Effective Marketing Strategies adopted by bigger companies
McDonald’s Promotional strategy and their Target market
When
talking about the fast food industry, no doubt, McDonald is the most
valued and a very famous brand in the world. Being a vast and huge
corporation with more than 30,000 outlets and having presence in around
121 countries, the company earns a profit of 2 billion dollars per year
and serves over 35 million consumers daily. With an effective strategy
to target the family and the children customers, with their happy meals
and best prices, McDonalds has emerged as the most successful brand in
the world. McDonald initially offered very cost effective prices on
their products thus gaining more and more number of family customers and
adding to their profit. The company chose its locations into the
suburbs and downtown areas which increased its customers to many fold
thus increasing its earnings as well. McDonalds was the first Hamburger
chain to do so (Greco and Michman 1995).
McDonalds primarily
targeted children and designed their advertisements with the same view
so that profits can be maximized and customer database could be
increased. This strategy of the company invited some amount of critics
and therefore is a matter of debates. Every product has a target
audience and the promotional ads are designed so as to attract the
target audience of a particular class. It is also possible for a
commercial advert to aim at many audiences and get their identity.
Although it is believed that McDonalds target only the children but in
reality their adverts aim at the larger families too. A fine example of
McDonald advert can be seen in an advert wherein a working mom is asking
her kids what they would prefer for the dinner and the kids
spontaneously reply that they would be happy to go to the McDonalds
(Sutherland and Sylvester 2000).
The company has also aimed on a
global fund raiser which benefits Ronald McDonald house charities and
kids or children around the globe. The global corporation helps the
local community children and families who are in need of any kind of
assistance. Ronald McDonald house charities gets support from the owners
of McDonald’s food chains operating worldwide by independent
businessmen and businesswomen.
People
of different cultures and backgrounds can be disseminated by way of
promotional culture. Firms will have to be creative and come up with new
ideas that can attract their target audience and bring more number of
customers and business there by increasing profit. It is understood that
the company enjoys the goodwill of its customers as they have been
serving them and ensure them that new promotional campaigns only build
trust and customer loyalty between the company and the customer. It is
important to note that companies use the available resources to attract
their target audiences and sometimes even after applying the right
strategies things do not go in favor of the company and that is where
the quality and goodwill of the company counts. McDonalds has offered
the best rates and are able to give the best quality to their customers
so the customer’s loyalty will keep the company always ahead of their
competitors. Speaking in broader terms, McDonalds is far ahead of
Wendy’s as far as profit making is concerned and also attracting the
customers through innovative adverts and promotional campaigns is
concerned. On the contrary to McDonalds, Windy’s focuses on women as
their target audience so it would not be appropriate to measure the two
company’s success using same parameters as they have different target
audiences to promote their products. Even if both the giants deal in
food products, their strategies are different yet they are successful in
their businesses. Therefore, to conclude, it can be safely said that
the food chains are making use of right marketing strategy to promote
and market their products and create an impact on their customers.
