Marketing Communication Plan and Strategies for McDonald's

This report provides an in-depth analysis of McDonald's marketing communication strategies, focusing on its operations in two distinct geographical markets: China and the United Kingdom. The report begins with an introduction to marketing communication and its importance for businesses like McDonald's. It then delves into a comparative analysis of McDonald's marketing campaigns in China and the UK, highlighting the differences in promotional strategies, cultural adaptations, and target customer segments. The report further explores McDonald's marketing communication plan, examining its objectives, smart marketing communication approach (specific, measurable, achievable, realistic, and timed), and the identification of target audiences through market segmentation. The report concludes by summarizing the key findings and implications of McDonald's marketing strategies in these two diverse markets.

Marketing
Communication

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1 ...........................................................................................................................................1
Differences in marketing campaign in two different geographical markets..........................1
TASK 2...........................................................................................................................................4
Marketing Communication plan.............................................................................................4
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Marketing communication is the most effective process for analysing needs and demands
of people in market place and develop various promotional strategies for increasing product
awareness. This is the most crucial activity for all kinds of business organisations. This is one of
the most effective tools which are used by firm for promoting their products and services to
attract a large number of customers (Wallnöfer and Hacklin, 2013). This report is about
McDonald’s which is currently ranked as largest brand in overall worldwide. This brand serves
its services in around 117 countries and adopts different marketing strategies for high success
and growth. The main purpose of this report is to understand two market such as China and UK
which are discussed in this project. They also adopt different promotional campaigns,
communication elements mix and targetting customers in effective manner. Promotional mix that
includes advertising, public relation, direct marketing, personal selling etc.
TASK 1
Differences in marketing campaign in two different geographical markets
For high growth and success, company adopts various modern technological and
marketing communication which makes it easier for McDonald's to market all their all products
and services at international level. Before making any strategic plan, this firm conducts a cross
cultural analysis to compare all the differences and similarities between different geographical
markets. Cross cultural analysis is a helpful method for determining the suitable international
strategy (Marsden, 2010). Company covers customers from all geographic regions and countries
while making global marketing strategy in order to gain more profitability as well as productivity
in minimum cost. McDonald’s does promotional campaign according to the geographical
segmentation such as country, state, region, city and international region for increasing the level
of growth at global level. If is an effective tool for firm with a wide national and international
market as assorted types of consumers are available in various regions who have different wants,
needs, demand or cultural characteristics.
It is important for all companies to promote products and services to increase their sales
and revenue. For this, marketing is the most effective tool and method for promoting goods
because it is a bridge between consumer and good. Business organization uses four P's such as
products, place, prices and promotion to communicate in an effective way with the customers.
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Promotion includes all forms of communication to the customers which involves public relations
or advertising. It is a major responsibility of marketing manager of McDonald's to select the best
form for promotion of their products and services to target large number of audience. Every
company must focus on good marketing plan for increasing growth level in large market place.
McDonald's face many challenges while entering into new markets to expand its operations
(Kaplan, 2012).
McDonald's in China: This firm has the largest restaurant chain across world. In the year
1990, McDonald's established its stores in China whereas, in 1992, it opened its Beijing outlet. In
the present scenario, there is around 800 outlets of McDonald's in China. There were no laws and
policies related to franchise in China. It is the biggest problem for McDonald's to make its
existence and operate services as people of China were so loyal towards Chinese cuisine and did
not prefer much variety of fast food. They preferred the traditional food and drink with different
colour, flavour, fragrance and variety. McDonald's face many difficulties for adapting Chinese
culture and their way of life for the growth of business and face huge competition as various
competitors are available there.
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Illustration 1: Classic and social media marketing, 2017
(Source: Classic and social media marketing, 2017)

McDonald's in UK: It is the world's biggest restaurant chain which serves approx. 69
million consumers daily in more than 100 countries. Company faces success as well as growth in
the UK and adopt various new strategies or plans for attracting customers at a large scale. In the
year 1974, McDonald's opened its first restaurant in UK. This firm had been expand its sales and
revenue by offering good quality services and provide more value to its customers. In the year
2009, McDonald's operated it’s around 1200 restaurants in UK. It was the most challenging time
for company to manage such a large number of outlets at the same time but McDonald's adopted
an effective plan and strategies in order to enhance its sales and revenue in UK (Rice and Atkin,
2012). Customers of UK love fast food and easily get attracted towards its food because of its
unique and delicious taste.
