Strategic Report: A Responsible Marketing Strategy for McNeil's

This report presents a responsible marketing strategy for McNeil's, a global fast-food chain aiming to address declining customer numbers, particularly among female customers concerned about health and sustainability. The strategy focuses on sustainable practices, including using recyclable paper straws and packaging, sourcing from local communities, and reducing product wastage. The proposed advertising campaign emphasizes the shift towards green initiatives, such as replacing plastic straws with paper alternatives. The report also highlights the importance of training employees (Green Team) in sustainability management and optimizing supply chains to procure products from local suppliers. By implementing these strategies, McNeil's aims to regain customer trust, enhance its brand image, and promote environmental responsibility.

A Responsible
Marketing Strategy

Table of Contents
A Brief Description of Target Market Segment..............................................................................3
An advert to be used in the campaign..............................................................................................4
A Description of Responsible Marketing Strategy..........................................................................5

A Brief Description of Target Market Segment
McNeil's is a leading fast food and restaurant chains that is present in many nations
across the globe. It mainly serves Super-burger and Fries which are main source for consumer
attraction by the company. The company has its branches across 120 nations in the world and it
serves wide array of customers. The main target market of the company includes age group of
people consisting of age group 40-59 years and among whom maximum sales are to the people
who has maximum qualification of high school. The company has seen a significant decline in its
female customers who work part time and has medium level of income. The majority of
company's buyers are uneducated or has high school qualification who contributes to
approximately 62% of its total customers. It has been identified by McNeil's that due to many
reasons it's customers are switching like, health awareness, use of artificial ingredients, plastic
packing, etc.

An advert to be used in the campaign
McNeil's has seen a significant decline in its customers in resent times and most of these
customers are females. For this purpose the company could use an advert that would help to
promote its brand to attract more customers.
MCNEIL'S TOWARDS GREEN
LET'S MAKE THIS THE
LAST
PLASTIC
STRAW
Used for minutes but here for centuries, each day in
the world the straws create enough waste to wrap the
circumference of the earth 3 times. Plastic straws
stays for centuries so McNeil's is switching towards
paper straws lets be a part to it.

A Description of Responsible Marketing Strategy
The company is looking forward to utilise recyclable paper and cardboard straws to
improve its marketing strategy. For this purpose the company could utilise sustainable marketing
alternatives which will help the company to expand its market and regain its customers. The
company should use various sustainable approaches, strategies or methods to obtain responsible
marketing that makes the company shift towards sustainability. The company will be producing
its products on given description and it will mainly focus towards retaining the customers who
have switched its products. The advertisement campaign will include the following criteria
which includes: Green Team: Employees of the McNeil's should be trained and hired keeping in mind the
requirements of sustainability management. The company uses eco-friendly practices and
incorporates these habits and sense of green strategies in its employees. Reduce the use of Plastic: The McNeil's has focused toward the reduction in use of
plastic straws and took a step towards use of recyclable paper-straws. The company
provides paper straw dispensing and paper packing services with its products. Resourcing from Local Communities: McNeil's has effectively planned its supply chains
to procure the products from the local suppliers and make use of social advantages by
resourcing from nearby farmers. By this method the company could get advantages and
benefits of availing their products from local suppliers and enhance their supply chain
and quality of products.
 Reduced wastage of their product supply: The McNeil's has focused towards creating
the products in the most optimistic ways so that wastage of resources and after-remains
can be reduced.