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McDonald¶s is considered as one of the most effective and popular brands worldwide. This report demonstrates the way in which McDonald¶s is continuously moving towards building a strong and successful brand image by listening to the feedback and the views provided to the customers. It also identifies different phases that are involved in the process of marketing. The process or approach of branding develops a personality of a product service and the organization as well. The image of the brand of an organization depicts the way in which the customers view the organization. The approach of branding only performs when a particular organization conducts and presents itself in a reliable manner. The communication methods used for marketing process such as advertisement and promotion are utilised effectively and efficiently to develop the colours, images and designs that helps in providing the brand its familiar face. At the organization of McDonald¶s this is represented by its well-known logo i.e. the Golden Arches. The process of marketing involves the identification of the needs and requirements of the customers and fulfilling these needs in a better manner than that of the competitors. In this way, the organization creates as well as sustains loyal customers. The very initial point is to discover the potential customers as not every customer want to enjoy the offers, services or products provided by McDonald¶s. The people that are identified by McDonald¶s as the potential customers are called as the key audiences.
THE MARKETING MIX
After identifying the key audiences, an organization needs to ensure that the marketing mix that is developed should appeal particularly to those people. There are different marketing mix approaches that are followed and adopted in order to launch and advertise a particular product effectively as well as successfully.
The Ps (The marketing mix 1)
The marketing mix can be defined as the combination of the tools and t echniques that are used to market the product or services of a brand. The techniques that are often used are named as the Ps. Initially there were four Ps as described below: Product (or service): It includes what is being sold by the company and the wide range of products sold. This incorporates the quality (how good is the product or service), branding as well as reputation (the views and opinions of the customers) of the service or product. For a service, support for the customer after the process of purchasing is very significant.
In includes the management of a wide range of processes that are being involved in bringing the products to the customers. Some of the methods include advertising. This means the location of the shop or store. radio. The threat of utilising low price as a marketing tool is that the customer may feel that the quality of the product is n ot focussed enough on. The process of advertising is performed on TV. They can spend their money in various other places and in many different ways.The most important thing to remember while offering the menu items to the customers is that they should have a variety to choose from. It is also related with the easy accessibility of that place. sometimes called as µabove the line¶ activity. McDonald¶s must place substantial focus on the development of a menu that fulfils the needs of the customers. A product can be said as more than a physical quantity as it also has some psychological implications for the customer. So as to meet these changes made. Some of the options of the co mpany are growing in popularity. poster and via newspapers or - - . It is very significant while deciding on cost of the product the customer must be aware of the brand and its reliability. However. Thus. What seems attractive and fashionable today may be discarded in coming future. At any time. Their capability to produce profits can vary at different points in the product life cycle. Customers draw an image in their minds regarding the worth of a product. or the accessibility area of the service . McDonald¶s has introduced new products and phased out the old ones and will continuously to do so. the requirements of the customers change with time. It is very important that care needs to be taken so that while introducing a new product. The preferences of the customers can be continuously monitored by the process of marketing. Place: It depicts where the product or service is being sold. It is not only related with the physical location or distribution points for the products. The promotional mix is a combination of the promotional tools and techniques that are used for communicating regarding a product or service ± for example TV advertising. Price: It indicates the cost or the expenses re lated with the product or service. The perception of the customers regarding the value can be viewed as a significant determinant of the price changed. The aspect of the promotion of marketing mix includes all kinds of the communications used for marketing. the sales of the old one should not be adversely affected. McDonald¶s knows it very well that the items in its menu vary in popularity. online. Promotion: It deals with the way with which the customers are told about a specific product or service. a company will have a portfolio of products each in a different phase of the lifecycle. This can be exactly established by the market research.
