Integrated Marketing Communications for McDonald's Australia

This report discusses about integrated marketing communication of McDonald, Australia. It covers the background of the organization, components of integrated marketing communication, planning process, communication research, marketing communication objectives, STP of McDonald, message strategies, media mix and media selection in B2B markets.

INTEGRATED MARKETING COMMUNICATIONS 0
Marketing
Integrated marketing communications
System04116
4/12/2019

INTEGRATED MARKETING COMMUNICATIONS 1
Contents
Introduction.................................................................................................................................................2
Background of an organization..................................................................................................................2
Integrated marketing communication..........................................................................................................2
Integrated marketing communication plan...............................................................................................3
Components.............................................................................................................................................4
Planning process of McDonald................................................................................................................5
(Source: AnnualReports.com, 2018)............................................................................................................5
Communication research.............................................................................................................................5
Marketing communication objective of McDonald.................................................................................6
STP of McDonald........................................................................................................................................6
Message strategies of McDonald.................................................................................................................7
Media mix, media selection in B2B markets...............................................................................................7
Conclusion...................................................................................................................................................8
References...................................................................................................................................................9

INTEGRATED MARKETING COMMUNICATIONS 2
Introduction
This report discusses about integrated marketing communication of McDonald, Australia.
As it is important for every organization to encourage their brands better amongst the consumers
not only to outperform competitors but also live for long period. In this report, the integrated
marketing plan will be created with the help of various integrated marketing communication
components to achieve the aims of a marketing campaign by well-managed use of various
advertising approaches or ways which are proposed to reinforce each other. The IMC planning
process will be followed for the integrated marketing communication which consists of five
major steps. As it is clear that every organization has to do SWOT analysis for identifying the
their capacities and negative points which have direct impact on their organizational success so
the SWOT analysis of McDonald will be done in this report. The marketing communication
objectives will be discussed and STP model of McDonald is created to know their basis of
segmentation, targeting and positioning. Every organization have some message strategies which
are made by selecting the media in B2B market along with this the concept of media mix will be
discussed.
Background of an organization
The McDonald’s Australia is a private Australian public establishment. It is a franchise
business with more than 80% of restaurants of Australia possessed and functioned by individual
businessman and women. Today they have over and above 36000 McDonald’s restaurants in
over 119 countries.
Integrated marketing communication
Integrated marketing communication is a tactic to achieve the purposes of a marketing
campaign, through a better synchronized use of various advertising methods which are planned
to support each other. Integrated marketing communication identifies the value of a wide-
ranging plan which assesses the strategic roles of range of communication discipline advertising,
personal selling, public relations, and sales promotion and pools them to provide consistency,
clarity, and maximum communication effect (Juska, 2017).

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Integrated marketing communication plan
The IMC plan of McDonald’s:
1. Situational analysis: all marketing plan starts with a situational analysis and evaluation of
external and internal environment factors which have impact on the brand, products, or a
company. The SWOT analysis needs to be for analyzing the situation in the marketplace.
SWOT analysis:
 Strength:
 the quality of product
 The presence of McDonalds in more than 12 countries
 The constant innovation and addition in the product line
 Weakness:
 The higher prices as compared to the other food restaurants in Australia.
 the image of fast food as an unhygienic food
 The rate of employee turnover is high.
 Opportunities:
 Introduce new products with local taste.
 Reduce its prices and make it comparable with international chains.
 Threats:
 The competitive brands such as KFC, Subway, Hardees etc.
 the varied rules and regulations of government
 The increase in cost of material (Fool, 2013).
2. Competitive situation: it is not easy to run restaurant business as there are many
competitors in the market. McDonald’s is an first-rate brand and can complement up its
value in this business. The many competitors are there in this business:
- KFC
- Pizza Hut
- Subway etc.
3. Promotion situation: the McDonalds will be planning to encourage heavily through
television, newspapers, magazines, etc.

INTEGRATED MARKETING COMMUNICATIONS 4
4. Marketing goals: the main goals of McDonald’s are:
- To make the presence of the company in this industry
- To view for modification
- Excellent service facility to promote goodwill
Components
1. The foundation: the foundation or initial stage of McDonalds includes detailed analysis of
the products and target market such as brand, offerings, end users, needs, attitudes,
expectations and competitors.
2. The corporate culture: the characteristics of products and services are in streak with the
culture of work of the McDonalds. They have vision to keep in a mind the same taste and
preference prior making the products and services.
3. Brand emphasis: it represents the company identity of the brand.
4. Customer experience: it refers to what customer feels about the products and services. A
customer is possibly place order for those products which has good tastes and have best
quality.
5. Communication tools: it includes direct marketing, advertising, promoting by social
media such as Facebook, twitter etc.
6. Promotional tools: McDonalds are encouraged through various tools such as public
relations, advertising, social networking etc.
7. Integration tools: establishments need to keep a daily track on feedbacks of customers
and reviews. McDonalds have customer relationship management software (Wagner,
2019).

