Date post: | 24-Dec-2015 |
Category: |
Documents |
Upload: | theresa-lewis |
View: | 215 times |
Download: | 0 times |
Marketing Department UK
Agenda
Marketing goals Our role Who we work with Department structure Promotional campaigns
– Tex Mex– High Street Focus
Our Goal
Grow business– Reach– Frequency
Reach = getting more people to use McDonald’s Frequency = getting people to use McDonald’s
more often
To make McDonald’s our customers favourite place and way to eat
What we do
Research Sales Promotions Advertising Point of Sale Website Operational integration
What we do
Research – to understand our customers wants, needs and
preferences. Then brief Food Development Team to develop food/drinks to meet these wants, needs and preferences
Sales Promotions– develop offers, giveaways and competitions to drive
customers to McDonald’s
What we do
Advertising– create TV, radio, outdoor poster and online
advertising to communicate McDonald’s products and promotions to customers and drive them to McDonald’s
Point of Sale– create packaging and in-store posters/banners etc. to
drive them to purchase products once in the restaurant
What we do
Website– manage the content of mcdonalds.co.uk to
communicate products and promotions to customers online.
Operational Integration– Interface with our restaurants to ensure that our
promotions are operationally deliverable and well executed
The Agencies we work with
Leo Burnett – Advertising Development of ideas through to production of
advertising– TV/Cinema– Radio– Outdoor (billboards, bus shelters, bus-sides, phone
boxes etc.)– Press (newspapers, magazines)
The Agencies we work with
The Marketing Store – promotions and POP Development and management of promotions
– Development of ideas through to final for instore POP (window posters, translites, banners etc.)
– Happy Meal toy design through to production
OMD - Media Media planning (which media combinations to use and
the weight of each campaign) Media buying (liaising with media owners - eg TV
stations, newspapers – to purchase advertising space)
Agilisys – web design and hosting Design through to production of updates to
mcdonalds.co.uk
The Agencies we work with
Linney Design – online advertising Design through to production of online
advertising and promotional microsites
Linney Print Printing and distribution of all instore POP
The Agencies we work with
Adult Food Team
Permanent Menu Breakfast menu Core menu (eg Big Mac, Hamburger, McChicken
Sandwich) Toasted Deli Sandwiches Coffee
Limited Edition Food promotions. E.g. Summer / Christmas Food Mex it Up Big Tasty
Family Team
Happy Meals- Happy Meal calendar planning- Toy development- Happy Meal menu- Promotion of each Happy Meal
Birthday Parties Ronald McDonald live programme Family Instore experience – balloons, games etc. Communication with Mums about the Happy
Meal
Adult Promotions and Value
Adult game promotions– Monopoly, Coke glasses
Adult value promotions– voucher booklets, BOGOF
Poundsaver menu McFlurry - limited editions Student card and student offers.
Manage McDonald’s Sports Sponsorship:
UK activation of global/European sponsorship programmes:- Olympics- FIFA/EUFA
UK sponsorship programmes:- English FA community partner- Scottish FA- Welsh FA- Northern Ireland FA
Sports Marketing
Field Marketing Team
Responsible for -– Field support for restaurants– Communication of marketing plans – Contingency planning– Operating Marketing Helpline– Ensuring delivery and correct implementation of POP – Provide marketing training to operations – Provide field-input to other sections of the team
Special projects
Development of Promotional Food Campaigns
Step 1: Brainstorm of promotion themes– Mexican– summer food– winter warmers
Step 2: Brief Food Development– develop range of new food that can be produced – Preferred options selected for research
Step 3: Conduct consumer research
Step 4: Final selection of range
Step 5: Project sales (based on popularity in research)
Step 6: Agencies all briefed together (packaging, POP, advertising)– Agencies come back with creative concepts– Agreed concepts taken forward to full development
Development of Promotional Food Campaigns
Timelines (Mex it Up Promotion)
Campaign launch date: June 07Campaign briefed: Jan 07Packaging artwork deadline - March 07POP artwork deadline - May 07Media booking deadlines - March
Advertising: TV final approval – early June 07 (1 week before on air) Outdoor approval – mid May 07 Press – mid June 07 (2 days before) Online - mid June 07 (day before)
Campaign production budgets
POP design £50, 000
POP print £180,000
Packaging design £10, 000
TV ad production £200, 000
Outdoor ad design £20,000
Press ad design £20,000
On line ad design £15,000
McDonald’s website £5,000
Campaign Media budget example
TV Media £1 million
Outdoor (billboard) Media
£400, 000
Press (magazine, newspaper) media
£150, 000
Online media £10,000
Mex it up - Packaging
Mex it up POP
Mex it up - advertising