Report on Integrated Marketing Communications for McDonald's Australia

This report provides an in-depth analysis of McDonald's integrated marketing communication (IMC) strategy in Australia. It begins with an introduction to McDonald's and the concept of IMC, emphasizing the importance of incorporating various promotional methods to reach target customers. The report includes a situational analysis using SWOT analysis, competitive and promotional situations, and marketing objectives. It then delves into the integrated marketing components, the IMC planning process, and research approaches. The report examines McDonald's STP (Segmentation, Targeting, and Positioning) strategies, message strategies, and the media mix used to achieve its marketing objectives. Finally, it concludes by highlighting the benefits of IMC for McDonald's, such as increased brand awareness, sales, and a positive brand image, providing a competitive advantage in the Australian market. The report references several academic sources to support its findings.

INTEGRATED MARKETING
COMMUNICATIONS
McDonald’s Australia

McDonald’s:
• Prominent food service retailer
• More than 30,000 restaurants in 119 countries
• Opened first restaurants in Sydney suburb of Yagoona
• 970 McDonald’s restaurants in Australia
• Serves different varieties of products and services
Introduction

 Integrated marketing communication refers to
incorporating all the methods of promotion of brand to
promote a specific product or service amongst target
customers.
INTEGRATED MARKETING
COMMUNICATION

Situational analysis- by doing SWOT analysis:
1. Strength:
 Quality of product
 Innovations and additions in product line
1. Weakness:
 Higher prices
 High employee turnover rate
1. Opportunities:
 Introduction of new product with local taste
 Reduce product prices
1. Threats:
 Competitive brands like subway, KFC etc.
IMC plan

2. Competitive situation:
 Various competitors are there in restaurants business in
Australia such as KFC, Subway etc.
3. Promotion situation:
 Promote heavily through T.V, magazines, newspapers
etc.
4. Marketing objective:
 To make presence of McDonald’s
 To view diversification
 Excellent service to promote goodwill

 The foundation: analysis of both product and target
market.
 The corporate culture: the products are line with the
culture of work of the McDonald’s.
 Brand focus: it signifies the company identity of the
McDonalds.
 Consumer experience: it means what consumers feels
about the products of McDonald’s
 Communication tools: advertising, direct ,marketing,
promotion by social media like twitter, Facebook etc.
(Barker, 2013).
Integrated marketing components

IMC planning process
(Source: Leanistan,2019).

 Communication planning begins with the planning process.
 Three main research approaches of IMC:
1. Product specific research
2. Consumer oriented research
3. Target market research (Fill, 2013).
Objectives:
 Develop brand awareness
 Enhance brand image
 Increase market share
 Increase sales
Communication research and
marketing communication
objectives of McDonald’s

1. Segmentation:
 Demographic: McDonald’s use to create products for the people of different
ages and different lines of price having high and low income as well.
o Age
o Income
 Psychographic:
o Taste and preferences of individuals for Australia
o Religious belief and conduct of customers.
2. Targeting: kids (eg. Happy meal), teenagers, families.
3. Positioning: McDonalds was best since beginning phase. they had
established a unique image in the minds of customers they create alternate
positioning strategy for the various target markets.
STP of McDonald’s

 There are 3 message strategies:
1. Cognitive
2. Conative
3. Affective
McDonalds follows conative strategies.
Conative strategies: it is planned to lead more directly to
some kind of customer response. McDonalds use this
strategies to upkeep promotional efforts such as internet
hits and orders, in-restaurants offer such as combo pack
with 2 cokes. The aim of following this strategy is to
provoke behavior of consumers.
Message strategies of McDonalds

Media mix:
 Combination of channels of communication
 Use to achieve its marketing objectives.
 Comprises newspaper, television, websites, email, direct
mail, internet and social media.
Aim of using media mix:
 Right message to right people
 Bring into line media mix with buying phases
 Fine tuning the mix (Linton, 2019).
Media mix

33%
0.27
27%
18%
20%
2%
Television
Magazine
Newspaper
internet
outdoor
Selection of media by McDonald’s

 Thus, integrated marketing communications play an
important role in selling and marketing by decreasing
cost, creating awareness of brand, increasing sales and
creating optimistic image of brand. Therefore
McDonald’s will benefit by IMC through advertising and
direct selling and marketing that will offer the company a
competitive benefit against its rivalries in the Australia.
Conclusion

Barker, R. (2013). Strategic integrated communication: An alternative
perspective of integrated marketing communication. Communication,
39(1), pp.102-121.
Fill, C. (2013). Marketing Communications: brands, experiences and
participation, 6th edition, UK: Pearson Education Ltd.
Linton, L. (2019). What is a media mix? Retrieved from: https://
smallbusiness.chron.com/media-mix-78802.html
AnnualReports.com. (2018). McDonalds annual report.
Retrieved from: http://
annualreports.com/Company/mcdonalds-corporation
Leanistan. (2019). Steps in IMC planning process. Retrieved
from:
https://www.google.com/search?q=imc+planning+process&rl
z=1C1CHBF_enIN806IN806&source=lnms&tbm=isch&sa=X&
ved=0ahUKEwjOqsP2t8zhAhUP4o8KHYpHD9cQ_AUIDigB&biw
=698&bih=589#imgrc=g5FQOAHvWfCKtM
:
References