Macdonald's Case Study

“Effective marketing is critical to business success.”
Word count:

McDonald’s Corporation:

The Happy Meal

Executive Summary

This business report will summarize the marketing activities for the McDonald’s Corporation Happy Meal product in Australia. It will also recommend future marketing strategies to improve the products positioning.

Part One: 1. Target Markets a. Primary b. Secondary c. Segmentation variables 2. Product d. Positioning e. Differentiation f. Total product concept g. Branding and packaging h. Product life cycle 3. Pricing i. Pricing methods j. Pricing strategies k. Price and quality interaction 4. Promotion mix l. Advertising m. Publicity and public relations n. Word of mouth promotion 5. Place o. Distribution channels and channel choice 6. “3Ps” (people, processes and physical evidences) 7. Ethical Marketing Strategies

Part Two: 1. Evaluation a. Critical Evaluation of Marketing Strategies b. Alternative Strategies

Introduction

The product I have chosen is the Happy Meal, produced by the McDonald’s Corporation
During the 1970’s, McDonald’s management in Chicago, in conjunction with the Bernstein –Rein Advertising Company, developed a lunch pack specifically designed to be the correct size for children. The product initially included a small French fries, cookies, a choice of toys, a soft drink, and a small hamburger or cheeseburger option. The product concept was simple and developed with a focus on engaging kids with the packaging including puzzles, jokes, and cartoons.
The product offers a meal with a menu choice of food drinks and toys.
In 1977, the Bernstein-Rein Advertising Company was given a trademark for the product, and McDonald’s Corporation began advertising in Kansas City.
The product was introduced into the national market in 1979. During this year,