Macdonalds_Marketing

In order to develop a successful marketing strategy, it is very important for companies to understand its target customers. MacDonald has segmented their products according to demographic, psychographic and behavioral. They positioned their products mainly between family, kids , students, café goers and working adults. Segmentation Market segmentation is defined as dividing a single market into smaller segments. The need for dividing the market into small segments is to supply to the distinct need of smaller groups of consumers and to manufacture different products according to their consumer habits. MacDonald’s segmentation has been done on three different bases. 1) Demographics segmentation: Mainly for kids , family, students , café goers and working adults McDonalds offer many different types of products like the world famous happy meal which is typically a form of kids meal which was marketed towards children since 1979. It includes a toy with the food, both of which are usually contained in a box or paper bag with the McDonald's logo. For families they also have many different types of family meals for special occasions, parents may also purchase a family meal instead of ordering individually. In various countries McDonalds also has student’s meals which makes it more affordable for students . Students also tend to hang out at McDonalds to study. For café goers they have mccafe which has a quieter ambience, a place to relax or even for business entertainments. For working adults they seek fast and convenience meals ‘grab and go’ which McDonalds also cater to such as drive-thru, takeaways and mcdelivery 2) Psychographic segmentation Macdonald has adopted its marketing strategy according to the lifestyle of consumers around the world. An example would be as to accommodate the trend for high quality coffee, McDonalds’s Australia first introduced mccafe a café styled accompaniment to McDonalds. Today, most McDonald's in Australia have McCafés located within the existing McDonald's restaurant. After upgrading to the new McCafé look and feel, some Australian stores have noticed up to a 60% increase in sales. As of the end of 2003 there were over 600 McCafés worldwide (McDonalds, 2013). With over 34,000+ restaurants worldwide McDonalds is the world’s largest chain of hamburger fast food restaurants serving over 68 million people worldwide. In Singapore alone there are 22 outlets of McDonald’s restaurants making it very convenient as it is widely available. 3) Behavioural segmentation McDonalds core benefit is by providing good food with affordable prices in upmost hygiene facilities. These are highly benefits sought after by consumers around the world. McDonalds can also be eaten at any kind of occasions from a typical meal to a birthday party for kids. The user status for McDonalds range from the lower class to the high class in societies around the world. It has high loyalty status as it is widely available for purchase in many parts of the world and it is widely loved by people from all walks of life around the world. Major segmentation variables for McDonalds to use in its marketing efforts To gain a significant gap between macdonalds and its competitors they should introduce as well as modify products that has less cholesterol level in it. McDonalds has so much competition in the fast food industries that they should concentrate on differtiating their products from their competitors they can also increase their market by implementing penetration pricing techniques by introducing their products at a much lower price than their competitors. They also should create a new positioning techniques as in this day and age people tend to associate McDonalds with unhealthy fast food. They should create new healthy advertising messages and offer a few more healthy options of food. Bibliography Mcdonalds. (2013). mccafe. Retrieved from mcdonalds australia: http://mcdonalds.com.au/mccafe Mishra, P. (2011, Dec 03). "One world one burger"- Mcdonalds. Retrieved from slideshare: http://www.slideshare.net/pmpuneetone/mcdonalds-10448554 Tucker, J. (2009, may 10). In praise of mccafe. Retrieved from Ludwig Von mises Institute: http://archive.mises.org/9928/in-praise-of-mccafe/