Promotion campaign: It is a very useful tool for this company through which they make
customers aware about all new products and services. Before doing any kind of promotional
campaign, McDonald's identify needs, demands and wants of customers on the basis of
geographical regions. After then, conduct a research programs for gaining knowledge about
segmentation and budget. McDonald's use marketing mix which include Segmentation,
targetting, Messaging and positioning to attract huge number of people towards its products and
services which will enhance sales as well as revenue. It help in enhancing the demand and wants
of products and services in market place (Albarracin, Johnson and Zanna, 2014).
McDonald's can easily be able to meet customer's wants, demands or enhance positive
response by dividing its customers into segments. Market research helps to identify target
audience according to which company makes promotional strategies and plans for improving its
brand image and profitability level (Williams and Chinn, 2010).
There are various aspects which used to be evaluating campaigns that are as under:
 Meet campaign objectives- It is the first step where organisation will help in reaching
required goals and objectives of campaign and events in proper manner.
 Meet required target respondents- This is necessary for the firm is to achieve the targets
and aims of the company which satisfy respondents in effectively for purchasing goods.
 Change in market share- Some time the company market share are alter according to the
demand and need of required goods and services.
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 Ratio change in awareness- This important for organisation is to alteration in in required
awareness programmes which help in gaining attention of customers in effective manner
towards McDonald products and services.
TASK 2
Marketing Communication plan
Marketing communication is the essence of business organisation. An organisation work
for customers to facilitate them products and services. These offerings can only be recognised
with the help of marketing communication. There are many ways by which an enterprise
communicate with customers and create value for the firm. These communication consist of
advertising, sales promotion, direct marketing, public relations etc. An administration has to
frame strategies related to effective communication with the public. Mcdonalds is one of the
company engaged in delivering fast food products and offering to customers. They have high
goodwill in fast food industry (Wilson and et. al. 2012). The strategies used by Mcdonalds in
communication with the general public is effective.
Business strategy of McDonald's: There are only 15% of the total restaurant are operated
by the Firm. The remaining 85% are operated by franchisees. McDonald's focus on effective
framework of monitoring and training of its all franchisees to ensure that they are providing good
quality services and cleanliness to their customers.
Objectives: This firm give more focus not only providing good quality services for the
present but also secure its long term reputation of brand at global market. These are as under:
 Developing understanding and stimulate desire of available services by 3% in 6 month
 Enhancing product awareness level by 5% in the next 6 months
 Increasing brand request by 2% in 6 months
Smart marketing communication: This is one of best approach used by McDonald's for
creating effective marketing campaigns for six months in large market place. Smart consist
specific measurable, achievable,realistic and timed for successful business. By using smart
marketing communication McDonald's easily understand how to incorporate all these keys in
business marketing plan. Through this, company can increase its profit and sales in fixed period
of time by making strong strategies and plans. It is very much important for company to make
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continuous changes on its existing plans and policies for high growth and success. It help in
eliminating errors, problems and issues that come in the way of profitability (Maarek, 2011).
Specific: McDonald's use specific marketing objectives to earn maximum profit in
minimum cost. This firm want to achieve various objectives for which they develop effective
plan for each. For example: If firm want to make its you tube campaign for improving brand
image and reputation among more customers then they have to adopt various new technology
and methods for making it successful. This will helpful to target more and more customers from
different geographical area which enhance profit and sale of the business organisation in certain
period of time in minimum cost. Marketing plan should be very specific to achieve set target and
objectives. McDonald desire to expand their market share by 20% in 6 months.
Measurable:To analysis the success and growth of marketing plan it is must to measure
goals and objectives. This aspect includes all the information related to the total profit, total sales
revenue and number of unit sold to measure the success of marketing plan. McDonald's has
measurable objectives in most effective manner in order to achieve more development in large
market place. For example company set objectives of selling 30% more products as compare to
previous year. This is very helpful method for McDonald's for enhancing its sales at peak point.
Company manager has to measure major objectives on regular basis by which they will not face
any type of problems at the time of execution of effective strategies and also contributes
economy.
