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PROMOTIONAL STRATEGY OF MACDONALDS AT SWEDEN
The integration of advertising, public relations, promotions and media advocacy. The
purpose is to create demand for the product through events, news articles, editorials,
etc.
Promotional Strategy of McDonalds and Target audience
McDonalds Corporation is one of the most popular and valuable brands in the fast food
industry. McDonalds is undoubtedly a corporation of tremendous magnitude, with
outlets in over 30,000 sites in 121 countries, serving over 35 million customers a day and
earning profits of over $2 billion annually. McDonald's has successfully used a
differentiated market segmentation strategy by targeting the family unit and
particularly children with their "Happy Meals" and prices. McDonald's has traditionally
offered lower prices than other hamburger chains, thus gaining the patronage of larger-
size families. The location of its outlets has been instrumental in making McDonald's so
successful. It was the first hamburger chain to expand into the suburbs and into the
crowded downtown areas of large urban cities
The issue of targeting children, particularly by commercial advertising like the
one used in McDonalds, for example, sometimes raises many questions and,
probably more than most topics, involves strongly held views and opinions. Given
the vulnerability of children, questions about ethics, about the regulation of advertising
McDonalds also has focused on a global fundraiser benefiting Ronald McDonald
House Charities and children around the world. Helping children and families in
need is one of the most important things that the global corporation does for the
local communities
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Something as simple as the multiple recycling bins in each restaurant was a way
to promote the changes among the public. Since the Swedes are very conscious
of recycling, this kind of change would be sure to catch their attention
The various promotion channels being used by McDonalds to effectively communicatethe product information are given above. A clear understanding of the customer value
helps decide whether the cost of promotion is worth spending.
There are three main objectives of advertising for McDonalds are to make people
aware of
An item
Feel positive about it
Remember it.
The right message has to be communicated to the right audience through the right
media. McDonalds does its promotion through television, hoardings and bus shelters.They use print ads and the television programmers are also an important marketing
medium for promotion
McDonald's Sweden is working to find innovative ways of providing fast, healthy, low-
cost food for the majority of the people, while functioning as a sustainable operation -
financially, socially, and environmentally. With the help of The Natural Step Sweden and
8,000 committed employees, in just five years McDonald's Sweden has reduced costs
through numerous eco-efficiency programs, spurred new innovations, motivated and
energized staff, and transformed their public image.
By studying the fundamental nature of their business through the lens of the TNS
framework, McDonald's Sweden is moving beyond eco-efficency. Today, approximately
half of the 160 Swedish McDonald's, the bakery, and the national headquarters run on
renewable energy - hydropower.
The company has three primary business objectives
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Satisfied employees
Satisfied customers
Profits
There is one very simple reason that McDonald's Sweden is concerned with the
environment: the future. The future for us as people, and for our company.
Positioning of McDonalds over a period of time in Sweden
y It's a Good Time for the Great Taste (1984)
y The Good Time, Great Taste of McDonald's (1988)
y K om till McDonald's - vi ger mer (1993) (Come to McDonald's - We give more)
y Livet har sina goda stunder (1995) (Life has it´s good moments)
y E very Time a Good Time (19992003)
y Gotta Get My Taste (2003)
y i'm lovin' it (2003present)
McDonalds has rolled out a new joint outdoors promotion with Coca-Cola to promote
Coke soft drinks at McDonalds restaurants in Sweden with a healthy lifestyle twist.
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For this campaign, the always creative DDB Stockholm has come up with a witty way to
promote both regular and diet Coke drinks. Regular Coke was advertised to people using
stairs and Coke Light to those using the escalator.
Clever newspaper ad for new McDonalds sandwich in Sweden.
Giant paper napkins were used to promote McDonalds largest hamburger ever, the
Bign'Juicy, in Stockholm, Sweden.
Regular bus stop was turned into McDonalds restaurant in Sweden