Marketing Communication McDonalds

McDonalds tummy is the worlds largest fast regimen chain, selling primarily hamburgers, chicken, french fries and carbonate drinks and more recently salads, fruit and carrot sticks. The business was founded in 1940 with a restaurant opened by siblings Dick and Mac McDonald. It was their introduction of the Speedee attend System in 1948 that established the principles of the fast-food restaurant. However, the telephoner today dates its founding to the scuttle of CEO Ray Krocs branch franchised restaurant, the companys ninth, in 1955. He opened his first McDonalds in Des Plaines, Illinois in April 1955 (Wikipedia).McDonalds is unitary of the worlds largest shuffling for a reason. They take market communications seriously. McDonalds spends billions of dollars with extracurricular advertising and promotional agencies to communicate to its customers. agree to Allison Perlik (2005), McDonalds relies highly on targeted advertising and marketing communications and this is a centra l reason it is atomic number 53 of the worlds best-known brands. San Francisco-based researcher Interbrand ranked it 7th among the degree Celsius most powerful brands in the world last year. It values the McDonalds brand at $25 billion, up 1% (and up one notch in the ranking) from 2003 thanks to the chains sales drum up (Perlik, 2005).McDonalds has had its deepest impact as a marketer has been through the medley of its messages to consumers. Larry Lights (McDonalds Global Marketing Officer) term for the companys marketing strategy is brand journalism which kernel telltale(a) antithetical stories to several demographic groups through a variety of media, magical spell ensuring that all those communications reinforce a single brand image. For decades, McDonalds has simultaneously addressed kids, teens,Marketing Communication McDonaldsadults, moms, p arnts, grandparents, African Americans, Latinos, Asians and others with marketing meant to connect the brand with populations liv es (Perlik, 2005).The most recent campaign the fastfood giant deployed is im lovin it. According to Wikepedia, this is an international branding campaign by primarily aimed at people aged 15-24. It was cr corrodeed by Heye & Partner, a longtime McDonalds agency based in Unterhaching, Ger many a(prenominal), near Munich, and a member of the DDB Worldwide Communications Group, Inc. It was the companys first spherical advertising campaign and was launched in Munich, Germany on September 2, 2003, under the German title ich liebe es.The English part of the campaign was launched on September 29, 2003 with the medicine of Tom Batoy and Franco Tortora (Mona Davis Music) and vocals by Justin Timberlake in which the slogan appears used in many of the introductory spots. The campaign is proving to be successful as it is being popularly used around the globe.Another strategy the company has been carrying out is standardization. This means replicating its placard and look across the world. But the truth is that there endlessly has been a restlessness at McDonalds, leading it to explore variations in both(prenominal) menu and building style. It started in the 1960s when Ray Kroc began installing outside seating in new units, transforming what had been a drive-in concept to a restaurant.Indoor seating, drive-thru windows, play areas for kids and other modifications followed. Limited-menu kiosks under such names as McSnack public eye, McTreat Spot and McStop acquit been tested with varying success. In the last 15 years, changes in consumer eating habits and in the restaurant industry have led McDonalds to test some radical departures from its standard design (Perlik, 2005).Marketing Communication McDonaldsThe continue of McDonalds target market is very wide. As mentioned above, McDonalds reaches different age brackets through the use of brand journalism. For instance, they had a tagline You penury a Break. This is intended for adults who are busy working and are looki ng for a happy time, and McDonalds delivers that. There are a number of reasons why people love McDonalds and why they have served millions of burgers to millions of people. It could be that people still want their food fast and instantly, without sacrificing the taste, and at the same time, having fun. For the kids, they love the characters and definitely, the happy repast. This toy inside a meal is one of the most successful promotional strategies of McDonalds.Its competitors like Carls junior and Burger index have directed advertising towards a different demographic junior teenage and college-age men with trendy, often sexualised, imagery and messages that target mens divinatory desire for large, meat-filled burgers and rich, satisfying food. In 2005, for example, Carls Jr. de excepted a controversial ad featuring a bikini-clad Paris Hilton writhing sensuously on an expensive Bentley highlife car while enjoying a large burger. The ad provoked diswhitethorn from a number o f groups, but Carls Jr. sales climbed impressively (Wikipedia).Others may try but no one beats McDonalds in being able to serve both kids and adults. The company, unlike Carls Jr. and Burger King, need not choose which specific market to serve. However, the culture of flushed eating is becoming a threat to fast food chains, in time our giant McDonalds. All of a sudden the country has gone into health overdrive. The government published a White Paper calledChoosing Health, that revealed their plans to place money into better advertising campaigns promoting healthy eating in children. Unsurprisingly, Z-lists celebrities jumped on the band wagon and have either released a book or a workout video (Goldie, 2006). Goldie adds that as a result of this ongoing obesity debate, McDonalds and the fast-foodMarketing Communication McDonaldsindustry as a whole aphorism itself on the receiving end of negative publicity and suffered major criticism for providing ingrown food. 2004 was the fir st year McDonalds announced a loss in profits, co-occurrent with the release of the cinema documentary Super Size Me in July. The film follows the journey of Morgan Spurlock, who set out to discover the implications of eating nothing but Maccy Ds for a whole month, following three rules he could only eat what was available, no super-sizing unless offered, and he had to eat every item on the menu at least once.Although the healthy eating trend is posing a threat to McDonalds, Ronald and his friends are here to stay. I believe that McDonalds marketing communications spears through this trend and reaches the hearts and palettes of millions of kids and adults worldwide through their campaigns. McDonalds successfully gives us a reason every now and therefore why we should go there and bring our kids with us. It is not only food that people love in McDonalds but the culture, feeling, and happiness that it has spill for the past 50 years in millions of kids and kids at heart.Bibliograp hyPerlik, A 2005, Redefining McDonalds, Rimag.com, viewed 12 declination 2006, http//www.rimag.com/archives/2005/03a/design.asp.Perlik, A 2005, McDonalds 50th Marketing, Rimag.com, viewed 12 December 2006, http//www.rimag.com/archives/2005/03a/marketing.asp.Goldie, C 2004, McDonalds, healthy eating, and the Happy Meal of the future, existence Sphere, 12 December 2006, .McDonalds, Wikipedia, 12 December 2006, .Im lovin it, Wikipedia, 12 December 2006,