readers or the listeners and the way in which they resemble the potential customers. delivered as well as accessed. The one thing or aspect that differentiates the advertising from other marketing communications is that the owners of the media are paid before the advertiser can take space in the medium. For an instance. in which the services are being sold. Physical Evidence: It is related with the way the services are made tangible.magazines. Some of the aspects related with marketing of that game are as follows: Product: Innovative way in learning new vocabulary Launch: How the planning will be done to introduce that new product into global markets . policies. The next phase is to get the m to want what is being offered. merchandising. Process: This aspect is related with the way the product or service is being developed or the way. Other promotional methods include sales promotions. Marketing a New Product (A Case) A small educational games firm is on the verge of launching a new game that can help in teaching the English vocabulary to the learners at a beginner level. But now-a-days there are additional four Ps that are being used by the marketers as listed below:People: It is related with the fact that how the employees or workforce are different from the one in the organization of the competitor and also how the clients of your organization are different from that of your competitor¶s as well. The more McDonald¶s knows about the customers being served by it. telemarketing and many other tools. brochures as well as tickets develop something that can be touched and hold by the customers. Physical Presence: How the working place of an organization or the website (online presence) of an organization looks like. Demonstrating the advantages and profits they will ac quire by performing actions is sufficient. The main objectives of advertising include increasing the awareness among the people of an item. The right media depends on the viewers. the more it is able to interact with them that develop an app ealing effect. direct mail. developing optimistic sense about it and remembering it. Messages need to acquire the attention of the customers and keep their interest.
Cost to End User The perception of the customer regarding the cost of the product is 4As Acceptability This is related with the aspect that how well your product is being accepted or approved by the customers. Affordability This shows that the customer need to have enough money to purchase 4Os Objects This is related with the questions such as:What is being sold by a company? How that product is being developed or produced? The quality of the product is also questioned. some marketers has combined the Ps with new ways of thinking regarding the process of marketing.Place Distribution: Retailers on the high street and mail the orders through websites or catalogues Delivery: Up to five days through ordering by mail or at the same time in shops Promotion Advertising: In the magazines for children Direct Marketing: Inserting the brochures or catalogues in the magazines People Price Premium Pricing: 20 per cent above the market average for a CD -ROM Special Deals or offers: 15 per cent off or discount for the educational institutions or schools. As and Os can be incorporated with each other as described in the following table: 4Ps Product 4Cs Customer Needs What is being needed or required by a customer so as to solve a problem or an issue? The company need to identify the needs of the customers in order to develop the products that will fulfil these needs. The Ps. Cs. school teachers Competitors: The competition firm holds a larger sales force to sell their products or services The Cs. Customers: Educated. As and Os (The marketing mix 2) Apart from the four Ps described above . Objectives This is related with the revenue aims that are concerned with the income an Price . City-dwellers with pre-teen children. This also includes the aspect that whether the product respects or obeys the laws proposed by the country.
fair or not is very the product significant. This is related with the price at which the company wants to sell the product at. the product or service. Place Convenience This is related with the easy accessibility of the product or service. Action . The abbreviation AIDA is explained as follows:Attention Marketing needs to attract the attention of the customers regarding the product. Accessibility Organization This is related with This is related with the aspect whether the organization of the product can be the sale and with easily accessed or the distribution of not. Awareness Operations It is associated with This is related with the fact that shows the kind of the number of promotional people is aware of operations that the product or includes direct service. marketing process needs to develop a desire to buy or own the product so that the customers actively want that prod uct. AIDA AIDA is a short form that represents the steps that are taken by the marketers so as to convince customers to purchase a particular service or product. Customers will show their interest towards the service or product. Promotion Communication This is related with the aspect regarding how well an organization interacts with its customers. which can work best for a specific product or service. the process of marketing must develop the interest of the customers in the product. mail. or organization want to generate. Desire After this. Customers become aware regarding a product and know that the product is available and accessible. service. Interest Then.
In addition to this. i ti t. there are legal. . t . For t i . cDonald¶s faces competition from other companies. t t op or tore or pl t f i i ti t t t t e order online. t e marketing onald¶s an gat er t e information regarding t e following: department of at products are recei ed well t e customers? at prices t e customers are willing to uy t e pr oduct at? at V programmes magazines.Fi t t ll . Some of the features of the market research are listed as follows: MARKET RESEARCH gives accurate information regarding the needs of the group being targeted making it possible to develop a well planned out marketing mix that satisfies the needs of the customers In every market section. E ESE can e stated as t e framework or structure t at is eing used y t e cDonald¶s enabling t em to extract t is crucial information. newspapers and advertising customers view or read? at types of restaurants are eing visited y t e potential customers? 3. Accurate research is very much required and necessary for creation of the right mix to gain the loyalty of the customer. t t t i iti ing e of t e det iled information regarding t e tomers. social factors the retail atmosphere and many other components affecting the success of the cDonald¶s in the global markets. technological as well as economical changes.
