McDonalds IMC Plan

1. McDonalds IMC Plan

2. Table of Contents • Communication Objectives • Communication Strategy • Communication Tactics • IMC Programs

3. Communication Objectives • Target Audience • Is relatively a homogenous groupconsumers feel that it is all the same and wanting it at the lowest price • Ranges from all ages whether they are a toddler or a senior citizenis affordable and does not require an outstanding amount of income to purchase their products • Established within the rural and suburban communities although there may be less in the rural communities • Has many brand loyal customers that come in everyday whether it is for breakfast, lunch, dinner or dessertfocus on their current customers to ensure that their customers will maintain their current purchasing and consumption behaviour

4. Have many favourable brand switcherscontinue to buy their products, but at the same time they also purchase products from Burger Kingwill be communicated to directly to ensure that McDonalds remains in their evoked set • Will have to ensure that their main message being sent out is clear and concise so that the new category users believe in it and switch to McDonaldswith their new Lighter Choice Menu, this can attract new users that are more health conscious • Will have to focus on other brand switchers closelythese customers purchase other brands such as Burger King, Wendy’s or Harvey’scan find ways of getting these customers to switch overplanning on emphasizing more on brand experience by feelings over features and passion over price.

5. Behavioural Objectives • Brand trial purchaseall the users reached will go to try out the hamburgers and their well-known fries for themselves, so they can see that all of the advertisements are true and concise. • Brand switching purchaseto ensure that brand loyalists will see that their products are just as good as those they are loyal to and will switch • Repeat purchasespurchase within a specified time period because McDonalds have special deals every day of the week • Repeat consumptionreturn because their products are fast, convenient, and deliciousbest interest to convince these consumers to become repeat purchasers • Timing and when to purchase is very importantcertain products are seasonalex. during the Christmas season, McDonalds have Egg Nog Milkshakes that are only available during this time.

6. Communication Objectives • Category needfeel that the products satisfies their needs because they meets their expectations and needsit is fast, convenient and affordable • Brand awarenesstarget audience has the ability to recognize and/or recall the brandwith the well-known golden arch, everyone can recognize the big “M” anywhere around the world • Ronald McDonald himself is also another well recognizehe was once on the bags and he also has an organization that contributes to a good causeby expanding the role of Ronald McDonald with consumers of all ages, this will create brand awareness. • The new slogan “I’m lovin’ it” will also create brand awareness when the consumer hears or sees the slogan.

7. Brand attitudeare satisfied with the reason why they want it because McDonalds has something for everyone and it is affordablewith a good attitude towards McDonalds’ products maintained, it will generate future sales. • Brand purchase intention is not necessarythere is low involvement since consumers’ consistently purchase McDonalds without putting so much thought into their decision process • Purchase facilitationwill not affect McDonaldswell known and will not affect the consumers purchase decision

8. COMMUNICATIONS STRATEGY Campaign Theme  New campaign theme is called “Lovin & Livin It”.  Designed to help connect with consumer all around the world.  New campaign is fun, relevant, hip, compelling, connect with people.  Five new launch commercials shot in 12 languages and locations.  The five commercials spots will features three brand versions.  Will communicate a consistent brand message while capturing the spirit, music, and flavour of each local country Consumer Benefits  McDonalds has many locations and are within five driving minutes.  Location provides convenience and friendly service to the consumer.  McDonalds has consistency and a good reputation.  Only fast food restaurant the produces good food and good service that people enjoy which keeps people choosing over the competitors

9. Communication Tatics • Execution Style • Straight sell or factual messageinformation concerning the product is straightforwardpictures of their products took up some of the ad and facts on how it is lighter and better compared to what they already offered • Demonstrationit illustrates the key advantages of their productscan convince consumers of the benefits of purchasing McDonalds • Testimonialsomeone praises about the productJustin Timberlake as an endorsementan excellent spokes person since he is popular and well recognized by everyone

