Using 6P Approach

MCDONALD’S
Marketing Analysis



                Jewell A. Arena
                  May 2010
        Ate...
Outline:
6P of Marketing Analysis

1.   Primary Target Market
2.   Positioning
3.   Product
4.   Price
5.   Promo
6.   Pla...
Primary Target Market

1.   Young ones
2.   Teen-ager
3.   Lovers
4.   Barkadas
5.   Family
6.   Elderly
Positioning


 World's best quick service restaurant experience.
Being the best means providing outstanding quality,
  ser...
Values (CMITE)

   Customer-driven
   “Malasakit”
   Integrity
   Teamwork
   Excellence
Quality, Service &
Cleanliness (QSC)

   Are the standard for success. It is the
    foundation for customer satisfaction...
Diversification




                            McCafe



Birthday Parties
                    Drive-Thru
Products
Main Products in Global
     Market

   Big Mac
   Cheeseburger
    French Fries
    Egg Muffin/Hot Cakes
   Apple Pi...
Local Products (Phils.)

   Chicken McDo
   Burger McDo
   McSpaghetti
   Filet-o-fish
   Chicken Nugget
   Salad
Price

                 Students                   Employees




     Parents/Family                                Senior...
Promo

   Kiddie Crew every Summer
   Latest Disney Movie Toy inside the
    “Happy Meal”
   24/7 Delivery and some ret...
Happy Meal
24/7 Delivery
Combo Meal/Mcsaver Meal
Playground




Mascots
Public Relation

   Ronald McDonald House Charities
    (RMHC). RMHC supports children’s
    development and well-being t...
Bahay Bulilit

   a partnership between RMHC and the
    Department of Social Welfare and
    Development (DSWD), builds ...
Bright Minds Read (BMR)

   a partnership program with the
    Department of Education that teaches
    beginning reading...
Place

   Near Schools
   Near Offices
   Malls
   Markets
   Near Churches
   Near Hospitals
   Booths in public p...
Quality of Place

   Convenient
   Clean and Organize
   Restrooms always sanitized
   Air-conditioned place
   With ...
Survey
  What fast foods are you familiar to?



                         other
      McDonald's         26%
         33%
...
Where do you most prefer to eat?




McDonald's,
   35%
                     Jollibee, 65%
45%
40%
35%
30%
25%
20%
15%
10%
5%
0%
      Appetizing   Economical   Fast service   Pleasing
        food          price ...
Was the food served hot?




yes




no



  65       70               75    80

            No. of Respondents
Was the food served in less time?


              53%
54%

52%

50%
                                   47%
48%

46%

44%
 ...
Is the fast food's place clean?

  70%
  60%
  50%
  40%
  30%
  20%
  10%
   0%
                yes                      ...
How often do you eat there?



      24%




                                                52%
9%

         15%



thric...
Summary

                      Promo



                      PTM= ALL




                     Position=QSC


           ...
References

   Http://www.mcdonalds.com.ph
   www.cydf821philippines.com
Jewellarena Midterm Assignmentcomml Analysismcdo5 16 2010
Jewellarena Midterm Assignmentcomml Analysismcdo5 16 2010
Jewellarena Midterm Assignmentcomml Analysismcdo5 16 2010
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Jewellarena Midterm Assignmentcomml Analysismcdo5 16 2010

  1. 1. Using 6P Approach MCDONALD’S Marketing Analysis Jewell A. Arena May 2010 Ateneo Graduate School of Business 1
  2. 2. Outline: 6P of Marketing Analysis 1. Primary Target Market 2. Positioning 3. Product 4. Price 5. Promo 6. Place
  3. 3. Primary Target Market 1. Young ones 2. Teen-ager 3. Lovers 4. Barkadas 5. Family 6. Elderly
  4. 4. Positioning World's best quick service restaurant experience. Being the best means providing outstanding quality, service, cleanliness, and value, so that we make every customer in every restaurant smile."
  5. 5. Values (CMITE)  Customer-driven  “Malasakit”  Integrity  Teamwork  Excellence
  6. 6. Quality, Service & Cleanliness (QSC)  Are the standard for success. It is the foundation for customer satisfaction and repeat visits. We believe that taking good care of our customers is the first vital step toward effective sales building. Without consistently superior QSC levels, other sales-building efforts are useless.
  7. 7. Diversification McCafe Birthday Parties Drive-Thru
  8. 8. Products
  9. 9. Main Products in Global Market  Big Mac  Cheeseburger  French Fries  Egg Muffin/Hot Cakes  Apple Pie  Sundae  Happy Meal
  10. 10. Local Products (Phils.)  Chicken McDo  Burger McDo  McSpaghetti  Filet-o-fish  Chicken Nugget  Salad
  11. 11. Price Students Employees Parents/Family Senior Citizen Class B and C People  Affordable, Competitive, Reasonable
  12. 12. Promo  Kiddie Crew every Summer  Latest Disney Movie Toy inside the “Happy Meal”  24/7 Delivery and some retail stores  Public Relation with corporate social responsibility
  13. 13. Happy Meal
  14. 14. 24/7 Delivery
  15. 15. Combo Meal/Mcsaver Meal
  16. 16. Playground Mascots
  17. 17. Public Relation  Ronald McDonald House Charities (RMHC). RMHC supports children’s development and well-being through Bahay Bulilit and Bright Minds Read (BMR). Every Happy Meal purchase gives 50 centavos to RMHC.
  18. 18. Bahay Bulilit  a partnership between RMHC and the Department of Social Welfare and Development (DSWD), builds day-care centers and provides primary education to children below 6 years old.
  19. 19. Bright Minds Read (BMR)  a partnership program with the Department of Education that teaches beginning reading to Grade 1 public school students.
  20. 20. Place  Near Schools  Near Offices  Malls  Markets  Near Churches  Near Hospitals  Booths in public places during holidays like Christmas, All Saint’s Day & others.
  21. 21. Quality of Place  Convenient  Clean and Organize  Restrooms always sanitized  Air-conditioned place  With playground  With free parking  With security guard
  22. 22. Survey What fast foods are you familiar to? other McDonald's 26% 33% Jollibee 41%
  23. 23. Where do you most prefer to eat? McDonald's, 35% Jollibee, 65%
  24. 24. 45% 40% 35% 30% 25% 20% 15% 10% 5% 0% Appetizing Economical Fast service Pleasing food price place
  25. 25. Was the food served hot? yes no 65 70 75 80 No. of Respondents
  26. 26. Was the food served in less time? 53% 54% 52% 50% 47% 48% 46% 44% yes no
  27. 27. Is the fast food's place clean? 70% 60% 50% 40% 30% 20% 10% 0% yes no Series1 58% 42%
  28. 28. How often do you eat there? 24% 52% 9% 15% thrice a week once a week once a month everyday
  29. 29. Summary Promo PTM= ALL Position=QSC New TV Commercial More Drive-Thru almost quarterly Promo
  30. 30. References  Http://www.mcdonalds.com.ph  www.cydf821philippines.com

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