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McDonalds Marketing and Branding
Global Marketing
McDonalds promotes a single brand with common characteristics in markets around the world. This is the largest fast-food chain, which is represented all over the world. McDonalds occupies a leading position in the fast-food restaurant market. The international fast-food chain prioritizes its menu, as it helps attract the interest of people around the world.
Consumer Behaviour
Analyzing the behavior of McDonalds customers, it can be noted that the formation of needs is influenced by geography, age, and income level. Since fast food is a harmful, unhealthy food, its constant consumption can harm human health. First of all, buyers resort to the services of the company when it is necessary to quickly satisfy hunger, in cases when the consumer does not have time for a full lunch.
Targeting
The main consumers of McDonalds products are people with an average income. elderly people tend to exclude unhealthy food from their diet because, in unlimited quantities, it is very harmful and leads to various diseases. These products are also consumed mainly by students and young professionals, whose high rhythm of life does not leave time for a full lunch.
Brand
The current management of the McDonalds company adheres to a kind of corporate philosophy applicable anywhere in the world. The famous system assumes unconditional compliance with the 4 postulates with which the consumer associates this brand. The values that the brand adheres to our quality, culture, cleanliness and accessibility. Also, the corporations charter, which is strictly adhered to, assumes flexibility to the traditions of individual cultures and peoples.
Pricing
When forming prices for its products, McDonalds relies on some factors; according to the pricing policy, several strategies are used. Basically, three approaches to pricing are applied, the first of which is the cost of production plus the average rate of profit. There is also a demand-driven pricing and a focus on the price level of competitors.
Distribution
Burger King has outlets in 79 countries; more than half of them are located in the USA, and 99% are operated by private owners. Point owners mostly adhere to the full franchise model. The company has historically used various franchising options to expand. Franchisee licensing methods vary depending on the region. At the same time, some local franchisors (referred to as master franchisors) are responsible for the sale of sub-licenses on behalf of the company.
Advertising
Burger Kings ads are often provocative. She sometimes crosses the boundaries of what is permissible, balancing on the very edge of what is decent and indecent. Most often, these bold decisions are associated with the active competition with McDonalds. A selection of Burger Kings advertising campaigns directed against its direct competitor has brought the brand even greater fame.
Digital Marketing
Burger King digitalizes marketing with its own Burger King advertising application. It can be found in the App Store, Google Play and Marketplace. By entering a promo code when installing the application, eating at this institution for free is possible. To do this, you only need to invite other people to the application, who will enter your personal promo code during installation. Because of this advertising technique, a lot of spam on many Internet resources with calls to enter a promo code can be seen.
Marketing Planning
In recent years, the brands advertising has provoked scandals more than once. Nevertheless, these marketing scandals do not go to the detriment of the business. Burger Kings audacious marketing strategy is working: the lag in profitability from McDonalds is noticeably decreasing every year.
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