Table of Contents

What is marketing..........................................................................................................................................4
Concept of marketing.....................................................................................................................................4
Production Concept....................................................................................................................................4
Product Concept.........................................................................................................................................4
Selling concept...........................................................................................................................................4
Marketing concept.....................................................................................................................................5
Types of Marketing........................................................................................................................................5
Digital Marketing.......................................................................................................................................5
Content Marketing.....................................................................................................................................5
Event Marketing.........................................................................................................................................5
McDonald’s...................................................................................................................................................6
Introduction....................................................................................................................................................6
Mission and Vision....................................................................................................................................6
Interrelation of different departments in McDonald’s...................................................................................7
Interrelation Between Production and Supply chain departments.............................................................7
Interrelation Between the Sales and Marketing department......................................................................8
Swot Analysis................................................................................................................................................8
Strengths....................................................................................................................................................8
Weaknesses................................................................................................................................................9
Opportunities..............................................................................................................................................9
Threats........................................................................................................................................................9
Pestle Analysis...............................................................................................................................................9
Political and Legal Factors.......................................................................................................................10
Economic and Technological Factors......................................................................................................10
Social and Envirinmental factors.............................................................................................................10
McDonald’s Perceptual Map........................................................................................................................11
What is Marketing Mix...............................................................................................................12
Marketing Budget..........................................................................................................................12
7P’s of Marketing Mix...................................................................................................................13
5C’s of Marketing Mix..................................................................................................................14
Strategies and Tactical Approaches Applied by McDonald's..........................................................14
Innovation and Product Development Strategy of McDonald's.....................................................14
Cimpetitive Strategy of McDonald's..............................................................................................15
Brand Positioning and Growth Strategy of McDonald's................................................................15
Global Exapnsion and Penetration of McDonald's........................................................................15
Marketing Plan
Introduction of New Product......................................................................................................16
Logo...............................................................................................................................................17
Tagline...........................................................................................................................................17
Corporate Color.............................................................................................................................18
Packaging.......................................................................................................................................19
Target Audience.............................................................................................................................19
Marketing Environment:............................................................................................................20
SWOT Analysis of Product.........................................................................................................21
Strengths........................................................................................................................................21
Weaknesses....................................................................................................................................21
Opportunities.................................................................................................................................22
Threats...........................................................................................................................................22
Positioning Map:..........................................................................................................................22
Digital Marketing.........................................................................................................................22
Social Media Marketing..............................................................................................................22
Advertisement................................................................................................................................22
Marketing Budget for Digital Marketing.......................................................................................22
Offline Marketing..........................................................................................................................22
Marketing Budget for Offline Marketing..................................................................................23
Relevant performance metrics.......................................................................................................23
Return on Investment (ROI)..........................................................................................................23
Cost Per Acquisition (CPA)...........................................................................................................24
Cost Per Lead (CPL)......................................................................................................................24
Click-Through Rate (CTR)............................................................................................................24
Bibliography.................................................................................................................................25
What is Marketing
A process in which company attract the customers by promoting, selling and distributing
products or services. It includes consider needs and wants of customers by creating new plan and
strategies to target customers. The main purpose of marketing is to enhance values for the
improvement of product and services to encourage the customers (BAKER, 2016)

Concept of Marketing
The marketing concept is a process that revolves around by fulfilling customer’s need and want
while achieving organizational goal. It's an approach that focus on understanding customer needs
and preferences, then designing products, services, and marketing strategies to satisfy those
needs better than competitors. This concept also emphasizes on building long-term relationships
with the customers by delivering superior values. The activities that create and exchange values
for the customers in building relationship as well (BAKER, 2016)
 (BHASIN, 2023)

The Production Concept

First concept of marketing is that when an organization focus on its production as their
customer’s need. The concept also suggests that people prefer those products and services that
may be available and affordable in the certain market area, which is essentially the idea of the
production. (ASHLEY, 2023)

