Innovative Advertising for McDonald's

The assignment content provides a comprehensive plan for McDonald's to attract its target audience. The plan involves three main components: marketing, public relations, and advertising. Under the marketing component, the company will conduct customer surveys, analyze the environment, and set up clear objectives linked with public relation. For public relations, the company will also conduct customer surveys, analyze the environment, and set up clear PR goals. In addition, the company will utilize social media platforms to promote its brand and products.

NAME:
ORGANIZATION: McDonald’s
Date: 8th July 2017

SEE3045 Research Assignment
Please use the provided template when completing the assignment. When submitting the assignment include a
title page with your name, date, and name of organization you have researched.
1. Research a Company from Redbooks.com (please note all of the information included in this section
should be taken directly from the Redbooks site. 150
a. Company Name & Address
Mc Donalds
11-59 High Road, East Finchley, London, N2 8AW, United Kingdom
b. Number of Employees
375000
c. Year the company was founded
May 15, 1940
d. Location(s)
At present the company renders services in 36, 900 locations where different customers are rendered services as
per their expectations.
e. Product Types Sold by Company
Chicken
Fish
Beef burgers
Breakfast (Mc Mufffins, Mc Griddles, hotcakes, spam etc)
Beverages (Pepsi, Cocacola, shakes etc)
Happy meals
Desserts
f. Description of the company (in detail)
Mc Donalds is one of the world’s largest fast food chain and its operations are carried out in 119 countries with
34,000 restaurants. Company was founded by Richard and Maurice McDonald in the year 1940 in United States.
More than 80% of the company’s restaurants are operated and owned by local business men and women
(REDBOOKS). At the time, when company started its operations new organizational structure was built where
was segregated into four segment which involves U.S market, International lead markets, High growth markets
and foundational markets. On daily basis organization serves 70 million customers and holds highest market
share in the U.S.
g. Note any Subsidiary Companies
Krispy Kreme
Au Bon Pain
Bakers Oven
Londis
Millies Cookies
Café Giardino
Martin McColl
Threshers
Dairy Queen (McDonald’s Wiki)
h. Report Sales (if available)
$24,622 (millions) (UNITED STATES SECURITIES AND EXCHANGE COMMISSION)
2. Report Media Information 100
a. Report or research all types of Advertising Media used
Facebook, twitter, website promotion, television marketing, radio, newspaper. In short mainly social media
channels are employed by company for promotional purpose

b. Report Advertising Expenditures in total
734.6 million U.S dollars for the year 2016
c. Report Advertising Expenditures by Media type used
88.8 million U.S dollars is the production costs for radio and TV advertising for the year 2016 (The Statistics
Portal)
645.8 million U.S dollars is the contribution to advertising cooperatives for the year 2016 (The Statistics Portal)
d. Report Agencies used by company
We are unlimited (ADWEEK)
3. Review the website of the organization & review the design of the website, on-line samples of 200
promotional materials, brochures, videos, commercials (TV/Radio), in-house
pieces, billboards, mailers, and any public relations usage (press releases, etc.)
a) Analyze the company’s on-line media center including press releases. How would you describe the news
that is released most consistently?
On constant basis company with the help of its press releases provides information to its investors,
customers and other parties associated with business. Recently company has announced quarterly cash
dividend, global growth plan, quarterly and full year results which represents its real growth
b) What overall image do you feel/think the company is portraying?
The company is trying to attract its customers. Further, it has developed unique image in the minds of its target
market. Sharing information such as cash dividend through press release shows real growth of business.
c) How do they communicate this image? (Through the website, advertising, PR, & marketing, etc.? What
colors, style, copy, pricing, pictures, spokespersons, options, etc. are used to support the image?)
The range of style, pictures, spokesperson along with other supportive tools used by company is highly
attractive. Color combination is perfect which in turn influences customers to purchase products of McDonalds
rather than other company
d) Is the message consistent across all media?
No, the message share by company is not consistent across all media where in every market different
message is shared through different media. It supports in targeting customers as per their preferences, culture,
expectations etc,
e) Who would you define as the audience (stakeholders) & how do you come to that conclusion?
The key stakeholders of business are customers, suppliers, shareholders, government who are interested in
knowing overall performance of company along with range of products offered. Through effective strategies
company is able to satisfy need of every party associated with the business
4. New Targeted Market Plan 150
a. What new audience will be the target market to which you sell your product/service?
The new target market for McDoanlds can be people who are health conscious. In order to satisfy their need
McDonalds can design new range of products especially for people who do not believe in eating junk food and are
health conscious.
b. Explain in detail your new audience with supporting research.
The main reason behind selecting this target audience is the growing demand for health conscious food
(Gagliardi). Generally, fast food items such as burger, chicken and other items offered by McDonalds are not
perceived as healthy. So, business can develop its product range by using ingredients that are fit for health. So,
this can allow in attracting customers who consume any food item after ensuring that it is fit for their health. In
short, for fast items that are healthy consumers are ready to pay large amount on the same due to which it is an
feasible option for McDonalds where business can easily offer products to its target market as per their real
expectations.