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Planning process of McDonald
(Source: AnnualReports.com, 2018)
Communication research
The communication planning process initiate with the research. The persons involved in
planning a communications campaign should systematically know the product being sold and the
customers who are potential consumers.
The various communication research approaches are there which McDonalds follows:
 Product specific research: the marketing team of McDonalds discovers the most desirable
app features for a mobile. The team might find that customers use certain app when they
wants to order online or want to know product information.

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 Consumer oriented research: it assists the marketers in identifying the demand of product.
This approach helps to know the consumer prefers their products or services (Pluta,
2018).
 Target market research: this helps in identifying the target market in Australia for their
products and services they are making.
Marketing communication objective of McDonald
 To develop the brand awareness among the people of Australia
 To increase the image of brand in the minds of Australian
 To increase the market share
 To increase the sales of their products and services in Australian market (McDonald’s,
2018).
STP of McDonald
Segmentation: McDonalds uses these divisions and division criteria:
 Geographical; density, region
 Demographical; life-cycle stage, age, gender, occupation, income
 Behavioral; degrees of loyalty, personality, user status, benefit sought
 Psychographic; lifestyle, social class.
Targeting: the target markets of McDonalds are:
 Kids (for example: Happy meal)
 Teenagers
 Families
Positioning: the positioning of McDonalds was good since the initial stage. they had made a
unique image in the minds of customers. They use to develop alternate positioning strategy for
the varied target markets in comparison to other company (Smith, 2016).

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Message strategies of McDonald
1. Create awareness of brand
2. Change or reinforce consumers attitude
3. Encourage some kind of reaction or action
4. Motivate the interactivity that assistances build brand relationships (Samuely, 2019).
Media mix, media selection in B2B markets
Media mix is a combination of channels of communication which are used by
McDonalds to achieve its marketing objectives. It includes newspaper, television, websites,
emails, internet, social media such as Facebook, twitter etc. (Linton, 2019).
The aims of McDonalds for using media mix are:
 The Right message to the Right people
 An Aligning media mix with stages of buying
 And the Fine tuning the mix.
The selection of media by McDonalds:
33%
0.27
27%
18%
20%
2%
Television
Magazine
Newspaper
internet
outdoor

INTEGRATED MARKETING COMMUNICATIONS 8
The McDonalds select television and internet the most for promoting and advertising
their products and services. As they believe that number of people focus more on television ads
and internet rather than reading magazines or newspapers ads. (IBISWorld, 2018).
Conclusion
From the above analysis it is concluded that integrated marketing communications plays
a vital role in marketing by decreasing cost, enhancing sales, generating awareness of brand and
creating optimistic image of brand. Therefore, McDonalds will significantly advantage by IMC
through advertising and direct selling that will offer the McDonalds a reasonable benefit in
contradiction of its rivalries in an Australia. The grouping of above strategies would be active in
reaching a larger target marketplace. These tools will be analyzed by monitoring sales, assessing
feedbacks of customers and conducting survey.

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References
AnnualReports.com. (2018). McDonalds annual report. Retrieved from:
http://annualreports.com/Company/mcdonalds-corporation//
Fool, M. (2013). A SWOT analysis of McDonald’s. Retrieved from:
https://www.chron.com/business/fool/article/A-SWOT-Analysis-of-McDonald-s-
4459818.php
IBISWorld. (2018). McDonald’s Australia holdings private Limited profile company report
Australia. Retrieved from: https://www.ibisworld.com.au/
Juska, J. (2017). Integrated marketing communication: advertising and promotion in a digital
world. UK: Routledge.
Linton, l. (2019). What is media mix? Retrieved from: https://smallbusiness.chron.com/media-
mix-78802.html
McDonald’s. (2018). ESG reporting. Retrieved from:
https://corporate.mcdonalds.com/corpmcd/scale-for-good/esg-reporting.html
Pluta, M. (2018). Integrated marketing communication- concept, practice, new challenges.
Marketing of scientific and research organization. 28(2), 121-138.
Samuely, A. (2019). McDonald’s needs right message, products along with mobile to drive
sales. Retrieved from: https://www.retaildive.com/ex/mobilecommercedaily/mcdonalds-
fledgling-finances-require-right-message-right-products-in-conjunction-with-mobile
Smith, A. (2016). McDonald’s segmentation, targeting and positioning strategy. Retrieved from:
https://mpk732t12016clusterb.wordpress.com/2016/04/10/mcdonalds-segmentation-
targeting-and-positioning-strategy/
Wagner, N. (2019). Integrated marketing tools. Retrieved from:
https://smallbusiness.chron.com/integrated-marketing-tools-67594.html