12. SEGMENTATION Segment Marketing TARGETING Kids, Families, Student, Café-goers, Working Adults SELLING Transactional Selling, Phone/Internet Orders, Drive-Thru MARKETING MIX Product: Wide Range Price: Competitive, Affordable, POSITIONING i’m lovin’ it Ronald McDonald Brand Integrity DIFFERENTIATION Kid’s Favorite Place Shared Lifestyle Int’l Pricing, Price Discrimination Promotion: Coupons, TV ads Place: Intensive Distribution SERVICE Good Customer Service, 24- Hour outlets, Delivery Service PROCESS Cost efficient, transparent, Quality products 51
13. Target Market (and Customer Profile) Kids - 3 to 7 years Happy Meal (healthier choice) with free toys Families - Weekend outings or meals Drive-Thru, Takeaways, McDelivery, Happy Meal Students - Primary, Secondary, JC, Poly, Uni (a place to hang out or study) Student Meals, outlets at SP, NYP, NUS and NTU, 24-Hour Café goers - for quieter ambience, a place to relax or read or even business entertainments McCafe Working Adults - seek convenience meals; “grab and go” Drive-Thru, Takeaways, McDelivery, 24-Hour
14. Market Segmentation Geographically-segmented Islandwide Tampines, Woodlands, Clementi, Orchard, NTU… McCafes – 22 outlets islandwide Demographic Segmentation Kids, Family, Students Psychographic Segmentation Convenience and Lifestyle Behavioral Segmentation O ccasions, e.g. birthday parties
16. Product PRODUCT McDonaldland Concept: McDonaldland-themed Playground McDonaldland Membership Card McDonaldland Exclusive Line of Kids Wear
17. Product Front view McDonaldland Membership Card Targeted at kids below 12 years Membership Fees S$10 per year Register at any McDonalds outlets in India. Register online, Back view
18. McDonaldland Kids Wear Targeted at kids 7 colours per design; Red, Pink, Blue, White, Black, Green and Yellow Sizes; XS, S, M, L, XL
19. Why the Kids Market? Children remains as one of the main target market for McDonalds, why not expand the market? “ Every parent loves their kid(s)” CROSS-SELLING opportunities Despite the declining birth rate, we will expected a fall in population for that target market. However, we can BOOST demand through….. 54
20. Why the Kids Market? Demand = Population x Price x Frequency Population = ↓ Price = Competitive Pricing or Penetration Pricing Frequency = ↑ Thus, our marketing objective will be to look at ways to increase frequency, buying behaviours and upselling. Demand Function 55
21. I Love Children I Have Gifts For them, They Can play Games also
24. Place McDonald's opened its doors in India in October 1996. Ever since then, our family restaurants in Mumbai , Delhi , Pune , Ahmedabad , Vadodara, Ludhiana, Jaipur, Noida Faridabad, Doraha, Manesar and Gurgaon have proceeded to demonstrate.
31. Promotion PROMOTION Banners Outside McDonaldland outlets to create awareness Roadshows a max. of 3 roadshows a month around Singapore (near shopping malls or MRT stations) to create awareness and encourage membership sign ups Public Relation - sponsorship of Kids Central Membership perks and benefits Bundling offers to spur buying behaviour Launch McDonaldland concept on Children’s Day (every Children’s Day is our birthday) 72
32. POSITIONING i’m lovin’ it Ronald McDonald McDonaldland Brand Integrity DIFFERENTIATION Kid’s Favorite Place Shared Lifestyle
