LECTURE: NGUYEN HOANG LAN

MARKETING STRATEGY OF

MCDONALD’S GROUP 5

MARKETING MANAGERMENT
Present by Group 5
 1. Nguyễn Tiến Hoàng
2. Nguyễn Mậu Đức
MCDONALD’S 3. Ngô Huy Anh Quân
4. Nguyễn Minh Tiến
5. Trần Thanh Trường
MEMBERS 6. Phạm Thanh Huy
GROUP 5
7. Trần Thị Bích Trâm
8. Trịnh Nguyễn Hoàng Phúc
 TABLE OF CONTENT

I II III IV V
QUICKVIEW 4P SWOT USP STP

INTRODUCE PRODUCT STRONG Globally Presentations are

COMETITORS PRICE WEAK Effective Business tools that can be
IMPACT OF COVID19 PLACE OPPOTUNITIES Model used as lectures
OUR MISSION, VISION PROMOTION THREAT Local Adaptation

VI
NEW CAMPAIGN
 PART I

QUICKVIEW
Present in more than 119 countries with more than
35,000 restaurants on all continents

Serving more than 70 million consumers

Big Mac, McNuggets, Egg McMuffin.

Imported for more than 9 years

Bringing the drivethru model to Vietnam

 PART I

COMPETITORS

KFC BURGER KING LOTTERIA JOLLIBEE

Is a famous fast food A fast food chain
brand, mainly specializing in burgers,
specializing in fried competing with
chicken and related McDonald's in the
products. burger market
segment.
Is a fast food chain A fast food brand
originating from Korea, originating from the
offering a variety of Philippines, products
dishes such as burgers, such as burgers, fried
fried chicken and related chicken and some other
foods. popular dishes.
 PART I

Our Mission
And Vision
OUR MISSION
McDonald's will set a new standard for the fast
food restaurant industry in Vietnam, providing
customers with unique experiences only available
at the McDonald's restaurant chain.

OUR VISION
Is the culinary destination most loved by
customers! Commitment is to constantly improve
service quality and bring interesting experiences
to customers through our products.
1 YOUNG PEOPLE
Age range: 15-30, including high
school and college students.

Hobbies: They like places where

they can meet and gather with
CUSTOMER
PORTRAIT
friends, and like branded
products and new trends.

Shopping behavior: Frequently

use social networks to share
experiences and search for
information about promotions
and new products.
2 PUPIL AND STUDENTS
Characteristics: Have a limited
budget, prioritize price and
convenience.

Needs: Fast, affordable meals,

CUSTOMER
PORTRAIT
comfortable space to study or
meet friends, need free wifi and
attractive promotions.
3 BUSY PROFESSIONALS
Characteristics: Working in an
environment that requires a lot
of time and energy, with little
time for cooking or preparing
CUSTOMER
PORTRAIT
meals.

Need: Meals are quick,

convenient, easy to carry, and
available at any time of the day.
4 24/7 CUSTOMER
Characteristics: Including
people who work at night or
have irregular schedules, need
a place that can be served
CUSTOMER
PORTRAIT
whenever they need it.

Need: Food available at all

times, long-term open space
and easy access.
CUSTOMER OVERALL

PORTRAIT In general, McDonald's

customers in Vietnam are
young people, looking for
convenience, speed and
affordability in their daily
meals.
McDonald's needs to
constantly innovate and
provide high quality service.
 McDonald 4P
PART II
PRODUCT PRICE
McDonald's has a McDonald's has built two
major product mix of pricing strategies:
drinks and prepared package pricing strategy
foods. and psychological
pricing strategy.
Read More Read More
PLACE PROMOTION
Open many different Run ads; run
distribution channels so promotions; PR; direct
customers can easily marketing. Thanks to
access their products the implementation of
activities
Read More Read More
McDonald 4P
PART II

PRODUCT
McDonald's emphasizes drinks &
prepared foods.

Standards foster trust & customer

attraction.

The menu adjusts to global &

Vietnamese preferences.

Adapts menu to health trends

Differentiates for a unique brand image.

 McDonald 4P
PART II

PRICE
Sets budget-friendly prices, encouraging
affordable consumer purchases.

Offering discounted meal combos beats

individual item prices.

=> McDonald's emphasizes bundling and

psychological pricing for increased product
sales.
 McDonald 4P
PART II

Place
Strategically places outlets in upscale areas.

Diversifying channels for substantial revenue.

Including restaurants, kiosks, app, and website.