The Product Concept

The product concept of marketing is a science that includes qualities and features of a product or
service as a primary driver of consumer purchasing decisions. It also includes the belief of the
consumers will favor products that have the most quality, performance, or innovative features in
it (BHASIN, 2023)

The Marketing Concept

The brand that utilizes the marketing concept and spend time to know about their customer’s
liking and disliking. They understand that what problems their customers have, so they can
develop products and services to solve those issues (BHASIN, 2023)

The Social Marketing Concept

This idea places a strong emphasis on attending to customers' requirements and requests in order
to address their issues and guarantee that they won't suffer any harm. (BHASIN, 2023)
Selling Concept
The selling concept in marketing is the emphasis on promotional activities and sales techniques
to persuade consumers to buy a business's goods and services. It also functions on the premise
that unless the business makes a significant effort to promote itself, customers won't purchase
enough of its goods and services. (CHAN, 2011)
Types of Marketing
Digital Marketing
Digital marketing also includes all the marketing efforts by utilizing electronic tools and internet
to engage the customers to promote products or services. It also includes various online channels
through different sources the company can spread its massage (HANDLEY, 2018)
Content Marketing
It relates with the creating and the distributing of valuable, relevant, and consistent content to
attract and engage targeted audience. This content aims to drive profitable customer action and to
build brand loyalty over time (HANDLEY, 2018)

Event Marketing
Event marketing shows a strategical promotion of the events such as conferences, trade shows,
new product launches, and the marketing activations to engage target audiences and achieve
specific marketing objectives for the organization (CHAN, 2011)

COMPANY
Introduction
McDonald’s is the largest and most recognizable fast-food chain globally, best known for its
burgers, French fries, and iconic sandwiches like the Big Mac, Quarter Pounder, and Egg
McMuffin. Moreover, a kid-friendly Happy Meal is available. Based in Chicago, this brand is
among the most well-known ones available.. (ENCYCLOPEDIA, 2024)
By the early 21st century, there were over 360 of these houses operating throughout the world,
and Ronald McDonald House Charities (RMHC) was established in 1987. In 2022, McDonald's
donated $20 million to RMHC as a portion of a $100 million pledge. The market price of its
shares is 292.50. It earns $25.49 billion annually.

Mission and vision

McDonald’s has some unique qualities and it cares about values that it gives to the customers. It
says that “Our mission is to make delicious feel-good moments easy for everyone.” Its vision is
“to move with velocity to drive profitable growth and become an even better McDonald’s,
serving more customers delicious food each day around the world.” (PAREIRA, 2023)

Interrelation of different departments in McDonald’s

McDonald’s has innovative approach to its management, and it emphasizes the interrelation of
departments within the organization to be foster collaboration, efficiency, and customer-
centricity. For this purpose, a special team is there to look all the departments inter-connection.
(ONLINE, 2024)

Interrelation Between Production and Supply chain departments

It is also a serious task for the organization to focus on connection of production and supply
chain management department. McDonald’s team is more efficient in this relationship, so
throughout the process it works with efficiency and systemized manner to boom up the product
values. (ONLINE, 2024)
Interrelation Between the Sales and Marketing department
When we talk about the Sales and Marketing departments. They have a symbolic relationship
and to work together to drive revenue, attract customers to promote the McDonald’s.
McDonald’s has large space in sales market by pushing forward marketing strategy to enhance
its revenue through large amount of sale. (ZHANG, 2017)

SWOT Analysis of McDonald’s

A SWOT analysis for McDonald’s, it consists in values including strength, weakness,
opportunity and threat. Like every organization it has some positive and negative views about the
brand efficiency. So here is detail of all;

Strengths of McDonald’s
McDonald’s possesses several strengths so that have contributed to its success and competitive
advantages in the global marketplace where they are able to perform well. Its unique taste and
the values which it provides to its consumers (RASTA, 2024)
Weaknesses of McDonald’s
As there are benefits to the franchise model, McDonald's also loses some control over the caliber
and consistency of its offerings at various locations. Numerous issues pertaining to labor
methods, environmental effects, and animal welfare have been directed towards McDonald's,
potentially harming the company's reputation and brand image. (RASTA, 2024)

