DESIGING A MEDIA STRATEGY FOR EXISTING PRODUCT.docx

8/14/2019 DESIGING A MEDIA STRATEGY FOR EXISTING PRODUCT.docx

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EXECUTIVE SUMMARY

McDonalds Corporation is a Centralized, International company, which competes in the fast

food industry supplying burgers, French fries and other consumable items using standardization,

heavy expansion and branding as the driving force. McDonalds operates in over 121 countries

and has over 30,000 restaurants worldwide.

McDonalds utilized an intense, rapid expansion into foreign countries through three primary

methods, franchising, company owned restaurants, and joint ventures. With the majority of

international restaurants stemming from franchising agreements, McDonalds management relied

on this method to aid in the acceptance of a new style of eating into unfamiliar markets. With

minimal risk and maximum gains, franchising continues to contribute heavily to McDonalds

international success.

Aiming to be the worlds best quick service restaurant experiences, McDonalds started its

operations in Pakistan in 1998 and soon became the leader in the fast food industry in Pakistan

leaving behind competitors such as KFC and Pizza Hut behind. Currently the McDonalds

franchises in Pakistan are controlled by the Lakson group of companies which has expanded

operations of McDonalds by opening up chains in Lahore, Karachi, Hyderabad, Faisalabad,

Rawalpindi and Islamabad.

SITUATIONAL ANALYSIS

According to Moriarty, Mitchell and Wells (2012) a situational analysis the first tool that assists

in identifying the exact scope of a brand or product by conducting a SWOT analysis; a marketing


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tool that identifies a product or brands Strenghts, Weaknesses, Opportunities and Threats to

assist in looking at the micro and macro environment of the organization.

SWOTA

NALYSIS

Strengths

Firstly McDonalds has been able to maintain a significantly high market share in the fast food

market. Since 1998 it has been identified as the main company that held a major control on the

Pakistani consumer in the fast-food chain market. Its basic strength for a large market share is

associated to its wide range of products that are cost effective. McDonalds happy hour deals

start from Rs. 85 and its menu is also quite humbly priced considering the volume of food

available. When talking about the Asian burger with respect to McDonalds the product is a new

addition to the usual McDonalds menu. Also McDonalds although already has a spicy

McChicken it only has a spicy sauce in it, this burger however appeals to our Asian taste as both

the patty and sauce are spicy hence has a strength associated.

Weaknesses

McDonalds needs to develop more products that adhere to the local taste to remain in

competition. Although the Asian burger is one that is created for the Asian taste it is only one

product on the menu and there need to be more. Also considering that many McDonaldschains

arent still open in cities around Pakistanconsumes all over Pakistan cannot eat the Asian burger

and hence it gives way to its competitors such as local diners to take over. When talking about a

weakness of McDonalds the issue of Drive-Ins is quite high as there are many orders missing

and long queues in the Drive Ins become de-motivational for consumers who then might go over

for competitor spicy burgers.


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Opportunities

McDonalds has the opportunity to create a whole line of Asian burgers and hence appeal to a

wide number of tastes. McAsian Nuggets, McAsian Spicy Wedges and other goods can be

launched which would assist in increasing the existing market share Furthermore McDonalds can

expand into different cities of Pakistan to increase its market share and hence more consumers

will be able to enjoy the Asian burger. McDonalds can also venture into universities and schools

and fund the cafeterias which will become a major success and hence increasing the market share

for the Asian burger.

Threats

Consumers in Pakistan are moving towards healthy diets and are aware of the thousands of

calories in McDonalds meals hence are opting for low calorie foods such as Subway

Sandwiches. These sandwiches adhere to Asian tastes and have flavors like BBQ and Tikka

hence this is a threat to the Asian Burger. McDonalds also has a lot of competition from Hardees

and Pizza Hut who have Jalapeno burgers and Fajita pizzas as well as from local diners such as

Gunsmoke and its Fiery Red Hot Burger.

KEY COMMUNICATION PROBLEMS TO BE SOLVED

For this project Pakistani consumers will be identified about the new Asian burger. Rather than

the billboard ads the product hasnt gotten any significant marketing hence by using different

marketing tools the product will be successfully launched in the market.

