Targeting and positioning model of Mcdonalds Essay
In order to develop a marketing strategy, it is very important for organization to understand its target customers. If the firm can understand its consumer then only it can connect itself for their consumer Marketplace. Better you understand about your customers, more effectively you might communicate and market them. McDonalds features segmented their products according to bases of Demographic, Psychographic and Behavioral.
They have segmented their products and positioned goods according to kids, college students and friends and family. But they haven’t segmented many according to the Mature target group. Also they haven’t started out segment related to breakfast in each and every outlet. Segmentation: Market segmentation is defined as dividing a single market into smaller segments. The fundamental reason for separating the market in small portions is to help to make it simple to address the needs of smaller sets of customers trying to manufacture different products according to their eating habits.
Especially it is done according to the individuals who have similar features. It can be done on the basis of age, male or female, lifestyle, area, etc . McDonalds in India segmentation it has done is definitely on 3 different facets: 1) Demographic Segmentation: Kids, Family and College students McDonalds presents different products like Completely happy Meal with a free doll for kids. Intended for families they have made several outlets and meals that are suitable for takeaways and drive-thru.
McDonalds made its environment which is ideal for students of school to hang away with their close friends and can get their lunch for McDonalds. 2) Psychographic segmentation: Convenience and lifestyle Burger king has used itself according to the convenience and lifestyle with the Indian consumers, as India has a huge vegetarian inhabitants so McDonalds came up with a different sort of and new product line which include items like Mc Veggie burger and Mc Aloo tikki Burger. Additionally they made B as a location to relax and even for entertainment.
3) Behavioral segmentation: Events, for elizabeth. g. Birthday Parties of kids McDonalds could get more consumers by who they can receive most of the discuss of India Fast Food Sector but they ought to emphasis on all their Targeting approach. To Get a Sustainable Advantage over their opponents McDonalds will need to introduce new as well as altered products which contains low cholesterol articles in it. McDonalds offers so much upcoming competition in Indian market that it ought to concentrate on Differentiation of usana products increase the market size by putting into action penetration prices technique through which they should present the product having a lower price also lower than industry substitute’s price.
By this they will they can affiliate with their advertising objectives and may increase their sales and total revenue actually in future. They have to apply new positioning strategy to create a new image for consumer regarding McDonald a place with healthier variants. Burger king should observe present approach which they happen to be following and subsequent the existing advertising with healthy emails. This can be done by adding an even more organized and expertise group which can work with healthy mindful advertisement.
Presently there advertising ought to contain all the benefits and healthy features about the products McDonalds is offering. Positioning is a process of creating an image inside the mind of consumers by which buyers can be familiar with uniqueness with regards to your product in comparison to competitor’s item. In India positioning of McDonalds has become directed as a Family restaurant.
Then they started positioning based on the kids as well by launching new marketing of toys and games with their items such as Happy Meal. Inside the start they will made certain special efforts never to allow it to convert into a teenage and adults (20 to 24 many years of age) hang-out place. Today youngster and adults features became and so use to junk food that McDonalds should also target them and try to position B as a place for all.
They have to target adults also since they can pay money for quality and variety of items. This will help McDonalds to be many recognizable company in India for people numerous. Or we are able to say that they must follow notion of undifferentiated marketing in which they need to offer same marketing blend to mass audiences.
This is due to the fact that in India has second largest population on the globe and if they adopt this method and try to do positioning in respect to this procedure then they will probably be benefitted and the sales and revenue will surely increase.