Opportunities of McDonald’s
It is a chance for McDonald’s to enhance the menu and capitalize on the growing health-
conscious consumer segment. McDonald's can continue to expand its full of variety items for its
targeted customers. (RASTA, 2024)

Threats of McDonald’s
Several fast-food businesses, as well as other kinds of eateries and food delivery services,
compete with McDonald's. McDonald's conventional business model may be put to the test by
changes in consumer tastes toward food options that are fresher, healthier, and more ethically
sourced. More regulations pertaining to labor practices, environmental standards, food safety,
and labeling may result in higher expenses and operating difficulties for McDonald's. (RASTA,
2024)

Pestel Analysis of McDonald’s

It is a analysis of McDonalds products to check its position in the market;
Legal and Political Factors
When there some changings by law, rules and regulations, within the country that can change
behavior and culture of the organization. which can also vary by region and require ongoing
monitoring and compliance (KHALIDA, 2019)
Economical and Technological Factors
Fluctuations are in GDP growth, inflation rates, and unemployment levels can also influence
consumer spending patterns and affects McDonald's sales and profitability. As McDonald's
operates globally, fluctuations in the exchange rates can impact on its financial position,
especially in those countries where it has a sufficient portion of its revenue. (KHALIDA, 2019)

Social and environmental Factors

Now Society Shifts in consumer preferences towards the healthier food options, ethically
sourced ingredients, and sustainable practices that can influence McDonald's menu offerings and
marketing strategies. Increasing in the awareness of environmental issues that has led to growing
pressure on the companies like McDonald's to adopt sustainable practices, such as reducing
plastic waste, sourcing ethically produced ingredients and minimizing carbon footprint.
(KHALIDA, 2019)
McDonald’s Perceptual Map

Marketing Mix:
It is a method for looking at the factors that could directly or indirectly affect a commercial
operation. is primarily tactical in nature that can be apply to carry out the overall marketing
strategy (KOTLER, 2018) These marketing tactics can meet consumer’s needs and desires
effectively by placing its offers to its loyal targeted customers (OPRESNIK, 2020)
Marketing Budget:
Marketing budget shoes a set of amounts of that has allocated by a company or an organization
for marketing activities within a specific period or for a typically financial year. This budget of
McDonald’s includes all expenses related to marketing efforts that aimed at promoting products
and services, increasing revenue, building brand awareness, and driving sales (BAHADOR,
2019)

7 P’s of Marketing Mix:

 1. Product:
There are numerous instances where McDonald's has altered its product to comply with national
religious laws and practices. For instance, McDonald's serves Halal food to customers in Islamic
nations like Malaysia and is prohibited by religious legislation from selling hamburgers with pig
as an ingredient. Aside from that, McDonald's offers Vegetable McNuggets and a Maharaja Mac
made with mutton in India. (VIGNALI, 2001) this type of innovation and customized products
are necessary for the McDonald’s in a country where there is a contradiction in the believes and
norms and ethics (BAHADOR, 2019)

