Usage of Marketing Mix

This article discusses the usage of marketing mix by McDonalds and Apple to target specific ethnic groups and age groups in the US and UAE respectively.

Running head: USAGE OF MARKETING MIX
USAGE OF MARKETING MIX
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1USAGE OF MARKETING MIX
Introduction
Two companies that can be selected are McDonalds and Apple. The marketing of
McDonalds to attract the customers of specific ethnicity in the United States and the marketing
of Apple in UAE to attract the customers would be focused along with the age groups.
McDonalds marketing among the Hispanics in US and Apple marketing among the Indians in the
UAE have been discussed.
Marketing mixes: ethnic groups and age
McDonalds in US uses specific marketing mix to attract the Hispanic customers. The
company many times focuses on marketing their products keeping in mind the Hispanic ethnic
community living in the United States. The language that is many times used to attract this
groups is Spanish as it is the language most spoken by the Hispanic population of the United
States. To improve its marketing tactics the McDonalds team also provides a separate site called
the meencanta.com (McDonald’s, 2019). An important part of the marketing strategy is to avoid
any stereotypes. Hence, the advertisements and promotions are designed to depict only the lives
of the Hispanics. The products are priced as per the normal strategy but at times of festivals
mostly celebrated by the Hispanic populations special discounts are provides. These kind of
campaigns mostly take place in the areas and states of the US that have significantly larger
populations of the Hispanics. An age group that is often focused by McDonalds 10-14 years. The
company has introduced the happy meal to attract these customers from the age group. The
marketing function also focuses on providing special toys to the kids. McDonalds places its
shops close to schools and academic areas of the different cities. Ronald the clown is frequently
used to attract kids of this age.

2USAGE OF MARKETING MIX
If the UAE market is considered there are a large number of people from the Indian
ethnicity in the country. Despite Apple not being a brand of the country, it has tried to attract the
Indian ethnic group towards their products. The Macbooks and Iphones are advertised with
Indian imageries (Apple, 2019). Moreover, the focus is on depicting the traditional attires of the
Indians living in the UAE in the visual and audiovisual advertising. Dubai is a city with majority
Sub-continental people living including a large populations of Indians. This is the city in which
most of these activities of Apple targeting the Indian ethnic groups are concentrated. The
important placement strategies of Apple focus on giving special promotion to the Indian holidays
like Diwali in the UAE. Moreover, the stores are also given a makeover in the Indian
Independence Day. As it is in the UAE the Indian ethnicity is represented through many different
means by the government. Indians now form a large part of the population. The Apple website of
the UAE features Indians from time to time. Apple TV focuses on providing imagery of the
Bollywood which is very popular in the country. The Indian diaspora is an important customer
segmentation for Apple in the country. Apple focuses on attracting specific age groups through
the features they advertise. For example- the 4k video feature is made for the younger age groups
between 18-35years. This age group is one of the primary targets for apple. The most important
promotion strategies are taken to promote the gadgets like the apple watch and the fitness
oriented features of Apple phone like calorie calculator, steps calculator and other important
aspects. Apple has become more of a youth centered company in the current times. The age
groups that mostly uses the iphone, apple watch, macbooks, etc are majorly of this generation.
Apple focuses on online promotion to get to reach this customer base in better ways. Apple
advertisements normally depict people of this age group.

3USAGE OF MARKETING MIX
Conclusion
In conclusion, it can be said that as large multinational organizations both McDonalds
and Apple take part in ethnological and age group targeting through their marketing functions.
This helps the organizations to create wider appeals through their product promotions. This is
eviedent from the Hispanic based marketing in some of the markets in the US and the targeting
of the Indian ethnic groups by Apple in UAE.

4USAGE OF MARKETING MIX
References
Apple (United Arab Emirates). (2019). Retrieved from https://www.apple.com/ae/
McDonald’s: Hamburguesas, Papitas y Más. Ingredientes de Calidad. (2019). Retrieved from
https://www.mcdonalds.com/us/es-us.html
McDonald's - México. (2019). Retrieved from https://www.mcdonalds.com.mx/