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MARKETING PLAN MCDONALD

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SELMA AHMED

on 6 May 2015

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Transcript of MARKETING PLAN MCDONALD

MARKETING PLAN
OF
McDONALD'S
Presented By:
Salma Ahmed 474
Shumaila Kalar 795
Fauzia Kanwal 930
Qurat-Ul-Ain Naeem 938
MARKET DEFINITION
MARKET SIZE


Fast food restaurants feature a common menu above the counter, they provide no wait staff; and customers typically pay before eating.
The quick service restaurants (QSRs)


Main type of food hot & cold at the restaurant, including burgers, sandwiches, snacks, Mexican food and pizza.
Today, fast food has become a fashion
The top 20 fast food restaurants totaled $117 billion in sales in 2009, 85% of sales for the top 50 restaurants
SOURCE:http://www.fastfoodmarketing.org/media/FastFoodFACTS_Report_Results.pdf
http://www.eurojournals.com/EJEFAS_48_07.pdf
In Pakistan first fast food center was opened in 1997 that was KFC and just after one year in 1998 McDonalds started its first outlet in Pakistan
COMPETITION
INDIRECT COMPETITOR
COMPETITION AND MARKET SHARE
The major competition in local market faced by McDonalds is from KFC. The products that offer McDonalds and KFC are quite similar and are substitute to each other.
MARKET SHARE
COMPETITORS STRENGTH AND WEAKNESSES
DIRECT COMPETITORS
REPUTATION
EXPERIENCED
ENVIRONMENTAL FRIENDLY
LOYAL CUSTOMERS
STRENGTH
WEAKNESSES
LOW ADVERTISEMENT CAMPAIGN
HEALTH CONCERN
LACK OF CORPORATE DIRECTION
LACK OF RnD
STRENGTH
STRONG BRAND NAME
CONVENIENCE
CUSTOMIZED PRODUCTS:
HYGIENE
LOYAL CUSTOMERS
WEAKNESSES
HIGH PRICE
TURNOVER
CONFLICTS
MARKET SEGMENT, TARGET MARKET, MARKET POSITIONING
MARKET SEGMENTATION BASES

Normal family size of
four or five
that are quite reasonable for
upper middle class.


McDonalds also offers different meals fit for
youngsters and students
e.g.
Coffee, Ice Creams, Milk Shakes.

Packaged for
small parties
and
celebrations
which are highly affordable for
upper middle and upper class.
CURRENT MARKET ANALYSIS

In Pakistan, McDonald’s is operating in
eight major cities
having network of
24 outlets

In Pakistan, marketers have targeted
big cities
because people of big cities are more outgoing and social.

It has
9 outlet in single city
; Karachi and Lahore
PSYCHOGRAPHIC SEGMENTATION

EXPERIENCERS
McDonald's continuously offers variety in its menu (burgers, drinks, deserts) and provides a place for socialization and entertainment (dining place and thematic parties)
INNOVATORS
McDonald's offers variety and innovations in its products and services. Such as; new flavors in deserts and introducing McCafe.
THINKERS
McDonald's offers value products of high quality with sophisticated environment which is ideal for people seeking value in products.
SOCIAL CLASS
middles, lower uppers and upper uppers
TARGET MARKET APPROACH

McDonald's has successfully used a differentiated market segmentation strategy by targeting the family unit and particularly children with their "Happy Meals" and prices.

So McDonalds is using differentiated marketing which is Also called multi segment marketing.

It appeals to two or more distinct market segments, with a different marketing plan for each. Typically differentiated marketing creates more total sales than undifferentiated marketing, but it also increases the costs of doing business.




MORE FOR THE SAME
McDonald’s continues to provide value in its products at the same lower level.
It provides high value offering with affordable prices.
McDonald’s has made its products more nutritious than before as he has spent much on its RnD, still it has introduced its innovative products at the lower price levels that are affordable.

•Providing
Hygenic food
and
environment.

•Providing
sophisticated dining place.

•Providing
drive-throughs for take-away orders.

•Providing
play area for kids
.
•Providing customized arrangements for parties and celebrations.

