Social Marketing Mix Analysis

This assignment requires students to analyze the concept of social marketing and its various components. Using McDonald's recent decision to overhaul their lunch menu and introduce pulled pork as a case study, students must apply the principles of social marketing to understand the company's motivations, target audience, and potential impact. The analysis should consider elements such as product, price, place, promotion, and the overall ethical considerations involved in promoting healthier food choices.

MARKETING
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TABLE OF CONTENTS
TABLE OF CONTENTS
INTRODUCTION ..........................................................................................................................3
TASK ..............................................................................................................................................3
1. The new product and service introduced by Mc Donald's ......................................................3
2. Strategic marketing objectives.................................................................................................4
3. Marketing strategy for relaunching BBQ Pulled pork.............................................................5
4. Organizational Marketing Strategies.......................................................................................6
Conclusion.......................................................................................................................................8
REFERENCES..............................................................................................................................10
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INTRODUCTION
Marketing is a type of communication between organization and its customers with the
objective of offering products and services to them. The main aim of marketing process is to
communicate the worth of brand to widespread customers and induce them to make purchase. It
further involve four key variables, product, price, place and promotion which are also refereed as
4Ps of marketing. It involve important functions like, advertisement, pricing, packaging selling,
distribution, product management etc. The marketing process help company in generating
awareness about its products and maintain strong relationship with them. In this report, various
aspects of marketing will be studied in the context of Mc Donald's. It is leading chain of
hamburgers and fast food products incorporated in US since 1940 (McDonald's to overhaul
lunch menu and introduce pulled pork. 2016). At present, the brand is providing its services to
more than 68 million customers every day in around 119 countries. In this report, description
about new signature collection introduced by brand will be provided.
TASK
1. The new product and service introduced by Mc Donald's
Mc Donald's is largest chain of fast food restaurants that is best known for its
hamburgers, French fries, chicken, deserts, smoothies etc. The vision of company is to become
leading fast food chain across the globe. Thereafter, the mission statement of company highlights
the earnestness of brand to provide best customer experience by ensuring offering of hygienic
surroundings, continuously improved offerings and prompt services. It further enjoy core
competency in terms of offering service in not more than 1 minute (Jobber and Ellis-Chadwick,
2012).
To maintain the strong reputation in different markets, Mc Donald's introduce new
products and services. This further help in meeting the curiosity of customers with products of
brand. In this respect, Mc Donald's has redeveloped its lunch menu by introducing new items
like, pulled pork, barbecue, sweet chilli and hot peri peri chicken wrap (McDonald and Wilson,
2011). The pulled pork is a new flavoured dish that will be introduced for the first time in market
by the brand. At present, the company is offering a limited range of chicken wraps by extending
its product range, brand will be able to attract more and more customers. In the customer need
assessments, company have ascertained the carving of pork dishes among consumers. Therefore,
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by introducing a pork based breakfast wrap, brand will be able to cater the emerging needs of
individuals. Further, to encourage the sales of its products, Mc Donald's will improve its table
services along with it, self service kiosk will be introduced where customer can place their orders
through touch screen etc. this will increase the convenience as they will have to wait for the
waiter for placing the order. However, Mc Donald's is likely to face tough competition from its
major rival, KFC which is also dealing in same segment, with identical kind of products. KFC
has got first mover advantage as pulled pork was introduced by it year 2014 while MCD planned
the dish in year 2015. Therefore, to ensure the success of product at present, it is important for
entity to ensure proper product planning and development.
2. Strategic marketing objectives
Marketing objectives refers to a group of goals which are set by McDonald's while
promoting its product to its potential customers. McDonald's marketing objective for BBQ
Pulled pork wrap is to increase product awareness among its targeted consumers and providing
information about features of product (Mcdonald's. 2016). McDonald's is focusing on delivering
the services on time because customer don't have much time. Objectives of launching Pulled
pork wrap are as follows:
Providing high standard food to customers: McDonald's aims to provide high standard
food to their customers by offering them a range of product (Lee and Kotler, 2011). This will
excite both new and existing customer by having product of good quality. The company has the
aim to provide good quality of food to the customers through which they can feel good while
consuming the food.
