Integrated Marketing Communication Strategy for McDonalds Corporation - Essay Example

During the contemporary period, it can be observed that there are two major factors that are changing the face of today’s marketing communications (Kotler and Armstrong, 2010). Marketers are shifting away from mass marketing and it can be seen that a leap in new information and technology development has resulted in the emergence of a host of information and communication tools. These tools help the firms to interact effectively with their targeted audiences while on the other hand, the customers are also given the opportunity to control the messages they consume from various media. This new phenomenon is known as integrated marketing communication (IMC). As such, this paper seeks to critically evaluate the effectiveness of IMC in the operations of McDonald’s restaurant in the UK. The paper starts by explaining the meaning of IMC in order to gain a clear understanding of the whole concept. The paper will also explain how the concept of IMC is applied by the above mentioned company in its operations. Picton and Broderick (2005) define integrated marketing communications as “A process which involves the management and organisation of all agents in the analysis, planning, implementation and control of all marketing communications contacts, media, messages and promotional tools focussed at selected target audiences in such a way as to derive the greatest economy, efficiency, effectiveness and coherence of marketing communications effort.” Basically, integrated marketing communication is mainly focused on the strategic coordination of roles of a variety of communication disciplines such as advertising, personal selling, sales promotion, direct marketing and public relations (Cant, 2000). Integrating the various communication channels used by the firm seeks to create the contact points where the firm can interact with the customers while the customers can also discover the firm and its brands. McDonald’s Corporation is viewed as a force to reckon within the fast food industry in the world today. The company is renowned for its burgers as well as its sophisticated delivery system that has greatly contributed to its success (Wiley, 2012). However, though the company has often come under fire for “its genetically modified practices,” it has sought to present itself as a giant in the fast food industry (Alford, 2012). The company uses different marketing communications in order to appeal to the interests of the customers as well as to retain the consumers that already exist. For instance, mass techniques like advertising, sponsorship, personal selling, sales promotion, direct marketing are utilised as communication strategies by McDonald’s in its operations. These often are combined to provide consistency, clarity and effective communication to the targeted consumers. A combination of these marketing and communication tools is very effective in as far as goal attainment of the company is concerned (Strydom, 2004). The section below is going to illustrate how McDonald’s use a combination of various marketing communication tools in order to attract the customers. The objectives of integrated marketing communication strategy for McDonald’s are primarily dependent on the need to attract as many customers as possible as well as to present the company as unique in terms of the products it offers. Basically, McDonalds strives to retain its number one status in the fast food industry across the globe. The company uses advertising in its operations so as to attract as many people as possible. The company uses different forms of advertising that include outdoor, online, print as well as other forms of electronic advertising to appeal to the interests of people. For example, appendix 1 shows an example of outdoor advertising by McDonald’s. The advertisement is comprised of the popular company logo that creates an identity with its customers. Smith (1999) posits to the effect that advertising is effective in that it seeks to raise awareness among the people of the product or brand offered by a certain company. This marketing strategy also seeks to reinforce the uniqueness of the brand among the clients so that they can also invite their peers to try it. The company is also popular for its message found on each logo and advertisement; “I’m lovin’ it.”(see appendix 1). In as far as integrated marketing communication is concerned, it can be seen that the company tailors its message in such a way that it helps to create identity among the targeted consumers. The company also uses social media like Facebook and twitter to carry out its marketing communications. This is known as online marketing (Kotler, 1998). The use of the internet in carrying out marketing activities is very effective in that this medium of communication is fast and reliable in carrying out business. The other advantage of using this strategy is that it gives the marketers in the company the opportunity to interact with the customers. This helps them to identify the needs and interests of the targeted customers which can help the company to design products that are satisfactory