•Providing
fast service / free delivery.


Their Value meals fall into the category of product line pricing. For example you can get a large drink and large fries if you go for Super size for a little more money or you can choose another value meal that include different product with different prices.


McDonalds offers free toys for children In Happy Meal through which Kids are attracted and have fun in their dining experience as it says “Happiness in the box”


McDonalds first began to break into the coffe market, they ran a large marketing campaign in order to gain some market share in the industry. They offered free small coffee every morning from 4-7am.


McDonalds came with the concept of value pricing where it came out with various combos in for of Happy meals compromising of small burgers, fries, coke + toys.

GEOGRAPHICAL COVERAGE:
In Pakistan, 8 major cities having network of 24 outlets. It has 9 outlets in single city; Karachi and Lahore
DISTRIBUTION CHANNELS:
FRANCHISE ORGANIZATION:

A McDonald's restaurant is operated by either a franchisee.

Approximately 80 percent of all McDonald's restaurants company wants to be the first in the market and establish the brand as rapidly as possible by advertising very heavily.

This effective distribution strategy (place) has helped McDonald's develop a strong market share in the fast-food market around the world. McDonald's has pre-determined the locations for many of its stores to help reach a variety and diverse population.
MARKETING STRATEGY-PROMOTION
GEOGRAPHIC SEGMENTATION
DEMOGRAPHIC SEGMENTATION

Behavioral segmentation divides buyers into groups based on their knowledge, attitudes, uses or responses to a product.

OCCASIONS
McDonald’s provide special offers on occasions like mother’s day, valentines day, new year and birthdays.

BENEFITS SOUGHT
McDonald’s provide Quality (by high value products), Friendly Service, Convenience (Delivery Services) and Speed (Quick Service).
BEHAVIORAL SEGMENTATION
LIFESTYLE
DIFFERENTIATED MARKETING:
TARGET MARKET APPROACH
POSITIONING STATEMENT
“We are not a burger company serving people but are a people company selling burgers”
POSITIONING STRATEGY

I’m lovin’ it
MARKET POSITION
SLOGAN
MARKET STRATEGY-PRODUCT

PRICING OBJECTIVES:
The pricing objective of McDonald’s is Maximum market share. With this market-penetration pricing, McDonalds set the lowest price, because the market is price sensitive.
PRICING METHOD:
VALUE BASED PRICING and VALUE ADDED PRICING

CORE BENEFIT
Hygienic, perfect calorie match and good taste.
LEVELS OF PRODUCT:

STYLE AND DESIGN,
BRAND NAME
ACTUAL PRODUCT
PRODUCT FEATURES
Providing vast variety of food (burgers) and beverages (ice-cream, milkshakes, and coffee).
AUGMENTED PRODUCT
•Providing drive-throughs for take-away orders.

•Providing play area for kids.

•Providing fast service / free delivery.
MCDONALD'S AT GROWTH STAGE
PRODUCT ATTRIBUTES


McDonald’s.



One of the
BEST BRAND RECOGNITION
in the world, the golden arches and Ronald McDonald.
RANK ON FORTUNE MAGAZINE

Ronald McDonalds and Golden Arches,
when any of it meets the eye, people come to know that its about McDonald’s – the world’s largest fast food chain.

McDonald's great brand equity, which is achieved by its brand protection has made the brand one of the most valuable brands in the world, ranking
4th OUT OF THE 100 TOP GLOBAL BRANDS
BRAND NAME:
BRAND IMAGE
MARKETING STRATEGY – PRICE
PRICING STRATEGY
PRODUCT LINE PRICING:
VALUE MEALS
PENETRATION PRICING
: FREE COFFEE CAMPAIGN
PROMOTIONAL PRICING:
HAPPY MEAL, "HAPPINESS IN THE BOX"
VALUE PRICING:
VARIOUS COMBOS OF MEALS
MARKETING STRATEGY (DISTRIBUTION)
MCDONALDS PROMOTIONAL GOLAS ARE MADE TO STIMULATE PURCHASE OF ITS PRODUCTS & TO MAINTAIN ITS POSITIVE IMAGE IN SUCH MANNER THAT CONSUMER COME TOWARDS ITS PRODUCTS.
REMINDER ADVERTISEMENT
ADVERTISING
REACH:

McDonald’s McDonald’s Reached Over
295 Million Online Display Ads
.

