COMMUNICATION STRATEGY OF MCDONALDS $ KELLOGS
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McDonald's and Kellogg's face criticism for promoting obesity but are taking steps to improve their health profiles. Kellogg's launched a "Help give a child breakfast" campaign to fund breakfast clubs in schools and provide healthy meals. McDonald's partnered with the WHO on a "Happy Exercise And Love Touch Health" project to change its image from junk food to healthy food and introduce balanced meal packages and healthy options. Both companies are using strategies like social media, press releases, and collaborations to target key audiences like schools and children with their healthy eating messages.
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McDonald's is the world's leading food service retailer with over 33,000 restaurants globally. In India, McDonald's has over 250 restaurants serving over 6.5 lakh customers daily. McDonald's India has an aggressive expansion plan and aims to appeal to customers through quality, service, cleanliness and value. While known for favorites like burgers and fries, McDonald's India menu also includes healthy options like wraps and snacks. However, the brand image suffers from being perceived as only junk food. To improve this and attract more health-conscious customers, McDonald's could introduce new lower calorie and lower fat items, and better promote the nutritional aspects of existing healthy choices.
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McDonald's is the world's largest fast food chain with over 30,000 restaurants in 100 countries. It entered India in 1996 and developed a range of vegetarian and non-vegetarian options to compete in the Indian market. McDonald's key promotion strategies were to get customers to visit restaurants, trade them up to core menu items, and encourage repeat visits. It targeted both middle and upper classes and positioned itself as a family-friendly restaurant.
Brand strategy deck design
Kellogs:Positioning is around healthy & wholesome eating for breaksfast.The challenge being- cereals are a category not everyone has on a daily basis .A marketing strategy driven by digital which helps consumers understand the advantages & convinces them to start eating Kellogs regularly.
Welcome to world of mc donalds
Richard and Maurice McDonald started McDonald's in 1940 selling hot dogs. It was franchised nationally by Ray Kroc in 1955 and became the world's largest food service chain. Today, McDonald's operates over 35,000 outlets in 119 countries, employing 1.9 million people and serving 68 million customers daily. Its consistent quality, innovation, emphasis on cleanliness and affordability have made it successful globally despite risks like health concerns and competition. Going forward, McDonald's must continue introducing healthier options and controlling expansion to maintain its lead in the fast food industry.
OfficialCommPlan2016legit
Rawlicious is a vegan restaurant located in Hamilton, Ontario that is looking to increase awareness and customer traffic. They have developed a two-part communication plan to accomplish this. The first part is a marketing campaign using social media, imagery, and video to promote Rawlicious' health-focused menu. The second part aims to engage the nearby McMaster University community by participating in Welcome Week events and partnering with the school's meal plan program. The plan provides tactics, timelines and budgets for each part of the campaign.
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My team and I chose Dr. Praeger's as a client given that the brand isn't well known in grocery stores. We wanted to dive deep and find a solution to better market Dr. Praeger's healthy products. The goal was to drive brand awareness and create engaging ads to attract the target consumer.
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COMMUNICATION STRATEGY OF MCDONALDS $ KELLOGS
- 1. Presented by : Sangam Ghimire MBA-Evening AIM Analysis and Evaluation of Communication Strategy of McDonald’s and Kellogg’s
- 2. AT GLANCE • McDonald's is one of the world's largest restaurant chains serving approximately 69 million customers daily 0ver 100 countries across approximately 36,900 outlets as of 2016. • Since 1993 , worlds leading breakfast cereal manufacturer manufactured in 19 countries and marketed in over 180 countries. Experiment different ways to cook cereals without losing the goodness
- 3. MARKET CONDITION Drawn criticism and lawsuits for promoting obesity . Ban in many countries for advertising fast food People are looking to eat more healthy Messages being circulated about the importance of healthy breakfast
- 4. KELLOGS BREAKFAST CLUB “Help give a child breakfast “ Campaign Funding breakfast club in schools Collaborating with local breakfast clubs Providing healthy meal at start of the day in safe and friendly environment
- 5. STRATEGIES Target Audiences : Schools , Children , Parents WrittenCommunication : Press Release / Blogs Television , Radio ,Internet & Social Media Marketing Face To Face : Briefing Mummy Bloggers , Employees Volunteer
- 6. MCDONALDS INITIATIVE •“Happy Exercise And Love Touch Health (HEALTH)” project, in partnership with WHO. • To change the image of Mc. Donald from the junk food restaurant to become friendly and healthy food restaurant. • To persuade frequent fast food users to change their lifestyle by buying balanced meal with McDonald’s traditional foods and new healthy foods together.
- 7. STRATEGIES •Healthy Meal Packages •Healthy Hours •Introduction of a new clown Ronnie. •Free Sport Coupon •Donations •Offers for Merchandising, credit card and on line order.
- 8. CONCLUSION Wanted to give message about importance of healthy breakfast . Succeeded in there campaign , 73 articles published , positive reviews , 500 breakfast club initiation with funds More towards changing there image of junk foods restaurant into healthy food restaurant