MEETING THE NEEDS OF THE KEY AUDIENCES There are very limited amount of the customers in the market. it shows impact on the buying patterns. . Everything that shows impact on the buying decisions is considered by the market research. Different types of customers are identified by the market research. These additional psychological factors are very crucial to the consumers.e. Psychological factors are very significant i. To develop a longterm business it is very important to retain the people once they have become the loyal customers. To meet the requirements of the key audiences it is very essential to analyse the strengths associated with the internal marketing aspects of the organization. McDonald¶s should identify the growth in the targeted group of the customers as well as the changes going on in their purchasing habits. 4. These buying decisions can often be affected by wider factors than just the product or service itself. what image does the product or service generates or how the customer feels while buying the product. These can be even more significant than the physical benefits related with the product.Market research extracts these factors and predicts the way in which these factors affect the willingness of the people to buy them. This is called as branding. McDonald¶s has established a top place in the minds of the customers. Through the process of marketing. As the economic as well as social factors change.
The objectives . s ve y ee v . The analysis will include the following: The products of the company and how suitable they are for the future Quality of the workforce and how effective training is being provided to them so that they can offer the best service to the customer s Systems and how efficiently they operate in providing satisfaction to the customers. e e ese c e Opportunities (External) . Threats (External) Ne c es y e c s es s. sales. e 5. they are combined with the opportunities and threats posed in the global markets. These objectives can be related with the market share. MARKETING AIMS There is a need of development of the marketing plan so as to meet the set objectives. e s e e y e e eve s Weaknesses (Internal) cD c 's s ee e. . c e se c s es se vce e e. The organization can then identifies what needs to be done so as to enhance the chances of successful as well as effective marketing. Strengths (Internal) e. s. and aims. For example. . This is called as SWOT analysis. so that a marketing strategy that is appropriate for the business can be developed and acted upon. The marketing objectives provide guidance to the marketing actions and are utilised to assess the efficiency and effecti veness of the plan.Strengths as well as weaknesses need to be identified. acquiring the potential customers and creating the awareness in the market place. marketing databases or restaurant systems Financial resources that are available for the marketing process Once the strengths as well as weaknesses of the company are identified or determined .
NTC Business Books. K. finite marketing budget.ie www. www. This kind of feedback facilitates the organization to transform the plans and it helps in gaining the flexibility. ³The marketing mix´. BIBLIOGRAPHY Banting. ³Basic Marketing: A managerial approach´. Souseisha Book Company. Once the marketing objectives are set. A. Long -term aims are broken down into short-term measurable targets that can be used as milestones by the McDonald¶s along the way. (1975). McDonald¶s has to make it sure that this will be done within the boundaries of the tightly controlled. Journal of Academy of Marketing Science. It explains what marketing actions and assets will be utilised and the way in which they will perform collectively. and Lauterborn. ³Integrated marketing communications´. P. (2009).biz - . the next phase is to describe how these will be acquired. K. Systems are also put in use so as to acquire the market feedback that will help in measuring the success against shortterm targets. 7. ³Symbiotic marketing strategy´. Richard D.business2000. different responsibilities and roles are assigned to the individuals so that the designed plan can be effectively executed.communicate what marketers need to accomplish. ³Advertising theory and strategies´. The marketing strategy can be defined as the statement of how objectives will be delivered. Shami.co. Irwin Inc.learningseed. Shimizu. Shimizu.uk www.mcdonalds. ³Marketing E-learning to employees and users´. D. (2003).tt100. (2007). J. R.com www. 6. McCarthy. Schullz. Souseisha Book Company. CONCLUSION Once the marketing strategy that is being developed by the experts is put in place. (1993). (2003). Outcomes can be assessed continually in order to see whether the set objectives are acquired or not.
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