 McDonald 4P
PART II

Promotion
McDonald's employs a 4P Marketing mix
campaign, prioritizing Advertising, Sales
promotion, Public Relations, and Direct
marketing
Advertising campaigns have
significantly expanded the brand's
reach.
The Ronald McDonald House Charities
and McDonald's Global Best of Green
program add value to the brand.
McDonald's engages in community
events and parties for a broader impact.
Typical campaigns applied by McDonald's
 McDonald 4P
Conclusion

PRODUCT PRICE PLACE PROMOTION

McDonald's must Manage prices tightly, Expand strategically Utilize a balanced mix
innovate its product offer promotions and located stores and of traditional and
lineup to meet diverse combo deals to provide enhance delivery and digital channels for
Vietnamese tastes and the best value, making online ordering advertising to create a
build trust through McDonald's an services for optimal positive brand image
food safety. appealing choice. customer convenience and engage with the
Read More
and brand reach. community.
 Typical
campaigns
 PART IV

Unique Selling
Point Some highlights of McDonald's
compared to competitors in the
market include:

Globally
Diverse and Flexible Menu
Pricing Strategy and Incentives
Effective Business Model
Local Adaptation
 PART IV

Segment Targeting
Postioning
1. Market segment:
ACCORDING TO
GEOGRAPHICAL LOCATION
Ho Chi Minh City
McDonald's stores are always located in busy
commercial centers with a high standard of living.

SORT BY DEMOGRAPHICS
Age: McDonald's mainly targets young people
from 5 - 29 years old, families with children.
Income: from medium to high
Occupation: Students, young people working in
the city center.
 VIETNAMESE PSYCHOLOGY
The development of the market economy entails
new customs and lifestyles, new trends that young
people are exposed to and integrate into very
quickly.
=> ADVANTAGES: CHOOSE THE RIGHT TARGET
MARKET, SEGMENT THE MARKET IN 2 BIG CITIES,
HAVE A YOUNG POPULATION, PEOPLE WITH INCOME
TO PENETRATE THE MARKET, BUILD A BRAND AND
SELL THEIR PRODUCTS .
CUSTOMER BEHAVIOR
Convenient fast food supply chain for busy
customers
A place to organize birthday parties for children
thanks to their delicious taste
Spacious, comfortable space and professional,
attentive service
Modern equipment, comfortable space and
attractive food flavors
2. Choose your
target market.
=> Advantages: Vietnam's population
structure is mainly young, so this will
be a potential source of customers for
McDonald's
3. Brand Positioning.
 PART III

SWOT
STRENGTHS
Strengths can include things like a strong brand, skilled
workforce, advanced technology, or efficient processes.

WEAKNESSES
Weaknesses might involve inadequate resources, outdated
technology, lack of expertise, or inefficient processes.

OPPOTUNITIES
Opportunities can arise from changes in the market,
technological advancements, emerging trends, or new
partnerships.

THREATHS
Threats can come from competition, economic downturns,
changes in regulations, or other external forces.
 STRENGTHS
Have main financial source
Build a good brand
Quality products
Products are designed specifically for Vietnamese
Many promotions
Convenient location in traffic of many types and
flavors
Create full ads
Open 24/24
WEAKNESSES
Depends a lot on franchising. Not as attractive
as Vietnamese food (bread,...)
Prices are high compared to people's income
Raw materials are scarce
 OPPOTUNITIES
As technology develops, ordering food online is more
popular
People's income is going up
Huge potential customers Demand for fast food has
increased sharply
THREATS
Vietnamese people value family meals and
like traditional dishes
Demand for food and service quality is
increasing
Many competitor Food hygiene and safety
are very strict
 SO
Cooperate with fast food ordering apps
Add promotional days and vouchers,
earn points
Add parking area for various vehicles
Run ads on many different social
networking platforms
SWOT
ANALYSIS
WO
Expand branches across the country,
especially in big cities
Upgrade flavors, create dishes suitable to
Vietnamese tastes
Choose raw materials at reasonable prices,
optimize costs to lower product prices
ST
Build image and quality to make Mc a
leading fast food restaurant.
Always have programs to attract
customers and promote the brand.
Focus on food hygiene and safety.
WT
Survey tastes, adjust to suit Vietnamese
people
Building a clean, safe raw material supply
source
More promotions when traveling with
many people, students
BIG IDEA
Tagline : “Companionship of
Mc’s Donald with Vietnamese
cultural identity”

Section : Toward to Vietnamese

Youngster Segmentation

Main event : The Mc’s Donald

Charitable
Main event : 100 days of McDonald’s
employee
Main event : Mc’s Donald x Duolingo
Main event : King of cheeseburgers
contest
PHASE 1 TRIGGER
1-3 Main event : The Mc’s Donald Charitable

