Marketing Plan Of Mcdonald's 7 P's
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Presented By Slinky City
McDonald’: Behind The Golden Arches
The McDonald’s Story- Genesis sS McDonald's Mission
McDonald's Vision
McDonald's in Pakistan Lakson Group of Companies .
The Team
Business Model Franchise Model Quality, Service, Cleanliness and Value propositions Product Consistency – Act like a retailer and think like a brand – www.slinkycity.tk
2| Page
McDonald’: Behind The Golden Arches
FIRM CUSTOMERS
Customer Perception and Customer Expectation Target Segment
What is McDonald’s for me?
Segmentation, Targeting and Positioning % of kids who influence what FMCG brand their family buys
80% 70%
71% 59%
60%
52%
50% 40% 30% 20% 10% 0%
Biscuits
Burgers & Pizzas
Fruit Juices
‘Play Place’ “Mc Donald’s mein hai kuch baat”
“You deserve a Break Today” & “Feed your inner
child”
McDonalds Marketing Mix (7 P’s) ((puuiuiuiyuiyuipPP’s) sScompany design, manufacture the product so that it Product: How should the enhances the customer experience?
www.slinkycity.tk
3| Page
McDonald’: Behind The Golden Arches
www.slinkycity.tk
4| Page
McDonald’: Behind The Golden Arches
Co- Branding:
www.slinkycity.tk
5| Page
McDonald’: Behind The Golden Arches
What are the strengths and weaknesses of the PTCL?
McDonald’s Swot Analysis sS Strengths • •
• • •
Weaknesses • • • • • www.slinkycity.tk
6| Page
McDonald’: Behind The Golden Arches
Opportunities • • • • • • •
Threats • • • • • • • •
Promotion: What is the suitable strategy and channels for promotion of the product?
www.slinkycity.tk
7| Page
McDonald’: Behind The Golden Arches make people aware of an item feel positive about it remember it right message right audienceright media • •
• •
HOW DO THE CUSTOMERS LEARN ABOUT THE FIRM’S PRODUCT AND SERVICES? WHO ARE COMPETITORS?
HOW WOULD YOU IMPROVE THE FIRM’S COMMUNICATIONS ACTIVITIES?
Placement: WHAT IS THE NEED OF CHANNELS FOR THE PRODUCT AND SERVICES OF THE McDonald’s? Firm point of view
www.slinkycity.tk
8| Page
McDonald’: Behind The Golden Arches • • • • Customers Point of view •
• • HOW WOULD YOU IMPROVE THE CHANNEL ACTIVITIES?
Price: What should be the pricing strategy?
Aap ke zamane mein ,baap ke zamane ke daam www.slinkycity.tk
9| Page
McDonald’: Behind The Golden Arches value pricing and bundling strategieshappy mealcombo mealfamily meal
Pricing Strategy: Value Ladder strategy :Value Pricing.
HOW DO THE CUSTOMERS CHANNEL REACT TO THE FIRM’S PRICES? ARE THERE ANY ACTIONS THE FIRM TO SET ITS PRICES CONSISTENTLY WITH ITS STRATEGY?
Physical evidence:
www.slinkycity.tk
10 | Page
McDonald’: Behind The Golden Arches
Mcdonalds Tariq Road
www.slinkycity.tk
11 | Page
McDonald’: Behind The Golden Arches
www.slinkycity.tk
12 | Page
McDonald’: Behind The Golden Arches
Process:
People: How to converge the benefits of internal and external marketing? Internal Marketing. I’m loving it
www.slinkycity.tk
13 | Page
McDonald’: Behind The Golden Arches
Organizational Chart:
The McDonald’s Experience
www.slinkycity.tk
14 | Page
McDonald’: Behind The Golden Arches
Service Delivery Process
Core Product
Supplementary Process
Moments of Truth“Moments Of Truth” – The Service Encounter
McDonaldizing Suppliers Customer Service the Provider
Service Delivery Points
For the first time, McDonald’s suppliers became the focal point of new product development.
Importance of PLC in McDonalds
A perfect example of revitalising a product in decline phase www.slinkycity.tk
15 | Page
McDonald’: Behind The Golden Arches
French FriesShake Shake Fries.
McDonald’s Name:
Gender: M / F
Age Group:
a) Below 18
Occupation: a) Student
b)18-28 b) Business
c)28-40 d)Above 40 c) Service
d) Housewife
e) Any other
CONFIDENTIAL: How often do you visit McDonald’s? Specify your satisfaction with McDonald’s according to the following? Through which media you are getting information about McDonald’s? Are you satisfied from the product and services of the McDonald’s? What is the first thing that strikes your mind about McDonald’s? What is the main problem you faced at McDonald’s? Do you want McDonald’s services in RYK? Does the logo attract you? Which place you suggest for opening a McDonald’s here? Survey Research Result
sS Thanks for your cooperation!
www.slinkycity.tk
16 | Page
McDonald’: Behind The Golden Arches
How often do you visit McDonald’s?