Quick services: McDonald is also working for providing fast and good services to their
customers. As customers doesn't have much time to wait for getting a service. Through
launching this product McDonald's wants to offer quick and fast services to its customers.
Market growth: Launching new products will always attract customers through which
McDonald's can raise their market share which will lead in increasing market share. Market
penetration policy is adopted for increasing market share of McDonald's, which involved in
selling new products in the same market (De Mooij, 2010). This will help in attracting new
customers also. Product differentiation will always gives high market share to company, by
relaunching the wrap McDonald's offers a new range of product to its customers.
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Customer satisfaction: Customer satisfaction is one of the major marketing objectives of
McDonald's. Customers are always looking for consuming new products. Relaunching of Pulled
pork wrap helps to fulfill this marketing objective of McDonald's. Offering new products over a
period of time will make customer attracted towards company all the time (Armelini and
Villanueva, 2011.).
Criteria of judging whether or not offering is successful: The criteria of objectives
selected by McDonald's is successful as they already has very good brand image, which helps
them to sale its new product effectively. Apart from this offering new products to customers will
also improve market share of the company.
3. Marketing strategy for relaunching BBQ Pulled pork
BBQ Pulled pork has features of Swiss pork shoulder which is slowly cooked till the
meat doesn't itself falls apart. Than the meat is marinated in barbecue sauce and topped with
mixed vegetables, apple slice and a garlic spread.
Marketing strategy for BBQ Pulled pork wrap: Marketing strategy for pulled pork is
relaunching the product in an event through which customers become aware of the product. In
this strategy McDonald's send personal invitation to existing and new customer which make
them aware about the event. In the event of promotional activity a sample wrap has been given to
all the customers for test, which helps to understand them about the product and in addition to
this all the features of the product are described in front of customer through which they can
identify the special things of BBQ Pulled Pork Wrap (Gordon, 2012). Apart from this feedback
book should be given to the customer in which they can write their reviews which helps
McDonald's to identify the success of the promotional event. This activity helps in explaining
whether people like the product or not and let the company know if there is need of any changes
in the product.
Positioning strategy for BBQ Pulled Pork Wrap: Positioning strategy aims to differentiated a
brand's product for gaining market share. It refers to the act of designing and creating image of
the company in market. McDonald's can use different product positioning strategies for
relaunching its BBQ Pulled Pork Wrap.
Positioning through attractive prices: This strategy could be adopted for attracting
limited income group people which include college going students and school kids (Hollensen,
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2015). For this McDonald's can position their physical outlets at near of universities or colleges
or schools because youngsters are more attracted towards fast food.
Positioning through product characteristics: McDonald's can take features of the
product as a tool for positioning in market. This positioning strategy is helpful in attracting old
age and office going people, as they always want to consume a product with good quality which
do not harm their health.
Positioning strategy based on competitors: McDonald's can use this technique for
positioning the product for those the people who are always in search of some different. As,
Pulled pork wrap is the product which is not cooked by any of the McDonald's competitors
(Feng, Morgan and Rego, 2015). This will be the good positioning strategy for McDonald's. As,
they have different product in market for customers, so this will attract new and existing
customers towards the features of the product.
