large number of people at a time. Advertising is one of the most important tools for promotion which had various ways of advertisement in that advertisement through billboards and media are often used by any of the business enterprise. Consumers mostly perceive goods which are advertised goods, as they assume it is more rightful. Due to distinct features of advertisement McDonalds also hold the hand of Advertising. There are three main objectives of advertising for McDonald¶s are to make people aware of an item, feel positive about it and remember it. The right message has to be communicated to the right people through the right media. McDonald¶s does its promotion through television, hoardings and bus shelters. 16 | P a g e They use print ads and the television programmes are also an important marketing medium for promotion. Personal selling is most effective tool for building buyers preference, convenience and actions. Personal interaction allows knowing for feedback and adjustments if required. If the organization had a good Relationship with Buyers they are more attentive towards personal selling. In personal selling McDonalds employees working in different outlets are the best example of personal interaction, the employees are directly serving the customers so, and the face to face communication is easily possible. In the McDonalds outlet there are such staff which are appointed for personal selling they are the one who perform the activities regarding selling up of goods to customers. sales promotion activity consist of promoting the business unit through organizing various contest, programmes, functions, distribution of free discounts coupons etc that attracts attention of the customers, Also offers strong purchase incentives, dramatizes offers, boosts sagging sales Stimulates quick response; Short-lived; Not effective at building long-term brand preferences. McDonalds organizes several sales promoting contest and programmes in different retail markets and outlets in which they distributes free discounts coupons. The statue of Mascot McDonalds is always there for any occasions that are also one of the logo of McDonalds. 17 | P a g e Highly credible; Very believable; Many forms: news stories, news features, events and sponsorships, etc.; Reaches many prospects missed by means of other forms of promotion; Dramatizes company or product; Often the most under used element in the promotional mix; Relatively inexpensive (certainly not 'free' as many people think--there are costs involved) Public Relations are also an important part of the McDonald's marketing strategy. The restaurant employees play a huge role in interacting with the public. On a day-to-day basis the employees commit themselves to customers and the customers' feelings toward the brand. McDonald's feels that before they communicate with their customers they need to be aware of what their competitors are communicating, so they can create a beneficial difference between themselves and the competitors. Many forms: Telephone marketing, direct mail, online marketing, etc.; Four distinctive characteristics: Nonpublic, Immediate, Customized, Interactive; Well-suited to highly-targeted marketing efforts. Direct marketing is also one of the efficient tools for promotion. The McDonalds uses tool in the home delivery services in which they directly serve the order to their home. Also they have a websites which are...
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