KEY STRATEGIC CAMPAIGN DECISIONS


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OBJECTIVES

Moriarty, Mitchell and Wells (2012) define objectives as the basic goals of the identified

marketing communications plan. These assist in identifying the goals of the campaign plan and

help in making the message transparent. The objectives for this plan are emotional and affective

objectives as the idea is to trigger emotions by identifying the psychological appeal of the Asian

burger for McDonalds existing and prospective consumer and then creating a brand of message

liking that would initiate the purchase and liking of the McDonalds Asian Burger. The objective

of the advertising campaign is to initiate a sales increase of 20% of McDonalds during a time

span of 8 months. As these objectives are identified we need to make sure that they fulfill the

five requirements of the Facets Model:

The effect of the objective can be measured; 20% sales increase in McDonalds all overPakistan.

It is within a time frame; the time frame for this is within 8 months. There is a given baseline; Consumers need to be introduced about the Asian burger and

be persuaded to purchase it.

A goal is identified; A sales increase statistic within a given amount of time. There can be a percentage change; the sales amount can t decrease from 20%. For the

advertising campaign to be effective the sales increase need to be 20% or more.

TARGET MARKET

Market segmentation is a strategy that divides the entire relevant market for the product into a

subgroup of customers who have mutual product requirements (Kotler and Keller, 2012). Once


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the market is segmented the marketers then identify the target market; the consumers who

provide the optimum benefit for the firm. Once a target market is chosen the marketers then

identify an offering to put forth to the segment. The target market for the Asian burger campaign

plan will be identified by segmentation. Geographic segmentation will be used to limit the

campaign plans to the cities and areas where already existing McDonalds stores are available.

Geographic segmentation aims to divide the target market on the basis of geographical regions

such as nations, cities or even towns. Organizations are now adopting strategies like grassroots

marketing which helps them identify geographically relevant consumers to minimize costs and

waste and McDonalds can use this for its Asian burger as marketing costs will be reduced

considering the ads would not be shown in areas where McDonalds isnt available such as

Kashmir, Gwadar, Thar etc (Kotler and Keller, 2012). Apart from that demographic

segmentation will be used to further classify the target market. Demographic segmentation

identifies a division of the target market on the bases of age, family size and life, gender, income,

occupation and many other factors. This helps in creating a customer segment that is transparent

with respect to the product and therefore helps in reaching an efficient market size (Kotler and

Keller, 2012). The customer age will have no limitations children to older people can eat the

Asian burger hence will be targeted. Consumers from all social classes and lifestyles will be

targeted however only individuals will be catered who can afford an Asian burger hence it would

not appeal to the entire masses but consumers who belong to the lower middle, middle, upper

middle and high class in Pakistan.

CAMPAIGN STRATEGY

When identifying a campaign strategy it is important to identify the approach being used. Two

approaches; hard sell and soft sell are preferable approaches that are used by marketers. Hard sell


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approaches use the assistance of resonance to persuade consumers into making the purchase

whereas soft sell touches the consumersfeelings and then builds an importance of the brand

(Moriarty, Mitchell and Wells, 2012). For this campaign a hard-sell approach will be used as the

campaign plan will put forth reason to motivate consumer into making the purchase of an Asian

burger by using the new Asian and spicy taste of the burger along with the special baked bun and

the thick chicken patty that is full of Asian spices. Furthermore to identify the campaign strategy

it is important that the brand identity is associated. McDonalds has a distinctive brand identify

and is a brand that is easily recognizable in all over Pakistan. Its colors of red and yellow, the big

M and the Ronald McDonald cartoon are all cues of the McDonalds brand which are easily

identifiable by any Pakistan hence wherever the Asian burger campaign will be launched it is

important that the McDonalds logo of the M is placed along with it so consumers can identify

the product as a McDonalds product. The brand is correctly positioned in the Pakistani

consumers market as customers expect it to be an ambient, hygienic and a little sophisticated

brand that respects their values and so McDonalds can use this strategy to market its Asian

burger by telling consumers about the Asian taste of the burger which appeals to the Pakistani

consumer taste and values and is completely hygienic by using fresh ingredients and vegetables

so it is a yummy and healthy meal. When looking at the perceptual map; an illustration of a

consumers favorites and perceptions and helps identify the actual location of the product in the

mind of the consumer with respect to competitor products and other brands (Kotler and Keller,

2012) it can be identified that McDonalds is a brand that is high value proposition with a

competitive price.


