Marketing Channels and Methods -- the New Svelte Shape of McDonald's
Objectives & Mission Statement
Although McDonald's latest advertising slogan, as proclaimed on its 2005 website, is "I'm lovin' it," (McDonald's Official Website, 2005), shareholders in the fast food company have not be equally enamored of its current stock performance and plummeting sales. (The Rogue Investor, 2005) Thus, the objectives of the new McDonald's marketing campaign must be to undo some of the economic and public relations damage done to the company by the negative press generated by the success of Morgan Spurlock's film 'Supersize Me.' Over the course of the year, McDonald's wishes to gain a greater percentage of the revenue of the current fast food market than its most prominent burger-oriented competitors Wendy's and Burger King. McDonald's also wishes to gain some of the type of positive media as generated by the sandwich chain Subway. The Subway Diet has now become a buzzword for the ability to lose weight by eating moderate portions of healthy fast food. Yet McDonalds has been the target of a recent flood of lawsuits blaming the fast food giant for the nation's widespread obesity. (News Target, 2004)
McDonald's tried to combat the negative publicity of the Spurlock's film by eliminating its 'Super Sized' menu. This public relations menu shift was problematic, as it seems as if the company was giving less food for the same amount of money, and thus less value to the fast food consumers coming to McDonald's for an inexpensive as well as a familiar-tasting meal. Furthermore the company's decision to de-supersize after "Supersize Me" seemed calculated rather than concerned about consumer's health. In contrast to these public relations ploys, one woman, completely on her own free will named Merab Morgan lost thirty-seven pounds on a self-designed McDonald's diet, just as Morgan Spurlock, the director of "Supersize Me," gained weight and lost overall bodily fitness on his 4,000 calorie a day high fat diet. Morgan's decision to do so was from personal health and taste, not out of the desire to help McDonald's or to make a film. Thus, a new marketing campaign that adopts this ordinary housewife's accomplishment into its use of a real story to generate revenue can be used to show that simply by making different choices at the same establishment, one can achieve different fitness goals -- something that is true of a grocery store as well as an inexpensive fast food establishment. Morgan's selection of "a combo consisting of a Quarter Pounder, side salad with balsamic vinaigrette dressing and large unsweetened iced tea," with less than 500 calories and roughly 20 grams of fat," stands in stark contrast to Spurlock's choices (Bauman, 2005). The new Mission Statement of McDonald's is simple -- eat right, eat well at McDonald's. The measurable success of the short-term campaign can be seen in the participation of the component games, whereby consumers will answer nutritional questions about McDonald's foods and other food questions, in return for winning free foods the next time they visit the restaurant.
Customer Targets
A consumer's need, to say nothing of a human need, is defined as "a state of felt deprivation in a person" (Kotler, Chandler, Gibbs, & McColl 1999, p. 4) The most basic human needs are for food, clothing, warmth, and safety. Less physically oriented needs may be classified as psychological, such as the need to feel loved, to feel successful, or social, such as to feel a sense of belonging. Thus, by addressing a wide array of consumer needs, a more effective marketing campaign may be deployed. The consumer needs McDonald's addresses currently, stressing that consumers are 'loving' McDonald's food simply addresses need for sustenance. (McDonald's Website, 2005) This is a need fairly low upon the hierarchy of needs as delineated by Abraham Maslow. Maslow's needs are depicted as a pyramid order from highest to lowest, including physiological, safety, belongingness, esteem, and self-actualization needs. (Daft 1997, p. 530) (Perhaps the fact 'I'm lovin' it comes from a popular teen song touches tangentially upon some sense of belonging-ness.) The desire to lose weight touches upon the need for safety in the form of health concerns, as well as belongingness in terms of cultivating a more attractive appearance. It also increases belongingness by encouraging consumers to come more frequently to the store, participating in the McDonald's positive atmosphere, hanging out with friends, and thus validates their sense of personal esteem, of making positive health and social choices and connections, and more able to deploy themselves through self-actualization into the...
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