The McCafe Company Ads Campaign Report

This research was produced to examine the marketing initiatives of the McDonald's Corporation and the effects they had on the business. Undoubtedly, it is among the biggest fast food chains in the globe. They possess a special coffee recipe that is in high demand worldwide. Along with other menu items, they also deal with hamburgers, hot dogs, and cheeseburgers. They have done a terrific job with their advertisements, which has helped them market their brand and ensure that consumer demand for their items is high. Among the most renown and selling ad campaigns they have made are, Golden Arches, Changeables, Global Gladiators, Mac Tonight, McDonald land, McDonalds Monopoly, McDonald’s Treasure Land Adventure, M.C. Kids, Teenie Beanies, The wacky Adventures of Ronald McDonald among other ads.

Introduction

The McCafe Company generally deals with coffee espresso beef meals and hamburgers. The McDonalds started back in 1930s which was just a food store at that time .they specialized with hotdogs at that time which was doing great sales. After a couple of years they opened up a local joint by the name “McDonalds Barbeque with twenty five menu’s in California. After doing their research on what could possibly sell more in their area, they realized that on their menus the top most sales came from, hamburgers, cheeseburgers, potato chips, coffee, soft drinks and apple juice. At around 1952, the mc Donald’s brothers had not yet achieved their main goals which were efficiency and a more catching appearance of their business. Through this they though by moving to a larger building they would achieve this which did for the company. The McDonalds have greatly invested in marketing and branding. In most cases they use the environmental changes to their advantage as in the case of the real time snow condition display which made it possible for them to sell their three most selling brands McCafe Latte, McCafe Cappuccino and McCafe Deluxe Hot Chocolates. The digital billboard connects Vancouver and Whistler Blackcomb ski resort. It features the McDonalds beverages. `

The company has a distinctive brand. Its logo contains a golden arch. The arch was created by the owner and businessman Richard McDonald who had no experience or training on design. To him the arch was symbolic with a historic association that symbolizes McDonalds.

Segmentation

This section summarizes a few ad campaigns done by McDonalds in the branding and increased sale and marketing of their products.

1. Changeables

The changeable is also known as MCRobots which was designed for the children market as they used toys produced by the McDonalds corp and was given together with fast-food meals at the restaurants. They used transforming robots where the toys would transform into food from the company. The main concept was making food molds which resembled various robots with names that children believed to be either their favorites or models. Since it was intended to be used by small children, each figure was made by a thick plastic with only three moving parts which made it easy for transformation.

Global Gladiators

It’s well known as Mick and Mark. This is a 1992 version game programmed by David Perry from the Virgin Games USA. The game theme was based on the McDonalds fast food chain and has a strong environmentalist message. This game was majorly a successor to the M.C Kids which was also a McDonald’s themed game which also featured Mick and Mack as its main characters. It was majorly a single player game where the player would control Mick and Mack through four worlds named Slime World, Mystical Forest, Toxi – town and the Arctic World. They are guided by McDonalds who appears on the very beginning of the game and when it ends.

Mac Tonight

This was one of the most common commercials ever aired in the 80s. It involved a character who had a crescent moon head and sunglasses and a piano which played the “Mack the knife” music. The ad was meant to increase the after 4pm dinner sales. It started in California but with time within the end of the year the ad run across the major states of the US. After Christmas the campaign had expanded to other cities and the sales rose by 10% in dinner time business.

McDonalds Treasure Land Adventure

This is a video game platform created by treasure Co. ltd and was based on the McDonalds fast food franchise and four of its corporate mascots from the McDonald. Ultimately the game involves following a series of adventures when following and finding treasures using a treasure map which you should follow.

Consumer buying behavior

Our case study is based on the, McDonalds Indian market. Our main product of concern in this case is fast foods where the company segmented its market on the following basis, geographically, demographically, psycho graphically and behaviorally. When we look at geographic segmentation we figure out the number of all McDonalds outlets in India where we found out to be 132 restaurants in both the North and East as well as 59 in the South and West. The demographic segmentation here looks at how the population or consumer aspect affects the product i.e. the consumer’s age, occupation, income, gender or even education. The psychological aspect refers to the convenience of the product to the customers e.g. taking tea or coffee during winter can help keep out cold. The behavioral segment looks at how the consumers’ needs are met during different occasions e.g. during birthdays or wedding there is usually a demand for buggers or beef or candies for children. These factors help in the design and branding of the products to suit the customer’s preferences at such moments.

