McDonalds Advertising Promotion Case Study: What You Need to Know. McDonalds is the go-to fast food restaurant for millions of people around the world. With over 10,000 stores in 119 countries, it serves up to 50 million people a day. Also, It seems as the top of the food chain and a symbol of the American way of life. People used to just order a burger, fries, and a Coke, and then it spread to other countries because they wanted to see it as part of the “American dream”. Mcdonald’s is all about giving back to the community they serve. They say they’re not a burger company, but a people company, and that’s why their customers keep coming back for more.

Case Study of McDonalds Strategies for Advertising and Promotion

There’s more to the McDonalds dining experience than just the dollar menu. They use a variety of things like playgrounds, sponsorships, and charities to make sure their customers have a great experience. All of these things help to make McDonalds stand out from the competition. But it’s important to remember that health issues are a huge problem in today’s America. Based on the data we’ve gathered, McDonalds is still a popular choice because it’s easy and fast. As long as people don’t want to wait longer or pay more for better food, McDonalds will keep being one of the top chains out there. How Can McDonalds Advertising and Promotion Strategies Help Your Business?

Target in market

Mcdonald’s target market has always been children. From their PlayPlace to their Happy Meals to their character Ronald McDonald, Mcdonald’s has always been focused on the children’s market. Mcdonald’s introduced Ronald as an opportunity to attract families to the restaurant.

In recent years Mcdonald’s has also increased their marketing toward mothers. This makes sense since Mcdonald’s must also attract the mothers to the restaurant where the children want to eat.

McDonalds is almost a niche market. Also, They use a wide range of marketing tactics to attract children, mothers, and families.

Promotions and Current Marketing

It’s no secret that McDonalds is struggling to change its image to one of healthiness. Gone are the days when hamburgers were the company’s main advertising draw. The golden arches were the most recognizable symbol in the world before the cross. They’ve saturated the market so much that you can order a Big Mac at Wal-Mart now. The company’s problem is that they’re fighting back with health critics and consumers filing lawsuits against their unhealthy products.

The negative publicity surrounding McDonalds has created some stereotypes about the company that they’d like to change. The American public perceives McDonalds to be a restaurant that’s not as healthy as it claims to be. People don’t come into the restaurant with healthy food visions in their heads. Some people don’t eat at McDonalds. So how will McDonalds change its image? It’s a huge undertaking that may or may not be successful.

it’s what I eat and what I do…I’m lovin’ it

McDonalds latest marketing campaign is “It’s what I eat and what I do… I’m lovin’ it”, which is a follow-up to their previous global marketing campaign “I’m loving it” (September 2003). “This campaign designs to connect all of our messages about a balanced, active lifestyle,” McDonalds CEO Jim Skinner said in a press release. “It’s important to remember that there’s an important balance between eating healthy and staying active,” he added.

In the press release and media material found on McDonalds corporate website, there was only one phrase that came to mind: “a balanced, active lifestyle”.

This new marketing campaign is based on three pillars:

1. Increasing menu choice
2. Promoting physical activity
3. Providing more accessible information

The next few paragraphs will show exactly what McDonalds is doing in this new marketing campaign.

Increasing menu choice

McDonalds Asian Chicken Salad is the latest example of pillar 1, increasing menu choice. The Asian Chicken Salad is one of the newest additions to the menu at the fast food chain.

There are advertisements for this salad all over the place.

• Signage outside the restaurant.
• On-street banners.
• On the windows.
• Near the registers.
• In one food bag.
• One of the Asian Chicken salads was included as part of one of the “GoActive!” Happy Meals.
• We also saw several different versions of the Asian Chicken Salad advertisement on television.
• It was also featured in an ad in InStyle magazine.
• It’s their newest healthy option.
• Other recent menu additions include:
• Premium Chicken sandwiches
• Other premium salads

Promoting physical activity

The second pillar of the campaign is the promotion of physical activity. Also, This can see on the bags, cups, and signs in each store. The bags that contain food orders are no longer adorned with hamburger ads. Instead, they adorn with images of people leading “balanced, active lifestyles.” One bag features a woman doing yoga with the caption “Being good to yourself has never been easier…I’m lovin’ it.” This lady is sending the message that she thinks it’s easy to live a healthy life by eating at McDonalds.

McDonalds also promotes physical activity by introducing four different 15-minute workout DVDs. These DVDs are included with the purchase of the “GoActive!” Happy Meal (which includes a salad and Dasani bottled water).

During the Winter Olympics in Torino, many of the Olympic athletes were featured on McDonalds bags with inspirational messages about their active lifestyles. Also, McDonalds is doing everything it can to promote images of healthy, active people and associate them with McDonalds.

Providing more accessible information

The third pillar, more accessible information, can see in McDonalds new packaging concept, which will include nutritional information on each food box. McDonalds claims that they have been providing nutrition information to their customers for 30 years, but recent lawsuits against them and scenes from the film “Super Size Me” show that they still have room for improvement.

The lawsuits against McDonalds allege that the plaintiffs were higher weight because they were not aware of the nutritional value of the McDonalds food that they were consuming. Whether that’s true or not, McDonalds was forced to act. They were fortunate that these lawsuits were dismissed because the plaintiffs were unable to prove that McDonalds was negligent, but what happens if the next plaintiff has a better case? McDonalds must be on the defensive.

A Closer Look at McDonalds Advertising Promotion Strategies Case Study. Also, McDonalds is now putting nutrition facts right in the box. Not only does it have a nutrition facts table in every box, but they’ve also highlighted the five most important indicators that customers need to know about Calories, Protein, Fat, Carbs, and Salt. Each box has a different color for each of these indicators, and the nutrition table is just plain text. The only packages that won’t have nutrition info are those used for short-term promotions and those that have wrappers and containers for multiple products. In those cases, you’ll have to refer back to McDonalds websites and brochures at the restaurant.