2. Price:
Price, also referred to as the value charged for any good or services. Setting a product's price is a
very challenging process for businesses because there are so many factors to take into account,
including the necessity of the product, the cost involved, the consumer's responsibility to pay,
international regulations, government limits, and the prices competitors are charging for
comparable products.
Due to a few previously discussed variables, McDonald's has established varying prices for their
Big Mac in different nations. MacDonald's pricing strategy looks at each country's demand for
their goods in order to increase market share (BAHADOR, 2019)
3. Place (Distribution):
The third and important component of the marketing mix is place. It includes the location can
comprise the company's headquarters, distributors, storefront, potential online product
placement, and logistical through which these sources are used (BAHADOR, 2019)
4. Promotion:
One of the most effective strategies a business can do to boost sales is promotion. Promotion is
the process by which a business informs potential clients about the qualities and advantages of its
products. A promotion campaign can boost sales, foster brand loyalty, and raise customer
awareness of a company's products (ISORAITE, 2016). (BAHADOR, 2019)
5. People:
McDonald’s values for its staff and customers have significant role. Their role in delivering food
is more valuable. McDonald’s employees serve as brand ambassadors and they representing the
company's values, norms and commitment to their customer’s satisfaction (BAHADOR, 2019)
6. Process:
McDonald’s focuses on regulating its business processes to improve efficiency and customer
satisfaction as they need of taste from the company. All the recipes are on prescribed standers
with respect area (BAHADOR, 2019)
7. Physical Evidence:
McDonald’s always emphasizes on the physical evidence of its brand through those factors such
as product design, packaging, recipe, taste and delivery of food (KOTLER, 2018)

5 C’s of Marketing Mix:

It is a model of marketing mix framework that focuses on various aspects of marketing

strategies. This framework used by marketers to analyze both the internal and external factors
that can effect a business's marketing strategy.

1. Customers:
McDonald’s prioritizes understanding its customer’s needs, preferences, and behaviors. Because
these are asset of the company. McDonald’s conduct market research to gather insights into
consumer demographics, psychographics, and purchase motivations (KOTLER, 2018)
2. Company:
McDonald’s emphasizes its brand identity, values, and mission. They mostly strive to
differentiate themselves from the competitors by highlighting their commitment to the
innovation, quality, and environmental sustainability for the progress of the organization
(KOTLER, 2018)
3. Collaborators:
McDonald’s collaborates with various partners, including suppliers, distributors, dealerships, and
service providers. The basic aim is to enhance long term revenue of the organization
4. Competitors:
It is important for McDonald’s to closely monitors its competitors' actions, strengths, and
weaknesses. Because of market competitors and market trend. Also they analyze market
dynamics, competitive positioning, and industry trends to identify opportunities and threats
(REKOM, 2006)

5. Climate:
The "climate" in this context refers to the broader economic, political, social, and technological
factors that can be impact on McDonald’s business environment. McDonald’s team evaluates
macroeconomic trends, regulatory developments, cultural norms, and technological
advancements to anticipate opportunities and challenges in long run (SHABBIR, 2018)
Review and Evaluate strategies and tactical approaches applied by McDonald’s;

1. Innovation and Product Development:

McDonald’s has a strong focus on innovation and product development, because which is
evident in its diverse portfolio of food and taste. As everyone wants new in taste and product
(SHABBIR, 2018)
2. Brand Positioning and Marketing:
McDonald’s has established itself as a leading fast food chain. The company's marketing efforts
emphasize its core values of quality, reliability, and innovation. McDonald’s brand positioning
resonates with a wide range of consumers like food lovers, targeted customers and habitual
customers (REKOM, 2006)
3. Competitive Strategy of McDonald’s:
McDonald’s places a strong emphasis on customer satisfaction and loyalty. The company strives
to understand its customers' needs and preferences through market research and customer
feedback. McDonald’s products are designed with the end-user in mind by focusing on usability,
comfort, and taste (REKOM, 2006)
4. Global Expansion and Market Penetration:
McDonald’s has a strong global presence, with its operations in various markets worldwide. The
company strategically expands to its footprint into emerging markets while maintaining a strong
presence in the established markets Overall, McDonald’s strategies and tactical approaches have
been largely effective in driving the business growth, maintaining a competitive edge, and
meeting the evolving needs of its valuable customers. However, like any company, McDonald’s
faces many challenges such as market volatility, regulatory changes, and behavioral changes,
which requires ongoing adaptation and innovation to address effectively (SHABBIR, 2018)
LO 3

Marketing Plan
A marketing plan is an all-inclusive document or strategy that lists the marketing goals and
objectives of a firm, as well as the steps and methods needed to accomplish them in a given
amount of time. It acts as a road plan for directing marketing initiatives, assigning funds, and
assessing results by the product and services (DRUMMOND, 2006) All things considered, a
marketing strategy guarantees that marketing activities are in line with the organization's
overarching aims and objectives and offers an organized method of accomplishing marketing
objectives. It is an essential tool for organizing and informing various departments or
stakeholders within an organization about marketing plans.

