In order to develop a successful marketing strategy, it is very important for companies to understand its target customers. MacDonald has segmented their products according to demographic, psychographic and behavioral. They positioned their products mainly between family, kids , students, café goers and working adults.
Market segmentation is defined as dividing a single market into smaller segments. The need for dividing the market into small segments is to supply to the distinct need of smaller groups of consumers and to manufacture different products according to their consumer habits.
MacDonald’s segmentation has been done on three different bases.
1) Demographics segmentation: Mainly for kids , family, students , café goers and working adults
McDonalds offer many different types of products like the world famous happy meal which is typically a form of kids meal which was marketed towards children since 1979. It includes a toy ...view middle of the document...
An example would be as to accommodate the trend for high quality coffee, McDonalds’s Australia first introduced mccafe a café styled accompaniment to McDonalds. Today, most McDonald's in Australia have McCafés located within the existing McDonald's restaurant. After upgrading to the new McCafé look and feel, some Australian stores have noticed up to a 60% increase in sales. As of the end of 2003 there were over 600 McCafés worldwide (McDonalds, 2013). With over 34,000+ restaurants worldwide McDonalds is the world’s largest chain of hamburger fast food restaurants serving over 68 million people worldwide. In Singapore alone there are 22 outlets of McDonald’s restaurants making it very convenient as it is widely available.
3) Behavioural segmentation
McDonalds core benefit is by providing good food with affordable prices in upmost hygiene facilities. These are highly benefits sought after by consumers around the world. McDonalds can also be eaten at any kind of occasions from a typical meal to a birthday party for kids. The user status for McDonalds range from the lower class to the high class in societies around the world. It has high loyalty status as it is widely available for purchase in many parts of the world and it is widely loved by people from all walks of life around the world.
Major segmentation variables for McDonalds to use in its marketing efforts
To gain a significant gap between macdonalds and its competitors they should introduce as well as modify products that has less cholesterol level in it. McDonalds has so much competition in the fast food industries that they should concentrate on differtiating their products from their competitors they can also increase their market by implementing penetration pricing techniques by introducing their products at a much lower price than their competitors. They also should create a new positioning techniques as in this day and age people tend to associate McDonalds with unhealthy fast food. They should create new healthy advertising messages and offer a few more healthy options of food.