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
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
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...
View Full Document
- Fall '13
- Ordinary People