This article discusses the importance of marketing communication for McDonald's and suggests ways to develop an effective marketing communication strategy. It also explains the media for marketing strategy and provides a creative brief for McDonald's.
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RUNNING HEAD: Marketing Communication Plan0 mcdonald Marketing Communication Plan (Student Name) 11/19/2018 Table of Contents Part 2..........................................................................................................................................2
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Marketing Communication Plan1 Requirement of Marketing Communication...........................................................................2 Develop Marketing Communication......................................................................................2 Design Integrated Marketing Communication Strategy.........................................................2 Media for Marketing Strategy................................................................................................3 Creative Brief.........................................................................................................................3 References..................................................................................................................................5
Marketing Communication Plan2 Part 2 Requirement of Marketing Communication Marketing communication plays a prominent role in the success of McDonalds. McDonald is one of the leading companies which are known for their fast food. In the competitive world, the company would not able to survive due to the effective marketing communications of other competitors which affected the performance of the company. The main challenges that McDonalds has faced is to gain the confidence of millennial as well as the company has also lost their market share in the US because of their strong competitors such as Burger King and Chipotle Mexican Grill. Some of the audience has assumptions that McDonald has low price due to compromising with their quality. Therefore, it is high time of the company to enhance their brand image as well try to cope up from the challenges they have faced. Thus effective marketing communications is the basic requirement for McDonald. Develop Marketing Communication There are certain ways through which, McDonald can develop effective marketing communications: Understand the preference of customers To develop an effective marketing communication, McDonalds need to understand the taste and preference of customers. The millennial pursue a healthy lifestyle therefore company should analyse the preference of millennial and introduce product accordingly. Uncover the unique selling proposition
Marketing Communication Plan3 The Unique Selling Proposition (USP) is one of the effective ways to communicate which drive sale of company’s products or services. It helps in to focus on the unique problem as well as central to the marketing communication which would help the company to compete the competitors. Choosing Effective Marketing Communication Mix In the recent scenario, the advancement in online marketing has opened more ways to communicate with their target audience. McDonalds need to choose the media mix which would help in achieving the goals of marketing communication (Luxton, Reid & Mavondo, 2015). Design Integrated Marketing Communication Strategy The integrated marketing strategy is developed in following ways: Understanding the audience McDonalds need to understand as well as identifying the target market which is crucial to create the successful plan. The company will target millennial to sell their product at maximum level. Define the identity and goal McDonalds need to create unique identity as well as positioning to which is crucial to distinguish their product or services from their competitors. Pick the right channels
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Marketing Communication Plan4 To coverage the target market, McDonalds can select different platforms which is the main objective of integrated marketing communication such as social media, sales promotions, content marketing, and offline advertisement and so on. Review the Plan At the end, the company need to review the integrated communication plan before deciding to put it into the action. During the integrated communication campaigns, McDonalds need to ensure that the methods which are selected are place to track in result or not (Kitchen & Burgmann, 2015). Media for Marketing Strategy The media for marketing strategies are explained in below points: Advertisement: it is an effective tool to target the customers who most likely will buy the product their product. McDonalds can advertise their product through pay-per-click ads as well as through social media marketing to capture the attention of target audience. Sales Promotion: f McDonald uses the incentive correctly than it can definitely help the company to accelerate the process of sale. McDonalds can offer special discounts, bonus offers, trial offers, as well as other limited time promotions which can inspire the targeted audience. Social Media:the platform of social media has opened the door for McDonalds to build the relationship, generating the website traffic as well as develop the brand awareness. MacDonald can combine marketing with the email as well as search engine optimization which will bring the exceptional result for McDonalds (Solomon et. al., 2014).
Marketing Communication Plan5 It is highly recommended that the company should use such promotional tool to cope up from the challenges of competitors. Creative Brief The marketing communication is an important tool to compete in the competitive market. McDonalds is one of the leading companies in the fast food industry. But in the recent, scenario, the market share of McDonalds has declined due to the strong competitors such as Starbucks, Burger King entered in the market. McDonalds has also faced great challenges in targeting the millennial due to the reason that they are more health conscious. To overcome the challenges faced by the company, McDonalds need to enhance their marketing communication. The company need to understanding the consumer taste and preference as well as need to choose the effective marketing mix. To compete in the market, McDonald need to enter with new steps in which they need to develop an effective integrated marketing strategies in which they firstly need to select the targeted audience then make unique identity by introducing new product according to the targeted audience at the end chose the effective channel to reach out maximum customers. The channels can be sales promotion, advertisement and so on. From such ways McDonalds can cope up from the challenges that they are facing
Marketing Communication Plan6 References Kitchen, P. J., & Burgmann, I. (2015). Integrated marketing communication: making it work at a strategic level.Journal of Business Strategy,36(4), 34-39. Luxton, S., Reid, M., & Mavondo, F. (2015). Integrated marketing communication capability and brand performance.Journal of Advertising,44(1), 37-46. Solomon, M. R., Dahl, D. W., White, K., Zaichkowsky, J. L., & Polegato, R. (2014).Consumer behavior: Buying, having, and being. London: Pearson.