to the clients. On the other hand, the marketers can also get feedback from the customers since the internet provide a two way communication channels that facilitates interaction between the marketer and the customer. McDonald’s also uses the strategy of sales promotion to carry out its marketing activities. Appendix 2 show pictures of products that are promoted by the company. Essentially, the strategy of sale promotion is specifically meant to attract many customers to buy the product that is on offer (Berry & Wilson, 2001). In this case, it can be seen that there are different types of product that are on promotion. Some of the products are promoted once a month while others are promoted on a daily basis. Customers are likely to be attracted to the product if it is promoted by the marketers. Prices are often lowered in order to retain the existing customers while at the same time attracting new buyers. This strategy is effective in that it is designed to create loyalty among the customers. Once loyalty has been created, the customers are likely to continue buying from the organization. This strategy gives the company a competitive advantage over other rival players. Another marketing communication strategy that is used by McDonald’s personal selling or direct marketing. This strategy is illustrated in appendix 3. The picture shows happy staff members standing behind some of the products offered by the company. Such pictures are very common in different restaurants belonging to McDonald’s. Basically, the strategy of personal selling is very effective in that the employees working in the shop are in a position to interact directly with the customers. The main advantage here is that the customer can ask anything he or she may want from the sales representatives in the store. It is also quite easy for the sales representatives in stores to appeal to the interests of the customers to buy the products since they can convince them personally to try the products on offer. McDonald’s is known for its good reputation in terms of customer service. The company values diversity and it strives to balance its operations through employing people from diverse cultural backgrounds. This strategy is meant to help the company to be in a position to cater for the needs and interests of people from diverse cultural backgrounds. The other strategy that is implemented by the company in its marketing operations is public relations. The company uses different tools such as press releases as well as other forms of media in order to portray a good image about itself. As noted by Alford (2012), McDonald’s has often been criticised for selling products manufactured from genetically modified organisms (GMOs) but the company has managed to retain its status in the market as a result of using the strategy of PR to create goodwill among all its customers. The company has also managed to create a positive image against the backdrop of criticisms from the other sectors of the industry. Over and above, it can be noted that marketers are now shifting away from mass marketing and the development of new information and communication technology has significantly changed the communication landscape. The new tools of communication help the firms to interact effectively with their targeted audiences while on the other hand, the customers are also given the opportunity to control the messages they consume from various media and this is known as IMC. Companies that are concerned about their viability ought to adopt this marketing strategy since it is designed to provide clarity and consistent messages to the customers which can help to create loyalty among them towards a particular product. As illustrated in the case study of McDonald’s in UK, this strategy is very effective since it helps the company to attract as well as to retain its customers. This gives it a competitive advantage over other rival competitors in the same industry. If carefully implemented, the strategy of IMC can go a long way in improving the performance of the organization. References Alford, T, 22 July 2012, “McDonald’s faces scrutiny during 2012 London Olympics,” Viewed 11 March 3014 From: . Kotler, P & Armstrong, G 2010, Principles of Marketing. Person Education: CT. Kotler, P 1998, Marketing Management: Analysis, Planning, Implementation and control. Prentice Hall: New Jersey. McDonald’s Viewed 11 Mar. 14 from: . Michael, R et al, 1973, Marketing Communication and the Hierarchy of Effects Viewed 11 Mar. 14,from:< http://www.cba.ufl.edu/mkt/docs/sawyer/MrktgCommun.pdf>. Pickton, D & Broderick, A 2005, Integrated Marketing Communications, Pearson Education: London. Randall, G 1994, Trade Marketing Strategies: The Partnership between manufacturers, brands and retailers, Butterworth-Heinemann: London. Ray Kroc, McDonald’s and the fast food industry (1996), John Wiley & sons , Viewed 11 Mar. 14, from: . Smith, PR 1999, Great Answers to Tough Marketing Questions, Kogan Page: London. Strydom, J 2004, Marketing, 3rd Edition, Juta & Co Ltd:CT. Appendix 1 Source :http://buytheway.uscannenberg.org/tag/mcdonalds-london-olympics/ Company logo Appendix 2 Appendix 3 Read More