mcdonald's marketing excellence
TRANSCRIPT
DURING 1960s AND 1970s McDonald’s GREW BOTH DOMESTICALLY AS WELL
AS INTERNATIONALLY BUT ALWAYS REINFORCED THE IMPORTANCE OF
QUALITYSERVICE
CLEANLINESSVALUE
REASONS FOR FAILURE
NEW EMPLOYEES NOT TRAINED FAST OR WELL ENOUGH
POOR CUSTOMER SERVICE & DIRTIER RETAURANTS
PRESENCE OF NEW HEALTHIER OPTIONS LIKE SUBWAY AND PANERA BREAD
FAILURE OF NEW PRODUCT LAUNCHES
PEOPLE
PLACE
PROMOTIONS
PRODUCTS
PRICE
IN 2003 McDonald's IMPLEMENTED ASTRATEGIC
EFFORT ‘PLAN TO WIN’ WHICH IS STILL IN EFFECT
WHICH FOCUSES MAINLY ON BETTER HIGH QUALITY
CONSUMER EXPERIENCE RATHER THAN QUICK AND
CHEAP FAST FOOD OPTIONS.
McDonald’s EXPANDED GLOBALLY AND ADAPTED TO DIFFERENT ENVIRONMENTS AND
CULTURES.
McDonald’s INTRODUCED A BACON ROLL BREAKFAST SANDWICH IN THE UNITED
KINGDOM,A PREMIUM BURGER IN FRANCE & AN EGG TOMATO PEPPER MCPUFF IN CHINA AS
THEY PERFORMED SEGMENTED MARKETING.
PRICES ALSO VARIED ACROSS DIFFEREENT PARTS OF THE UNITED STATES TO BETTER REFLECT DIFFERENT REGIONAL TASTES.
ADVERTISING & PROMOTIONSMcDonald’s HAS ALWAYS TRIED TO MAKE A MARK IN THE HEARTS OF ITS TARGET MARKET WITH THE
HELP OF INNOVATIVE AND CATCHY ADVERTISEMENTS OR SOME OVER THE TOP
PROMOTIONAL STRATEGIES.THE COMPANY IS ALSO THE PROUD SPONSOR OF VARIOUS WORLD
SPORTING CHAMPIONSHIPS INCLUDING THE OLYMPICS.
NEWER MARKETING TECHNIQUESSEGMENTED MARKETING
HEALTHIER OPTIONS TARGETING MOMS AT PREMIUM PRICES
$1 MENU FOR TEENAGERS & LOW INCOME GROUPS
INTRODUCTION OF DRIVE-THRU SERVICE & ALSO REFURBISHED RETAURANTS
OPENING UP McCAFE TARGETING CUSTOMERS OF THE BOOMING COFFEE INDUSTRY
CORE BRAND VALUES THE CORE BRAND VALUES OF McDonald’s IS QUALITY,
CLEANLINESS, SERVICE AND VALUE
THE COMPANY SHOWS COURAGE AND WISDOM AS IT OWNS UP ITS MISTAKES MADE DUE TO RAPID EXPANSION DURING THE 1980s
THE COMPANY HAS ALWAYS TRIED TO CONNECT WITH ITS CUSTOMERS BY EXPANDING GLOBALLY, REACHING OUT TO THE
CROSS-SECTIONS OF THE SOCIETY AND BY INTRODUCING HEALTHIER FOOD OPTIONS.
CREATING BRAND EQUITYBRAND EQUITY IS THE DIFFERENTIAL EFFECT THAT BRAND KNOWLEDGE HAS ON CONSUMER
RESPONSE TO THE MARKETING OF THAT BRAND
McDonalds's HAS BEEN ABLE TO CREATE A BRAND EQUITY FOR ITSELF THROUGH ITS EFFECTIVE MARKET SEGMENTATION, TARGETING AND POSITIONING (STP)
PROPER ADVERTISING AND SALES PROMOTIONS CREATES A POWERFUL BRAND EQUITY AND GIVES THE COMPANY A POWERFUL COMPETITIVE ADVANTAGEOVER
OTHERS
CONSISTENCY IN QUALITY, HEALTHY FOOD OPTIONS AND REACHING OUT TO THE MASSES HELPS McDonald's CREATE A CONSUMER BASED BRAND EQUITY.
RISKS THE COMPANY WILL FACE AS TIME PASSES, HEALTH CONCIOUS CUSTOMERS ARE MOVING TOWARDS
MORE HEALTHIER FOOD OPTIONS WHICH MIGHT IN TURN REDUCE THE NUMBER OF CUSTOMERS FOR MCDONALDS
NOT ONLY BIG BRANDS BUT ALSO LOCAL COMPETITION MIGHT POSIT SERIOUS THREAT TO MCDONALD’S BUSINESS
AS MCDONALDS GROWS BOTH AS A COMPANY AND AS A BRAND, EFFECTIVE MANAGEMENT AND MARKETING STARTEGIES MUST BE PRESENT
WITHOUT WHICH IT WILL SURELY COLLAPSE.
SUMMARYSTARTED IN THE YEAR 1955 WHEN RAY KROC ACQUIRED A FRANCHISEE FROM
THE McDONALD BROTHERSWITHIN 10 YEARS, REACHED THE PINNACLE OF SUCCESS WITH 700 US
RESTAURANTS ,SPREAD GLOBALLY IN THE 1970Ss AND 1980sIN 1955 RONALD McDONALD WAS INTRODUCED AND IN 1974 THE RONALD
McDONALD HOUSE WAS ESTABLISHED FOR CHARITABLE VENTURESCOMPANY FACED STRUGGLE IN 1990s DUE TO RAPID EXPANSION AND PEOPLE
BECOMING MORE HEALTH CONCIOUSIN 2003, THE BRAND WAS REVAMPED AND PROPER MANAGEMENT AND
MARKETING STRATEGY HELPED McDONALD's REACH THE HELM OF SUCCESS YET AGAIN
EFFECTIVE SEGMENTED MARKETING AND STICKING TO CORE VALUES HELPED McDONALD's ACHIEVE BRAND EQUITY