Introduction of New Product:

People of all ages love burgers, which are a popular fast-food staple in Pakistan. In Pakistan, a
"burger" is generally defined as a sandwich consisting of a ground meat patty, commonly
chicken or beef, served in a bun with a variety of toppings and sauces. Even every age and
gender like the Burgers.
In Pakistan, McDonald’s has decided to introduce a new line of a burger into the market, This
Product will be known as “Fri Pc Burger”, build upon the already established name of “Mc
Burger”. As living in Pakistan, there is geographically some need of different taste. In Pakistan
people want some variety of taste.

Logo:
 Always
Desi
Tagline:

The tagline that McDonalds wants to associate this product with is “Always Desi”. As this
Burger will be the best in its menu. because it has some new taste.

Corporate Color:
McDonalds has decided on using the color green and Brown to show the freshness and crispiness
of the Fried Pc of the Burger. This may increase the appetite of the consumers.
Packaging:
Objectives for Brand Recognition is very interesting. Packaging can also assist consumers in
recognizing the brands or goods they have a strong loyalty matter.
Target Audience:
McDonalds believes that the target audience for this product with be in between the age groups
between 18 to 40 years, this is also the target age and audience for people that go to health clubs
(Gyms, Sports Complex etc.), The target area for this product are people from Lahore,
Islamabad, Karachi, Quetta, Sialkot etc (Ministry of Industries & Production, 2014). Basically,
any urban population from major cities.

Marketing Environment:
Marketing Environment consists of all the internal and external factors that drive a company’s
marketing. It can basically mean the internal and external factors that helps the company to
connect with its consumers (Udoagw, 2022).
  Natural Factors:
Although they are not directly under human control, natural forces in the marketing environment
have a big influence on marketing tactics and activities. These elements may significantly impact
sectors, enterprises, and consumer behavior. Therefore, McDonalds has enhanced its quality to
such an extent in order to draw in customers.
 Technological Factors:
In the electric sector, technological aspects are always crucial. It affects a number of factors,
including consumer preferences, marketing, distribution, and production. New technologies as
taste in Burgers are being introduced into the market, and contemporary manufacturing
techniques are being used as recipe.
  Political Factors:
Political climate and industry are closely related. If the political environment is unstable, no
industry can advance. Therefore, political considerations have a big influence on the biscuit
business through influencing laws, trade agreements, and government initiatives that can have a
direct or indirect impact on the McDonalds production, distribution, and market circumstances.
 Cultural Factors:
When discussing the circumstances surrounding McDonalds planned launch of the Fri Pc
Burger, cultural considerations are crucial. Because expanding a target market requires
understanding the local population's culture, standard of life, and behavior.
 Economic Factors:
Any nation's economy directly affects whether a product succeeds or fails. Being a resident of
Pakistan, McDonalds must also deal with these issues. since the state of the economy is unstable.
Thus, McDonalds also takes into account its negative aspects. such as pricing strategies, rivals,
regional market dynamics, etc.
 Demographic Factors:
The electric industry is significantly shaped by demographic considerations, which also have an
impact on consumer preferences, consumption habits, market segmentation, and tactics for
product innovation. Therefore, the McDonalds energy saver's distinctive size and features draw
in customers.

