Developing a McDonald's Communications Plan

Running Head: 0 DEVELOPING A MCDONALDS COMMUNICATIONS PLAN
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3/28/20192019
DEVELOPING A MCDONALDS COMMUNICATIONS PLAN

DEVELOPING A MCDONALDS COMMUNICATIONS PLAN 1
Contents
Introduction......................................................................................................................................2
The scope of the integration plan.....................................................................................................3
Marketing objectives...................................................................................................................3
Communication objectives..........................................................................................................3
Issues and challenges...................................................................................................................3
Situational Analysis.........................................................................................................................4
SWOT analysis............................................................................................................................4
Strengths..................................................................................................................................4
Weakness.................................................................................................................................4
Opportunities...........................................................................................................................4
Threats.....................................................................................................................................4
Need for a marketing campaign...................................................................................................5
Target Audience...............................................................................................................................5
Competition.....................................................................................................................................6
1. Burger King..........................................................................................................................6
2. Subway.................................................................................................................................6
The Brand........................................................................................................................................7
Brand DNA..................................................................................................................................7
Consumers...............................................................................................................................7
Brand........................................................................................................................................7
Links........................................................................................................................................8
The Message....................................................................................................................................8
Communications media & vehicles.................................................................................................8
Budget..............................................................................................................................................9
Timing............................................................................................................................................10
Monitoring & evaluation process..................................................................................................10
Conclusion.....................................................................................................................................12
Bibliography..................................................................................................................................13

DEVELOPING A MCDONALDS COMMUNICATIONS PLAN 2
Introduction
Effective communication is relevant for a company, within the organization and outside the
organization among different stakeholders. In marketing, communication plays a vital role for
which the communication plan will be developed in the report. The report will include a
communication plan for McDonald’s. McDonald’s is a fast food company based in America
founded by Maurice and Richard McDonalds. The brand positioning and ways to reach out to the
audience depends on the company’s communication strategy, which will reflect the company’s
image and build perceptions in customers mind regarding the brand. This retail chain is
providing food and services in various nations globally1.
1 "Mcdonald's: Burgers, Fries & More. Quality Ingredients.", Mcdonalds.Com (Webpage, 2019)
<https://www.mcdonalds.com/us/en-us.html>.

DEVELOPING A MCDONALDS COMMUNICATIONS PLAN 3
The scope of the integration plan
Marketing objectives
 Customer retention – The marketing for McDonald has to be done in order to retain the
customers because customer loyalty has been decreasing due to an increase in
competition.
 Brand purchase intention – Another objective of the marketing campaign would be to
neglect the purchase intention for the customers. This means that the customer must not
think for a reason to have a meal in McDonald's, that they must visit it anytime they feel
snacking, hungry, or celebrating.
Communication objectives
 Brand awareness – The communication objective through marketing campaign must be
creating awareness among the customers about the brand and increase brand recognition.
 Brand loyalty – This is to increase brand loyalty and influencing customers to not switch
among other brands2.
Issues and challenges
 Increased competition – The competition has been increasing those results into loss of
customers to other brands.
 Change in taste and preferences – The customer's taste and preference can be changed
anytime, which is one of the challenges.
2 J. Andrew Petersen, Tarun Kushwaha and V. Kumar, "Marketing Communication Strategies And
Consumer Financial Decision Making: The Role Of National Culture" (2015) 79(1) Journal of Marketing.