Bahauddin Zakariya University Multan, Pakistan

Assignment on Bases of Segmentation on print advertisement

Subject:-Strategic Marketing

Submitted to:-Ms. Rimsha Kanwal

Submitted by:-Sohaib Arif
Roll# MBM-19-14
MBA (1.5)

Institute Of Banking and Finance Bahauddin Zakariya University Multan, Pakistan.

Bases of Segmentation in McDonalds Print advertisement: -

segmentation is defined as dividing a single market into smaller segments. The basic reason for
dividing the market into small segments is to make it simple to address the needs of smaller
groups of customers and try to manufacture different products according to their consuming
habits. Particularly it is done according to the people who have similar characteristics. It can be
done on the basis of age, gender, lifestyle, region, etc.
McDonalds in Pakistan segmentation it has done is on three different bases:
1) Demographic Segmentation: - (Kids, Family and Students)
McDonalds offers different products like Big Mac Menu
which includes a free toy for kids. For families it has made different outlets and meals which are
suitable for takeaways and drive-thru. McDonalds has made its environment which is suitable
for All people to hang out with their friends and can get their lunch or dinner at McDonalds.
2) Psychographic segmentation: - (Convenience and lifestyle)
McDonalds has adopted itself according to the
convenience and lifestyle of the Pakistani consumers, as Pakistan has a huge diverse population
so McDonalds came up with a different and new product line. They also made McDonalds as a
place to relax and even for entertainment.
3) Behavioral segmentation: - (Occasions, for e.g. Birthday Parties of kids)
McDonalds can get more customers by whom they can get
most of the share of Fast Food Industry but they should emphasis on their Targeting
technique.
To Get a Sustainable Advantage over their competitors McDonalds should introduce new as
well as modified products which contains low cholesterol content in it. McDonalds has so
much upcoming competition in Pakistani market that it should concentrate on
Differentiation of its products increase its market size by implementing penetration pricing
technique in which they should introduce the product with a lower price even lower than
the market substitute’s price. By this they can they can associate with their marketing
objectives and can increase their sales and total revenue even in future.