The marketing mix of Mcdonalds consists of the various elements in the marketing mix which form the core of a company’s marketing system and hence helps to achieve marketing objectives. The marketing mix of Mcdonalds discusses the 4p’s of the leading burger chain across India offering the tastiest burgers and french fries.
Product in the Marketing mix of McDonalds
McDonald’s places considerable emphasis on developing a menu which customers want. Market research establishes exactly what this is. However, customers’ requirements change over time. In order to meet these changes, McDonald’s has introduced new products and phased out old ones, and will continue to do so.
Care is taken not to adversely affect the sales of one choice by introducing a new choice, which will cannibalise sales from the existing one (trade off). McDonald’s knows that items on its menu will vary in popularity.
Their ability to generate profits will vary at different points in their cycle. In India McDonalds has a diversified product range focussing more on the vegetarian products as most consumers in India are primarily vegetarian. The happy meal for the children is a great seller among others.
Price in the Marketing mix of McDonalds
The customer’s perception of value is an important determinant of the price charged. Customers draw their own mental picture of what a product is worth. A product is more than a physical item, it also has psychological connotations for the customer. The danger of using low price as a marketing tool is that the customer may feel that quality is being compromised. It is important when deciding on price to be fully aware of the brand and its integrity.
In India McDonalds classifies its products into 2 categories namely the branded affordability (BA) and branded core value products (BCV). The BCV products mainly include the McVeggie and McChicken burgers and the BA products include McAloo tikki and Chicken McGrill burgers. This has been done to satisfy consumers which different price perceptions.
Promotions in the Marketing mix of McDonalds
The promotions aspect of the marketing mix covers all types of marketing communications One of the methods employed is advertising, Advertising is conducted on TV, radio, in cinema, online, using poster sites and in the press for example in newspapers and magazines.
Other promotional methods include sales promotions, point of sale display, merchandising, direct mail, loyalty schemes, door drops, etc. The skill in marketing communications is to develop a campaign which uses several of these methods in a way that provides the most effective results.
For example, TV advertising makes people aware of a food item and press advertising provides more detail. Hence, McDonalds uses many above the line marketing methods. This may be supported by in-store promotions to get people to try the product and a collectable promotional device to encourage them to keep on buying the item.
At McDonalds the prime focus is on targeting children. In happy meals too which are targeted at children small toys are given along with the meal. Apart from this, various schemes for winning prices by way of lucky draws and scratch cards are given when an order is placed on the various meal combos.
Place in the Marketing mix of McDonalds
Place, as an element of the marketing mix, is not just about the physical location or distribution points for products. It encompasses the management of a range of processes involved in bringing products to the end consumer. McDonald’s outlets are very evenly spread throughout the cities making them very accessible. Drive in and drive through options make McDonald’s products further convenient to the consumers.
People in the Marketing mix of McDonalds
The employees in Mc Donalds have a standard uniform and Mc Donalds specially focuses on friendly and prompt service to its customers from their employees. All new franchise’s are trained in customer management and in keeping the customers happy.
They are also trained for handling negative responses from customers and what to do when there is high pressure on the outlet. Such kind of training is especially useful when the employee has no job experience and is working in a McDonalds outlet which is bound to get crowded on weekends or festivals.
Process in the Marketing mix if McDonalds
The food manufacturing process at Mc Donalds is completely transparent i.e. the whole process is visible to the customers. In fact, the fast food joint allows its customers to view and judge the hygienic standards at Mc Donalds. The customers are invited to check the ingredients used in food.
Physical evidence in the Marketing mix of McDonalds
McDonalds focuses on clean and hygienic interiors of is outlets and at the same time the exteriors are attractive and the fast food joint maintains a proper decorum at its joints.
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Also Read Service Marketing Mix