McDonald's Marketing Mix Analysis

This assignment analyzes the various marketing mix strategies employed by McDonald's to promote its food products globally. It delves into aspects like product offerings tailored to local tastes, affordable pricing strategies targeting young and brand-conscious consumers, extensive global presence with convenient outlets, and effective promotional campaigns utilizing television, online platforms, billboards, and social media. The analysis also emphasizes customer satisfaction as a priority, transparency in processes, and the use of modern equipment for efficient food preparation and delivery.

Marketing mix
INTRODUCTION-
Marketing mix is a technique used by every organisation in promoting their
products in order to achieve their marketing targets. It generally includes 4P’s
place, product, price and promotion. In recent times 3P’s are also added in it
(Steenkamp, 2017.) The cited company used here is Mcdonald’s which belongs
to fast food industry and operates globally.
Marketing mix- Marketing mix is set of tactics or actions used by frim to promote
their products in order to achieve their marketing targets. The marketing mix of
Mcdonald’s is define as under:-
Product- Mcdonalds products are burgers, chicken products, soft drinksa and
milkshakes. It adopts the product as per the local taste, preference and cultural
society. For example they are focusing more on vegetarian products in India and
chicken products in other countries (Huang, and Sarigöllü, 2014).They are
providing various meals to customers according to their choice.
Price- It focuses on psychological pricing strategies that is affordable to
customers. They also tap lower section of society but their main targets are
young people (Qiu,., 2014,) who are brand conscious and want satisfaction. They
provides discounts on meals or combination of products. Now they have stared
providing burgers starting from very low price i.e Rs.25.
Place- There outlets are spread throughout the world making them very
accessible. It provides facilities to customers such as indoor and outdoor seating
( Armstrong, and et.al 2015). Most outlets allow drive in service. They maintain
high quality standards and hygiene rooms.. More customers are attracted
towards them as they are providing healthy food.
Promotion- They have effectively used television as advertising tool. An
aggressive promotion campaign is done by Mcdonald’s through online, billboards,
newspaper and sponsorships. They do not show negative things against their
competitors. They have now focused on promoting through cinemas and on
special festival seasons like diwali, holi,etc. Also they are promoting their product
through social media by giving various offers (Fan, and et.al., 2015).
People- A unique dress code have to be followed by the employees working in
Mcdonald’s. Customer satisfaction and priority is the utmost importance.
Employees are given rating on the basis of their performance. It emphasis on its
employees to be customer friendly.
Physical evidence- The attributes of this are service, quality, hygiene, cleanliness
and transparency of processes. They create attractive outlets by displaying their
brand colours. It can also be recognised by their ‘M’ logo (Mintz and Currim,
2013).

Process- The whole process is completely transparent i.e it is visible to
customers. They use modern equipment for food processing and new methods
for food packaging and distribution. It also include less turnaround time and fast
home delivery service (Helm,and Gritsch, 2014)
CONCLUSION-
This report shows the various marketing mix techniques used by
Mcdonald’s in promoting their food products. Mcdonald’s mostly uses television
for advertising their products. It also spent huge amount in promotion
campaigns. Further it is concluded that first priority is customer satisfaction and
also they have transparency in process which makes Mcdonald’s a fast growing
company.

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