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    Marketing: Fundamental of

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    Technical Umairji
    This document summarizes McDonald's market segmentation strategies. McDonald's targets children, youth, young families and urban professionals. It segments based on demographics like age (focusing on those under 20), gender, occupation and income. Psychographic segmentation focuses on personality, needs and motivational slogans. Geographic segmentation targets regions in Pakistan, the US and over 40 countries. McDonald's uses hybrid segmentation combining demographic, psychographic and geographic factors to effectively advertise to customers.

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    Marketing: Fundamental of

    Uploaded by

    Technical Umairji
    30 views4 pages
    This document summarizes McDonald's market segmentation strategies. McDonald's targets children, youth, young families and urban professionals. It segments based on demographics like age (focusing on those under 20), gender, occupation and income. Psychographic segmentation focuses on personality, needs and motivational slogans. Geographic segmentation targets regions in Pakistan, the US and over 40 countries. McDonald's uses hybrid segmentation combining demographic, psychographic and geographic factors to effectively advertise to customers.

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    This document summarizes McDonald's market segmentation strategies. McDonald's targets children, youth, young families and urban professionals. It segments based on demographics like age (focusing on those under 20), gender, occupation and income. Psychographic segmentation focuses on personality, needs and motivational slogans. Geographic segmentation targets regions in Pakistan, the US and over 40 countries. McDonald's uses hybrid segmentation combining demographic, psychographic and geographic factors to effectively advertise to customers.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    30 views4 pages

    Marketing: Fundamental of

    Uploaded by

    Technical Umairji
    This document summarizes McDonald's market segmentation strategies. McDonald's targets children, youth, young families and urban professionals. It segments based on demographics like age (focusing on those under 20), gender, occupation and income. Psychographic segmentation focuses on personality, needs and motivational slogans. Geographic segmentation targets regions in Pakistan, the US and over 40 countries. McDonald's uses hybrid segmentation combining demographic, psychographic and geographic factors to effectively advertise to customers.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    of 4

    2017

    Fundamental of Marketing
    Segmentation of MacDonald’s
    Submitted To: Mr. Jamil Khalid

    Muhammad Umair Niaz


    14336
    3/15/2017
    McDonalds
    INTRODUCTION:
    McDonald's Corporation is the world's largest chain of hamburger
    fastfood restaurants, serving nearly 47 million customers daily. At onetime it was the largest
    global restaurant chain, but it has since been surpassed by multi-brand operator Yum! Brands
    (KFC, Taco Bell
    andothers) and sandwich chain Subway. McDonald’s primarily sellshamburgers, cheeseburgers,
    chicken products, French fries, breakfast items, soft drinks, milkshakes, and desserts. In response
    to obesitytrends in Western nations and in the face of criticism over thehealthiness of its
    products, the company has modified its menu to include healthier alternatives such as salads,
    wraps and fruit.

    MARKETING SEGMENTATION OF MCDONALDS

    DEMOGRAPHIC SEGMENTATION

    Life cycle:
    McDonald’s has targeted children, youth singles and the young urban families.
    McDonald’s is attracting the young urban families wanting to spend some quality
    time while their children have fun at the outlet

    Age:
    Mostly youngsters and kids are target, so to attract children McDonalds has Happy Meal with
    which toys ranging from hot wheel s to various Walt Disney characters are given. At
    several outlets, it also provides special facilities like
    ‘Play Place’
    Where children can play arcade games, air hockey, etc. Mostly target is under age 5-6, 12-15,
    15-20 and over.

    Gender:
    McDonalds have segmented its services to males as well as females.

    Occupation:
    McDonalds has mostly segmented its market to the school and college going students.
    Income:
    McDonalds has targeted mostly middle class and upper class urban
    families who can afford its luxury meal.

    Psychographic segmentation

    Needs-motivation:
    The luxury services of McDonalds fulfill the needs of self worth.

    Personality:
    McDonalds mostly segments is market to extrovert people who usually hang out with friends and
    family in restaurants and other enjoyment places.

    Motivation slogans:
    McDonalds provides motivate slogans to attract its customers and make a good image in the
    minds of the customers like “IM LOVING IT”“EVERY TIME A GOOD TIME”“PUT A
    SMILE ON ”“ENJOY MORE”“MY MCDONALDS”“WHAT YOU WANT IS WHAT YOU
    GET” These are one of the famous slogans of McDonalds through theseslogans McDonalds is att
    racting its customers and making a goodimage in the minds of the customers, McDonalds has
    segmented onbasis of making relationship with the customers and making thembelieve that they
    are on the rite place.

    Geographic Segmentation

    Region:
    In Pakistan McDonalds is giving its services in Lahore, Karachi,Islamabad, Quetta, and
    Faisalabad and worldwide McDonalds is giving
    its services to almost more than 40 countries the main host of McDonalds is New York.

    USE-RELATED SEGMENTATION
    Use rate: Medium users
    Awareness status: Mostly people are aware of McDonalds and are interested to have
    services of McDonalds.

    Brand Loyalty:
    McDonalds have strong loyal customers.
    USE-SITUATION SEGMENTATION
    Time: Leisure
    Objective: Fun
    Person: Self, family members, friends, peer

    BENEFIT-SEGMENTATION:
    McDonalds provides luxury meals which have value of money.

    HYBRID SEGMENTATION:
    McDonald’s fast food chain (Service Company) uses hybrid segmentation rather than relying on
    single segmentation base. In psychographic and demographic profiles McDonalds gets powerful
    information about the people, their thinking pattern and lifestyle. As a result they advertise their
    campaigns according to the people lifestyle pattern and reach its target customer effectively.
    Moreover McDonald using
    Geodemographic segmentation and theyadvertise campaigns through Direct-
    mailing, Local Cable networks,school, colleges, universities, etc. by this they know about the
    lifestyle of people by grouping based, by Credit-cards (get information about customer and get to
    know about his neighbors)

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