Weekly Monthly Occasionally
Specify your satisfaction with McDonald’s according to the following? (Quality) 10%
0% Excellent Good Average
30% 60%
www.slinkycity.tk
Poor
17 | Page
McDonald’: Behind The Golden Arches
Specify your satisfaction with McDonald’s according to the following? (Price) 0%
15%
30% Excellent Good Average Poor 55%
Specify your satisfaction with McDonald’s according to the following? (Outlet)
15%
5% Excellent Good Average
20%
www.slinkycity.tk
60%
Poor
18 | Page
McDonald’: Behind The Golden Arches
Specify your satisfaction with McDonald’s according to the following? (Taste) 5% 0% Excellent Good Average
40%
55%
Poor
Specify your satisfaction with McDonald’s according to the following? (Service) 5% 20% 40%
Excellent Good Average Poor
35%
www.slinkycity.tk
19 | Page
McDonald’: Behind The Golden Arches
Through which media you are getting information about McDonald’s? 10%
0% 5% 0% TV Newspaper Pamphlets Bill Boards Other’s 85%
Are you satisfied from the product and services of the McDonald’s? 20%
Yes No
80%
www.slinkycity.tk
20 | Page
McDonald’: Behind The Golden Arches
What is the first thing that strikes your mind about McDonald’s?
30%
35%
Burger Fun Service Value for money 20%
15%
What is the main problem you faced at McDonald’s? 5%
5%
Long Queues
5% 15%
Rude Behavior of Employees Congestion No problem
70%
www.slinkycity.tk
Other’s
21 | Page
McDonald’: Behind The Golden Arches
Do you want McDonald’s services in RYK?
0%
Yes No
100%
Does the logo attract you?
5%
Yes No
95%
CONCLUSIONS:
www.slinkycity.tk
22 | Page
McDonald’: Behind The Golden Arches
References
www.slinkycity.tk
23 | Page
McDonald’: Behind The Golden Arches 1. “Marketing Management” – 2. “McDonalds – Behind the Arches” – John S Love 3. www.Mcdonaldsindia.com 4. Outlet Manager – McDonald’s Vile Parle 5. McDonalds Pakistan 6. Google 7. www.slinkycity.tk
www.slinkycity.tk
24 | Page
McDonald’: Behind The Golden Arches
The McDonald’s Story- Genesis sS McDonald's Mission
McDonald's Vision
McDonald's in Pakistan Lakson Group of Companies .
The Team
Business Model Franchise Model Quality, Service, Cleanliness and Value propositions Product Consistency – Act like a retailer and think like a brand – www.slinkycity.tk
2| Page
McDonald’: Behind The Golden Arches
FIRM CUSTOMERS
Customer Perception and Customer Expectation Target Segment
What is McDonald’s for me?
Segmentation, Targeting and Positioning % of kids who influence what FMCG brand their family buys
80% 70%
71% 59%
60%
52%
50% 40% 30% 20% 10% 0%
Biscuits
Burgers & Pizzas
Fruit Juices
‘Play Place’ “Mc Donald’s mein hai kuch baat”
“You deserve a Break Today” & “Feed your inner
child”
McDonalds Marketing Mix (7 P’s) ((puuiuiuiyuiyuipPP’s) sScompany design, manufacture the product so that it Product: How should the enhances the customer experience?
www.slinkycity.tk
3| Page
McDonald’: Behind The Golden Arches
www.slinkycity.tk
4| Page
McDonald’: Behind The Golden Arches
Co- Branding:
www.slinkycity.tk
5| Page
McDonald’: Behind The Golden Arches
What are the strengths and weaknesses of the PTCL?
McDonald’s Swot Analysis sS Strengths • •
• • •
Weaknesses • • • • • www.slinkycity.tk
6| Page
McDonald’: Behind The Golden Arches
Opportunities • • • • • • •
Threats • • • • • • • •
Promotion: What is the suitable strategy and channels for promotion of the product?
www.slinkycity.tk
7| Page
McDonald’: Behind The Golden Arches make people aware of an item feel positive about it remember it right message right audienceright media • •
• •
HOW DO THE CUSTOMERS LEARN ABOUT THE FIRM’S PRODUCT AND SERVICES? WHO ARE COMPETITORS?
HOW WOULD YOU IMPROVE THE FIRM’S COMMUNICATIONS ACTIVITIES?
Placement: WHAT IS THE NEED OF CHANNELS FOR THE PRODUCT AND SERVICES OF THE McDonald’s? Firm point of view
www.slinkycity.tk
8| Page
McDonald’: Behind The Golden Arches • • • • Customers Point of view •
• • HOW WOULD YOU IMPROVE THE CHANNEL ACTIVITIES?