Achievable: Growth and success of business is basically planned process. McDonald's
use achievable goals while making effective marketing plan. As company enjoy success from 70
years then, they can set marketing goal of 50% growth if company do not gain this ratio then
there must be worst business plan (Upadhyaya, 2012). It is major duty of management to
motivate and encourage employees to perform best to achieve success and growth according to
the planned manner. Setting goals make easy for the organisation as well as employees as they
get to know what target they have to achieve. McDonald's can attain their required goals and
objectives in 6 months.
Realistic: There is some difference between the achievable and realistic objectives is only
planning of resource. For achieving the target which is set by company it is must to use
appropriate resource while production process for make them in good quality in minimum cost.
It is very important to use resources in proper manner for increasing productivity as well as
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profitability of McDonald's. For example: If firm set a target but do not work on it then how will
sales jump at peak level so it is very essential to implement all the planning method in most
effective and systematic way for enhancing its sales and revenue in less period of time and cost.
For this, they should develop correct and appropriate strategies that will assist in achieving
desired targets and objectives.
Timed: Marketing plan should have appropriate scheduled for beginning or ending. This
is very important for company to use suitable techniques and new devices during production
process for minimising time as well as cost (Luxton, Reid and Mavondo, 2015). McDonald's
use advance technology for making high quality products and services so that needs and wants of
customers get satisfied. For example McDonald's have six month marketing plan then they can
analyse result by comparing actual outcomes vs. standard outcomes. This is most effective way
to known existing position of the firm in large market place. In given time period, they reach
their target aims which is 20% market share increased in 6 months.
Identification of target audience from market segments: McDonald's uses different
demographic segmentation strategies and plans according to the age parameter. Mainly they
target segment of youth, children and young urban families. They target children as they are ore
attracted towards tasty and delicious food including youngster prefer to go such location for
their fun and urban family's choice is McDonald's on different occasions such as treat to their
children as well as for party.
There are various type of targeting customers that are as follows:
 Age- It is important for company is to target their customers on the basis of age whether
they are teenager, old person, student and adult. This is necessary for McDonald is to
determine choice and taste of buyers on the basis of their age because most of teenagers
and students are like to eat burger, French fries and many other foods items which are
offer by them. Old age people are like that type of products.
 Income- Company also target customer on the basis of their income status by which they
know that how many buyers are purchase their firm goods easily. This strategy will
provide shape to the rate which charge on effective products and services and also on
marketing events or campaigns.
 Gender- Mainly firm are focus on one gender because they are target only one type of
customers. So that it shown that mostly women are purchase different types of products
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and services in the market place. Women are show their interest in buying various goods
so that company will target them for satisfy their demand and needs at the given time
period.
 Geographic- This is that major segmentation which are target by every firm for providing
different types of goofs and services to their customers in proper manner. Marketing
targeting for meet the geographic demand which is necessary for customers.
 Life style- This is also necessary target factor which help in analyse customer
background and affordable price. Company will identifying those buyers who purchase
any price products and services.
Marketing Communication Strategy: McDonald's is one of the biggest brand overall
worldwide. This firm build different strategies and plans for increasing its profitability and
productivity in global market place. For this they use advertising and promotion method for
enhance sales of goods and to aware consumer about new product. For making strong marketing
communication strategies McDonald's include advertising and sales promotion method
(Thackeray, Neiger and Keller, 2012). Advertising: This is best method for increasing sales and revenue of the McDonald's in
less period of time. Every business organisation spend lots of money on the
advertisement of their products and services which help to make presence in large market
place among customers. McDonald's spend huge capital for advertising its new services
and products so that customer easily get to know about them. This process play very
crucial role for the growth and success of the firm and also helpful in spreading important
information and details regarding goods to all the targeted segmentation. McDonald's
make various campaign in different countries such as in China, Canada and many more.
It is very helpful strategy for company to reach and persuade a consumer to purchase
goods and services.
 Sales promotion: It consist many different tool of promotion such as rebates, vouchers,
discounts, gifts, contests and many more. All these services are offered to customers for
increasing margin of sales and revenue. McDonald's also use mobile applications to
spread information to its customers about any new offers so that they can use its
advantages. It is one of most popular marketing techniques which is used by McDonald's
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and many more fast food chains. Sales promotion includes various promotional mix
elements for advertising and direct marketing.
