Marketing Communication Plan Project: McDonalds Analysis and Strategy

This document presents a marketing communication plan for McDonald's, addressing the challenges posed by competitors and changing consumer preferences, particularly among millennials. The plan emphasizes the importance of understanding customer preferences and developing a unique selling proposition. It outlines an integrated marketing communication strategy, including identifying the target market, defining brand identity, selecting appropriate channels like social media and sales promotions, and reviewing the plan's effectiveness. The document also explores media strategies such as advertising, sales promotion, and social media marketing. It concludes with a creative brief that summarizes the challenges faced by McDonald's and highlights the need for enhanced marketing communication to regain market share and effectively target the health-conscious millennial demographic. The plan suggests using various marketing tools like sales promotion and advertising to overcome the challenges faced by the company.

RUNNING HEAD: Marketing Communication Plan 0
mcdonald
Marketing Communication Plan
(Student Name)
11/19/2018
Table of Contents
Part 2..........................................................................................................................................2

Marketing Communication Plan 1
Requirement of Marketing Communication...........................................................................2
Develop Marketing Communication......................................................................................2
Design Integrated Marketing Communication Strategy.........................................................2
Media for Marketing Strategy................................................................................................3
Creative Brief.........................................................................................................................3
References..................................................................................................................................5

Marketing Communication Plan 2
Part 2
Requirement of Marketing Communication
Marketing communication plays a prominent role in the success of McDonalds.
McDonald is one of the leading companies which are known for their fast food. In the
competitive world, the company would not able to survive due to the effective marketing
communications of other competitors which affected the performance of the company. The
main challenges that McDonalds has faced is to gain the confidence of millennial as well as
the company has also lost their market share in the US because of their strong competitors
such as Burger King and Chipotle Mexican Grill. Some of the audience has assumptions that
McDonald has low price due to compromising with their quality. Therefore, it is high time of
the company to enhance their brand image as well try to cope up from the challenges they
have faced. Thus effective marketing communications is the basic requirement for
McDonald.
Develop Marketing Communication
There are certain ways through which, McDonald can develop effective marketing
communications:
Understand the preference of customers
To develop an effective marketing communication, McDonalds need to understand
the taste and preference of customers. The millennial pursue a healthy lifestyle therefore
company should analyse the preference of millennial and introduce product accordingly.
Uncover the unique selling proposition

Marketing Communication Plan 3
The Unique Selling Proposition (USP) is one of the effective ways to communicate
which drive sale of company’s products or services. It helps in to focus on the unique
problem as well as central to the marketing communication which would help the company to
compete the competitors.
Choosing Effective Marketing Communication Mix
In the recent scenario, the advancement in online marketing has opened more ways to
communicate with their target audience. McDonalds need to choose the media mix which
would help in achieving the goals of marketing communication (Luxton, Reid & Mavondo,
2015).
Design Integrated Marketing Communication Strategy
The integrated marketing strategy is developed in following ways:
Understanding the audience
McDonalds need to understand as well as identifying the target market which is
crucial to create the successful plan. The company will target millennial to sell their product
at maximum level.
Define the identity and goal
McDonalds need to create unique identity as well as positioning to which is crucial to
distinguish their product or services from their competitors.
Pick the right channels

Marketing Communication Plan 4
To coverage the target market, McDonalds can select different platforms which is the
main objective of integrated marketing communication such as social media, sales
promotions, content marketing, and offline advertisement and so on.
Review the Plan
At the end, the company need to review the integrated communication plan before
deciding to put it into the action. During the integrated communication campaigns,
McDonalds need to ensure that the methods which are selected are place to track in result or
not (Kitchen & Burgmann, 2015).
Media for Marketing Strategy
The media for marketing strategies are explained in below points:
Advertisement: it is an effective tool to target the customers who most likely will buy the
product their product. McDonalds can advertise their product through pay-per-click ads as
well as through social media marketing to capture the attention of target audience.
Sales Promotion: f McDonald uses the incentive correctly than it can definitely help the
company to accelerate the process of sale. McDonalds can offer special discounts, bonus
offers, trial offers, as well as other limited time promotions which can inspire the targeted
audience.
Social Media: the platform of social media has opened the door for McDonalds to build the
relationship, generating the website traffic as well as develop the brand awareness.
MacDonald can combine marketing with the email as well as search engine optimization
which will bring the exceptional result for McDonalds (Solomon et. al., 2014).

Marketing Communication Plan 5
It is highly recommended that the company should use such promotional tool to cope up from
the challenges of competitors.
Creative Brief
The marketing communication is an important tool to compete in the competitive
market. McDonalds is one of the leading companies in the fast food industry. But in the
recent, scenario, the market share of McDonalds has declined due to the strong competitors
such as Starbucks, Burger King entered in the market. McDonalds has also faced great
challenges in targeting the millennial due to the reason that they are more health conscious.
To overcome the challenges faced by the company, McDonalds need to enhance their
marketing communication. The company need to understanding the consumer taste and
preference as well as need to choose the effective marketing mix. To compete in the market,
McDonald need to enter with new steps in which they need to develop an effective integrated
marketing strategies in which they firstly need to select the targeted audience then make
unique identity by introducing new product according to the targeted audience at the end
chose the effective channel to reach out maximum customers. The channels can be sales
promotion, advertisement and so on. From such ways McDonalds can cope up from the
challenges that they are facing

Marketing Communication Plan 6
References
Kitchen, P. J., & Burgmann, I. (2015). Integrated marketing communication: making it work
at a strategic level. Journal of Business Strategy, 36(4), 34-39.
Luxton, S., Reid, M., & Mavondo, F. (2015). Integrated marketing communication capability
and brand performance. Journal of Advertising, 44(1), 37-46.
Solomon, M. R., Dahl, D. W., White, K., Zaichkowsky, J. L., & Polegato, R.
(2014). Consumer behavior: Buying, having, and being. London: Pearson.