DURATION 26/12/2023 - 31/03/2024

Increase brand awareness Gain more followers on

OBJECT
social media

LOCATION Ho Chi Minh city

CONTENT Data collection

KEY MESSAGE Anyone can eat McDonald's

Fulfill children’s facilities who live on highland on Tet’s

holidays ( textbooks, bag , ration , freshwater , new
KEY HOOK
clothes )Children who live in highland be able to eat
the Mc’s Donald combo ( cheese burgers + fried )
 Digital Marketing : Recording video of Mc’s Donald’s
Marketing & Media teams do charity on Northwest
land for children : Facebook post , PR , broadcast ,
advertisement
Launching ‘ Du Xuân Hái Lộc cùng Mcdonald's’ in
term of Tet Holiday ( If customers buy an order over
TACTICS
200k, you can withdraw lucky money to get lucky at
the beginning of the year. The face value in the
lucky money bag can be from 1k to 500k.
Launching ‘ Ưu đãi mùa Valentine’ (Give couple
keychains to couples when shopping and checking
in at McDonald's.)Free up size fried ( M - L )

Gain more 500 thousand interaction on social

KPIs
media550 products soldStayable on audience’s mind

Mc’s Donald website , Mc’s Donald fanpage on

CHANNELS
Facebook & Instagram , TVC ( VTV, …)

BUDGET 1.8 B
PHASE 2 ENGAGEMENT 1
4-6 Main event : Mc’s Donald x Duolingo

DURATION 1/4/2024 - 30/6/2024

OBJECT Increase salesIncrease brand awareness

LOCATION Ho Chi Minh city

CONTENT Sale , Sale promotion

KEY MESSAGE English with McDonald’s

Create a achievement during students & tutors English study

processing ( if they finished their homework before the deadline,
KEY HOOK they will be able to have a coupon that discount up to 30% on Mc’s
Donald menu )Increase the Mc’s Donald consumption Create a
win - win relation between Mc Donalds & Duolingo
 Make a short video that appear the collaboration of MC’s
TACTICS Donald with Duolingo ( mascot shake hand & hug ) then
post into social media

More than 10000 products soldMotivate student & tutor

KPIs
learning English

Mc’s Donald website , Mc’s Donald fanpage on Facebook &

CHANNELS
Instagram, Duolingo app, fanpage

BUDGET 1.2 B
PHASE 3 ENGAGEMENT 2
7-9 Main event : 100 days of MC Donald’s employee

DURATION 1/7/2024 - 30/9/2024

OBJECT Increase brand awarenessData Collection

LOCATION Ho Chi Minh City

CONTENT New product content

KEY MESSAGE 100 days of MC Donald’s employee

Promotion strategy ( chiến lược xúc tiến ) of Big Autumn

event ( gift when customer purchase more than per 200k
KEY HOOK
order )Create an interest video ( hand manipulation
preparing Mc Donald’s food ) to motivate young people
 Launching ‘ Tết Trung Thu cổ
truyền cùng McDonalds’ ( With a
bill over 200k at McDonald's, you
will receive a free McDonald's
TACTICS
mid-autumn lantern)
Posting video to MCDonalds
fanpage , employee’s individual
social video

Gain more 250 thousand interaction

KPIs
on social media

Mc’s Donald website , Mc’s Donald

CHANNELS
fanpage on Facebook & Instagram

BUDGET 1.2 B
PHASE 4 AMPLIFY
10 - 12 Main event : King of cheeseburgers contest

DURATION 1/10/2024 - 31/12/2024( Monthly )

Increase brand awarenessData CollectionSale

OBJECT
promotion

Ho Chi Minh City MC’s Donald Dien Bien Phu

LOCATION
branch

Promotion , increase love & trust of Mc’s Donald

CONTENT
customer

KEY MESSAGE MC Donald’s King of cheeseburgers

Simulates curiosity customer by ‘ King of

burger contest ’Distribute strategy ( chiến lược
KEY HOOK
phân phối) in term of last 3 month ( Christmas
Holiday & New Year Holiday )
 Create a contest that the rule is : who eat the most
burger will be able to achieve a valuable prize.
Invite 10 KOLs, KOCs, food reviewers to make 10
short clips for communication and advertising
before the contest. After the contest, make more
clips to widely promote and increase awareness of
TACTICS the Mc's Donald brand.
Launching ‘MCDonalds Christmas Secret
Menu’(When making a purchase with a bill over
200k and checking in with a Christmas concept
(dresscode: red-white, green,...) at a Mc Donald
store, customers will randomly draw to receive a
free dish from the menu.)

Gain more 1000 on-site dining customers who

KPIs
watching contest

Tiktok, Mc’s Donald website , Mc’s Donald fanpage on

CHANNELS
Facebook & Instagram

BUDGET 800 M
 THANK YOU FOR
YOUR ATTENTION!