McDonald’s

By:

Tamer El-Aried

Introduction

• McDonald's is one of the best-known brands worldwide. This case study shows how McDonald's continually aims to build its brand by listening to its customers. It also identifies the various stages in the marketing process. Branding develops a personality for an organization, product or service. The brand image represents how consumers view the organization.

• In 1994 McDonald’s opened its first two restaurants simultaneously in the Cairo district of Heliopolis and Mohandeseen.

• Today over 40000 customers are served under the golden arches at over 59 outlets throughout the country, everyday.

• Since the idea of offering great food fast first occurred to MacDonald’s founders over 50 years ago, Macdonald’s has grown into global restaurant to become the place where customers can enjoy their favorite meal wherever they are.

Mission

• To be our customers' favorite place and way to eat. Our worldwide operations are aligned around a global strategy called the Plan to Win, which center on an exceptional customer experience – People, Products, Place, Price and Promotion. We are committed to continuously improving our operations and enhancing our customers' experience.

Insight

• McDonald’s understand what makes their family customers smile and how to make those smiles even broader.

• McDonald’s Egypt has received a number or awards over the years, not only on operation excellence, put more importantly for dedicated involvement in community initiatives such as supporting education and children in need.

Marketing mix

• Product:• McDonald's places considerable emphasis on

developing a menu which customers want. Market research establishes exactly what this is. However, customers' requirements change over time. What is fashionable and attractive today may be discarded tomorrow. Marketing continuously monitors customers' preferences.

• McDonald's has introduced new products and phased out old ones, and will continue to do so. Care is taken not to adversely affect the sales of one choice by introducing a new choice, which will cannibalise sales from the existing one (trade off). McDonald's knows that items on its menu will vary in popularity. Their ability to generate profits will vary at different points in their life cycle.

Marketing mix

• Price:• The customer's perception of value is

an important determinant of the price charged. Customers draw their own mental picture of what a product is worth. A product is more than a physical item, it also has psychological connotations for the customer.

• McDonald’s offer reasonable price for Egyptian Citizen and keep its image to the customer.

Marketing mix

• Place:• not just about the physical location or

distribution points for products. It encompasses the management of a range of processes involved in bringing products to the end consumer.

• Fastest delivery in Egypt advertising campaign in Egypt has great echo in the Egyptian culture.

• McDonald’s offer wifi service for their customer free for more communication and comfortable media.

Promotional mix

• T.V Ads:• They serve and support their message through TV ads through

fastest delivery in Egypt and their slogan “I’m love in it”.• Ads through • http://www.youtube.com/watch?v=y9ajRIgTJNA• http://www.youtube.com/watch?v=MIHMvSz1L7s• http://www.youtube.com/watch?v=potmcPIDo14• http://www.youtube.com/watch?v=YYpzJ8G7dKI

Promotional mix

• Radio:• Run their advertising in clusters or sets, scattered throughout the

broadcasting hour.• http://www.youtube.com/watch?v=nc7kPK6UHuU• Radio campaign serve the same message of Mac.

Promotional mix

• Web site Ads:• McDonald’s Web site serve the same

message of the company “I’m love in it”, offer company portfolio, kid zone, food, community, store locator and Mac delivery 19991 through this number for communicate with customer as hot line.

• Offer for kids zone of fun, offer ice cream and offer birthday organization for kids.

• Interest in kids to create future customers and implement the concept of Mac in kids mind.

• You can achieve more details through company web site http://www.mcdonaldsegypt.com/loader.html.

Promotional mix

• Web site:• McDonald’s communicate with youth

and teenage through FACEBOOK to know more about customers and about their comments to develop McDonald’s message.

Promotional mix

• Magazines:• McDonald’s ads in magazine and

flayers in the line with their target to maximize the concept of company in customer mind.

Promotional mix

• Public relation:• New concept from McDonald’s to

support clean energy and save environment by Co-operation with Egyptian government after revolution under name of “going green”.

• McDonald’s trade name on Pedestrian crossing.

Promotional mix

• Public relation:• Help to keep environment clean

with more concern to community.

• Share in support disabled people to overcome their problems.

• Support to build new schools in village concerning in importance of education for every Egyptian citizen.

Promotional mix

• Public relation:• They serve poor people to improve

their quality of life through education or though material benefit.

• Sponsor for world wide events as Olympics and in the same ads they use hot line number for communication.

Promotional mix

• Billboards:• Choose attract color of billboards ,

keep the brand and slogan to maximize the message of McDonald’s in customer minds.

Billboards

Promotional mix

• Co-Marketing:• create and jointly develop a new

product, service or brand (and normally jointly promote it).

• Co-Marketing campaign with Mobinil

Promotional mix

• Co-Marketing:• Co-Marketing with Coca Cola to serve

more comfort for their customers.

Promotional mix

• Sales promotion: • McDonald’s offer sales promotion for

breakfast with keep the same slogan of the company “love in it”.

• They offer promotion in Ramadan as Iftar from Mac.

Promotional mix