Hello Everyone,

The marketing mix (MM) encompasses controllable marketing elements used by businesses to achieve
sales targets in the target market. It is a vital aspect of the company's marketing strategy, involving
specific activities that utilize customer-facing tools and platforms. The MM plays a fundamental role in
developing, distributing, promoting, and pricing products to provide value for consumers, clients,
partners, and society at large.

The impact of the marketing mix extends beyond sales, influencing brand equity and financial worth of
enterprises. While debates about its exact effectiveness persist, its overall significance is widely
recognized (Srinivasan & Hanssens 2009).

Taking McDonald's as an example, the company tailors its strategies to meet the unique requirements of
different regions worldwide. The marketing mix of McDonald's encompasses product offerings, outlet
locations, advertising campaigns, and pricing. While maintaining company-wide standards for franchised
locations, McDonald's adapts its marketing approach to specific geographic regions. For instance,
television advertising may be prioritized in some areas, while others focus more on internet media. The
4P variables shape McDonald's marketing strategy and its objectives for expanding its global restaurant
network (Meyer' 2022).

The components of the marketing mix reinforce the target audience and brand positioning in multiple
ways. Firstly, the product element ensures alignment with consumer preferences by introducing region-
specific menu items. Secondly, the distribution element strategically places outlets in easily accessible
areas for the target audience. Thirdly, the promotion element employs effective advertising campaigns
to communicate the brand's messaging and values, building awareness and reinforcing brand
positioning. Lastly, the pricing element determines affordability and perceived value, crucial for
attracting and retaining the target audience.

By orchestrating these components, McDonald's strengthens brand perception and establishes a strong
position in diverse markets. This strategic alignment enhances competitiveness, resonates with
consumers, and drives sales while maintaining brand equity.

In what ways do the four P’s of marketing align with the brand’s identity and the target audience’s
needs and wants?

References:

Meyer, P. (2022) McDonald’s Marketing Mix (4Ps) Analysis. Available from:

https://panmore.com/mcdonalds-marketing-mix-4ps-analysis#:~:text=For%20example%2C
%20McDonald%27s%20offers%20discount,through%20goodwill%20and%20brand%20strengthening
[Accessed 27 Jun 2023]

Srinivasan, S., & Hanssens, D. M. (2018) Marketing and firm value: Metrics, methods, findings, and
future directions. In Long-term Impact of Marketing: A Compendium 461-519. DOI:
https://doi.org/10.1142/9789813229808_0012

Varadarajan, R. (2010) Strategic marketing and marketing strategy: domain, definition, fundamental
issues and foundational premises. Journal of the Academy of Marketing Science, 38(2): 119-140. DOI:
https://doi.org/10.1007/s11747-009-0176-7