5. Website Revisions with Justification 100
a. What three revisions/additions will you make to the website to attract this target audience?
After carrying out a systematic review of McDonald’s website, it can be stated that the restaurant brand can make add
features such as online chat support, our story and creating customers McDonald’s account.
b. Why will these revisions to the website be effective in reaching this audience?
The rationale behind this is through creating customer McDonald’s account the company will be able to interact more
effectively with its potential customers. Brands such as Pizza Hut are already using this system where the information
about new product, service and offers is communicated to customers through email. It will also increase customers
brand loyalty (Harrington, and et al, 565). Apart from this features such as online chat support will help in resolving
queries of people on the spot and adding features such as our story will help to connect emotionally with customers.
6. Social Media Plan with Justification 150
a. How will you utilize social media to attract this target audience?
In order to attract the target audience, some modification in social media strategies such as marketing on Facebook,
Twitter and Instagram will be carried out. The modification will be in the form of maximizing impact with adding more
visualization, nurturing content sharing and integrating offer added value (Meyer, Pauline 74).
b. Why will these revisions/additions relative to social media be effective in reaching this audience?
Nurture content sharing will help the company in making its social media marketing more effective. McDonald’s can
share success stories of customers on various social media platform and attract more customers by connecting them
emotionally with the brand. On the other hand, the company can demonstrate the benefits of its products and services
with the help of social media (Paul, Rik, and Roy, 105). This will support in adding value to customer satisfaction level.
In order to drive the traffic over social media channels, McDonald’s can make more use of text and links at the time of
communicating with customers. In addition to this, visual content can be added in order to connect customers with
brand for long term.
7. Marketing & Advertising Plan with Justification 200
a. What three revisions/additions will you make to better use marketing or advertising to attract this target audience?
The three revisions will include conducting market survey, making use of online marketing and focusing more on
innovative advertisement.
b. Why will these revisions to marketing/advertising be effective in reaching this audience?
The reason why above mentioned revision in marketing will be effective is mentioned below as:
Market survey – This will help in understanding the perception and changing demand of people in the market. On the
basis of information collected, effective plans can be developed by McDonalds to reach target customers (Crawford,
Alice, 11).
Focusing more on online marketing – It will support in carrying out the promotion of McDonald’s products and services
in cost effective and result oriented manner (Gerhardt, Steve, Samuel Hazen, and Sue Lewis 271).
Focusing on innovative advertising – Publishing innovative advertisement on medium such as internet, television and
newspaper will help in attracting more people by creating demand among people in the market.
8. Public Relations Plan with Justification 250
a. What three revisions will you make to better use public relations to attract this target audience?
Conducting customer surveys, analyzing the environment of nation and setting up clear Objectives linked with Public
relation are the three revision which McDonald’s is required to carry out for attracting target audience.
b. Why will these revisions to public relations be effective in reaching this audience?
Conducting customer’s surveys - it will support McDonald’s in identifying the issues or problems faced by customers
or other people in the market. This will also develop effective bond between customer and company as people in the
market will start perceiving the fact that the company really care about them.
Environment analysis – The analysis of external and internal environment will help McDonald’s to identify the key
obstacles it is facing at the time of developing strong public relations. Based on the information gathered,
communication and PR strategies can be developed by selected restaurant brand (Telang, Achyut, and Deshpande
375).
Setting up PR goals – The Company is also required to set up clear and SMART public relation objectives. It will help
in providing right direction to McDonald’s and will develop effective coordination among customers and the selected
brand.

9. Use all proper citations in MLA format.
Harrington, Robert J., et al. "QSR brand value: Marketing mix dimensions among McDonald’s, KFC, Burger King,
Subway and Starbucks." International Journal of Contemporary Hospitality Management 29.1 (2017): 551-570.
Paul, Rik, and Sanjit Kumar Roy. "Case Study 11: Marketing of Services: The McDonald’s Way." Marketing Cases
from Emerging Markets. Springer Berlin Heidelberg, 2014. 99-112.
Gerhardt, Steve, Samuel Hazen, and Sue Lewis. "Small Business Marketing Strategy Based on McDonald's." ASBBS
Proceedings 21.1 (2014): 271.
Meyer, Pauline. "McDonald’s Marketing Mix (4Ps) Analysis." (2015).
Crawford, Alice. "McDonald's: A case study in glocalization." Journal of Global Business Issues 9.1 (2015): 11.
Telang, Achyut, and Amruta Deshpande. "Keep calm and carry on: A crisis communication study of Cadbury and
McDonalds." Management & Marketing11.1 (2016): 371-379.
UNITED STATES SECURITIES AND EXCHANGE COMMISSION. UNITED STATES SECURITIES AND
EXCHANGE COMMISSION, 2016. http://corporate.mcdonalds.com/content/dam/AboutMcDonalds/Investors/
2016%20Annual%20Report.pdf. Accessed 8th July 2017.
The Statistics Portal. McDonald's Corporation's advertising costs from 2014 to 2016 (in million U.S. dollars), 2016.
https://www.statista.com/statistics/286541/mcdonald-s-advertising-spending-worldwide/. Accessed 8th July 2017.
McDonald’s Wiki. List of companies owned by McDonald's, 2014.
http://mcdonalds.wikia.com/wiki/List_of_companies_owned_by_McDonald%27s. Accessed 8th July 2017.
REDBOOKS. McDonald's Restaurants Limited, 2017.
https://www.redbooks.com/advertiser/MCDONALDS_RESTAURANTS_LIMITED/. Accessed 8th July 2017.
Gagliardi, N. Consumers Want Healthy Foods--And Will Pay More For Them, 2015.
https://www.forbes.com/sites/nancygagliardi/2015/02/18/consumers-want-healthy-foods-and-will-pay-more-for-them/
#10e5c4c775c5. Accessed 8th July 2017.
ADWEEK. Ad of the Day: First Ad From McDonald’s New Agency Says ‘There’s a Big Mac for That’, 2017.
http://www.adweek.com/brand-marketing/ad-day-first-ad-mcdonalds-new-agency-says-theres-big-mac-175797/
Accessed 8th July 2017