MARKETING MANAGEMENT - I

PRESENTATION

PROJECT ALTERNATIVE - 3

MARKETING RESEARCH ON TWO PRODUCTS

FROM TWO DIFFERENT CATEGORIES

Mc Donald's
Apple Mac Book

ANTARA (22PGP055) | ARJUN (22PGP019) | DHRUV (22PGP053) | PRACHI (22PGP003) |

PRARTHANA (22PGP001) | SHREYA (22PGP042) | SOURABH (22PGP032) | VAIBHAV (22PGP006)
 7 P's OF MARKETING
BUNDLE PRICING
PRICE PSYCHOLOGICAL PRICING
AFFORDABLE

PAN INDIA
PLACE ACCESSIBILITY
PROXIMITY

DIVERSIFICATION
PRODUCT
PRODUCT MIX

PROMOTION ADVERTISEMENTS
SOCIAL MEDIA
FREE TOYS

UNIFORM PROCESS
PROCESS
TRANSPARENCY WITH CUSTOMERS

FAST FRIENDLY SERVICE

PEOPLE CUSTOMER SATISFACTION

SOCIAL MEDIA ACCOUNTS

EMPLOYEE UNIFORMS
PHYSICAL EVIDENCE CLEANLINESS
QUALITY
 4 P's OF MARKETING

PREMIUM PRICING
PRICE SKIMMING
PRICE

PAN INDIA
E-COMMERCE WEBSITES PLACE
SHOWROOMS

FOCUS ON QUALITY
INNOVATION PRODUCT
MEETING CONSUMERS NEEDS

ADVERTISEMENTS
SOCIAL MEDIA
PROMOTION
LIMITED PRICE BASED OFFERS
 POLITICAL
Situational
DEMOGRAPHIC
POLITICAL UNREST IN THE HAPPY MEALS FOR KIDS, VALUE

Analysis
MIDDLE EAST. EACH EMIRATE HAS ITS MEALS FOR MIDDLE CLASS, HEALTHY
OWN GOVERNMENTAL REGULATION. MEALS
ECONOMIC SOCIAL
80% OF ITS SUPPLIES FROM
ESTABLISHED A GOOD SYSTEM IN
LOCAL AND REGIONAL SUPPLIERS IN
DETEREMINING THE NEED MARKET.
THE ARAB WORLD.

ENVIRONMENTAL LEGAL
FOOD SAFETY AND HYGIENE GCC'S FIRST STEP INTO A BIOFUELS
CERTIFICATES. MARKET WITH NEUTRAL FUEL.
Most Critical Variable-
TECHNOLOGY GEOGRAPHIC
DEMOGRAPHIC REVOLUTIONIZED FAST FOOD DELIVERY. DIFFERENT MENU IN DIFFERENT
FROM CASH REGISTERS TO POS. COUNTIES, DIFFERENT OFFERS
DISCOUNTS IN DIFFERENT REGIONS
 POLITICAL
Situational
DEMOGRAPHIC
CONFLICT ENSUING BETWEEN
MacBook Air -STUDENTS

Analysis
THE USA AND CHINA HAS IMPOSED
MacBook Pro- VLOGGERS & EMPLOYEES
RESTRICTION ON IMPORTS

ECONOMIC
RISING USE OF MOBILE ACCESS
INCREASING DEPENDENCE ON DIGITAL
SYSTEMS
ENVIRONMENTAL
THE DISPOSAL OF APPLE DEVICES
AFTER IT IS NO LONGER OF USE
Most Critical Variable-
TECHNOLOGY
GROWING CLOUD COMPUTING DEMAND
TECHNOLOGY & TECHNOLOGICAL CAPABILITIES OF
OTHER FIRMS
SOCIAL
THE DEMAND FOR HIGHER WAGES
AFFECTS THE PRODUCTION COST
LEGAL
COMPANY ALSO NEEDS TO BEAR THE
LITIGATION EXPENSES TO COMBAT
INTELLECTUAL PROPERTY THEFT
GEOGRAPHIC
DIFFERENT BRANDS OF SCREENS IN
DIFFERENT COUNTRIES,KEYBOARD
LAYOUTS,ETC
 TARGET MARKET

DEMOGRAPHIC BEHAVIOURAL
AGE LOYALTY
18-45 GEOGRAPHIC ‘Hard core loyals’
PSYCHOGRAPHIC
GENDER ‘Switchers’
Males & Females REGION RISK AVERSION PERSONALITY
INCOME US & Risk avoiding Determined and ambitious
High earners-Avg income $98000 International Risk neutral USER STATUS
LIFE STAGE DENSITY SOCIAL CLASS Non-users, potential users
Students,Bachelor Stage, Newly Urban Middle and upper classes BENEFITS
Married Couples LIFESTYLE Sense of achievement,
Resigned,Aspirer, Speed of service, advanced
Succeeder,Explorer features
 TARGET MARKET

DEMOGRAPHIC BEHAVIOURAL
AGE LOYALTY
GEOGRAPHIC ‘Hard core loyals’
6-70 PSYCHOGRAPHIC
GENDER ‘Switchers’
REGION SOCIAL CLASS
56.3% men & PERSONALITY
More than 37% of McDonald’s Lower, working and
43.7% women. Easygoing & Careless
stores are located in the US. middle classes
INCOME USER STATUS
Operating in 119 countries. LIFESTYLE
Low and middle Potential and regular
DENSITY Resigned, Struggler and
LIFE STAGE fast food eaters
Rural & Urban Mainstreamer individuals
Bachelor Stage, BENEFITS
Newly Married Couples, child 6 or Cost benefits,
over time efficiency
 NEED ANALYSIS

DESIGN COST EFFECIENCY

SPEED AND BATTERY LIFE QUALITY OF DELIVERABLES

PROCESSOR CONSISTENCY

FEATURES FAST ORDER PROCESSING TIME

CONSUMER DECISION JOURNEY

Problem Recognition
Information Search
Evaluation of Alternatives
Purchase Decision
Post Purchase Behaviour
 IMPROVEMENT/EXTENSION

MCDONALD'S CAN EXTEND THEIR PRODUCT LINE TO INCLUDE MORE VEGAN-FRIENDLY

ITEMS ON THE MENU AND THE REST OF THEIR FOCUS SHOULD BE ON ENSURING
SPEEDY DELIVERY AND STAYING COMPETITIVE ON PRICING WITH INCREASING
COMPETITION FROM OTHER FAST-FOOD BRANDS.

APPLE CAN IMPROVE THE MACBOOK BY OFFERING A MORE MODERN, BEZEL-LESS

DESIGN AND A TOUCH SCREEN OPTION. THEY COULD ALSO IMPROVE THE SELECTION
OF PORTS ON THE MACHINE TO OFFER BETTER FUNCTIONALITY TO USERS.
THANK YOU