Transcript What we do - West Monmouth School

Marketing Department UK
Agenda
 Marketing goals
 Our role
 Who we work with
 Department structure
 Promotional campaigns
– Tex Mex
– High Street Focus
Our Goal
 Grow business
– Reach
– Frequency
 Reach = getting more people to use McDonald’s
 Frequency = getting people to use McDonald’s
more often
 To make McDonald’s our customers favourite
place and way to eat
What we do
 Research
 Sales Promotions
 Advertising
 Point of Sale
 Website
 Operational integration
What we do
 Research
– to understand our customers wants, needs and
preferences. Then brief Food Development Team to
develop food/drinks to meet these wants, needs and
preferences
 Sales Promotions
– develop offers, giveaways and competitions to drive
customers to McDonald’s
What we do
 Advertising
– create TV, radio, outdoor poster and online
advertising to communicate McDonald’s products and
promotions to customers and drive them to
McDonald’s
 Point of Sale
– create packaging and in-store posters/banners etc. to
drive them to purchase products once in the
restaurant
What we do
 Website
– manage the content of mcdonalds.co.uk to
communicate products and promotions to customers
online.
 Operational Integration
– Interface with our restaurants to ensure that our
promotions are operationally deliverable and well
executed
The Agencies we work with
Leo Burnett – Advertising
 Development of ideas through to production of
advertising
– TV/Cinema
– Radio
– Outdoor (billboards, bus shelters, bus-sides, phone
boxes etc.)
– Press (newspapers, magazines)
The Agencies we work with
The Marketing Store – promotions and POP
 Development and management of promotions
– Development of ideas through to final for instore POP
(window posters, translites, banners etc.)
– Happy Meal toy design through to production
The Agencies we work with
OMD - Media
 Media planning (which media combinations to use and
the weight of each campaign)
 Media buying (liaising with media owners - eg TV
stations, newspapers – to purchase advertising space)
Agilisys – web design and hosting
 Design through to production of updates to
mcdonalds.co.uk
The Agencies we work with
Linney Design – online advertising
 Design through to production of online
advertising and promotional microsites
Linney Print
 Printing and distribution of all instore POP
Adult Food Team
Permanent Menu
 Breakfast menu
 Core menu (eg Big Mac, Hamburger, McChicken
Sandwich)
 Toasted Deli Sandwiches
 Coffee
Limited Edition Food promotions. E.g.
 Summer / Christmas Food
 Mex it Up
 Big Tasty
Family Team
 Happy Meals
- Happy Meal calendar planning
- Toy development
- Happy Meal menu
- Promotion of each Happy Meal
 Birthday Parties
 Ronald McDonald live programme
 Family Instore experience – balloons, games etc.
 Communication with Mums about the Happy
Meal
Adult Promotions and Value
 Adult game promotions
– Monopoly, Coke glasses
 Adult value promotions
– voucher booklets, BOGOF
 Poundsaver menu
 McFlurry - limited editions
 Student card and student offers.
Sports Marketing
Manage McDonald’s Sports Sponsorship:
 UK activation of global/European sponsorship
programmes:
- Olympics
- FIFA/EUFA
 UK sponsorship programmes:
- English FA community partner
- Scottish FA
- Welsh FA
- Northern Ireland FA
Field Marketing Team
 Responsible for – Field support for restaurants
– Communication of marketing plans
– Contingency planning
– Operating Marketing Helpline
– Ensuring delivery and correct implementation of POP
– Provide marketing training to operations
– Provide field-input to other sections of the team
 Special projects
Development of Promotional Food
Campaigns
 Step 1: Brainstorm of promotion themes
– Mexican
– summer food
– winter warmers
 Step 2: Brief Food Development
– develop range of new food that can be produced
– Preferred options selected for research
 Step 3: Conduct consumer research
Development of Promotional Food
Campaigns
 Step 4: Final selection of range
 Step 5: Project sales (based on popularity in
research)
 Step 6: Agencies all briefed together
(packaging, POP, advertising)
– Agencies come back with creative concepts
– Agreed concepts taken forward to full development
Timelines (Mex it Up Promotion)
Campaign launch date:
Campaign briefed:
Packaging artwork deadline POP artwork deadline Media booking deadlines -
June 07
Jan 07
March 07
May 07
March
Advertising:
 TV final approval – early June 07 (1 week before on air)
 Outdoor approval – mid May 07
 Press – mid June 07 (2 days before)
 Online - mid June 07 (day before)
Campaign production budgets
POP design
POP print
Packaging design
£50, 000
£180,000
£10, 000
TV ad production
Outdoor ad design
Press ad design
£200, 000
£20,000
£20,000
On line ad design
McDonald’s website
£15,000
£5,000
Campaign Media budget example
TV Media
£1 million
Outdoor (billboard) £400, 000
Media
Press (magazine, £150, 000
newspaper) media
Online media
£10,000
Mex it up - Packaging
Mex it up POP
Mex it up - advertising