MARKETING STRATEGY

OF MCDONALDS

Presented by:
Marouane
INTRODUCTION

McDonald’s is the worlds leading foodservice

retailer with more than 30,000 restaurants in 119
countries serving 47 million customers each day. It
is one of the worlds most well-known and valuable
brands and holds a leading share in the globally
branded quick service restaurant segment of the
informal eating-out market in virtually every
country in which they do business.
 McDonalds – Aims and Objectives

 Having great concerns bout the organizations customers.

 Being socially responsible for the company’s welfare.

 Serving high standard and quality food with quick and outstanding service all along with great value for
money.

 Maintain a good and friendly environment.

 “McDonald’s vision is to be the world’s best quick service restaurant experience. Being the best means
providing outstanding quality, service, cleanliness, and value, so that we make every customer in every
restaurant smile.”

 McDonald’s is known through out the world for their commitment to inclusion and diversity not only with
their employees but with their franchises and suppliers.
A diagram of the marketing planning process McDonalds
What Are 5 Marketing Concepts?

1) Product Orientation

2) Production Concept

3) Selling Approach

4) Marketing Orientation

5) Societal Marketing Concept

 Production Concept

The idea of production concept –

“Consumers will favor products that are

available and highly affordable.” This

concept is one of the oldest Marketing

management orientations that guide

sellers.
 Product Concept

The product concept holds that

consumers will favor products that
offer the most quality, performance,
and innovative features. Here.
Marketing strategies are focused on
making continuous product
improvements.
 Selling Concept

The selling concept holds the idea- “consumers

will not buy enough of the firm’s products

unless it undertakes a large-scale selling and

promotion effort.”

The selling concept also developed at the same

time, and the product concept developed and

still predominant in many industries.

Marketing Concept

The marketing concept holds- “achieving

organizational goals depends on knowing

the needs and wants of target markets and

delivering the desired satisfactions better

than competitors do.”

Societal Marketing Concept

Societal marketing concept questions whether

the pure marketing concept overlooks possible
conflicts between consumer short-run wants and
consumer long-run welfare.

The societal marketing concept holds

“marketing strategy should deliver value to
customers in a way that maintains or improves
both the consumer’s and society’s well-being.”
 MARKETING MODELS

The most popular marketing models:

6) Growth strategy matrix

1) 7 Ps of The marketing mix 7) Loyalty ladder

2) USP (Unique Selling Proposition) 8) PESTLE

3) Boston Consulting Group Matrix 9) Porter’s Five Forces

4) Brand positioning map 10) Product Life Cycle

5) Customer Lifetime Value models 11) Segmentation, Targeting and Positioning

12) PR Smith's SOSTAC® model

 7 Ps of The marketing mix

The 7P's of the Marketing mix model are Product, Price, Place, Promotion, People, Process and Physical
evidence - these elements of the marketing mix form the core tactical components of a marketing plan.
USP(Unique Selling Proposition)
 Boston Consulting Group Matrix
This well known, essential MBA model categorises products offered by a business in a portfolio
based on their performance rating them as Stars, Cash Cows, Dogs and Question Marks as
below.
 Brand positioning map
This model allows marketers to visualise a brand’s relative position to competitors in the market
place by plotting consumer perceptions of the brand and competitor brands against the
attributes that drive purchase.
 Customer Lifetime Value models
Customer Lifetime Value is the concept used to assess what a customer is worth, based on
the present value of future revenue attributed to a customer’s relationship with a product.
 Growth strategy matrix
The Ansoff’s model is a matrix that can be used to identify alternative growth strategies by looking at
present and potential products in current and future markets. The four growth strategies are market
penetration, market development, product development and diversification.
 Loyalty ladder

This model shows the steps a person takes before becoming loyal to a brand as they
move through the stages of prospect, customer, client, supporter and advocate.
 PESTLE
As an extension of the traditional PEST model, this analysis framework is used to assess the impact of
macro-environmental factors on a product or brand - political, economical, social, technological, legal
and economic.
 Porter’s Five Forces

The Five forces in Porter's model are Rivalry, Supplier power, Threat of substitutes, Buyer power and
Barriers to entry and are used to analyse the industry context in which the organisation operates.
 Product Life Cycle
This diffusion innovation model plots the natural path of a product as it moves
through the stages of Introduction, Growth, Maturity, Saturation and Decline.
 Segmentation, Targeting and Positioning
This three stage STP process involves analysing which distinct customer groups exist and which segment the
product best suits before implementing the communications strategy tailored for the chosen target group.
 PR Smith's SOSTAC® model

This acronym stands for Situation, Objectives, Strategy, Tactics, Actions,

Control and is a framework used when creating marketing plans.
 The significance of branding
McDonald’s

Branding is important because it keeps you continually on the minds of your consumers.
Indeed, by offering unique and original messages and a quality product / service, you will
more easily attract new prospects while keeping your old customers. This is called pull
marketing (customers come to you).

Among the most egregious examples we can cite McDonald’s. Renowned for being the
temple of fast food, the brand has reinvented its communication and its products to get rid
of this image of junk food. Thus, in addition to offering children's menus with fruit for
dessert, all their communication is now based on highlighting healthy recipes using
ingredients that are good for health.
 Brand Pyramid

A brand pyramid is a tool that answers the

fundamental questions outlined above in a
pyramid like diagram that can be easily shared
and communicated across your company. The
only thing it doesn’t tackle directly are questions
related to the company’s mission and vision
(although the brand essence is a direct result of
what the company wants to be when it grows up
or its vision)
Brand Positioning

Positioning is where a consumer perceives a brand to be when

viewed relative to competitor brands. This is something you
should be controlling with your marketing. However, many
people don’t and this can result in a confused message to
consumers.

The objective of correct brand positioning is to reduce

competition and increase focus on your brand with the targeted
audience. Basically, cutting out buyers you don’t want and
emphasise strengths to the buyers you do want.
 Brand management

 Brand management is a communication function in marketing that

includes analysis and planning on how that brand is positioned in
the market.
 Developing a good relationship with the target market is essential
for brand management.
 Tangible elements of brand management include the product itself;
look, price, the packaging, etc.
 The intangible elements are the experience that the consumer takes
away from the brand, and also the relationship that they have with
that brand.
 A brand manager would oversee all of these things.
 Conclusion

McDonald’s has been successful in operating within the food

service industry through efficient strategies and quality standards
which enables them to gain competitive advantage. As evidenced
by its international market growth, McDonald’s has already been
efficient in gaining entry even in the most challenging markets
like Britain. Through its strong sense of quality service and
customer satisfaction, McDonald’s was able to offer its products
to the Britain market. Products were modified to suit the British
taste and preferences; affordable prices were implemented;
effective promotions and offers were done.