marketing management full report
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Definition of marketing
Marketing is a social & managerial process by which individuals & groups obtain what they need & want through creating, offering & exchanging products of value with others
Marketing Management is the process of planning & executing the conception, pricing, promotion & distribution of ideas, goods, & services to create exchanges that satisfy individual & organizational goals.
Strategy Planning for Advertising
Advertising is a form of communication that typically attempts to persuade potential customers to purchase or to consume more of a particular brand of product or service.
Many advertisements are designed to generate increased consumption of those products and services through the creation and reinforcement of "brand image" and "brand loyalty".
Various medium is used to deliver these messages, including television, radio, cinema, magazines, newspapers, video games, the Internet and billboards.
Why is outdoor advertising so big today?
Better means of transport and communication.
Increase in the number of products and services
Increase in consumers demand
To eliminate competitors
Definition of outdoor marketing
Types of outdoor advertising
A point-of-sale display (POS )
Bus Queue Shelters
Skywriting is the process of using a small aircraft, able to expel special smoke during flight, to fly in certain patterns to create writing readable by someone on the ground. The message can either be an advertisement aimed at everyone in the vicinity, a general public display of celebration or goodwill, or a personal message such as a marriage proposal writ large.
billboard is a large outdoor advertising structure (a billing board), typically found in high traffic areas such as alongside busy roads. Billboards present large advertisements to passing pedestrians and drivers. Typically showing large, ostensibly witty slogans and distinctive visuals, billboards are highly visible in the top designated market areas
Digital signage is a form of electronic display that is installed in public spaces.
Digital signs are typically used to entertain, inform or advertise. Major benefits of digital signs over traditional static signs are that the content can be exchanged more easily, animations can be shown and the signs can adapt to the context and audience, even interactively.
Digital signage advertising is a form of out-of-home advertising in which content and messages are displayed on digital signs, typically with the goal of delivering targeted messages to specific locations at specific times.
Digital signage offers superior return on investment compared to traditional printed signs
A point-of-sale display (POS )
A point-of-sale display (POS) is a specialized form of sales promotion that is found near, on, or next to a checkout counter (the "point of sale").
They are intended to draw the customers' attention to products, which may be new products, or on special offer, and are also used to promote special events, e.g. seasonal or holiday-time sales.
POS displays can include shelf edging, dummy packs, display packs, display stands, mobiles, posters, and banners.
Neon signs are luminous-tube signs that contain neon or other inert gases at a low pressure. Applying a high voltage (usually a few thousand volts) makes the gas glow brightly.
They are produced by the craft of bending glass tubing into shapes.
A worker skilled in this craft is known as a glass bender, neon or tube bender.
Buses and their related infrastructure is a medium commonly used by advertisers to reach the public with their message.
Usually this takes the form of promoting commercial brands, but can also be used for public campain messages.
Buses may also be used as part of a political or promotional campaign, or as a tool in a commercial enterprise.
Street furniture can be benches, bus shelters, bicycle racks and parking garages or structures. Street lamps are street furniture and people advertise on them all the time by placing a sign looking for a lost puppy or advertising a tag sale, etc. The Street Furniture category of outdoor advertising also includes kiosks, shopping mall displays and in store advertising. Phone booths are/were street furniture however you donâ„¢t see many of them anymore. However there are still plenty of places to advertise on street furniture as this format has taken 7% of the outdoor advertising revenue
Bus queue shelter
Almost all bus shelters and benches contain some form of advertising, some of which is public service ads and some of which is commercial.
No matter if weâ„¢ve read those ads a hundred times, given the situation of sitting there waiting for a bus, most of us will read the ads and study the pictures over and over again.
The same company that puts the ads on the bus benches and bus shelters also puts them on the buses themselves which anyone is going to see in traffic and of course those same companies are on the billboards that we pass everyday.
4 pâ„¢s of marketing
THE 4 P's Of Mc DONALDS'
Mc Donalds product portfolio primarily comprises of vegetarian and non-vegetarian burgers. The vegetarian burgers like Veg surprise, salad sandwich, Mc Aloo Tikki Burger, Mc veggie burger are offered to the customers.
Non-vegetatarian burgers include Chicken Mc grill, Mc chicken burger, Fliet of fish and chicken maharaja burger. Along with these french-fries, veg pizza mc puff, wrap chicken Mexican, wrap paneer salsa, potato wedges, soft serve pineapple and choclate ice creams, Mc swirl soft drinks, coffee and Mc shakes are also offered to increase the variety in the product portfolio.
Mc Donalds also provides mean combos with medium fries and medium soft drink, happy mean with small soft drink, econo meals with small soft drink and value meals with potato wedges and small soft drink.
THE 4 P's Of Mc DONALDS'
Mc Donalds outlets are very evenly spread throughout the NCR region. Mc Donalds does not offer home delivery but its outlets are very readily accessible. Mc Donalds also offers take away drive through facilities.
