Advertisement analysis of McDonald (Segmentation ,Targeting,Positioning)
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Transcript of Advertisement analysis of McDonald (Segmentation ,Targeting,Positioning)
![Page 1: Advertisement analysis of McDonald (Segmentation ,Targeting,Positioning)](https://reader030.fdocuments.in/reader030/viewer/2022033101/55d2f613bb61ebdc788b4669/html5/thumbnails/1.jpg)
HISTORY
Segmentation
Targeting
Positioning
AGENDA
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The fast food industry in India has evolved with the changing lifestyles of the young Indian population.
The diversity of Indian cuisine poses logistical problems when it comes to handling. Hence it is common to serve different cuisines at different counters within the same premises.
any of the traditional dishes have been adapted to suit the emerging fast food outlets.
different variety of food may be served depending on the times of the day
The fast food industry in INDIA
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1.McDonald's™ is the leading global foodservice retailer with more than 32,000 local restaurants serving more than 58 million people in around 130 countries each day. 2.Following its philosophy of being sensitive to local food and cultural preferences, India was the first country in the McDonald's™ system where it served non-beef and non-pork products. 3.McDonald's™ had further reinforced the branded affordability mantra via the introduction of the Happy Price Menu which starts at Rs 25 only.
McDonald's India
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1.By 1958 McDonald’s had sold 100m hamburgers - now the burger chain has 36,258 McDonald’s restaurants in 119 countries 2.The first McDonald’s restaurant was run by brothers Dick and Mac McDonald in San Bernardino, California. 3.69 million customers are served every day4.There are now 36,258 McDonald’s restaurants in 119 countries, of which 29,544 are franchised5.40% of revenue comes from Europe - mostly from the UK, France, Russia and Germany23% of revenue comes from Asia/Pacific, Middle East and Africa
McDonald's a brief history
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GEOGRAPHIC SEGMENTATION
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Areas across the country on easily accessible locations variables of geographic segmentation in marketing include the size of the region, regional climate, population density, and economic status.
Urban and semi-urban
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Even fast food restaurants are commonly found in such cities, rather than urban areas.
Population Density
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Mc Aloo Tikki
The fast food giant McDonald's serves beer in their German outlets. However, beer is not a part of the menu in their U.S. outlets. This reflects the food preferences of different cultures.For example, McDonald's serves McVeggie in India, McArabia in Middle East.
Cultural Preferences:
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DEMOGRAPHIC SEGMENTATION
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Larger the size of the family, the more product and services will it use.
FAMILY SIZE
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Different age categories have different purchasing habit.
Age
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Income
The high income people can even the expensive product and low income people choose product which falls in their budget.
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Nationality
All the McDonald store in Muslim countries provide HALAL certified food.
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Religion
VEG NON VEG
The society can be bifurcated into two parts on religious basis
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Psychographic segmentation
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Convenience and lifestyleActivities interest and
opinionSocial ClassPersonality
Psychographic segmentation
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BEHAVIOURAL SEGMENTATION
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Occasions, for e.g. Birthday Parties of kids
Valentine DayMothers Day
Behavioural segmentation:
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TARGETING
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Kids 3 to 7 years Happy Meal (healthier choice) with free toys
Families Weekend outings or meals Drive-Thru, Takeaways, McDelivery, Happy Meal
Students Primary, Secondary, University (a place to hang out or study)Student Meals,
Working Adults seek convenience meals; "grab and go Drive-Thru, Takeaways, McDelivery, 24-Hour
TARGET MARKET (AND CUSTOMER PROFILE)
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SELECTIVE SPECIALIZTIONM1 M2 M3
P1 P2
P3
MCDONALDS
TARGET MARKET PATTERN
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POSITIONING
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Products
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Promotion
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McDonald's mein hai kuch baat. (Oct. 13, 1996–1999)
Toh aaj, Mmmmmmmmmm! McDonald's hojaye. (1999–2003)
I'm lovin' it (2003–present)
Slogans Used by MCDonalds
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Place
Outlets At your doorstep Highway
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Price
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Positioning Map
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Overall Positioning Strategy
More for More
More for the Same
More for Less
The Same for Less
Less for much Less
More The Same
More
The Same
Less
Less
PRICE
BENEFITS
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DIFFERENTIATION
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PRODUCT DIFFERENTIATION
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Taste
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Quality To ensure quality they have spent six years prior to opening first
restaurant in India to establish unique cold chain with advanced traceability systems.
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Nutrition
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SERVICE DIFFERENTIATION
ConvenientQuick service
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DSTRIBUTION CHANNELCoverage (371 stores in India)ExpertisePerformance
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PERSONAL DIFFERENTIATION
Trained staffResponsive
CompetentQuick
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IMAGE DIFFERENTIATION
MascotCelebrityColors- Red is energizing. It excites the
emotions and motivates us to take action. Yellow is the color of new ideas, helping us to find new ways of doing things. It is the practical thinker, not the dreamer.