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Marketing and promotional strategy

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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.

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