Integrated Market Communication On Mcdonalds Marketing Essay

McDonald’s is one of the best brands worldwide. McDonalds brand built its aim by listening to its consumers. Various stages are defined in marketing process. Branding develops personality for an organization, product and service. How consumer view the organization depend on the brand image.

Marketing methods:

Marketing communication methods are advertising and promotion they are used to create colour design and image which make the brand a recognizable face. IN McDonald’s its familiar logo is represented by the golden arches.

Marketing involves the customer needs and requirements and then these needs are meet in a better way then there competitors. Loyal customers are created in this way by a company. First is to find out the potential customers because everyone will not need what McDonald’s offer. The likely audiences are known as key audience in McDonald’s.

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Integrated market communication:

McDonalds’ is the best brand known in the world its aim is to build equity by developing consumer based marketing strategies. McDonald face a number of competitors in business from fancy restaurant to other fast food chains.to stand out is very important and a challenge that has a different level of creativity and innovation. The company has many economic, legal and technological changes social factors the retail environment and many other factors are considered.

Marketing objectives:

Its main objective is to know its customer needs and they response to its need in a much better way then there competitors do.to know further this focuses on 3 marketing objectives.

McDonald’s establish that it is a healthy and environment friendly brand in the mind of its customers.

20% of the employee productivity is increased by customer satisfaction.

To increase customer satisfaction by constantly improving and updating the operating systems and marketing databases.

Target market:

The most important step of McDonalds’ marketing team is that they should know there audience. People interpret things differently. What they need to address cost the company less and effectiveness of McDonalds’ marketing effort is increased.

In McDonald’s case audience could be segmented in terms of age, current dietary practices and eating behaviors.

The American dietetic association segments adults into 3 main groups that are based on public opinion people nutritional beliefs and behaviors also.

The first group is “I’m already doing “segment it contain people that are knowledgeable and they are already eating healthy and doing exercising.

This segment, which accounts for approximately 38% of adults, is presumably eager for the latest nutrition information and does not need strong persuasive tactics.

The second group “I know I should but”…..this segment contains about 30% of adults. These people know what nutrition is and they also know about healthy eating and why it is important but they don’t practice healthy promoting behaviors.

The final group the” don’t bother me” segment is very toughest to change.32% of the adults are in denial and they don’t pay much attention to nutrition information in heath campaign and in news.

The best way to target on psychographic segmentation is on two general audiences that are knowledge of health, attitude and opinion of McDonald’s.

One segment is “I’m already doing it” segment other are those who eat McDonald’s frequently they don’t want to buy healthy food in McDonald’s. In this segment both the groups “I know I should but…..”And “don’t bother me” are included. They have different attitudes about health but their lifestyle is same and most are sensitive towards social acceptance and the opinions other have.

If we sub segment the aforementioned segmentation, it can be as follow:

Young individual may more attention on their changing attitude they accept new ideas and very conscious about their beauty and figure. McDonald’s strategy is targeted from “beauty shaping.”

Children who believe in Ronald. They get message that” 1 hamburger+1 salad+1 game=1 healthy love “they accept that and they force their families to change bad eating styles and

Adults who frequently go to McDonald’s start to care about their health but they can’t stop eating McDonald’s because they love I “keep eating ours in a healthier way” seems good news for them.

Communication objectives:

In response to these trends McDonald is aiming to design new communication campaign that change the eating behaviors of a large number of people including potential health oriented customers and frequent junk food users. McDonald’s communication new campaign is called HAPPY exercise and love touch health project is partnership with WHO, nutritionist, local communities, fitness centers and various media channels.

McDonalds HEALTH campaign includes organized, communication based interventions aimed at different group of people and communication activities include social marketing effort.

The summary of McDonald’s communication objectives:

The image of McDonald is change from junk food restaurant to one restaurant that serves healthy food.

These objectives attract both group who are healthy oriented and other that pay attention on food consumption and lifestyle and enlarging healthy market.

To change the behavior of those customers who only eat junk food and to force the frequent fast food users to buy balanced meal from McDonald’s with wide variety of old and new products.

The major challenge that McDonald’s face today is that achieving and maintaining a wide scale positive dietary change. For positive change McDonald should design nutrition messages that attract customer attention, make sense, and encourage change in people attitude and behaviors audience is targeted by scientifically practical and motivating manner. Who people interpret McDonald’s messages in media and which type of messages are more effective with which types of target audiences psychology wise.

Marketing communication elements:

For McDonald’s we suggest few integrated marketing communication elements to increase effectiveness in communicating properly the message they want to deliver.

Direct marketing:

Direct marketing is available in the form of coupons and online customer services. The company is a well-known global brand need not to be known as brand but a brand that focuses more on its customers. A main objective of this element is to release 1000 coupons at least when a new product is launched. Another is 100% response rate because comments suggestions and complaints online.

Advertising:

Advertising in the form of television ads, outdoor posters and internet should be used for effective communication. Radio advertise on workers that are going on work and need a breakfast so it should be played in the rush morning hours so to force is customer to come to McDonald’s and grab a quick breakfast. A certain number of advertisements 1 for each season (that’s 4 per year) can be used to measure the element’s effictiveness.

Sales promotion:

McDonalds is well known by children because it offer happy meal to children so this strengthen the relationship between the children and the brand. Thousands of free gifts are given whole year and 4 joint promotions with movies or events like Olympics and world cup can be established so children would be provided with themed toys for the year. Element’s success is measured by the number of happy meals brought each season.

Value meal and two meals at one price:

Buzz marketing is another way of effective communication strategy. Lots of benefits are gain through this strategy because the consumer does the marketing for us. The important point is that we have to create the right buzz and deliver it to the consumer correctly otherwise buzz market will go to a wrong way that we don’t want.

Public relations:

Integrated marketing tool is initiated through public appearances news/press release and event sponsorship by presenting the product in goodwill and trust so that the company is presented in positive way.

McDonald’s corporate responsibility =values in practice:

McDonalds value:

We place the use of experience at the correct place.

We recommend our people.

We believe in the McDonald’s system.

We operate business ethically.

We grow our business profitably.

We strive continually to improve.

Personal selling:

Setting appointments, meetings, home parties making presentation and one to one communications so they reach their customers and their relationship with their clients also become strong. The important key advantage is that it is a two way form of communication. The person selling the product should be mentally and physically fit.it should have knowledge about other type of products that company is selling. Every detail should be available on product e.g. how to use, its qualities, what precautions should be taken etc. Service and business record of company should be explained.it should also have the knowledge of products about the rival companies.it can put superiority of his own product.

Recommendations:

Consumer likes and dislikes tastes and heath should be considered.

Company should adapt itself to the local culture.

Low fast food should be launched.

Chesses French fries can be a good option.

They should introduce more variety of puffs and rolls.

In the malls McDonald’s outlets should be enriched with high class restaurants and soothing music.

Outlet should be establish in colleges so that students can get benefits.

Company should promote games on every table so that kids can enjoy their meals with games.