McDonald's Breakfast: Advertising and Media Strategy Report

This report presents a comprehensive analysis of McDonald's Breakfast marketing strategy in Hong Kong. It begins with an introduction to the breakfast offerings and identifies the target market. The report then delves into the market environment using PESTLE and internal analysis (SWOT), followed by a competitor analysis. Advertising objectives are established to increase sales and raise environmental awareness. Market segmentation is discussed, focusing on demographics and psychographics. The creative message strategy utilizes the unique selling proposition. The media strategy includes newspaper advertising. The report includes a detailed budget allocation and projects outcomes using KPI indicators, estimating sales increases and charity contributions. The report concludes with a summary of findings and references.

ADVERTISING AND MEDIA

TABLE OF CONTENTS
 Introduction
 Market Environment.
 Advertising Objectives
 Market Segmentation
 Creative Message Strategy
 Media Strategy
 Budgeting
 Media Mix Allocation
 Projected Outcome
 Measurement
 Conclusion

Introduction
McDonald's Breakfast is one of company full level of
satisfying of breakfast in morning. The McDonald's
Breakfast in Hong kong is having the availability of
delicious services along ineffective marketing strategies. In
the following plan here will be discussion of the target
market of McDonald's Breakfast along with effective
developments of the advertising marketing campaign into a
significant way.

Market Environment.
PESTLE
Political factor
The political concern of company MacDonald are majorly concerns with regard to the strict
labour laws in Hong Kong which is impacting the hiring process of company
Economical factor
There is good reputation id the MacDonald company which have the major application of
scientific management. The company have the development of the growing level of market shares.
Social factor
The increased level of education and employment opportunities in the Hong kong has
development the better demand of the company or fast food product which is Turin to be more
beneficial in developmental of market share among the consumer

INTERNAL ANALYSIS
 Strength
 The company will have development or preparation of breakfast
(versatile) than its existing compositor which is considered to
have the existence in more of prominent branches. McDonald
provides breakfast at 4 Am as it operates for 24 hours which no
other organisation in Hong Kong does. Thus its wider availablity
is also one of the strength.
 Weaknesses
 The company have the face the strict labour laws which is hiring
the development of products in more significant way
 Threat
 The company is facing major level of composition from its
compositor such as KFC.
 Opportunities

Competitors Analysis
 McDonald experiences strong
competition from KFC, local restaurants
and organizations such as Fair-wood in
terms of product quality as well as
pricing.
 The KFC uses highly intense promotional
techniques which attracts majority of
customers. Thus, fierce marketing
competition is threat for the McDonald.

Advertising Objectives
 To raise the environmental awareness regarding the donation of specific part of
earning into charity.
 To improve the image of firm among potential customers in significant way.
 To have providence of vegan friendly restaurant with inclusion of Omni pork
items.
 To increase the level of breakfast varieties.
 To increase the sale of company in Hong Kong.
 To have effective distribution of products by working beyond meat.

Market segmentation
 Demographics
 Early morning worker.
 Age- 10-75 years.
 Family size 1-2 in numbers.
 Family life cycle- occupations as student, employees or married couples.
 Psycho Graphics Segmentation
 Trendy and fun-loving
 Gym freak personality interested into vegan diet by adding something more
healthy in schedule.
 Social class which are such as the middle, lower uppers' and upper scupper's.
 Early morning workers who needs breakfast early in the morning.

Creative Message Strategy
McDonald is taking initiatives to create marketing strategy that offer happy meal services to customers. Therefore, this
entity is taking the unique selling proposition as there creative message strategy. It can be done in three ways as-:
 Analysing competitors- The need of the customer must be analysed so that firm can able to identify the modes in
which innovation is needed to be carried out.
 Putting yourself in customer shoes- Thus, managers to the enterprise needs to understand the perception of
customer in order get full-fill their demands.
 Brainstorming emotional concept for business- This is significant to suspend during brainstorming sessions.
Thus, customer must be humble and genuine. He must not have ego to deal with business conditions effectively.

Media Strategy
 The company MacDonald is being known as
the one of major fast food brands in the world
which is basically being communicating with
the helps of its comprehensive approval to
adverting and marketing.
 The endorsement activities executes by the
firm aids communicate effectively. Thus,
quoted firm needs to use the approach as
Newspaper to promote their product and
services to the customers. This can be one of
the effective way as this aids to get reach to
the number of customers.

Marketing expenses
Expenses Amount
Advertisement cost 5000
Website designing cost 4000
Market research cost 2500
Promotion cost 5500
Transporation cost 1500
Total cost 18500

Budget