Promotional Strategy of Macdonald

8/8/2019 Promotional Strategy of Macdonald

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M c D o n a l d s S W E D E N Page 1

PROMOTIONAL STRATEGY OF MACDONALDS AT SWEDEN

The integration of advertising, public relations, promotions and media advocacy. The

purpose is to create demand for the product through events, news articles, editorials,

etc.

Promotional Strategy of McDonalds and Target audience

McDonalds Corporation is one of the most popular and valuable brands in the fast food

industry. McDonalds is undoubtedly a corporation of tremendous magnitude, with

outlets in over 30,000 sites in 121 countries, serving over 35 million customers a day and

earning profits of over $2 billion annually. McDonald's has successfully used a

differentiated market segmentation strategy by targeting the family unit and

particularly children with their "Happy Meals" and prices. McDonald's has traditionally

offered lower prices than other hamburger chains, thus gaining the patronage of larger-

size families. The location of its outlets has been instrumental in making McDonald's so

successful. It was the first hamburger chain to expand into the suburbs and into the

crowded downtown areas of large urban cities

The issue of targeting children, particularly by commercial advertising like the

one used in McDonalds, for example, sometimes raises many questions and,

probably more than most topics, involves strongly held views and opinions. Given

the vulnerability of children, questions about ethics, about the regulation of advertising

McDonalds also has focused on a global fundraiser benefiting Ronald McDonald

House Charities and children around the world. Helping children and families in

need is one of the most important things that the global corporation does for the

local communities




Something as simple as the multiple recycling bins in each restaurant was a way

to promote the changes among the public. Since the Swedes are very conscious

of recycling, this kind of change would be sure to catch their attention

The various promotion channels being used by McDonalds to effectively communicatethe product information are given above. A clear understanding of the customer value

helps decide whether the cost of promotion is worth spending.

There are three main objectives of advertising for McDonalds are to make people

aware of

An item

Feel positive about it

Remember it.

The right message has to be communicated to the right audience through the right

media. McDonalds does its promotion through television, hoardings and bus shelters.They use print ads and the television programmers are also an important marketing

medium for promotion

McDonald's Sweden is working to find innovative ways of providing fast, healthy, low-

cost food for the majority of the people, while functioning as a sustainable operation -

financially, socially, and environmentally. With the help of The Natural Step Sweden and

8,000 committed employees, in just five years McDonald's Sweden has reduced costs

through numerous eco-efficiency programs, spurred new innovations, motivated and

energized staff, and transformed their public image.

By studying the fundamental nature of their business through the lens of the TNS

framework, McDonald's Sweden is moving beyond eco-efficency. Today, approximately

half of the 160 Swedish McDonald's, the bakery, and the national headquarters run on

renewable energy - hydropower.

The company has three primary business objectives




Satisfied employees

Satisfied customers

Profits

There is one very simple reason that McDonald's Sweden is concerned with the

environment: the future. The future for us as people, and for our company.

Positioning of McDonalds over a period of time in Sweden

y It's a Good Time for the Great Taste (1984)

y The Good Time, Great Taste of McDonald's (1988)

y K om till McDonald's - vi ger mer (1993) (Come to McDonald's - We give more)

y Livet har sina goda stunder (1995) (Life has it´s good moments)

y E very Time a Good Time (19992003)

y Gotta Get My Taste (2003)

y i'm lovin' it (2003present)

McDonalds has rolled out a new joint outdoors promotion with Coca-Cola to promote

Coke soft drinks at McDonalds restaurants in Sweden with a healthy lifestyle twist.




For this campaign, the always creative DDB Stockholm has come up with a witty way to

promote both regular and diet Coke drinks. Regular Coke was advertised to people using

stairs and Coke Light to those using the escalator.

Clever newspaper ad for new McDonalds sandwich in Sweden.

Giant paper napkins were used to promote McDonalds largest hamburger ever, the

Bign'Juicy, in Stockholm, Sweden.

Regular bus stop was turned into McDonalds restaurant in Sweden

Documents

Promotional Strategy of Macdonald