Market segmentation and Targeting

The targeting strategy in the electric industry involves identifying specific market segmentations
and tailoring the marketing efforts to effectively reach and appeal to those segments, (ATUL,
2021) where Ringo want to target its customers, such as
 Demographic Segmentation
Demographic segmentation is among the most straightforward and popular methods of market
segmentation. It comprises dividing the market into segments based on McDonald's consumer
demographics, such as age, gender, race, income, and employment. (TARVER, 2024)
 Firmographic Segmentation
The concepts of firmographic and demographic segmentation are the same. But instead of
focusing on people, this method looks at businesses, counting factors like a company's annual
revenue, number of locations, number of clients, and number of employees. (TARVER, 2024)
 Geographic Segmentation
Geographic segmentation is, in theory, a subset of demographic segmentation. This approach to
client classification based on geographical location assumes that individuals within a given
geographic area may share similar needs or preferences. (TARVER, 2024)
  Behavioral Segmentation
Customer decision-making patterns, consumer activities, and market data are all important
factors in that segment. In this source it divides the customers into different groups according to
their past information and market orders. (TARVER, 2024)
 Psychographic Segmentation
The most difficult market segmentation strategy is psychographic segmentation, which classifies
consumers according to their interests, lifestyle, personality, and attitudes. As a result,
McDonald's has implemented a strategy to establish brand awareness for its products. (ATUL,
2021)

SWOT Analysis of Product

Strengths
 New as Taste
 Crispy
 Highly liked by foody People

Weaknesses
 Not liked by every age consumer
 Fried Piece can be harm as high cholesterol

Opportunities
 Geographical importance
 Health Trend on the rise
 Targets all age groups

Threats
 Chance of failure because of outlier product
 Change of Health Trends

Positioning Map:
 High Quality

HARDEES

Mc Fri Pc Burger

Low Price High Price

KFC Subway

Low Quality

LO4

Digital Marketing:
The process of pushing products, services, brands, or concepts to target markets by using any
digital source is known as digital marketing. It incorporates a wide range of internet marketing
techniques and strategies to reach and engage potential customers, through which it can handle
and spread the massages to its targets customers.
Social media marketing is among the most successful kind of digital marketing. (CHAFFEY,
2019)

Social Media Marketing:

This can be defined as the use of social media for the use of advertisement and marketing, Social
Media marketing utilizes social media networks for example, Facebook, Twitter and Instagram
to advertise products and services, and to create a more direct line with new and existing
customers (Hayes, 2023).
Advertisement:
Presented below is a small advertisement from Nestle that will be used initially on social media
platforms and TVs, this short 30 second McDonalds believes that this ad can create buzz within
the target audience they are targeting.
Always Desi (link)

McDonalds is also thinking to use this advertisement across all major social media platforms,
such as YouTube, Facebook, Twitter and Instagram.

Marketing Budget for Digital Marketing

Facebook YouTube Instagram Twitter
200,000 350,000 150,000 100,000

Total Marketing Budget: 800,000

McDonalds Believes that the twitter marketing budget should not be that much as twitter is most
commonly used for news and updates whereas, Facebook, Twitter, Instagram are more content
and entertainment focus therefore it will attract more people through the ads.

Offline Marketing:
Offline Marketing can be defined as any sort of marketing or advertisement that is done without
the aid or help of internet, Preferably TV, Radio, Billboards, Pop up stalls and a Launch Event
Marketing Budget for Offline Marketing:
TVs Radio Billboards Launch Event
300,000 50,000 250,000 400,000

Total Marketing Budget: 1000,000

Relevant performance metrics

 Return on Investment (ROI)

A performance indicator called return on investment is used to assess and analyze the
effectiveness or profitability of an investment. Return on investment, or ROI, is a measure of
how profitable an investment is estimated to be.

Cost Per Acquisition (CPA)

The cost per acquisition, or CPA, is a measure that can fluctuate depending on a number of
variables, including the season and the campaign. (Waida, 2022).

 Cost Per Lead (CPL)

A cost-per-acquisition (CPL) model is one in which a marketer or advertiser pays a
predetermined sum for each lead they generate; lead refers to the amount spent on a campaign.
(Amazon Ads, 2021).

 Click-Through Rate (CTR)

The percentage of a customer that visits a certain website, link, or video that appears on that page
is known as the click-through rate (CTR). The greater the CTR, the more successfully an
advertisement is running.

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