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High Value Proposition; Quality, Taste and Value for Money

Gunsmoke Fiery Red Hot McDonalds Asian Burger

Hardees Jalapeno Burger

High Price Low Price

Burger Town Jalapeno Burger KFC Zinger Burger

Subway Chicken Fajita Sandiwsh

Low Value Proposition: Quality, Taste and Value for Money

MEDIA STRATEGY

The Media Strategy process has three Ws to be decided. They are

Where to advertise ?

When to advertise ?

What media type to use ?

It means the geographical area from where a campaign should be visible to the customers who

use or are most likely to use the product or services offered. For the campaign of the Asian

Burger Hub Spicy King


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burger the campaign will be launched on television commercials as well as the radio, McDonalds

official Facebook page and its online website as well. Apart from that the ad will be placed on

billboards in the most important places in the cities where McDonalds is located e.g. Liberty

Market Lahore and Zamzama Karachi. Also interactive and personal selling will also be used

when consumers come into a McDonalds outlet.

When is the timing to show or run advertisement. The ad should be delivered with perfect timing

when most customers are like to buy the product. The ad would run most heavily at lunchtimes

and dinnertimes on television and radio so to entice people to make an Asian burger purchase.

Also when consumers come into a McDonalds outlet live pictures of the Asian burger will be

shown to convince them to try the new burger.

When identifying what is what type of media is to be used for delivering the message there are

basically two media approaches to choose from.

Media Concentration approach Media Dispersion Approach

In media concentration approach, the number of categories of media is less. The money is spent

on concentrating on only few media types say two or three. In media dispersion approach, there

are more number of categories of media used to advertise. By looking at the description above

we can identify that McDonalds would use a Media Dispersion Approach as television, radio,

billboard and personal selling would be used.

MEDIA OBJECTIVES


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The media objective would be to basically reach of the number of people who have been exposed

to the given advertisement during a given time period. For this plan it is important the consumers

reached are at least half of the given target market which means 50% of the entire population

residing in the chosen cities where the advertisements are going to be launched. Also the media

strategy needs to be coherent with the objective which means that an increase of 20% sales also

needs to be created.

MEDIA SELECTION

Media selection is the process of choosing the most cost-effective media for advertising, to

achieve the required coverage and number of exposures in atarget audience.This is based on

two basic assumptions; frequency and spread (Moriarty, Wells and Mitchell, 2012). A video ad

will be launched on important television channels such as Hum TV, ARY, GEO, Samaa and

other important Pakistani channels. The Radio ad will be put forth on all radio channels ranging

from 89.0 FM to 107.40 FM. The print ad would be illustrated on bill boards around the chosen

cities where McDonalds is available and its imminent outskirts and also in magazines such as

Sunday Magazine and GT. Finally the ad will also be put on the McDonalds Pakistan Facebook

page and its website.

MEDIA PLANNING AND BUYING

Media planning is generally the task of amedia agency and entails finding the most appropriate

media platforms for a client's brand or product. For this plan the vehicles chosen will be print,

radio, television and the internet. The budget allocated would range more than Rs. 20 lakh as this

would include the production of the ads and the implementation of it on TV channels and radios.
http://en.wikipedia.org/wiki/Target_audiencehttp://en.wikipedia.org/wiki/Media_agencyhttp://en.wikipedia.org/wiki/Media_agencyhttp://en.wikipedia.org/wiki/Target_audience


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The ads will be frequently scheduled so they are clearly seen by the consumerand at specific

times like dinner and lunchtimes.

MESSAGE STRATEGY

A message strategy is the primary tactic or approach used to deliver the message theme. Three

message strategies represent the three components of attitudes displayed by consumers.

1. Cognitive strategies

2. Affective strategies

3. Conative Strategies

A cognitive message strategy is the presentation of rational arguments or pieces of information to

consumers. For the McDonalds Asian burger a cognitive unique selling proposition strategy

which would highlight the spicy burger that has an Asian taste and its spicy mayonnaise sauce as

well as the fresh baked burger bun all with an affordable price tag. The USP would show that the

Asian burger is superior to all its competitors like the KFC zinger burger which is oily and heavy

and Hardees Jalapeno burger that is high priced and only has jalapenos for the spice.

