McDonald Marketing Mix
Product :- 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 cannibalize 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 McDonald's has a
diversified product range focusing 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 :- 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 that cost Rs. 50-60 and the BA products
include McAloo tikki and Chicken McGrill burgers which cost Rs. 20-30. This has
been done to satisfy consumers with different price perceptions.
Promotion :- 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. This may be supported by in-store promotions to get
people to try the product and a collectible promotional device to encourage
them to keep on buying the item.
At McDonald's 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 also scratch cards are
given when an order is placed on the various mean combos.
Place :- 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.
Vodafone Marketing Mix
Product:
· A product with many
different features provides customers with opportunities to chat, play games, send and receive
pictures, change ring tones, receive information about travel and sporting
events, obtain billing information - and soon view video clips and send video messages.
·
Vodafone live! provides
on-the-move information services.
Place:
·
Vodafone UK operates
over 300 of its own stores.
·
It also sells through
independent retailers e.g. Carphone Warehouse.
·
Customers are able to
see and handle products they are considering buying.
· People are on hand to
ensure customers’ needs are matched with the right product and to
explain the different options available.
Price:
· Vodafone wants to make
its services accessible to as many people as possible: from the young, through
apprentices and high powered business executives, to the more mature users.
·
It offers various
pricing structures to suit different customer groups.
· Monthly price plans are
available as well as prepay options. Phone users can top up their phone on
line.
· Vodafone UK gives NECTAR
reward points for every £1 spent on calls, text messages, picture messages and
ring tones.
Promotion:
Vodafone
works with icons such as David Beckham to communicate its brand values.
· Advertising on TV, on
billboards, in magazines and in other media outlets reaches large audiences and
spreads the brand image and the message very effectively. This is known as
above the line promotion.
·
Stores have special
offers, promotions and point of sale posters to attract those inside the stores
to buy.
·
Vodafone’s stores, its
products and its staff all project the brand image.
·
Vodafone actively
develops good public relations by sending press releases to national newspapers
and magazines to explain new products and ideas.
Campaigns
Beckham
is supporting the campaign to promote Vodafone live! in the UK and in other
markets. The UK campaign shows Beckham doing everyday things: a happy, relaxed,
competent shopper sending pictures and accepting a message to remember to buy
eggs. At the same time he
is
also clearly demonstrating what Vodafone live! can do.
The
TV campaign has been a huge success. Many people have seen it and can recall the
adverts. The campaign captured the imagination of the press, and many
newspapers covered stories about Beckham’s sponsorship deal. Slogans such as
‘Send it like Beckham’ help to further promote the Vodafone message. Beckham’s
image is also used on a variety of other customer communications including
in-store posters, billboards, in the company’s magazines and catalogues and in
leaflets mailed to customers.
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