The principles or the guidelines which has been prescribed and imposed by the governing bodies and the internal authorities of the economy are known as the marketing principles of the marketing concept (C?toiu, Vrânceanu and Filip, 2010). The concept plays a crucial role in the success and growth of a business entity as these are the ideas which are to be considered as significant one and are also considered as the base of the formation and development of the marketing and promotional plans. These ideas keep the business corporation ahead and a step forward in the competitive environment. The concept of marketing principles can also be used by the organizations in the optimization of the performance and also it aids in the launching of the new product and establishment of brand image of the existing one (Armstrong and et al, 2014). The below presented analysis has been carried out on McDonalds which is a multinational brand name in the sector of fastfood and specialized in hamburgers. Moreover the following report will be also focusing on the segmentation, targeting and positioning of the company and how the company attains and attracts the consumers. Further the communication process and the theories adopted by the business corporation for conveying the messages and information till the customers.
The concept is of the management philosophy and according to which the company can attain the best of the goals and the targets. This mechanism also makes the identification and satisfaction of the consumers’ needs and wants (brandyoubrilliant. 2017). For example the production concept is one of the significant concepts and according to which the marketer thinks that the customers are in a need of a product which is easily accessible and available and is also economically affordable. In this concept the main focus is on increasing the quality of the products with a minimum cost.
The concept is concerned about the marketing approaches which can be adopted by the business organization for proving and determining how the marketing can be beneficial for the firm. Moreover this concept also aids in determining the types of tools which can be used by company for better and cost efficiency (Levens, 2010). For example selling concept is another marketing concept, in which an assumption is made that the consumers are in a need of an aggressive marketing and promotion of goods and services. Mostly the selling concept has been considered beneficial for the business organizations as they are done with the purpose of the clearing old stock or it can be a clearance sale.
The concept is concerned with the division or sub-division of the customers on the basis of a number of variable and factors. This concept aids the business organization in the development of the marketing plans and strategies that too with an ease as due to the market segmentation the company is well aware about the needs and requirements of the customers (Lee and Kotler, 2011). Segmentation process tends the company to develop and provide best quality of products and this also increases the efficiency and productivity of the firm. The below presented is the STP approach which has been adopted by McDonald’s for segmenting their products and services:
The process of segmentation comprises of the division of the population into smaller groups on the basis of some characteristics and different variables. It has been claimed by ambrosesmith (2016) that the below mentioned are the segmentation variables according to which McDonald’s has used for segmentation process:
Geographical: This concept has to be considered as the strategy which is to be used by the business organization while serving to the comers in a particular region or area and the audience over there have differences in tastes and preferences (Boone and Kurtz, 2013). In this variable the segmentation is carried out on the basis of region, population and density, the climatic conditions of that area etc. As McDonalds is a multinational brand name it shares a huge market area and has stores and outlets in almost each and every region worldwide. So it is of very much significance for the entity to develop strategies for each and every consumer from different regions (Hanlon. 2017).
Demographical: This is the character which constitutes of the age, gender, income level and occupation of the population, lifecycle stage etc. These all the components are of very much vital as the process of designing the products and also how much to be produced is totally based on these variables (Lamb, Hair and McDaniel, 2011). As the company s into offering tasty and healthy hamburgers, the company considers these variables significant one as the burgers are to be made after considering different age categories, the different genders, their income levels etc. For instance McAloo Tikki is one of the most reasonable and tasty food item from the menu of the company which can be easily afforded by any of the individual from any of the income group.
Behavioral: The concept is concerned with the behavior of the consumer which shows a number of variations. The way the population responds to the products and the services offered to them by the company. This may comprise of the buying patterns, perceptions and thinking etc. For instance the company can launch new food items at the time of festivals and occasions as the population is more likely to wander from places to places and have food outside.
Psychographic: This variable comprises of the social class, the standard of living of the population, life-style or the way of living etc. The thoughts and the social and the religious beliefs and also the psychology of the consumers should be considered at priority as all these influence the decision making process of the consumer (Hollensen, 2015). For example McDonalds should consider the social beliefs and religious thoughts while promoting or advertising the products. The company can connect the promotion by any religious fact of that specific region and then try to sell the goods.
The concept of targeting is concerned with the implication of some approaches which can be adopted by the business organization for the selected groups of consumers (consumerpsychologist. 2017). These selected groups are the result of the segmentation process and is one for selling the products in a more effective and efficient manner. Targeting is to be considered as the next step to the segmentation process and the targeting choice of the company depends on several factors such as are there other manufacturers serving the targeted consumers? As it will be proven difficult to the one who is already served by a rival, size of the segment, strength of the company to serve that segment etc. For fulfillment of all these factors the company should have a well-established image (Kotler, 2012). On the basis of the survey McDonalds enjoys a great reputation for fast, consistent and quality products, family friendly food items, So it will be easy for the company to target the consumes as per the above mentioned factors of segmenting. On the basis of the survey carried out by ambrosesmith (2016) it has been stated that the company seeks to some kind of specific segments from the targeted audience and then develops designs and customize the products and position the products to each of the segment.
Positioning is the concept which is concerned with the selection of the plans and the strategies or selection of the marketing mix which suits the targeted segment of the audience (Segmentationstudyguide. 2017). Positioning simply refers to the presentation and establishment of the product in the minds of the consumers in such a manner that they make a will to buy that product. It is a process in which manipulation of the marketing mix i.e. 4p’s is done. McDonald has focused on sponsorship of events and sports for enhancing its brand positioning (Chavan. 2010). For instance the company has been considered one of the eight sponsors of millennium dome experience by an investment of £8 million in Dome’s community programmer and learning experience.