The McDonalds targeted population here is mainly teenagers, adults and children. Children are the most sorted after when it comes to consumer products. They are the most targeted population and most brands sell through them. For instant “HAPPY MEAL” designed with toy shapes where Disney characters are used. They as well provide facilities like play place and McDonald’s mein hai kuch baat

Current trends affecting consumer buying behavior

Competition- we are living in a dynamic world where change can happen any time. New fast food restaurants are coming up day in day out with amazing menus to offer. McDonalds is not an exception in this case. There are common menus with a high demand by customers esp subways, penera breads and dunkin doughnuts. These products face stiff competition. However the, McDonalds have a creative way of dealing with such competitions. They have offered quite a low price rate compared to other competitors, offer discounts to the customers, have introduced new healthy alternatives. Also a few years back the company introduced an upgrade to their coffee as well as the Big Mac and Mc Muffin which were created for nutrition awareness.

McDonalds Marketing Mix

We look at India’s marketing mix where we consider the McDonalds 4P’s i.e. product, price, promotion and placement. The product aspect looks at the main features of the product, its design, its branding and how it’s packaged. Often McDonalds keep creating or changing the products according to the customer’s preferences esp. its tastes. In most cases due to demographic factors, most consumers have decided to go green as a way to stay healthy, this has led to the introduction of vegetarian products and dropping of the ham, beef and mutton burgers from their main menus.

McDonalds pricing is usually pocket friendly which makes it win the middle and lower class consumers whom are the majority in every target population in either of its consumer’s country. It has and Indian based line which it uses to sell its products “Aap ke zamane mein, baap ke zamane ke daam”. Customers are sensitive, in that case we should always offer the right products in the right hygienic packages and at the right timing as requested. Mc café offers all these in one package i.e. they do deliveries to customers at affordable rates and as well offer hygienic environment, good ambience and great services. What makes McDonalds a great company is its ability to do bigger and effective promotions which create awareness of their products and give a positive view of the product.in this way, customers will always have a good reason to remember the products.

SWOT Analysis of the McDonalds

Strengths

It’s an effective and a strong brand of its own

It has a very close relationship with its customers

High degree of product innovation and creativity

Weakness

Has a low depth as well as width of product

Opportunity

It has the ability to expand to tiers 1 & 3

It’s able to produce breakfast products

Threats

Often changing consumer preference

Driving forces that influence the Consumer Buying Behavior

Culture

Social factors

Individualistic and Economic factors

Psychological factors

Culture – beef and mutton in India is infamous since beef interferes with their cultural and religious beliefs. This affects the sale of the products so people prefer to take vegetarian diets either for health reasons or religious beliefs.

Social Forces – it’s obvious that interpersonal influences are common in India where an individual influences another in buying a product. In this case McDonalds makes sure that hygiene is put first in consideration when it comes to serving of their products. This makes the customer comfortable and loyal. Cleanliness is observed and best services are offered for customer satisfaction

Individual and social factors – McDonalds clientele is majorly teens and children. This can be translated to how the products are designed i.e good taste, cheap and pocket friendly and it makes people consider the McDonalds place since its beautiful/economic according to their choice and tastes especially if they have any social gathering.

Psychological Factors – the company has a great way of communicating to the public’s mind and driving the main point home which convinces the consumers. They update and makes sure the public has been kept aware of the new products or adjusted prices through their creative advertisements and slogans e.g “food, folks, and fun”, “you deserve a break today, so get up and get away- to McDonald’s”

Conclusion

McDonalds is a great worldwide brand with greatness in service delivery and production of beverages and fast foods. With an experience of over 50 years, it has been able to achieve a lot despite the challenges faced in competition, the company still has been able to outcome and prosper. There are aspects that are behind the company’s success. These are, management, marketing strategies, customer oriented service and products, flexibility, innovation and customization. We can say that McDonald’s ad campaigns have greatly helped to sell the brand since 1950s. It has managed to sell the brand products worldwide achieving over 55billion sales of coffee since its beginning.

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