4. Organizational Marketing Strategies
Critical analysis of the marketing strategy of McDonald's BBQ Pulled Pork Wrap
Introducing of the new product that is BBQ Pulled Pork Wrap, the company has
introduced the strategy to launch the product in the event. According to Mihart (2012), states that
the event can be the successful strategy for the company (Mihart, 2012). This is because in event,
many loyal consumers will be there which will get direct contact to the CEO and the manager
which has associated with it. On the other hand, Lefebvre (2011) argued that this will be the
small affair of the some loyal customers (Lefebvre, 2011). This is because firm will not able to
cover whole customer base to the event which will be the negative impact on the company. As
per the view of Varadarajan (2010), asserted that this will be the effective marketing strategy in
which manufacturer and customers will be on the same platform (Varadarajan, 2010). so by this,
customers may ask their queries related to the product and will come to know other
specifications. In contrast to this, Luca and Suggs (2010) has stated that this promotional event
can increase the investment of the company which can be negative for the firm (Luca and Suggs,
2010). Chrysochou (2010) founded that, through promotional activities, the company can do the
personal selling of the product which is also the marketing tool for promoting the product
(Chrysochou, 2010). Despite of this, Powers and Loyka (2010) concluded that the promotional
event can't attract large number of customers internationally (Powers and Loyka, 2010). This is
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because online websites and social media has the power to cover the whole target market
globally.
Strategic Marketing Strategies, Strengths and Weaknesses of McDonald's BBQ Pulled Pork
Wrap
The marketing objectives tries to attract large customers of UK through its relaunching
the product which is pulled pork by giving some more innovative specifications. As it is loved by
the British so it constitutes as a main strength of the product. Whereas, its high in calorie, fat and
carbohydrates etc. which may not be preferred by the health conscious people. The company
main motive is to satisfy its customer so company should consider their needs and requirements
to meet with their specifications (Smutkupt, Krairit and Esichaikul, 2010). As the product is
loved by the people of UK, it may be possible that McDonald's BBQ Pulled Pork Wrap can gets
success. So according to this only, McDonald's has relaunch it product to satisfy the needs of the
customers. The product has been made according to the customers' tastes, preferences and
lifestyles which will able to meet the needs and expectations of the customers. I9f these go in
good pace, then company market share in the UK will expand and the goodwill of the company
will be rise.
Important aspect faced by the McDonald's and changes in the organizational environment
The important aspect which the company is facing is McDonald's BBQ Pulled Pork Wrap
in which nutrition such as calories, fat, proteins etc. is high which is not attracting the health
conscious people. The main challenges which company is facing is that customers is preferring
more chicken wraps then pork wraps because of the nutrition, the both carries. Customers are
now becoming health conscious and they need less calories and low or no fat food products. So
the company is making specification in their products so that customers can easily buy their
products and gets satisfied (McDonald's to overhaul lunch menu and introduce pulled pork,
2016). For example, if one purchase pulled pork then the calories of that product is high as
compare to other McDonald's products so customers will other products. So for this, company
has to make the strategy so that more of the customers will able to buy the BBQ Pulled Pork
Wrap. This can be happened when consumers or health conscious people will get their choice of
foods and will gets satisfied. The changes which company can face in their organizational
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environment can be investment in advanced technology. This can help in reducing the excess fat
and calorie which are not require by the customers in their products.
Product future success
If company wants to make their product successful then McDonald's should have to
developed their product according to the customers needs and requirements. The firm has to
make specifications as per the view of consumers. The needs and requirements of the target
market can be obtained by feedbacks, surveys and personal contact through email etc. The
business enterprise also keep check on the current trends and lifestyles of the consumers so that
large customers can gets attracted (Hastings and Angus, 2011). Customisation looks set to be the
next big revolution at the restaurant chain which should be always check by the organization.
The business enterprise is also planning to bring pork burger to attract the pork lovers in their
retail outlets. The company should also consider quality of the pork that it is suitable or not for
the consumers. British are quality conscious not price conscious so that consumers wants good
quality of pork at the reasonable price.
Recommendations for a feasible new marketing strategy initiative
There various new marketing strategies which can be used by the McDonald's in their
BBQ Pulled Pork Wrap and they are as follows:
 The company can provides pamphlets with the existing products who has come in the
restaurant for food. This will give information about the product to their customers and
they will try to buy their products and services (Mcdonald's, 2016).
 The organization can give discounts and vouchers on the new products so that large
customers gets attracted towards the pulled pork. For example, the firm can announced
first time all consumers can get some discounts on BBQ Pulled Pork Wrap.