Price: What should be the pricing strategy?
Aap ke zamane mein ,baap ke zamane ke daam www.slinkycity.tk
9| Page
McDonald’: Behind The Golden Arches value pricing and bundling strategieshappy mealcombo mealfamily meal
Pricing Strategy: Value Ladder strategy :Value Pricing.
HOW DO THE CUSTOMERS CHANNEL REACT TO THE FIRM’S PRICES? ARE THERE ANY ACTIONS THE FIRM TO SET ITS PRICES CONSISTENTLY WITH ITS STRATEGY?
Physical evidence:
www.slinkycity.tk
10 | Page
McDonald’: Behind The Golden Arches
Mcdonalds Tariq Road
www.slinkycity.tk
11 | Page
McDonald’: Behind The Golden Arches
www.slinkycity.tk
12 | Page
McDonald’: Behind The Golden Arches
Process:
People: How to converge the benefits of internal and external marketing? Internal Marketing. I’m loving it
www.slinkycity.tk
13 | Page
McDonald’: Behind The Golden Arches
Organizational Chart:
The McDonald’s Experience
www.slinkycity.tk
14 | Page
McDonald’: Behind The Golden Arches
Service Delivery Process
Core Product
Supplementary Process
Moments of Truth“Moments Of Truth” – The Service Encounter
McDonaldizing Suppliers Customer Service the Provider
Service Delivery Points
For the first time, McDonald’s suppliers became the focal point of new product development.
Importance of PLC in McDonalds
A perfect example of revitalising a product in decline phase www.slinkycity.tk
15 | Page
McDonald’: Behind The Golden Arches
French FriesShake Shake Fries.
McDonald’s Name:
Gender: M / F
Age Group:
a) Below 18
Occupation: a) Student
b)18-28 b) Business
c)28-40 d)Above 40 c) Service
d) Housewife
e) Any other
CONFIDENTIAL: How often do you visit McDonald’s? Specify your satisfaction with McDonald’s according to the following? Through which media you are getting information about McDonald’s? Are you satisfied from the product and services of the McDonald’s? What is the first thing that strikes your mind about McDonald’s? What is the main problem you faced at McDonald’s? Do you want McDonald’s services in RYK? Does the logo attract you? Which place you suggest for opening a McDonald’s here? Survey Research Result
sS Thanks for your cooperation!
www.slinkycity.tk
16 | Page
McDonald’: Behind The Golden Arches
How often do you visit McDonald’s?
Weekly Monthly Occasionally
Specify your satisfaction with McDonald’s according to the following? (Quality) 10%
0% Excellent Good Average
30% 60%
www.slinkycity.tk
Poor
17 | Page
McDonald’: Behind The Golden Arches
Specify your satisfaction with McDonald’s according to the following? (Price) 0%
15%
30% Excellent Good Average Poor 55%
Specify your satisfaction with McDonald’s according to the following? (Outlet)
15%
5% Excellent Good Average
20%
www.slinkycity.tk
60%
Poor
18 | Page
McDonald’: Behind The Golden Arches
Specify your satisfaction with McDonald’s according to the following? (Taste) 5% 0% Excellent Good Average
40%
55%
Poor
Specify your satisfaction with McDonald’s according to the following? (Service) 5% 20% 40%
Excellent Good Average Poor
35%
www.slinkycity.tk
19 | Page
McDonald’: Behind The Golden Arches
Through which media you are getting information about McDonald’s? 10%
0% 5% 0% TV Newspaper Pamphlets Bill Boards Other’s 85%
Are you satisfied from the product and services of the McDonald’s? 20%
Yes No
80%
www.slinkycity.tk
20 | Page
McDonald’: Behind The Golden Arches
What is the first thing that strikes your mind about McDonald’s?
30%
35%
Burger Fun Service Value for money 20%
15%
What is the main problem you faced at McDonald’s? 5%
5%
Long Queues
5% 15%
Rude Behavior of Employees Congestion No problem
70%
www.slinkycity.tk
Other’s
21 | Page
McDonald’: Behind The Golden Arches
Do you want McDonald’s services in RYK?
0%
Yes No
100%
Does the logo attract you?
5%
Yes No
95%
CONCLUSIONS:
www.slinkycity.tk
22 | Page
McDonald’: Behind The Golden Arches
References
www.slinkycity.tk
23 | Page
McDonald’: Behind The Golden Arches 1. “Marketing Management” – 2. “McDonalds – Behind the Arches” – John S Love 3. www.Mcdonaldsindia.com 4. Outlet Manager – McDonald’s Vile Parle 5. McDonalds Pakistan 6. Google 7. www.slinkycity.tk
www.slinkycity.tk
24 | Page
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