Hospitality mc donald
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Transcript of Hospitality mc donald
Anthony Tang Elton Kong Larry Shum Sum Fung Windy Tsoi Winky Choi
INTRODUCTION
Unique
Successful Advertiseme
nt
Great Partnership
Concern to Kids Quality of
Staff
Target Marketing
1971
• Offer beer(Germany)
1977
• Breakfast line
1987
• Healthier product, fresh salad
1997
• chicken sandwich
2003
• I’m lovin it
2006
• Voice of McDonald’s contest
MCDONALD - GLOBAL
KFC1930
• Founded, chicken as core product
2009
• Healthier product
BURGER KING1989
• Cartoon characters including Kid Vid™, IQ™, Jaws™ & Jazz™
2004
• Subservient Chicken
PIZZA HUT1970
• Offers beer
1986
• Delivery service provided
1992
• Lunch buffet introduced in 1,800 units
MCDONALD– HONG KONG1984
• Full breakfast menu
1994
•The Senior Citizen Welfare Scheme
1998
• McDonald’s Youth Football Scheme
2003
• "i'm lovin' it"
2004
• Fresh Choices Menu
MCDONALD’S YOUTH FOOTBALL SCHEME 1998 Largest and Longest Aged: 8 - 16
Most successful & longest-running campaign
Rebuild customer relevance
I'M LOVIN' IT
UNIQUE DESIGN IN THE WORLD
1. MCDONALD’S AIRPLANE IN TAUPO, NEW ZEALAND One of the strangest Not open during night hours It is a decommissioned DC-3 Complete with a cockpit, wings and
propeller, the plane sticks out from the main restaurant
2. MCDONALD’S RIVER BOAT ON THE MISSISSIPPI RIVER, ST. LOUIS, MO
3. OLYMPIC PARK IN LONDON, ENGLAND The World’s Biggest McDonald Area : 3,000 square meters Offers 1500 seats
Happy fun act birthday party Decorate the place Exciting and interesting games Having a joyful and surprised birthday
party with friends
McDonald’s
theme
Barbie’s theme
HotWheels’
theme
ADDITIONAL FUNCTION
ADDITIONAL FUNCTION McDonald's Wedding party Marry, engage or married anniversary
ceremony Designing sweet party Loved game
Gift Cards Pre-paid card Convenient for paying As a gift
COMPARISON
Birthday party
Gift card
Mos Buger √ (Tai Wan)
Subway
KFC √
UNIQUENESS
Ordered food
Display
Prepare the
sandwich
Complete the order
Serve the
customer
Made for you
Advanced equipment
Hot, fresh ,tasty McDonald’s foods provide
Yet speedy
UNIQUENESS Customer Service Ambassador As a communication bridge between McDonald's and the customer's- Promotion- Customer feel friendly and welcoming from
Customer Service Ambassador
ADVERTISING Build a long term image Translated to nearly 20 titles with 13
languages Let customer know the latest product More frequent during family hours (6-9), so to reach the target market, children easily
PUBLIC RELATIONS Attract youth attention and build
desireseg. Eason Chan, Joey Yung
Public activitiesBuild positive image of McDonald
PUBLIC RELATIONS Children Virtual Characters Symbolization
SALES PROMOTIONMcDonald Attract customer's attention Give incentive Stimulate quick sales For example:
- Monopoly (Sales in America increased 8% each year)
- Shake Shake Fries (Mix it! Shake it! Enjoy it! )
Burger king Use less public relations Target 18-34 years old men who eat fast
food more than 9 times per month
KFC Target chicken lovers Less diversified products
SALES PROMOTION
FOOD DISTRIBUTOR
Golden State Food
Gateway Distributi
on
McDonald
Golden State Food
Largest Diversified Supplier
350 McDonald Restaurant
50 Countries
6 Billion
FOOD DISTRIBUTOR
POSITIONING
Children
•Toys•Delicious Meal
Youth
•Club McDonald•Affordable•Speed
Family
•Birthday party•A treat to children
McDonald
Coca-Cola
Barbie Toy
Hot Wheels
Walt Disney
Cadbury
CO-BRANDING
FAMILY AND CHILDREN
Happy
Meal
Barbie
DisneyHot
Wheels
CO-BRANDING COMPARISON
KFC
Yum! Bran
d
Rib Crib
Pepsi
Taco Bell
McDonald KFC Burger King
Company restaurant revenues(at the year of 2012)
$ 6.952 Billions
$ 13633 Millions
$ 1169 Millions
Net income (at the year of 2012)
$ 1.396 Billions
$ 1597 Millions $ 1177 Millions
Staff 1800000 455000 38840
Total number of restaurant
33000 17000 7800
Fast food industry: Market share
19% 9% 2%
Country 119 120 79
Outlets 33000 18000 13000
Global brand 2013
NO.7 $41992 Millions
NO.66$6192 Millions
Out of 100
RECOMMENDATION
Extent buffet marketChickenSaladBeer
REFERENCE
http://www.prnewswire.com/news-releases/golden-state-foods-acquires-mcdonalds-distribution-center-in-lebanon-ill-200921981.html
http://www.rmhcstl.com/Document.Doc?id=12
http://www.slideshare.net/pridhavale/mcdonalds-marketing-strategies
http://en.wikipedia.org/wiki/McDonald%27s
https://sites.google.com/site/mcdonaldsfranchisestrategy/home/mcdonald-s-competitive-advantage
http://fagansusanto.wordpress.com/2012/11/22/value-chain-and-competitive-advantage-of-mcdonalds/
http://www.forbes.com/sites/panosmourdoukoutas/2013/09/11/is-mcdonalds-losing-its-competitive-edge/
Thank YouQ&A