MARKETING MANAGEMENT

GROUP PROJECT: 7PS

SECTION - 2
GROUP - 4

Animesh Verma DM242009

Ankit Vispute DM242010
Anu Chaudhary DM242011
Deepshikha Jat DM242017
Kshitij Arora DM242032
Pratham Gupta DM242053
Saina Yadav DM242067
Shree Raj Bansal DM242075
Vishal Narayanan DM242095
 7 Ps of McDonald’s Advertisement

Product: One of McDonald's initial objectives was to create a consistent variety of Products that would
taste the same everywhere. While uniformity is cost-effective, McDonald's has discovered that success is
guaranteed by the ability to adapt to regional preferences. McDonald's has adopted the maxim "think local,
act global" as a result. The four main food items on the McDonald's menu are chicken, bread, potatoes, and
milk. Burgers, sandwiches, fries, salads, and sides make up the bulk of their menu. They offer a variety of
breakfast and dessert selections, as well as a "McCafé" section with a large selection of drinks, including
coffees and refreshers. They frequently change their menu to reflect shifting needs, trends, and preferences.
A new product is rigorously evaluated on the market before being added to the menu, so the franchisee has a
good idea of its potential. The business changed the fast-food industry by establishing itself as the market
leader by providing affordable, high-quality meals and a kid-friendly setting. At the time, the market was
looking for these components, and the company delivered in bunches.
Pricing: The cost must be considered. McDonald's can serve a variety of market groups since they provide a
range of menu alternatives, from budget-friendly to upscale. Where the price stands in respect to rivals is a
crucial factor to consider. In the congested burger business, McDonald's is one of the least expensive
retailers; they are independent of the more expensive options and offer a simple route into the industry with
a variety of pricing options.
Affordable prices: McDonald's uses a cost leadership business strategy, and as a result, its meals and
beverages are sold at affordable pricing. Customers at the fast-food establishment have the option to eat for
less money than they would at most other eateries.
Psychological pricing: McDonald's pricing model also has psychological pricing at its core. The quick food
restaurant franchise specifically applies Price Point Perspective for example price of Maharaja Mac is Rs
159 and not Rs160.
Place: McDonald's runs a hybrid system of company-owned and franchised eateries. They are mostly
restaurant-based. It is situated in prominent locations like malls and shopping complexes. It is accessible
everywhere in Tier-1 cities and in many Tier-2 cities. It covers a lot of residential neighborhoods outside the
city limits. Typically, it is located on the right side of the highway. Customers find McDonald's drive-in and
drive-through options to be convenient. Some of these stores have kiosks where they sell a particular range
of goods, such as desserts and drinks.
Promotion: This component of the marketing mix defines the strategies used by the food service industry to
communicate with clients. This variable, one of the four Ps, focuses on marketing communications with
target customers. For example, the corporation may present new information to entice customers to buy its
new food goods. McDonald's promotional mix includes the following methods, listed in order of importance
in the business:
• Advertising (most significant) Sales promotions
• Public relations & Direct marketing
This advertisement is the most prominent example or tool for product promotion because it is a digital ad
that will target the audience and convince them to buy. Advertisements are the most visible measure of
McDonald's promotional strategies. The corporation advertises through television, radio, print media, and
online media. This advertisement has targeted every age group and category by delivering products that
cater to everyone's tastes and preferences. They are luring children by presenting "Happy Meals" with toys,
a veg menu for vegetarians, and a variety of options in a more affordable category to maximize sales.
Sales promotions, on the other hand, are utilized to attract more consumers to the company's eateries.
McDonald's, for example, gives discount coupons and freebies for specific products and product bundles in
order to attract more customers. Furthermore, through goodwill and brand building, the company's public
relations initiatives promote the fast-food business to the target market. For example, Ronald McDonald
House Charities and McDonald's Global Best of Green environmental initiative benefit communities while
increasing the business brand's value. Direct marketing is used on occasion by the company, such as for
corporate clients, local governments, or community events and celebrations.
People: People are one of the defining factors in fast food service. As the service is as good as the people
providing it. People towards whom the Ad is targeted, and people depicted in the Ad also play a major role
in the marketing of any product/service. Here the Ad depicts and emphasizes the word "different". The Ad
features people of different ethnic backgrounds, different age groups, different economic backgrounds, and
different food choices. The Ad is trying to appeal to people of all kinds, presenting McDonald's as a
common factor among all the differences.
Physical evidence: In terms of customer service, McDonald's physical presence/evidence is crucial. Future
McDonald's customers' perceptions of the restaurant are being altered. The Ronald McDonald statue that can
be seen in front of every McDonald's restaurant is the first tangible proof. No one passes up the opportunity
to take a picture with the monument since it has such a significant impression on the clients. Another
physical evidence is McDonald's treats and other toys they offer to kids which they offer in the Happy
meals. The crucial physical indicator that draws customers and strengthens their perception of McDonald's is
the packaging that can be seen in their advertisements.
Process: In terms of the process part of the market mix, the presence of process in the advertisement is
minimal, but everyone globally is familiar with the process of McDonald’s, its one of the earliest firms that
had introduced a token-based meal collection system and drive-in takeaways in the country, its order process
is seamless, flawless and takes very little time in comparison to its competitors. Even in the advertisements,
it can be seen that they deliver meals in the unique happy meal packages, the maharaja crown for the mac in
the same name, and the process of unwrapping those wrappers too provide a unique experience to the
customer.
Conclusion: One of McDonald’s greatest strengths is its ability to enter any market and capture its audience
with products that strictly adhere to its culture, moral and ethical values. The most prevalent example of that
policy is the ‘McAloo Tikki Burger’, which was an effective vegetarian alternative to the big mac, and they
also introduced a chicken alternative in place of big mac called the ‘Maharaja Mac Burger’, which contains
beef, to not offend the sentiments of the residents and in doing so it had placed itself as one of the biggest
fast-food joints in India.