Public Relations Campaign: Strategy Paper
Public Relations – MKT 438
Parthiv Shah
University of Phoenix
January 19, 2008
Introduction Effective marketing has enabled McDonald’s to become one of the largest and most profitable fast food service restaurants in the world. The aim of public relations and marketing is to make selling your product, services and brand name superfluous. McDonald’s public relations and branding strategy is essential in order to build solid relationships and provide healthy food product lines within its chain and restaurants. Branding its core competences and values is accomplished through the use of unique food products marketed by McDonald’s. McDonalds has seen its brand name
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All objectives must be absolutely clear in their intent and easy to measure. McDonald’s campaign objectives will mean the same thing to McDonald’s employees and throughout the company and local provinces where other McDonald’s restaurant are participating in this new rollout. McDonald’s objectives will state public relations activities outlined in the campaign and pinpoint levels of envisaged accomplishment. The objectives will also identify the specific public (customers or participating provinces and communities) targeted by the public relations effort; and establish a time frame for realization of objectives. Above all, these goals will be in-line with the McDonalds Corporation overall business, marketing, and sales objectives
The initial activity is to set the goals of effectively managing people’s opinions of McDonalds new McChina sandwich as well as McDonalds as a whole, in order to build and sustain relationships. We will also address management and direction of advertising, marketing, sponsorship, and media (electronic and print) messaging. McDonalds will create engaging objectives directed at consumer promotion that will stimulate sales by leveraging all stakeholders to connect with the passion of having a new and healthy product introduced to the public at a reasonable price point.
McDonald’s objectives will be:
Promote the advantages and convenience of the
The purpose of the communication was to inform its global markets of the upcoming changes that are about to be rolled out and the major goal they have accomplished with their children’s well being and nutritional information change plan. McDonald’s wants to let the public know that they are a trusted brand that has made huge steps to meet its environmental and social responsibilities for the health and well being of its customers. In addition to the customers base, McDonalds message was being delivered to it’s investors, the public, stockholders, organizational partners, Food and Health Association, & and government agencies that represent health and children's advocacy groups. This communication will briefly explain some of those plans.
McDonalds was founded in 1943, and 1967 British Colombia was its first international expansion, advertising to middle and upper class. McDonalds decided to expand internationally, due to the enormous success in America. There was heavy research involved in the expansion. Through globalization and internationalization, McDonalds were able to develop marketing strategies according to cultural needs, to serve specific target markets. McDonalds enter India’s foreign market and 1996 and is a tough foreign market to enter, but with McDonald’s success they were able to earn high revenue in India. The success strategy is researching and the development of food. McDonalds thoroughly analyzed the preferred taste, especially to not offend locals. Their key to success is to “think global, act local.”
McDonald’s Corporation are the most successful and popular fast food brand in the world, holding the largest fast food market share and being the leading fast food restaurant chain in terms of world sales (8%). They are the second greatest outlet operator with more than 34,000 outlets, serving worldwide to 69 million customers daily, across 119 countries. Their brand is the seventh most valuable and
Every company has their own way to promote their products; McDonald’s is no different. The promotion strategy of McDonald’s could be classified into two aspects, which are the advertising promotion and sales promotion.
REFERENCES•www.mcdonalds.com, accessed on 18 July, 2008•www.mcdonldsindia.net, accessed on 18 July, 2008•en.wikipedia.org/wiki/McDonald's, accessed on 19 July, 2008•http://www.associatedcontent.com/article/263943/mcdonalds_strategic_marketing_mix.html?cat=4, accessed on 19 July, 2008•www.kfc.com, accessed on 25 August, 2008
Products and Services: McDonald has to continuously evolve its menu to meet the emerging customers need and to attract new customers. Currently, nutritional value has become very important for customers.
McDonald’s emphasizes cleanliness and food safety, in addition to quality and value service (QSC&V), through which it has succeeded in obtaining customer trust. The company also stresses ethical practices, dependability, and truthfulness in dealing with customers (McDonald’s, 2012, p. 1). Moreover, McDonald’s employs a coordinated marketing strategy that involves analyzing customer wants, creating products to satisfy his or her needs, setting the right prices and enhancing awareness of
McDonald is recognized as one of the biggest and leading fast food chains all around the world. McDonald retains a strong market position in the worldwide food market with various branches opened in several geographical locations globally. From the perspective of customer retention, its success image is primarily upheld by its increased concentration over the strategy of sustaining its brand image in the market. Researchers contributing to the subject under discussion stated that one strategy to implement is to use operations and coordinate its policies, together with the vital factor
The marketing objectives that Mc Donalds would like to attain using the plan’s term is to be the world best fastest service restaurant for customer experience. Other than that , McDonald’s is committed to retain and develope the best food products in the quick service restaurant market. In furtherance to deliver this, the company has made several number of commitments to food safety and nutrition.
McDonald’s mission is, “To be our customers’ favorite place and way to eat” (McDonald’s Inc., 2012). Since 1955 McDonald’s have been building a multinational and multicultural international business that satisfies customer’s Worldwide (McDonald’s Inc., 2012). McDonald 's is the leading global food service retailer with more than 64 million people
By creating unique brand products, such as: chicken McNuggets, Big Mac, and McFlurry. McDonald’s is setting itself apart from its competitors. The “innovation strategy is used to create new and unique products like, chicken tenders and Newman’s own salads” (Skenazy, Lenore). As well as special celebrity endorsements (athletes, actors/actresses), partnerships/sponsorships (music, Olympics, special movie toys), charities (Ronald McDonald House), games/promotions (monopoly game), which allow McDonald’s to develop their unique corporate image that sets them apart from their rivals.
The organisation that provides the product or service, including any mission statements, visions or goals.
Brand Credibility: Customers will consider broader issues relating to McDonalds. Customers look at the brand in terms of trustworthy, perceived expertise and likeability McDonalds are seen as a market leader, competitive and innovative. The company considers its customers and make a visit to McDonald’s fun so that customers enjoy themselves in the restaurant and consider the visit a worthwhile experience.
Since McDonald’s is the most well know fast food chain in the world with a market cap of 69.35 billion, brand recognition is their biggest strength. The secret of McDonald’s success is its willingness to innovate and maintain consistency in the operation of its many outlets. In recent years McDonald’s has introduced Premium Salads, Snack Wraps, fresh Apple Dippers in the United States, and Corn Cups in China. Also, McDonald 's products are priced so low that economic conditions are almost insignificant.