McDonald's recognized it needed to change its brand image and marketing strategy to adapt to customers' growing health concerns. Customers now see McDonald's food as greasy and expensive compared to competitors. McDonald's also lost market share to competitors offering fresher, healthier options at lower prices. To address these issues, McDonald's implemented an integrated marketing communications plan focusing on advertising and promotions to change perceptions of its food quality and tackle obesity issues. The objectives were to adopt a healthier image, meet trends of health awareness, and change the public view of McDonald's while maintaining its fast food efficiency.
McDonald's recognized it needed to change its brand image and marketing strategy to adapt to customers' growing health concerns. Customers now see McDonald's food as greasy and expensive compared to competitors. McDonald's also lost market share to competitors offering fresher, healthier options at lower prices. To address these issues, McDonald's implemented an integrated marketing communications plan focusing on advertising and promotions to change perceptions of its food quality and tackle obesity issues. The objectives were to adopt a healthier image, meet trends of health awareness, and change the public view of McDonald's while maintaining its fast food efficiency.
McDonald's recognized it needed to change its brand image and marketing strategy to adapt to customers' growing health concerns. Customers now see McDonald's food as greasy and expensive compared to competitors. McDonald's also lost market share to competitors offering fresher, healthier options at lower prices. To address these issues, McDonald's implemented an integrated marketing communications plan focusing on advertising and promotions to change perceptions of its food quality and tackle obesity issues. The objectives were to adopt a healthier image, meet trends of health awareness, and change the public view of McDonald's while maintaining its fast food efficiency.
McDonald's recognized it needed to change its brand image and marketing strategy to adapt to customers' growing health concerns. Customers now see McDonald's food as greasy and expensive compared to competitors. McDonald's also lost market share to competitors offering fresher, healthier options at lower prices. To address these issues, McDonald's implemented an integrated marketing communications plan focusing on advertising and promotions to change perceptions of its food quality and tackle obesity issues. The objectives were to adopt a healthier image, meet trends of health awareness, and change the public view of McDonald's while maintaining its fast food efficiency.
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Though McDonald’s has a reputable brand image and a memorable history of
previous achievements, yet management at McDonald’s started feeling that the
growing population has developed different nutritional attitude and behaviours as they are extremely different from the population of the previous decades. They felt a severe need to redefine the image of McDonald’s and repositioning the brand in the minds’ of customers as people today are more concerned with their health and figures than ever before. Since last few years people’s perception about McDonald’s food has changed considerably, as they feel that it provides greasy food which is very high in fats and more expensive than its competitors, whereas the competitors have already made measures to reduce fats in their products and also provide less expensive meals. Moreover McDonalds’ had to face a considerable loss few years back as the consumers began to switch to its competitors, such as Burger King, Subway and KFC for the reason that they offer fresher and high quality food at comparatively lower price with faster service. In order to keep gaining the market share and retaining its customers McDonalds’ had to respond to the changing behaviour of consumers. Furthermore, noticing that the obesity issue in the UK is getting serious and complex, McDonald’s received a big challenge to implement certain changes the soonest possible time. Understanding the changing behaviour of its consumers and the health-conscious factor prevailing in the market, Management finally decided to implement a new integrated marketing communication plan as part of their marketing strategy that mainly involved innovations in their advertising and promotional campaigns focussing on changing the customers’ perception for McDonald’s food quality.
1.3 Main Objectives in making this change
The main objectives of McDonald’s for adapting to the changing demand of
its customers were: Implementation of Integrated Marketing Communication (IMC) plan as part of their marketing strategy. Providing a balanced diet and an active lifestyle Operating with freedom to adapt practices to local markets, and to share best practices internationally between restaurants, markets and countries, while holding on to a common brand identity Innovation in advertising and promotional campaigns To be the customer’s favourite place and way to eat Effectively tackling the obesity Adopting a new health-conscious brand image Meeting the latest trend of health awareness and the growing concern in obesity among the children and target market Introducing a new, separate low-fat menu for children Changing the public image of McDonald’s Maintaining the traditional efficiency of fast food restaurant and provide comfortable environment to customers. 2.1 Main Drivers of the change
Like most big companies, McDonald’s engages with a variety of different
stakeholders in the countries where it operates, as well as monitoring all pending political initiatives. McDonald’s is a large multinational business with many stores on high streets and in shopping centres across the country. As such, the company is affected by the external factors that impact all retail business in UK. The main drivers of this change are described as under:
Environmental Shifts Changing social needs and market demands of customers Increased awareness in people about health and food consumption and safety Emerging diet programs that encourages public to be figure conscious Growing concern in obesity among target market Latest trends of health awareness
Technological Changes Innovation by the competitors Developments in technology Economic trends and developments
