McDonald's segments its customers based on demographics like kids, families and students. Psychographic segments include those seeking convenience and a certain lifestyle. Behavioral segments are occasions like kids' birthday parties. McDonald's targets parents with children, teens, youth and working professionals. It positions itself as a family restaurant known for Happy Meals, fast food, and as a hangout place.

1. 8/17/2016 Segmentation, Targeting and Positioning 1

2. McDonalds
Group No.-12
Abhishek Kumar Singh
PGMF1602

3. Segmentation
1. Demographic
-Kids, Family and Students.
2. Psychographic
-Convenience and Lifestyle.
3. Behavioral
-Occasions for e.g. Birthday parties for kids.
8/17/2016 3Segmentation, Targeting and Positioning

4. Target Customers
• Parents with Children.
• Teens.
• Youth.
• Working Professionals.
8/17/2016 4Segmentation, Targeting and Positioning

5. Positioning
• Family Restaurant.
• Happy Meal.
• Fast Food.
• Hangout Place.
8/17/2016 5Segmentation, Targeting and Positioning

6. 8/17/2016 6Segmentation, Targeting and Positioning
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