• Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

Marketing and promotional strategy

Extracts from this document...

Introduction

Introduction As part of my assignment I will compare Mc Donalds and Burger king. These two restaurants offer similar products and services .I chose to compare the two businesses because of the fierce competition and promotional strategies that they use. Mc Donald and Burger King are in direct competition with each other and always compete to be ahead of each other and gain customer loyalty. The first Mc Donalds restaurant opened in the UK in the 1970s.Mc Donald's states that customer's convenience is the driving force behind new restaurant locations. The company is committed to responsible growth, and works closely with local planning officers and community groups when developing a new restaurant. McDonald's is the leading global food service retailer with more than 30,000 local restaurants in more than 100 countries. Approximately 70 percent of Mc Donald's restaurants worldwide are owned and operated by independent, local businessmen and women through franchise arrangements There are currently more than 1,000 Mc Donalds restaurants throughout the UK, and the company continues to strive to offer greater convenience to customers while responding sympathetically to local circumstances. Mc Donalds strives to ensure quality from crop up to the counter. This means that the restaurant requires the highest standards and specifications, not just for product ingredients but also every detail of production, transport, delivery, preparation and service is also monitored. Mc Donalds also recognises the importance of a balanced diet and life-style and continues to seek quality new products. ...read more.

Middle

Research shows that radio advertising has grown tremendously since 1992.Mc Donald has taking this into consideration by advertising on the radio, they have advertised breakfast meals and other meal offers. A great deal of the population listen to the radio especially people 15-24 Mc Donalds can target that age group to increase sales. Merchandising /point of sale In 2003 McDonald's share price was as low as it had been for almost a decade. In the same year the company posted its first quarterly loss and - to add salt to the wound. McDonald's was in trouble and had to come up with new ways to bring their product forward. McDonald's launches toasted sandwich range (22 September 2005 00:00) McDonald's has launched a new deli sandwich range as it changes its menu to increase choice and fight off high-street competition. The Toasted Deli Sandwiches were officially launched in all 1,252 of its UK outlets. Price: from �2.79-�3.19 Sub-flavours: Roast Beef and Mature Cheddar; Cheese, Ham and Pepperoni Mc Donald's menus have undergone a series of adjustments lately, including the introduction of "healthier options" such as salads, fruit and yogurt. The restaurant had previously faced some bad publicity in regards to weight gain. Fast food chain Mc Donalds reacted to criticism of advertising aimed at children by today announcing a new campaign designed to promote a "healthy lifestyle". ...read more.

Conclusion

Sales promotion is aplied in the form of coupons and discount scheems to develop a Desire to purchase. ATR- stands for Awareness, Trial, and Reinforcement. This is an alternative theory builds in trial and reinforcement.The main role of advertising is not to arouse interest but, to reinforce or reasure the customer. Part 2 the promotional plan My second task includes producing a promotional plan for one of my potential client. My client will be opening a restaurant in my local area. I will conduct primary and secondary research that will be presented as a situation analysis. I will be using the acorn profile website to choose my target customers. My targeted market is Affluent urban professionals from the Acorn profile I found out that the people living in this area are big devotee to restaurants. I have decided to target these people because I believe that I great product to offer and can also achieve great sales. Regularly eat evening meal in pub/restaurant 146 Regularly eat lunch in pub/restaurant 118 Visits coffee bar 3+ times per week 218 PT/2 Promotional plan questionnaire How many times do you eat out? Do you usually eat in or take away? How important do you think promotion is for a new business? What type of promotional methods do you believe will be most affective? Television, radio, Billboards, leaflets. What kind of ads campaign do you believe to be most effective? What kind of adverts do you think is least affective? ?? ?? ?? ?? 1 ...read more.

The above preview is unformatted text

This student written piece of work is one of many that can be found in our AS and A Level Marketing & Research section.

Found what you're looking for?

  • Start learning 29% faster today
  • 150,000+ documents available
  • Just £6.99 a month

Not the one? Search for your essay title...
  • Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

See related essaysSee related essays

Related AS and A Level Marketing & Research essays

  1. Business plan - The business that I am planning to open up is a ...

    Two main categories: Public - public sources would be my customers or the target audience of my restaurant. These sources are the most economical because they are free and can offer a lot of good information. Commercial - commercial sources are equally valuable but usually involve costs such as subscription and association fees.

  2. Marketing Research. Explain how different marketing research methods have been used to make a ...

    The range was between never and once a week. We also noticed in our research that is there was more women buying car accessories than there were men, which surprised us as we had assumed men would be more interested in buying car accessories.

  1. Unit 3 - Marketing Research And Marketing Mix

    retailer or reliability. GlaxoSmithKline would also be heavily reliant on third parties to implement their marketing plan which could lead to conflict in the chain and finally to sales. Achieving placement objectives GlaxoSmithKline will have to use a mix of direct and indirect selling.

  2. Marketing Analysis and Strategy Recommendation for Starbucks Coffee Company

    First, Starbucks is vertically integrated as they buy and roast the beans, ship them to the stores, produce, and sell the coffee. They may face difficulties or have to raise the price of their coffee if the cost of raw beans increases, or there is a decrease in available labor.

  1. Design a promotional campaign for a Sandwhich bar.

    cream shop in central London introduced the breast milk flavor ice cream. Our sandwiches will range from normal flavors to strange and unheard of which will be daring people to try them. The type of people who will be most persuaded to try these products will be young people, who

  2. Write an essay describing the promotional mix used by LOreal and Compare the Market ...

    This might be by training up staff better so they know more about all the products or services that the company offers so they can help customers make a better purchase. The next method that I'm going to look into in the promotional mix is 'Advertising'.

  1. Business Studies Company Profile

    This means that when BMW get new and innovative ideas, what BMW is famous for, and then more people would want to buy those new and exciting automobiles, thus capturing more of the market. This capturing of the market would also increase the growth of BMW more.

  2. Marketing - what it is and why it is importance. Analysis of my marketing ...

    Research will often help us reduce risks associated with a new product, but it cannot take the risk away entirely. It is also important to ascertain whether the research has been complete. For example, Coca Cola did a great deal of research prior to releasing the New Coke, and consumers seemed to prefer the taste.

  • Over 160,000 pieces
    of student written work
  • Annotated by
    experienced teachers
  • Ideas and feedback to
    improve your own work