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Unfinished Paper About Macdonalds And Marketing

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Category: Business

Autor: anton 23 July 2011

Words: 976 | Pages: 4

A notable fast-food company such as Macdonald targets primarily the younger generation – �Happy Meals’ for children aged 5-10, featuring children in its societal programmes(1) to possibly give parents the idea that MacDonald cares for children – MacDonald also has a �Moms Panel’(17) and uses “cartoons, toys, schools, charities and even parents to reach its youngest customers”(18). But why children? They do not have the buying power nor the ability to consume as much as adults and thus bringing in more sales. The focus on children could be a strategic move as children are impressionable and setting a good impression would be important as today’s children are the tomorrow’s future – the concept of customer equity.

The other primary segment would be teenagers. Out of the four Ps – price, product, place and promotion –, in terms of product, place and promotions it is marketed in a more �hip and cool’ way. For example the products are westernised and promoted with the slogan �I’m Loving It’(2). Moreover MacDonald/MacCafe outlets are located at prime areas in Singapore, such as Marina Square and Takashimaya where teenagers would be most likely to be at(3).Therefore, I conclude that teenagers are the second part of the targeted primary segment.

Another target segment would be Muslims, MacDonald’s foods are all halal certified.(5)

Other then age, I feel, in terms of buying behaviour, despite the somewhat high price, teenagers are enticed as burgers and fries are western based, less of a hassle to consume – compared to hawker centre food –, being greeted by a contemporary dining experience with facilities like Wi-Fi access, cashless payment(4) and a wide menu to choose from. Another target minor segment would be Muslims, as MacDonald’s foods are all halal certified to meet the needs of the Muslim minorities.(5)

2)Needs are essentially state of felt deprivation, needs are basically part of a human make up. Basic needs include physical, social and individual needs. Physical needs are like food, clothes and shelter. Social needs are like affection and sense of belonging, whereas individual needs are like knowledge and self-expression.

For example, as far as physical needs go, a MacDonald consumer’s need in contemporary goes beyond food. But rather a contemporary dining experience with facilities such as Wi-Fi access, music, air-conditioner, a wide menu to choose from or a place that is opened for 24 hours – inclusive of food, shelter and amenities. These needs are possibly due the fact that laptops are becoming a necessity and Wi-Fi access is needed – this is a case where businesses adept as Wi-Fi is a form that is shaped by culture -, moreover MacDonalds is no longer just a restaurant, it is now more of a �hang out spot’ – where people simply sit around. (6)

The needs of those aged 5-10 however are much different; parents need a “wider choice of wholesome sides and drinks available to encourage their children to eat healthy”(7). Furthermore according to appendix 7, “customers are increasingly concerned about eating well, living well.” ; with Singaporeans being more health conscience, parents would want their children to eat healthy.

As for the Muslim community, their needs include the former but requiring their food to be halal. (8) There is also the need for convenience, which includes delivery – which is common – in contemporary and foods that are easy to unwrap and consume.

3)Marketing offers fulfil consumer’s needs and wants, they are combinations of products, services, information or experience offered to a market – or rather advertised – to satisfy a need or want. However marketing offers can also include intangibles such as services, benefits and ideas. It could also include non-commodities such as places or people. Examples are su ch as Head and Shoulders Shampoo where the product is juxtaposed with benefits – the product is offered along with luxurious hair and hence more attraction from the opposite sex as a benefit. Even artists or politicians exploit the concept of marketing offers for more popularity – such as how Jackie Chan was marketed to get accepted in Hollywood. Even countries use marketing strategies to draw more tourists – such as how Malaysia uses “truly asia” as a slogan to attract tourists.

One of the marketing offers MacDonald has is the arrangement for holding a birthday party at any MacDonald outlet for those aged 5-13, this offer includes intangibles such as services – “Our trained STARs will help you to organise the party with games and keep your guests entertained” - and a unique experience. Thus satisfying a need for a unique experience and convenience – without the hassle of setting up a birthday party.

As for adolescents and beyond, the MacCafe is there to “complement the lifestyles of” MacDonalds “customers – especially Moms with kids, and young adults – who enjoy the popular coffee culture”(7). With contemporary facilities such as Wi-Fi access and a wide menu of food and beverages(9) to satisfy the needs of anyone whom requires a place to sit around.

MacDonald is also marketing its products as healthy and nutritional to satisfy the need to eat healthy, and they are “committed to providing high quality foods, using the best raw ingredients, working with trusted suppliers and ensuring consistent preparation standards”(10) – or so they say. Leaving marketing offers/promises aside, a health conscience show named �diet.com’ featured a lady proving that MacDonald’s products do not decompose naturally; fully the obverse of what the company presents itself as.

MacDonald also has offers which satisfy the need for conveniences. The MacDelivery system has an idiot-proof guide(12) on ordering and incorporated it’s �special deals’ to entice consumers(13). Similar systems are widely used by various companies in Singapore – such as Pizza Hut -, using a combination of product and services to fulfil the need of conveniences.

Furthermore, MacDonalds in Singapore has been halal certified(14) to meet the needs of the Muslim population.

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