FREQUENCY:

The Frequency of McDonald’s is repetitive during lunch-hours when customers are about to get somewhere to eat.
the average frequency of mcdonalds is 5.7.
MEDIA:

NEWSPAPERS, MAGAZINES, RADIO AND TV
THEME:

Fun and leisure
based theme & high quality dine-in services.
PROMOTIONAL GOALS
REQUIREMENT
•Know and identify with the company
•Learn about the company’s products
•Know customers’ and competitors’ characteristics
•Make effective sales presentations
SALES FORCE REQUIREMENTS, TECHNIQUES AND MANAGEMENT:
TECHNIQUES
•Prospecting/qualifying
•Preapproach
•Presentation
•Overcoming objections
•Closing
•Follow up
MANAGING THE SALES FORCE:
•Designing sales force strategy and structure
•Recuiting and Selecting Sales people
•Training Sales People
•Compensating Sales People
•Supervising Sales People
•Evaluating Sales People
SALES PROMOTION
PRICE DEAL, PRICE PACK DEAL AND COUPONS
PUBLIC RELATION
McDonalds is proud to support the communities especially for childrens so that Kids learn more about friendship, cooperations and healthy lifestyles
DIRECT MARKETING
FREE DELIVERY SERVICE
McDonald's has revived McMoms, a direct marketing program targeting mothers that first debuted in 1994. The new McMoms effort will feature an online newsletter offering tips on parenting, women's health and nutrition. Subscribers will also receive coupons and previews of Happy Meals toys in the future.
SOURCES:http://chiefmarketer.com/coupons/marketing_mcdonalds_targets_moms
CONSUMER ANALYSIS
NATURE OF BUYING BEHAVIOR:
COMPLEX BUYING BEHAVIOR MOSTLY
PARTICIPANTS:
INITIATORS:
STUDENTS
INFLUENCER:
CHILDREN AND FRIENDS
DECIDERS:
•Family Members, Friends
BUYER:
•Teenage (Students).
Adults
USERS:
•Children. Teenage. Adult
DEMOGRAPHICS
AGE:
UNDER 15 to 55+
FAMILY SIZE:
1-2, 3-4 and 5-6.
FAMILY LIFE CYCLE:
Bachelor stage, Newly Married Couples, Full Nest I and Full Nest II.
RELIGION:
HALAL FOODS
NATIONALITY
:Quarter Pounder with pickles in Pakistan.
sources/;http://www.marketing91.com/differentiated-marketing/
SOURCES http://www.peopalove.com/brandtalk/2011/dec/brand-chat.html
http://www.millwardbrown.com/libraries/optimor_brandz_files/2011_brandz_top100_chart.sflb.ashx
PRODUCT LINE PRICING
PROMOTIONAL PRICING
PENETRATION PRICING
VALUE PRICING:
BRAND EQUITY
PACKAGING
100% recycled cardboard. It is designed in such way that it keeps the food hot and convenient.
McDonald’s have gone
“green”
& quit the use of plastics in its packaging.

LABELING
Food temperature, nutrition and calories in per serving
PRODUCT SUPPORT SERVICES
Customer feedback
BCG MATRIX ANALYSIS
THANK YOU FOR LISTENING AND
NOW WE ARE READY FOR YOUR QUESTIONS :)
sources:http://www.comscore.com/Insights/Press_Releases/2008/06/McDonald_s_Online_Advertising
FAST FOOD SEGMENT
FAST FOOD RESTAURANT
MARKET SEGMENTATION, TARGET MARKET, POSITIONING
CONSUMER ANALAYSIS AND DISTRIBUTION
PRODUCTS STRATEGY
MARKET SEGMENTAITON,TARGET MARKET AND POSITIONING, PROMOTION
PRICING STRATEGY, MARKET ANALYSIS
Full transcript