Integrated Marketing Communications, Term Paper Example

According to the Wall Street Journal, food service retailers are increasing, but MacDonalds is leading globally since in 121 countries it has over 30,000 restaurants, which serves 46 million customers in a day. In the quick service segment of restaurants, it is well-known with valuable brands and in the global context is the leading fast food. Advertising, sales promotion, personal selling, direct marketing, and public relations are MacDonalds corporate elements. They have continually maintained standards and reckoned as the leading Burger Empire in America. They achieved this through using the promotional tools in their integrated marketing communications (IMC) campaign program. From this, integration and coordination of the plan has enabled them deliver a message that is consistent, clear, and compelling of the company and products available to the target population.

The first step undertaken by MacDonald during the development of its IMC program is the target audience identification. This enabled them design a promotional program that is well-coordinated in order to elicit desired response from the audience. In so doing, MacDonalds gained the trust from the general public and sensitize the public on what and whom the services target. From displayed advertisements, MacDonalds concentrates on establishing restaurants for both children and adults enjoyment. On the other hand, the Trivial Pursuit Challenge promotional strategy (happy meal edition of using a spinner instead of a die) was implemented and introduced to the restaurants, which increased the number of visitors to the business. The game was published in 2009. In addition, the value principle was also reinforced through the introduction of meal combinations of great taste made from best ingredients and added healthier meals to the menu like, the Filet-O-Fish sandwich.

Nevertheless, in today’s business environment, MacDonalds applies diverse advertising campaigns to grab their audiences’ attention. Their advertisements have embraced all media like billboards, radio, magazines, television, direct mail, and newspapers. Personal selling is one of the promotional tools that they do not give focus to at all. Their most preferred tool is the sales promotion element where on buying a happy meal customers get a premium. Mc cafe is another addition to their menu and thus, uses lower prices than competitors.

Direct Marketing

Faster sales in MacDonalds have been achieved through the use of strategies that include coupons and monopoly contest. Other forms of direct marketing include online customer service where they use providers to communicate their company’s image of healthier foods. Since the brand is well-known globally, their advertising focus is on the customer’s interest of health needs. For this element, MacDonalds uses the coupon object where at least a thousand are released on conception of a new product to the market (Akhmurzina et al., 2011, p.8). Additionally, their response rate needs to be 100% when it concerns online suggestions, comments, and complaints (Akhmurzina et al., 2011, p.8).

Sales Promotion

Children are familiar with MacDonalds because of their Happy Meals. Therefore, by capitalizing on this, strengthens their connection to both the brand and children. For example, the whole year a thousand gifts can be ‘give away’ and the establishment of at least 4 joint promotions with movies or events like World Cup or Olympics (Kliatchko, 2008) in order to provide children with entertainment. This element’s achievement can be calculated by the number of Happy Meals bought seasonally (Akhmurzina et al., 2011, p.8).

Advertisements

Commercials are in the form of television ads, the Internet, and outdoor posters are tools used for effective communication of their products. For example, a radio advertising strategy targets workers who are on-the-go and need breakfast. Therefore, during the morning rush hour the advert lures customers to drop by the store and grab a quick breakfast (Shimp, 2010). Effectiveness of these advertisements are measured through the use of 1 advertisement for each season.

Target Market

For MacDonalds case, audiences are segmented according to current dietary practices, eating behaviors, age, and existing nutritional attitudes. In the reports provided by the American Dietetic Association, the adults segments are placed into three categories depending on behaviors and public opinion polls of individual’s nutritional beliefs. “I’m already doing” is the first segment of knowledgeable individuals on nutrition who are eating healthier foods and exercising (Akhmurzina et al., 2011, p.5). This group of individuals does not need strong tactics to persuade because they are eager to learn the latest nutritional information facts and constitute 38% of adults in approximation. As such, it would be true to argue that they are the segment of MacDonalds products.

“I know I should but…” is the second segment that accounts to 30% of adults. They are knowledgeable about nutritional and know the value of eating healthy foods, but do not practice the behaviors that promote health. Therefore, for this group the health messages need to overcome behavioral conceptions rather than attitudinal resistance (Akhmurzina et al., 2011, p.6).

“Don’t bother me” is the third segment stated by the American Dietetic Association, which constitutes 32% of adults and is tough to change. Most of the adults in this category do not care; have other concerns, while some are in denial (Akhmurzina et al., 2011, p.6). As a result, they pay no attention to nutritional information in health campaigns or news.

Other segments applied by MacDonald is the psychographic that basis its decision on individuals health knowledge, opinion and attitude of MacDonalds. The first category is the “I’m already doing it”, and the next is the combination of “I know I should but…” and “Don’t bother me” groups. This group has no attitudinal boundary because it changes often due to their sources of nutritional information (Akhmurzina et al., 2011). They have different attitudes towards health issues, though their lifestyle is almost same and the greater parts are sensitive of other’s social acceptance and opinions.

In conclusion, the ICM of MacDonald uses promotional tools effectively to attain its goals and satisfy the nutritional needs of their customers. The target market considers the American Dietetic Association segments, but also considers their nutritional value, attitudes and opinions. In today’s world, individuals (adults and children) are going for foods with nutritional value because they are knowledgeable on healthier eating behaviors and habits. MacDonalds has been able to touch on all these aspects and thus, has a gained a competitive advantage.

References

Akhmurzina, R., et al. (2011). I’m Loving It: An analysis of McDonald’s fast food chains in France and a marketing communications plan to help the brand improve its equity. Retrieved from http://www.delranschools.org/9392011705335640/lib/9392011705335640/imcgroup11-111122152148-phpapp02.pdf.

Kliatchko, J. (2008). Revisiting the IMC construct: A revised definition and four pillars. International Journal of Advertising, 27 (1), 133-160.

Percy, L. (2012). Strategic Integrated Marketing Communications. New York: Routledge.

Shimp, A. (2010). Advertising, Promotion, and Other Aspects of Integrated Marketing Communications. New York: Cengage Learning. The American Dietetic Association. (1995-2013). Retrieved from