Marketing Department UK

Agenda

Marketing goals Our role Who we work with Department structure Promotional campaigns

– Tex Mex– High Street Focus

Our Goal

Grow business– Reach– Frequency

Reach = getting more people to use McDonald’s Frequency = getting people to use McDonald’s

more often

To make McDonald’s our customers favourite place and way to eat

What we do

Research Sales Promotions Advertising Point of Sale Website Operational integration

What we do

Research – to understand our customers wants, needs and

preferences. Then brief Food Development Team to develop food/drinks to meet these wants, needs and preferences

Sales Promotions– develop offers, giveaways and competitions to drive

customers to McDonald’s

What we do

Advertising– create TV, radio, outdoor poster and online

advertising to communicate McDonald’s products and promotions to customers and drive them to McDonald’s

Point of Sale– create packaging and in-store posters/banners etc. to

drive them to purchase products once in the restaurant

What we do

Website– manage the content of mcdonalds.co.uk to

communicate products and promotions to customers online.

Operational Integration– Interface with our restaurants to ensure that our

promotions are operationally deliverable and well executed

The Agencies we work with

Leo Burnett – Advertising Development of ideas through to production of

advertising– TV/Cinema– Radio– Outdoor (billboards, bus shelters, bus-sides, phone

boxes etc.)– Press (newspapers, magazines)

The Agencies we work with

The Marketing Store – promotions and POP Development and management of promotions

– Development of ideas through to final for instore POP (window posters, translites, banners etc.)

– Happy Meal toy design through to production

OMD - Media Media planning (which media combinations to use and

the weight of each campaign) Media buying (liaising with media owners - eg TV

stations, newspapers – to purchase advertising space)

Agilisys – web design and hosting Design through to production of updates to

mcdonalds.co.uk

The Agencies we work with

Linney Design – online advertising Design through to production of online

advertising and promotional microsites

Linney Print Printing and distribution of all instore POP

The Agencies we work with

Adult Food Team

Permanent Menu Breakfast menu Core menu (eg Big Mac, Hamburger, McChicken

Sandwich) Toasted Deli Sandwiches Coffee

Limited Edition Food promotions. E.g. Summer / Christmas Food Mex it Up Big Tasty

Family Team

Happy Meals- Happy Meal calendar planning- Toy development- Happy Meal menu- Promotion of each Happy Meal

Birthday Parties Ronald McDonald live programme Family Instore experience – balloons, games etc. Communication with Mums about the Happy

Meal

Adult Promotions and Value

Adult game promotions– Monopoly, Coke glasses

Adult value promotions– voucher booklets, BOGOF

Poundsaver menu McFlurry - limited editions Student card and student offers.

Manage McDonald’s Sports Sponsorship:

UK activation of global/European sponsorship programmes:- Olympics- FIFA/EUFA

UK sponsorship programmes:- English FA community partner- Scottish FA- Welsh FA- Northern Ireland FA

Sports Marketing

Field Marketing Team

Responsible for -– Field support for restaurants– Communication of marketing plans – Contingency planning– Operating Marketing Helpline– Ensuring delivery and correct implementation of POP – Provide marketing training to operations – Provide field-input to other sections of the team

Special projects

Development of Promotional Food Campaigns

Step 1: Brainstorm of promotion themes– Mexican– summer food– winter warmers

Step 2: Brief Food Development– develop range of new food that can be produced – Preferred options selected for research

Step 3: Conduct consumer research

Step 4: Final selection of range

Step 5: Project sales (based on popularity in research)

Step 6: Agencies all briefed together (packaging, POP, advertising)– Agencies come back with creative concepts– Agreed concepts taken forward to full development

Development of Promotional Food Campaigns

Timelines (Mex it Up Promotion)

Campaign launch date: June 07Campaign briefed: Jan 07Packaging artwork deadline - March 07POP artwork deadline - May 07Media booking deadlines - March

Advertising: TV final approval – early June 07 (1 week before on air) Outdoor approval – mid May 07 Press – mid June 07 (2 days before) Online - mid June 07 (day before)

Campaign production budgets

POP design £50, 000

POP print £180,000

Packaging design £10, 000

TV ad production £200, 000

Outdoor ad design £20,000

Press ad design £20,000

On line ad design £15,000

McDonald’s website £5,000

Campaign Media budget example

TV Media £1 million

Outdoor (billboard) Media

£400, 000

Press (magazine, newspaper) media

£150, 000

Online media £10,000

Mex it up - Packaging

Mex it up POP

Mex it up - advertising