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Assignment on Marketing Mix Technique

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Added on  2020-06-06

Assignment on Marketing Mix Technique

   Added on 2020-06-06

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Marketing mixINTRODUCTION-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. Theyprovides 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 maintainhigh 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 productthrough 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, cleanlinessand 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).
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