Assessment 2 –




Assessment 2 –

Assessment 2


  • Read the McDonald’s case study. McDonald’s has engaged your marketing company to assist them in changing the perception that because their product is cheap it must therefore be of lower qualify. Their plan is to promote their gourmet and healthy ranges. As an initial stage of your project you are required to complete the following steps:
  • Determine marketing communication requirements
  • McDonald’s is one of the most well-known brands in the world.And in this case study we can see how McDonald’s continually aims to build its brand by listening to its customers. Branding develops a personality for an organization, product or service, and the brand image represents how consumers view the organization.Branding only works when an organization behaves and presents itself consistently. Marketing communication methods, such as advertising and promotions, are used to create designs, images and colors that give the brand its recognizable face.

    Communicating a message to a target audience – Especially “Millennials” and other young people Promoting image – Company’s should be promoting same as back in the days. It’s a cheap restaurant where you can get for small money decent meal. Of cause this image needs to be up on the date, so there is big demand for being natural, unprocessed, and sustainable.

    Providing information – These days is the key to provide all information about product which you are using and suppliers. Customer’s demand is to use as many local products as possible. The main focus should be on natural product and don’t add chemical processed products.

    Stimulating demand for a product – Strategy for this point is for my point of view only one. Customers have to know again that they get for their money decent quality burger in very short time.

  • Develop marketing communication brief
  • Customer Profile:– A father/mother with two children visits McDonald’s to give children treatment.

    – Teens are drawn to the Saver Menu, which is accessible, and internet access is available in restaurants.– Kids want to visit McDonald’s as it is a fun place to eat.– A business client Visits McDonald’s during the day because service is fast, food is good and can be eaten in the car without affecting a busy work schedule.– Older people who work hard and do not have much free time use the drive-thru to save time and be able to dine.

    These examples represent only a few of the possible customer profiles for McDonald’s. Each one has different reasons to come to McDonald’s using this kind of information.McDonald’s can customize your communication to the needs of specific groups. Are your needs that determine the type of products and services offered, prices charged, deals created and where the restaurants are located.


    Assessment 2 –
    Last updated: Feb 2024

    Page 1

    ducts and services offered, prices charged, deals created and where the restaurants are located.

  • Design integrated marketing communication strategy
  • The goal of most marketing communications is to move the target audience to some sort of action. This can be to buy the product, visit a restaurant, recommend the choice to a friend or increase the purchases of the menu item. The main goals of advertising are to make people aware of an item, to feel positive and to remember it. The more McDonald’s knows about the people it serves, the more it is able to communicate messages that interest them.Messages should gain customers’ attention and keep their interest. The next step is to get them to want what is offered.Showing the benefits they will get by acting normally is enough. The right messages should be directed to the right audience, using the right media.

    A purpose statement

    – McDonald is chain of fast food restaurants providing decent quality meals for low price. Customer chooses McDonalds because they know what they get for money and another important thing is that they get a meal in very short time. The main competitors are Starbucks, Chipotle Mexican Grill and KFC. Nowadays McDonalds is losing compare to competition but I believe if we choose right marketing strategy we can beat them easily. Objectives that reflect client needs

    – Increase sales and growth, target the millenials as the key market which helps McDonald’s with sales and growth. Introduce a new way of serving food. It

    means go back to basic and focus on quality meal for a decent price. Increase market share.

  • Select and recommend media for marketing strategy
  • Advertising, sometimes referred to as the “above-the-line” activity, is performed on TV, radio, in the movies, online, using poster sites and in the press, for example in newspapers and magazines. What distinguishes advertising from other marketing communications is that media owners get paid before the advertiser can take up space in the middle. The ability in marketing communications is to develop a campaign that uses methods to provide the most effective results. Therefore, I recommend that television media advertising make people aware of a food item and that print advertising provides more detail. This can be backed up by in-store promotions to get people to try out the product and a promotional collectible device to encourage them to keep buying the item.

  • Develop creative brief
  • The key objectives of advertising are to make people aware of an item, feel positive about it and remember it. The more McDonald’s knows about the people it is serving, the more it is able to communicate messages which appeal to them. Showing the benefits which they will obtain by taking

    action is usually sufficient. For example, to reach a single professional woman with income above a certain level, it may be better to take an advertisement in magazine. To advertise to mothers with families, it may be more effective to take advertising space in…


    Assessment 2 –
    Last updated: Feb 2024

    Page 2

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