The process in which the company makes use of the name, term, symbol or design for the establishment and development of a distinct and unique identity of the product and the service in the market place is known as branding. In simpler terms it can also be defined as the process in which the product interacts with the consumers through its design, layout, logo and messaging (Dahlén, Lange and Smith, 2010). Branding triggers an emotional connection in consumers. And for doing so the marketers have three prime strategies for option and which are manufacturer branding vs. private labels, individual branding vs. family brands, and co-branding.
For branding of its products and services the company has been making the use of the value preposition which was introduced by the founder Ray Kroc, many years ago. The business organization stands for friendliness, convenience and cleanliness (Gunelius. 2017). Consistency. These are the basic pillars of branding strategies which are been used by the company for establishing a brand image of the products and the services.
Friendliness: The business corporation makes the use of Ronald McDonald and his friends which are the cartoon characters (macdonaldbranding,.2017). These characters play a significant role in representing the company and the brand so as to make the whole brand more energetic. As the cartoon characters are very much close and attached to the youngster’s crowd, so it will be easier for the company to form connection with the segment.
Cleanliness: As McDonald’s is a multinational brand and operates its business all over the globe, so it is of very much essential for the company to maintain a sense of cleanliness in its outlets and stores (Wang and Pizam, 2011). Being an international chain of restaurants the entity has adopted some of the strict policies and rules for the maintenance of the cleanliness and also many quality control schemes has been adopted by the company for ensuring cleanliness of raw material of food items. This as a whole will enhance and develop the image and reputation of the company among the consumers.
Consistency: The business entity has gained success in maintaining consistency in the quality of the products and the services offered. The menu of McDonald’s restaurants has remained same from a long duration and also in each region in which the company operates the business (Keller, Parameswaran and Jacob, 2011). This has aided the company in developing a strong and large base of loyal customers for their brand and this also clears confusion of the customers.
Convenience: As McDonalds is a fast food restaurant the main point in selling the products will be of the convenience of having the meals here. And in the recent time the company has successfully developed a number of additional services for maximizing the convenience of getting and eating food from them. For example there has been an extension seen in the opening and closing hours of the outlets, the food delivery services has made more faster and also the sitting arrangements and the other required amenities have been improved.
Communication is the process by which the business organizations creates awareness among the customers and also in the market place regarding any of the changes or the information which can be required to be known by the consumers (Aaker, 2012). The communication process is the medium by which the company is able to reach to the consumers and also remains in touch with them so as to form strong bonds and connections. This mechanism plays a significant role in building a chain in between the consumers and the company. Each and every business organization has its own separate communication process and so McDonald’s also have one and the same has been mentioned as follows:
McDonald’s have a mission to become the customer’s favorite place and way to eat and drink. “The Plan to win” is the strategy of the business entity around which all the operational activities carried out globally are aligned and which has its prime focus on exceptional customer experience – people, product, price, place and promotion (Badami, 2013). A commitment of continuous improvement in the functionalities and also enhancement in the customer experience, The business organization makes use of many contemporary platforms for developing a smooth and flawless communication process and from them social media can be proven the best suitable and beneficial for the entity.
Facebook is one of the largest platforms for any of the business corporation so as to promote and also to communicate with their consumers (Jhons. 2017). McDonald’s have around 61 million of likes in their Facebook page which presents a strong base of customers who likes and uses the brand and this information show how big and well-known is the brand of McDonalds. The main aim of this platform is to provide the latest information and details of the products and the services to the customers. Also the consumers can be updated with some sought of special offers or modifications in the menu if any done by the company (Kotler and Pfoertsch, 2010). There are many segments created by the company for each country which presents particular information for grabbing the attraction and attention of the different clients around the world that each one has their own particularities. This web page is made for the whole world although they have the abilities to select the region for the different offers.
McDonalds has a large customer base all over the world and YouTube is also one of the biggest platforms which keeps them updated about the company, products and new schemes and offers if any. McDonald posts videos on the website and through which create awareness regarding particular aspects (Keller, Parameswaran and Jacob, 2011). The customers then play the videos over the channel and provide their feedbacks and views on the same.
There are other strategies or platforms which can be used by the business corporation for communicating with their customers such as print media, ads in business magazines, pamphlets and height hoardings.
Conclusion
From the above carried out analysis it has been inferred that principles of marketing is the concept which is concerned with the attainment of the pre-determined goals and objectives and also making identification of the needs and requirements of the customers and satisfaction of these needs to their best level. In the above analysis comparison has been presented of the two definitions of the principles of marketing.
In the light of the above discussion it can be inferred that McDonalds has focused on social media and other contemporary means for communicating with the consumers and also company has been using value of preposition for branding of the products and services.
It has also been concluded that segmentation, targeting and positioning are the three factors which has been used by McDonald’s for marketing the products to the consumers successfully.
Change in the mediums and channels: It is better if McDonalds doesn’t use these mediums for their communicating with the consumers because the information presented before the customers is not all the time positive and this may create an impression that they can get negative and result in a decline in the interest in the brands.
If the company continue using Facebook: If the company can create a Facebook page different for each country or market, this will help them in a better promotion and branding of the products in different regions, because now with only one Facebook page they accumulate big numbers of likes but the information that those people see is unsatisfactory for them.
A little more focus should be on webpage: The company should be more clear about the presentation and layout of the web-store as the information here is more useful for the customers who prefer online channels for buying products. The bad comments that are send in the social media generate a bad image of the company and being focus in this platform they can minimize this kind of negative effect.
References
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