10. Media Plan • 2. Media Objectives • To create awareness, attitudes and purchase intention among the target audience: • Use TV ads to reach 80% of target audience over a 1-year period • Use the radio to reach the other 20% of the target audience over a 1-year period • Outdoor billboards will be used all year round to maintain awareness and attitudes • Send direct mails to every household every other week • Heaviest advertising will be during the fall and summer months • Create purchase intention and awareness to non-customers through the use of sponsorships and events

11. 2. b&c) Media Strategy and Specific Media Choices • TV adson all major channelson CityTV, NBC, Global and the Cartoon Networkthese are the most watched channels and can reach the most viewers all at once and it can create emotional appeals • Radio adsaired on all radio stations such as Z103.5, Chum FM, Easy Rock, AM 106, AM 1010, etc.suited for every one of all ages and personalitieswill be used throughout the day especially during rush hours such as in the morning and after work • Outdoor billboardswill be used all year round to maintain awareness and attitudes by locating them in specific locationswill be used in rural and suburban areas, construction sites and on the side of highwayswill also be situated in every bus shelter

12. Direct mailswill be sent to every household in Toronto every other weekcan maintain awareness and attitudesconsist of information on what specials they have for the week or introducing a new product linehas many opportunities for repeat exposure, higher information content, and high selectivity

13. IMC PROGRAMES SALES PROMOTION  McDonalds will implement is to stimulate trial purchase by 20% of the target market.  McDonald’s plans to use incentives as they reward or give consumers extra incentives for engaging in certain forms of behaviour.  The incentives that will be used include the use of coupons and premiums.  Free standing inserts allow us to deliver the coupons with high quality, four coloured images that draw attention of consumers Direct mail is our main focus area for distributing the coupons.  Our target redemption rate through the direct mail is expected to be 9% of the 500,000 coupons distributed.  Premiums are our most popular way to maintain repurchasing consumers.  We are the largest restaurant in Canada to make toys and gadgets that we give to consumers when they purchase certain meal items. Coupons $ 9,620,000 Premiums $ 500,000 The total budget for Sales Promotion is $ 10,000.00

14. IMC PROGRAMES ADVERTISING • McDonalds will implement is to purchase by 50% of the target market. • Will be used to obtain greater success for any new brands by trying to stimulate purchases of the product • McDonald’s plans to use TV, Radio, and Bill Boards to convey messages. • Tactic involved in advertising include McDonalds brand history and brand loyalty by many of our consumers. • The timing for these messages will be based all throughout the day especially strong during prime time hours. • McDonalds advertises in one week all of the following reasons to select McDonalds. • Family Convenience, • Ronald McDonald house, • Constant New Menu Items • Nutrition, • Budgets • Playgrounds

15. IMC PROGRAMES ADVERTISING • Mascot Characters • Local Restaurants • Local Events and Much More Television Prime Time$12,500,000 Radio $ 120,000 Out Door Billboards $ 120,000,000 TOTAL COST FOR ADVERTISING $ 132,620,000

16. IMC PROGRAMESDIRECT MARKETING • McDonalds will implement a objective that will seeks a direct response of 9% by the target audience. • Objective will be to inform consumers who are not users about us and educate them about how our products are better than the competitors. • The strategy that will be used will be Direct Mail, which will help to stimulate trial, build brand loyalty, increase our sales and market share and finally lead consumer to repeat purchases. • The timing for these mailing will be based on their overall cost and response by consumer. However, they will all be based on a monthly basis, and will only be good during certain hours of the day. TOTAL COST FOR THE PROGRAM $ 100,000

17. BUDGET Media Budget Television Prime Time$12,500,000.00 Radio $ 120,000.00 Out Door Billboards $ 120,000,000.00 TOTAL COST $ 132,620,000.00 IMC Programs SALES PROMOTION $ 10,000.00 DIRECT MARKETING $ 100,000.00 TOTAL COSTS $ 110,000.00 TOTAL BUDGET $ 132, 730,000.00 Extra Petty Cash Fund $ 132, 000.00 TOTAL BUDGET PROPOSED $ 132,862,000.00