 The firm can advertise its products or relaunched through social media through which it
can easily reachable to the consumers (Lee and Kotler, 2011). The onli8ne website is one
of the example where company can display its products.
CONCLUSION
The entire report is based on the relaunching of McDonald's BBQ Pulled Pork Wrap. The
whole report explains the launching of new product and services and existing services which are
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given by the company. Apart from this, the report contains a detailed explanation of strategic
marketing objective of McDonald's behind relaunching its own product in the market. In addition
to this marketing strategy are formulated for relaunching the product which helps the people to
become aware about the Pulled Pork Wrap. Other than this, Positioning strategies are described
in the report which helps McDonald's to effectively position their brand in market. In addition to
marketing strategy the report also explains the strength and weaknesses of the adopting the
marketing strategy which help to asses its benefits and costs.
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REFERENCES
Armelini, G. and Villanueva, J., 2011. Adding social media to the marketing mix. IESE
insight. 9. pp.29-36.
Chrysochou, P., 2010. Food health branding: The role of marketing mix elements and public
discourse in conveying a healthy brand image. Journal of Marketing Communications. 16(1-
2). pp.69-85.
De Mooij, M., 2010. Consumer Behavior and Culture: Consequences for Global Marketing and
Advertising: Consequences for Global Marketing and Advertising. Sage.
Feng, H., Morgan, N. A. and Rego, L. L., 2015. Marketing Department Power and Firm
Performance. Journal of Marketing. 79(5). pp.1-20.
Gordon, R., 2012. Re-thinking and re-tooling the social marketing mix. Australasian Marketing
Journal (AMJ). 20(2). pp.122-126.
Hastings, G. and Angus, K., 2011. When is social marketing not social marketing?. Journal of
Social Marketing. 1(1). pp.45-53.
Hollensen, S., 2015. Marketing management: A relationship approach. Pearson Education.
Jobber, D. and Ellis-Chadwick, F., 2012. Principles and practice of marketing (No. 7th).
McGraw-Hill Higher Education.
Lee, N. R. and Kotler, P., 2011. Social marketing: Influencing behaviors for good. Sage.
Lefebvre, R.C., 2011. An integrative model for social marketing. Journal of Social
Marketing. 1(1). pp.54-72.
Luca, N. R. and Suggs, L. S., 2010. Strategies for the social marketing mix: a systematic
review. Social Marketing Quarterly. 16(4). pp.122-149.
McDonald, M. and Wilson, H., 2011. Marketing plans: How to prepare them, how to use them.
John Wiley & Sons.
Mihart, C., 2012. Impact of integrated marketing communication on consumer behaviour:
Effects on consumer decision-making process.International Journal of Marketing
Studies. 4(2). p.121.
Powers, T. L. and Loyka, J. J., 2010. Adaptation of marketing mix elements in international
markets. Journal of global marketing. 23(1). pp.65-79.
Rosenbloom, B., 2011. Marketing channels. Cengage Learning.
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Smutkupt, P., Krairit, D. and Esichaikul, V., 2010. Mobile marketing: Implications for marketing
strategies. International Journal of Mobile Marketing. 5(2). pp.126-139.
Varadarajan, R., 2010. Strategic marketing and marketing strategy: domain, definition,
fundamental issues and foundational premises. Journal of the Academy of Marketing
Science. 38(2). pp.119-140.
Online
McDonald's to overhaul lunch menu and introduce pulled pork. 2016. [Online]. Available
through: <http://www.telegraph.co.uk/finance/newsbysector/retailandconsumer/11831446/
McDonalds-to-overhaul-lunch-menu-and-introduce-pulled-pork.html>. [Accessed on 9th
April 2016].
Mcdonald's. 2016. [Online]. Available through:
<http://www.mcdonalds.co.uk/ukhome/Aboutus/Newsroom/facts_and_stats0/menu.html>.
[Accessed on 9th April 2016].
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