KEY CONSUMER INSIGHT

Customer insight talks about the below the surface attitude and beliefs that influence a

customers behavior. For this plan the McDonalds burger would be identified to influence the

behavior of the customer as already the menu has burgers but not one that has a special bun and a

chicken patty that itself is spicy as the usual burgers have spicy sauces in them.

MESSAGE OBJECTIVES AND SELLING PREMISE


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The message objective aims to identify three types of responses; think feel and do. The think

process tries to identify awareness, brand knowledge, understanding and conviction. (Moriarty,

Wells and Mitchell, 2012). The aim of this plan would to create the awareness of the Asian

burger and acknowledge it as a new product from McDonalds. The image and personality of

McDonalds as a quality brand with affordable prices will have to be kept in the consumers mind

to initiate a desire for the burger which incorporates an Asian taste and gives a new appeal to the

McDonalds menu with respect to flavor and design which would then cause the consumers to

buy the McDonalds burger again and hence repeat sales.

BIG IDEA

The big idea focuses on the media strategy to cater to different audiences or media (Moriarty,

Wells and Mitchell, 2012).. This plan will be applicable to different Medias and will appeal to a

large number of audiences as well so they can reach the message and remember it as well.

Considering McDonalds has a large consumer base of different ages the designed advertisement

will have a range of consumers with different occupations, ages and genders eating the new

Asian burger; e.g. a banker is tired and hungry at work so eating the Asian burger makes him

wake up and be active also fulfill his hunger, a student is studying for the exam and needs

something fun to eat so the Asian burger with its spiciness and big size is perfect for the student.

MARKETING SUPPORT TOOLS

SALES PROMOTION

McDonalds has its sales promotions of providing discounts to customers on the car stickers they

provide and also have a happy hour in which customers are given a special food menu items at


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an extremely low price. It can give special promotion to consumers having the Asian burger e.g.

giving them tea or ice-cream after having the spicy Asian burger. Also McDonalds can give sales

promotions on the Asian burgers at specific times of the day like lunchtimes and dinnertimes to

initiate sales for the Asian burger.

PERSONAL SELLING

McDonalds can incorporate personal selling for its Asian burger. When consumers come into the

McDonalds store and place an order there or via the phone or drive thru, they can be given a

description about the new burger and hence motivate consumers directly into trying the new

burger.

EVENTS AND EXPERIENCES

McDonalds can issue an event such as match screening for an upcoming match and provide a

promotion on its Asian burger in the event. Also it can come to events like golf tournaments,

movie premiers and polo matches and specifically sell the Asian burger over there.

CAMPAIGN MANAGEMENT

It is important to identify the impact of the campaign chosen. Marketers can identify many

different ways of evaluating the effectiveness of a campaign plan. The first idea is to measure the

consumer response and see if there are any changes in the sales of the burger after the campaign

has been launched. The campaign evaluation is done through testing, monitoring and

measurement. Testing helps in predicting the results whereas monitoring tracks the performance

and measurement helps in evaluating the results (Moriarty, Wells and Mitchell, 2012). Apart

from this the Facets measuring response model can be used as a measure to see the shift in sales


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due to the chosen advertisement strategy. To further identify the message effectiveness of the

idea given the marketers can use the concept testing approach which looks at the attention and

memory identified in a chosen idea. Pretesting helps marketers to identify the effectiveness of an

ad before it is launched and before McDonalds launches its new campaign it would be beneficial

for it to conduct pre-testing to help in identifying a concept. During the time the McDonalds ad

will be running t concurrent testing technique can also be used which can either be done by

coincidental surveys or attitude tests or tracking studies. For McDonalds the tracking studies will

be a good approach to identify the effectiveness of the campaign as the awareness of the ad and

the purchases of the consumer can be seen side by side.

REFERENCES

Kotler, P. and Keller, K.L. (2012)Marketing Management, 14th

ed., New Jersey Pearson Prentice

Hall.

S. Moriaty,N. Mitchell and W. Wells, (2012) Advertising and IMC: Principles and Practices, 9th

Ed. New Jearsey, Pearson Prentice Hall.

DESIGING A MEDIA STRATEGY FOR EXISTING PRODUCT.docx

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