In order to come up with effective and efficient advertising strategies it is important to keep in consideration the target market and at the same time the needs, requirements and preferences of the target market. It is important for the marketers to carefully analyze and evaluate the target market and consumers and come up with proper segmentation, targeting, and positioning strategies. The advertising strategies are directly based on the segmentation, targeting, and positioning strategies (Belch and Belch, 234-264).
McDonalds is known for its attractive and catchy advertisements and jingles. For this purpose the company uses different mediums including Television, radio, print, billboards, and many other advertising mediums. In order to advertise and market the McDonalds Veggie Burger the management of the company will utilize different advertising mediums including the print, electronic, and Out of Home (OOH) advertising channels. McDonalds will advertise about the lunch of the new McDonald’s Veggie Burger through attractive and catchy advertisements made especially for the television, radio, newspaper, and magazines. Along with this the company will also place the catchy advertisements on billboards in different areas. The management of McDonalds will have to keep in consideration all advertisements on all advertising mediums convey and deliver the same message. It is important for the organizations to come up with integrated marketing communication strategies so that same message is delivered to the target market and consumers through all marketing and advertising mediums (Ferrell and Hartline, 291-295).
The main target market for the McDonald’s Veggie Burger is the Asian, Chinese, Middle East, and Indian population living in Canada, as these people are mostly vegetarian and at the same time prefer to eat healthy meal and food. Along with this the people who are diet conscious and prefer healthy eating will also be the target customers for the McDonalds’ Veggie Burger.
The current image or positioning of McDonalds is in contrast with the healthy image of the McDonald’s Veggie Burger. For this reason, McDonalds will have to work more on coming up with strong and effective message. The advertisements for the McDonald’s Veggie Burger will be classified into the categories of informative and persuasive advertising. On one hand the advertisements will inform the target market about the new Veggie burger and its health benefits and on the other hand will persuade the target market and customers to try this new Veggie burger. For this purpose, the company will use the celebrity endorsement in the advertisements.
In order to target different geographical regions in other seven regions of world, McDonalds will come up with customized and localized advertisements promoting and advertising according to the preferences and needs of the customers in different geographical regions.
Sales Promotion Objectives:
It is important for the organizations to carefully decide and formulate the sales promotion objectives in order to make sure that the sales promotion strategies are designed and implemented in effective and efficient manner. The sales promotion objectives of the McDonald’s Veggie Burger are as follow:
Sales Promotion Strategies:
Sales promotion is one of the important sales and marketing tools used by the organization in order to attract more customers and increase the overall sales. The sales promotion strategies are usually employed to accomplish short term goals and objectives associated with the promotion and sales of a particular product. The sales promotion strategies are divided into two broad categories namely; consumer promotions and trade promotions (Shimp, 444-508).
The management of McDonald’s will use consumer oriented sales promotions techniques in order to attract more and more customers toward the new McDonald’s Veggie burger. For this purpose the company on one hand will use the in store promotional material and displays and on the other hand will offer different deals and promotions to the customers.
Special contests will be arranged in which the customers have to share their recipe or formula of healthy living and eating. The customer with the best formula will be presented with free coupons and other gifts. This contest will be organized and managed through social media pages and profiles. This on hand will encourage the customers to purchase the new McDonald’s Veggie burger and on the other hand will also increase the overall brand awareness and improve the brand image.
Along with this there will be special promotions and meal offers running in different outlets of McDonalds according to the preferences and requirements of the target market. These will result in encouraging the target customers to indulge in the purchase of the new McDonald’s Veggie burger.
Belch, George and Michael Belch. Advertising and promotion: an integrated marketing communications perspective. New York: McGraw-Hills, 2004.
Ferrell, O.C. and Michael Hartline. Marketing Strategy. Mason, OH: South-Western Cengage Learning
Shimp, T. Advertising, promotion, and other aspects of integrated marketing communication. Mason, OH: South-Western Cengage Learning