THE 4 P's Of Mc DONALDS'
At Mc Donalds the prime focus is on targeting children. In happy meals too which are targeted at children small toys are given along with the meal.
Apart from this, various schemes for winning prices by way of lucky draws and also scratch cards are given when an order is placed on the various mean combos.
In fact, the various happy meals and value meals also signal to the customer that buying separate items results in greater value for money for the customer.
THE 4 P's Of Mc DONALDS'
Mc Donalds vegetarian burgers are priced between Rs 20 and Rs 48. Wrap paneer salsa is priced at Rs 45-50.
The non vegetarian burgers are priced between Rs 30 and Rs 60. Wrap chicken Mexican is priced at Rs 55.
Medium French fries are priced at Rs 28, potato wedges at Rs 20, soft serves at Rs 35, mc swirl at Rs 12, medium soft drinks at Rs 20 and medium shakes at Rs 45.
Macdonaldâ„¢s has a strong global presence with its nearest domestic competitor being only half its size,
Mcdonaldâ„¢s is the market leader in both the domestic and international markets.
From cost reduction through economies of scale because of its enormous size and its huge global
Presence allows it to diversify risk involved with the economic performance of specific countries.
International markets, macdonaldâ„¢s is well placed to expand and take advantage of long-term
Economic growth. Macdonaldâ„¢s also has a strong real estate portfolio. The companyâ„¢s outlets are
Located in areas that are highly known for visibility, traffic volume and ease of access.
Also has exceptional brand recognition. This strong brand recognition creates significant opportunities.
For the company. Macdonaldâ„¢s is able to generate more sales because of its brand recognition.
Aggressive market planning, macdonaldâ„¢s has been able to recapture its youth market once again.
The food industry is really saturated. As a result of this, MacDonaldâ„¢s has to deal with the prospect of looming market saturation, which could make it difficult to add new outlets.
The market is forecast to grow by around 2% per year.
There is also an increasing price competition driven by too many competitors, which reduces the companyâ„¢s ability to increase revenue.
Nevertheless, the swift of the companyâ„¢s focus from a value menu to a more diverse one has recently limited the negative effect of the intense price competition that was traditionally taking place among the industry leaders.
Lack of product innovation is another weakness of McDonalds. The last break-through for McDonaldâ„¢s was the Chicken McNugget in 1983, but again the companyâ„¢s new strategy seems to have successfully dealt with the problem through the popularity of its new salads and other new products.
MacDonaldâ„¢s sold its Donatos Pizzeria back to its founder in 2003 and discontinued Boston market operations outside of the US.
The company will instead focus on Chipotle Grill which is the companyâ„¢s most successful non MacDonaldâ„¢s branded chain of restaurants.
Also to increase profitability the company has slowed its expansion of McDonaldâ„¢s restaurants so as to refurbish and change the image of current restaurants and adding new features such as Internet access.
McDonaldâ„¢s still has plans for more international expansion. McDonaldâ„¢s still needs to penetrate in many countries especially in Europe, Asia and Latin America.
Changing trends in eating habits toward more health eating, seen as a threat to McDonalds can also be seen as an opportunity.
McDonalds introduced new premium salads and Fruit nâ„¢ Yogurt Parfaits in the US which lead to growth in 2004 and the same products will probably bring some more growth in foreign markets.
McDonaldâ„¢s is exposed to changes in the global economy.
The companyâ„¢s aggressive international expansion has left it extremely vulnerable to other countries economic slowdown. Foreign currency fluctuation is also another problem global companies like McDonalds.
The Fast food industry is becoming an increasingly competitive sector. MacDonaldâ„¢s keeps up with competitors through expensive promotional campaigns which leads to limited margins to gain market share.
McDonaldâ„¢s is attempting to differentiate itself, with new formats and new menu items, but other fast food industry are doing the same too.
McDonaldâ„¢s, just like other fast food industry, often receives bad press because of
its link obesity.
Increased concern such as this has led the Food Standards Agency and the Department of Health in the UK to review the advertising of â„¢junkâ„¢ foods such as McDonalds to children.
Top Competitors for MacDonaldâ„¢s include: Yum! Brands, Inc, Wendyâ„¢s International, Inc. Jack in the Box Inc, and Burger King Corporation.
Do you go to mac donald? Since how many years?
2. Which outlet do u generally go?
3. Have you seen the advertisement of mac donald? If YES, through which medium?
1)Television: ___2) Hoardings: ___
3)Radio: ____ 4)Pamplets: ___
5)Magazine: ___6) Internet: ___
4. What do you remember from the advertisement
5.. Does celebrity endorsement have created an impact on the minds of customer?
Whether the advertisement attracted you to buy the product?
Is the advertisement according to the product requirement?
Have you got any information about the product from the advertisement?
Which of the advertisement appeals you the most?
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