There are various key marketing communication strategies which are as follows:
 Push- In this strategies, firm will make use of their sale force and trade promotion
functions and activities for developing desired demand of customers and try to fulfil it in
proper manner. Then manufacturer promote their products in front of distributors and
they promote among retailers and retailers lastly promote these goods among customers
in the market place.
 Pull- This is that strategies where McDonald are required to invest high amount on
promotion and advertising to build customers demand and need of specific products. If
the strategies are fulfil then it is required for making successful customers relate to
retailer for the goods, then retailer will told to the distributor and distributor are ask to the
producer if they are stock their particular goods properly. Profile- This strategies will take more time and it can not change at one day. The
company profile is totally linked with positioning and find out different stakeholders.
Effective profile will develop strong brand assets among customers in the large market
place. An enterprise with good profile and also build strong brand equity which is major
part of communication strategy.
Media plan: In communication plan it is most important after setting objectives and
goals is identifying the targeted audience. McDonald's need to be select specific target audience
for strategic communication process. Basically, there are three process used while making media
plan is identifying core values, target audience and connection between them which can impact
over performance of the business organisation. No firm can target whole public, it is very
important to target smaller segment or any specific audience. Marketing research is useful
technique for gathering information, details and to identify needs, wants and demands of
customers in global market (Shah, 2011). The main motive of media plan is to generate more
awareness regarding brand among customers so that large number of people get attracted
towards their services. It is successful marketing initiative and proper metrics methods for
measuring growth and success of campaign in different Geographical regions.
There are various types of communication mix elements that are as under:
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 Advertising- It is one of the leading factor which help in communicate with other person
in proper manner. Marketing and communication are interrelated to each other. This will
includes message which deliver through medium to reach the target customers towards
products and services.
 Personal selling- It is the second elements which help in direct interaction with other
person. Many company will use this tool for attracting large number of buyers towards
their firm goods and services. This will assist in promote different kind of commodities
among huge audience in the large market place.
 Promotions and discounts- This is that communication mix elements which help in
promoting different channels through various methods. There are various discounts and
offers are provided by company the time of promotional activities such as gifts, coupons,
rebates and many others.
 Public relation- This is the process where same type of advertising are give accurate
communication message with the use of mass media. This is necessary for firm is to build
strong relation with customers for provide them best quality goods and services in proper
manner. It will help in gaining large amount of profitability. Direct marketing- This is also important for adverting various products and services
among large number of customers. When manufacturer provide goods directly to their
customers it is known as direct marketing.
Gantt chart indicating costs, schedule and key performance indicators:
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CONCLUSION
From the above project report it has been concluded that every business organisation
need effective marketing communication for expand their business level in market place.
Company market various marketing strategies and plans to cover large market segment for
increasing the margin of profitability and productivity in different Geographical regions. This
report is based on McDonald's which is biggest brand in overall world. For increasing level of
sales and revenue it is most important for the organisation to develop strong marketing plan
according to the set objectives and goals. This firm opened its approx. 140 restaurant in India in
the year 2017 with more than 400crores huge investment amount. McDonald's develop separate
menu for the vegetarian people for satisfying huge population of vegetarian in different
geographical regions. The company have its logo in big yellow 'M' which make its unique image
among its customers in global market place.
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REFERENCES
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Rice, R.E. and Atkin, C.K. Eds., 2012. Public communication campaigns. Sage.
Albarracin, D., Johnson, B.T. and Zanna, M.P. Eds., 2014. The handbook of attitudes.
Psychology Press.
Williams, J. and Chinn, S.J., 2010. Meeting relationship-marketing goals through social media:
A conceptual model for sport marketers. International Journal of Sport Communication.
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McGraw Hill.
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Upadhyaya, M., 2012. Influence of Destination Image and Destination Personality: An Empirical
Analysis. Journal of Marketing & Communication. 7(3).
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and brand performance. Journal of Advertising.44(1). pp.37-46.
Thackeray, R., Neiger, B.L. and Keller, H., 2012. Integrating social media and social marketing:
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Shah, M., 2011. Talent Retention through Employer Branding. Journal of Marketing &
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Online
What is marketing communication (MarCom)?. 2013. [Online]. Available through
:<https://www.marsdd.com/mars-library/what-is-marketing-communication-marcom/>.

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