1. Conduct an IMC context analysis for one of the following; McDonald’s, Pizza Hut, or KFC.
This case study will analyze customers, competitors and communication of McDonald’s because it is one of the most well known brands worldwide.
CUSTOMERS
McDonald's opened the first restaurant in Singapore at Liat Towers on Orchard road in October 1979. Its aim is to offer friendly fast food in a fun environment for everyone to enjoy. Its target markets are families, because children want to visit McDonald’s as it is a fun place to eat, working people who are looking for a quick meal because of their busy schedules, and teenagers who are looking for the value for money menus and free internet access available in some restaurants. McDonald’s target
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The target of the monopoly campaign was to obtain repeat customers (Writer, Staff 2009). For the current promotion, McDonald’s offers free toys with the purchase of happy meals “Hot Wheel Go for It!” for boys and “Barbie in the Pink Shoes” for girls to collect.
In addition, McDonald’s also provides on going promotions such as birthday parties, gift certificate and discounted coupons for customers of all ages, which aid to support sales promotion (McDonald’s Singapore 2013).
Public Relation
According to McDonald’s press releases (2013), the current public relation programs for year 2013 are “The World’s Largest Ever Breakfast Giveaway”, “Customers And Staff Gather to Bid Farewell to McDonald’s Marine Cove Restaurant”, and First “Home-Away-From-Home For Families With Sick Children Opens In Singapore.”
2. Identify the target markets that are best suited to each of the following: McDonald’s, Pizza Hut, and KFC
McDonald’s
The best suited target markets for McDonald’s are people of all ages and demography such as parents with children who visit McDonald’s to give the children a treat, kids who want to visit McDonald’s as it is a fun place to eat, a business customer who visits McDonald’s to have a quick meal and rush to go back to work and teenagers who are attracted by the sever menu they can afford and the free internet access available in restaurants (McDonald’s Corporation 2008).
Pizza Hut
Upon reviewing Pizza Hut advertisements in Singapore, the
Furthermore, McDonald’s is a true franchise success; the success of McDonald’s goes back to its roots, the start. By being consistent and providing quality service, cleanliness, and values at all times, customers have nothing to complain about and customers always know what to expect locally and internationally. With making things new and fresh, innovation is a key component to the success
Explain how and why different groups of customers are targeted for selected products at McDonalds (P5).
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
McDonalds is one of the biggest fast food companies in the market share today. It has been running in over 119 countries, as well as they have acquired over 31,000 restaurants in the world now. McDonald’s brand mission is to be customers’ favourite place and way to eat, they are aligned around a global strategy called the ‘Plan to Win’, they also committed to continuously improving their operations and enhancing their customers’ experience. As we all know that McDonald’s had successfully achieved their goal through out the years. (aboutmcdonald’s, 2012) Apart from this, as McDonald’s is a worldwide company, they also had the social responsibility to return the community; therefore, the ‘Ronald McDonald House Charities’ was
Dan Harris claims that McDonald’s deceives their customer’s with their marketing strategy. “He (Hirsch) says McDonald's lures young people with toys and playgrounds, without saying how
McDonalds is a corporation that has great success because of good strategy and planning. In the next five years, McDonalds needs to keep up with the changes of the consumer and social
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
Sales promotions : FOR recent in news is coming that MacDonald is using buy one get one free , this strategy work well in attracting customers.
McDonald's restaurants feed more than a million of peoples around the world everyday. Almost everyone in the United States will see the Golden Arches( symbol of McDonald’s) every where; whether, they are on their way back home from work or going somewhere. The reason why peoples starting to like McDonald more and more are because of the restaurant location, food cost and
McDonalds obtained an additional customer base and this had a positive impact on sales. Also McDonalds have sponsored past Olympics and this increased the demand of a product especially the Big Mac, they also gained free publicity and this also increases the customer base. This avoids customers to switch to competitors and this means that they will obtain a healthy and stable profit for the future. In the past year if a customer bought a meal from McDonalds the customer would receive a cup as part of their purchase. This increased the amount of customers they get and it also made McDonalds stand out from its competitors. A unique selling point of products differentiates McDonalds from its competitors because they will be more customers visiting the restaurant and this will result to increase of sales.
As more and more of these companies restaurants popped up around the nation more and more effort was put into targeting the right people to advertise and influence families and children to come to their restaurants. McDonald's was the
Since 1954, McDonald’s has seemed to be invincible. They have demonstrated consistent quality throughout thousands of restaurants. McDonald’s has enforced operational standards effectively that controlled service, cleanliness, and other operating processes. They have consistently hired friendly employees that contributed to customer satisfaction. And they successfully focused upon a specific target market for over forty-two years, the family. McDonald’s has maintained an unremitting marketing strategy specifically designed to attract families that include products, pricing, site locations, and advertising and media efforts. All of these strategic initiatives have contributed to the historical success of the
Another important role in staying competitive is McDonald’s online presence. The website, (www.McDonald’s.com), “is a great opportunity to connect with the customers and stay competitive” (Shell, Ellen Ruppel). Through the website, the company shows company facts, product information (nutrition facts), and links to the charity website, as well as games promotions (monopoly).
Marketing strategy is the outcome of certain principles and the principles involves various concepts and systematic approaches which are important in making decisions for the company. On the other hand the processes define the ways to achieve organizational objectives. It is necessary to identify the overall objectives, goals and mission of the company in order to devise the ways to achieve these objectives. As defined in the vision of McDonalds, the company wants to be the largest fast food provider across the globe and the mission of the company is customer centric. Two of the important principles that are necessary to be kept in mind while developing marketing strategy are:
Q1. Conduct an IMC context analysis for one of the following: McDonald's Pizza Hut, or KFC.