Marketing
Introduction
Among the products and services that consumers encounter on a regular basis are the ones found in McDonalds fast food restaurant. It is not mostly the favorite restaurant, but the fact that experiencing its products and service at least more than one time leaves a question of why the brand is so widely recognized and its positioning strategy creates an influence on a person’s purchasing decision. The short discussion will identify the company’s branding and positioning strategy, that influence people from continuously patronize the brand despite the negative perception of McDonald’s food on health.
McDonalds Branding Strategy
The company’s brand strategy contribute to its $27 Billion of annual revenue and continuous growth in terms of the number of branches in over 117 countries globally (Pomposo, 2014). According to the study by Boterrill and Kline (2007), the strength of McDonald’s brand is owed to its promotion of community and family values. This is a strategic targeting of specific segments where the products such as Happy Meal is appeals to the younger market while the heavier meal products are being offered to larger segment. Furthermore, the branding encompasses an emphasis to service speed demonstrating the essence of fast food restaurant service. In addition, the brand does not limit itself to the possibilities of product marketing. For example, products are being optimized according to the market conditions and demand; one example is McDonalds Japan where going big in serving size is a must. In the other countries, where pork consumption is culturally unacceptable, McDonalds ensures that every component of the products adhere to the market’s cultural recognition. This makes McDonalds as a brand that innovates its product based on what the community of consumers demand. This includes positioning the brand with a sense of respect to consumer diversity.
Positioning Strategy
When it comes to positioning, McDonalds has already established its image in the minds of consumers. For instance, one of the target segments of the brand are children and the positioning of the product such as Happy Meal have left a mark on most kids visiting the restaurant. However, the strong foothold of the brand to the young consumer segment is the use of image where the old mascot of a hamburger man was replaced with a clown, which generally appealed to the younger market. Furthermore, the brand positioning undergoes constant change depending on the market climate. For example, the brand strategically places itself in highly significant events such as the Olympics and FIFA World Cup where millions of spectators are being exposed to the numerous branding activities during such events. Most importantly, the brand positions itself as the world’s leader in fast food and it has lived up to its reputation by innovating and introducing new products that sets a gold standard for the rest of the other fast food business models (Han, 2008).
How the strategies influence purchasing decision
The described strategies employed by McDonalds significantly affect my purchasing decision in terms of convenience and product options. It was mentioned earlier that McDonalds constantly develop its products and create new ones to keep the market interested. This is true at some point and such strategy has convinced me to go back to the restaurant because I want to try the new product. For example, eating the same fries overtime becomes boring for most customers, but reinventing the product to other forms such as potato chips instead of fries or introducing twister fries fuels the interest of the consumers to sample the products, and before anyone would notice, the customers keeps coming back.
References
Botterill, J. & Kline, S. (2007). Re-branding: the McDonald’s strategy. Emerald Management First,2(1). Retrieved from http://first.emeraldinsight.com/samples/mcdonalds2.pdf
Han, J. (2008). The business strategy of Mcdonald’s. International Journal Of Business And Management, 3(11), 72-74. Retrieved from http://citeseerx.ist.psu.edu/viewdoc/download?doi=10.1.1.652.7033&rep=rep1&type=pdf
Pomposo, A. (2014). What is the Secret to McDonald’s Global Branding Success?. blurGroup. Retrieved 27 April 2016, from https://www.blurgroup.com/blogs/marketing/what-is-the-secret-to-mcdonalds-global-branding-success/
