Marketing Strategy (Place (How to deliver the product and services to…
Known as distribution
How to deliver the product and services to customers
Type of distribution: Intensive distribution where mcdonalds sells their products in many outlets
Transportation: use logistics partners to make sure all their ingredients reach each store daily
Order processing: front counter, kiosk, website, application
Inventory management: Just in time management where meals are prepared only when orders are placed
Distribution channels: delivery, mobile application, physical stores
Distribution centers: has over 200 centers worldwide
tactic that companies use to increase sales and maximize their profits
Types of pricing strategies
setting the price of a product higher than similar products
Eg: designer brands, LV, Gucci
price set low at first to gain market share quickly
done when new product is launched
price will increase when promotion is over/ market share objectives are reached
Eg: Circles Life
sets prices at the bare minimum to make a small profit
Targets the mass market and high market share
Eg: generic goods sold in supermarkets
: high price is charged for a product till such time as competitors
allow after which prices can be dropped
recover maximum money
before the product or segment attracts more competitors
Eg: Apple iPhone, Playstation
Product refers to either a physical product or services you plan on offering.
Product areas that should be included in this section are
Brand name: Mcdonald's
Related products or services: Burgers, Fries, Drinks, Desserts
Packaging: Bright packaging
Quality: Mediocre quality for fast food
Various aspects of how you plan on marketing
your product or service.
Areas needed to assess:
Advertising: usual media such as television, radio and newspaper ads, use of billboards and signage, and sponsors sporting events ranging from Little League to the FIFA World Cup and Olympic Games.
Marketing budget: in 2018, McDonald's spent US$476.8 million on advertising worldwide
Promotional strategy: highly focused on advertising
Publicity and public relations: good public relation with their customers, involved with customers on social media. Mcdonald's charity promotes goodwill and trust so that the company is presented in positive way.
Sales promotion: offer happy meal to children so this strengthen the relationship between the children and the brand and children would be provided with themed toys for the year.