McDonald’s SM Fairview’s primary target market are shoppers of the mall who want to satisfy their hunger fast. They can choose Jollibee, KFC, Chowking and food-court. Gap is nearby fast-food restaurants are always crowded and food is served slower The market size is the average daily foot traffic of 130,000 of the mall. McDonald’s is a fast-food giant that offers standard products worldwide. It is priced relatively at par with Jollibee, 2% less than KFC and 15% less than Chowking Brand advertised thru TV, radio, print, events & experiences. Conveniently located inside SM Fairview. It uses location and available space to win customers

1. Alfredo B. Corpuz Jr. Feb 2011 10 STEP Marketing Plan for McDonald’s SM Fairview

6. PTM needs to eat in a respectable place Reference: Maslow’s Hierarchy of Needs Marketing Management, 11 th ed, Philip Kotler I need to eat Ability to eat with friends in a fast-food is a status symbol

9. Example of a 2x2 competitive position map for fast-food Place vs. Age Matrix as of 2011 Chowking KFC McDonald’s McDonald’s Jollibee Chowking KFC McDonald’s Chowking KFC Jollibee Jollibee Jollibee McDonald’s Chowking KFC Place/ Age Matrix 0-16 yrs 17-22 yrs 23-49 yrs 50yrs up Peak and Lean hours

10. Example of a benefit positioning vs. brand map for fast-food chains Benefit Positioning vs. Brand Matrix as of 2011

14. 5a. Based on competitor data, fast-food industry is over P 30 Billion in year 2000 http://www.pecc.org/food/papers/2005-2006/Philippines/ppecc-catelo-paper.pdf Reference: Estimating inflation at an average of 5% annually, fast-food industry is roughly around P 48 billion

15. 5b. At 5% average annual inflation rate, fast-food industry is roughly around P 48 billion http://www.oppapers.com/essays/Jollibee-Case/343260?topic Market Share: Jollibee: 52% McDonalds: 16% Sales: Jollibee: 19.46 billion McDonalds: 5.99 billion ((19.46B/.52) x 16%) http://www.cnbc.com/id/41699042/TABLE_Philippines_Jollibee_Q4_net_income_up_16_pct

16. 6a. Photo of product category

17. 6b. Product Description McDonald’s around the world uses 100% pure beef for its Hamburger, Cheeseburger, Big Mac, and Quarter Pounder with cheese, with no additives, preservatives or flavor enhancers. Everyday, burger patties are prepared and packaged at McDonald’s approved meat plant. Even before the beef blocks arrive at the plant, McDonald’s supplier conducts several quality checks on every batch. McDonald’s patties are grilled without using fats and oils, seasoned only with salt and pepper for flavoring.

18. 6b. Product Description They use freshly shredded lettuce in burgers. Lettuce heads contain no additives or preservatives, sourced from the cold mountains of Bukidnon and Baguio, shredded in McDonald’s approved facility

19. 6b. Product Description It uses pasteurized process American cheese slices, perfectly complementing the flavor of pure beef

20. 6b. Product Description McDonald’s Chicken McNuggets and Chicken Patties (used for McChicken Sandwich) are made from boneless breast and thigh meat, coated in a tempura batter coating. Chicken McNuggets are shaped to ensure its consistency in weight and coated in a specially seasoned breading. The fried chicken is made from bone-in chicken sourced from reputable suppliers.

21. 6b. Product Description Only skinless, prime white fish is used in McDonald’s Filet-O-Fish. The fish is sealed and stored in a temperature-controlled environment to lock in its ocean-fresh quality

22. 6b. Product Description McDonald’s world-famous French Fries are produced from only the best, high-quality potatoes of the Russet Burbank, Russet Rangers and Shepody variety. These potatoes are specially blanched and processed to retain its maximum nutrients, then cooked with fat-free Palm Olein Oil. That explains the fluffy inside, crispy outside freshness of McDonald’s fries

23. 6b. Product Description Buns are baked locally and delivered fresh regularly to guarantee maximum taste and freshness

24. 6b. Product Description Sundaes are made from milk, sugar, palm oil and stabilizer – a necessary ingredient to give the smooth creamy taste

25. 6b. Product Description All eggs have thick whites and round, well-centered, protruded yolks. That is because McDonald’s uses farm-fresh, low-cholesterol, grade-A eggs, each going through the rigorous candling process. These eggs are washed and sanitized to remove dirt, then re-coated with mineral oil to ensure they are clean. These are chilled and are only cracked before cooking to retain its quality and taste

26. 6b. What sets McDonald’s apart from competition McDonald’s maintains one of the most stringent food standards in the world. Every product is meticulously prepared, with superior quality ingredients from McDonald’s approved suppliers, so customers are assured that all McDonald’s products are fresh, safe, and delicious Quality and Safety : This is McDonald’s promise when it comes to food

27. 7. Price Comparison of package meals against Jollibee as of 2011

28. 7. Price Comparison of package meals against Jollibee as of 2011

30. 8a. McDonald’s modes of promotion (mass) 1. The promotions aspect of McDonald’s covers all types of marketing communications. One of the methods employed is advertising, sometimes known as ‘above the line’ activity. Advertising is conducted on TV, radio, in cinema, online, using poster sites and in the press for example in newspapers and magazines

31. 8a. McDonald’s modes of promotion (mass) McDonald’s commercials: http://www.youtube.com/watch?v=PmrTDZy3f2M http://www.youtube.com/watch?v=8VdG8eCxors&playnext=1&list=PL62AA6108C2524211 http://www.youtube.com/watch?v=sxlyWieYZsE&feature=related

32. 8a. McDonald’s modes of promotion (mass) 2. Sales promotion

33. 8a. McDonald’s modes of promotion (mass) 3. Public relations

34. 8a. McDonald’s modes of promotion (mass) 4. Events and Experiences

36. 8b. Competitor promo http://www.youtube.com/watch?v=SWEv3gdcbms Jollibee commercials: http://www.youtube.com/watch?v=3qIDUa-zzLs&feature=related http://www.youtube.com/watch?v=vNki_ol8lvk KFC commercial:

39. Sources http://www.mcdonalds.com.ph/ http://www.pecc.org/food/papers/2005-2006/Philippines/ppecc-catelo-paper.pdf http://www.oppapers.com/essays/Jollibee-Case/343260?topic On market share and sales: On products: http://www.cnbc.com/id/41699042/TABLE_Philippines_Jollibee_Q4_net_income_up_16_pct

40. SUMMARY