High-quality marketing in Ukraine from the branding and digital marketing agency FINE Development Company: AI, Blockchain, IoT, Kyiv, Lviv, Odessa, Dnipro, Vinnitsa, Ukraine. Example of a McDonald's marketing campaign

High-quality marketing in Ukraine from the branding and digital marketing agency FINE Development Company: AI, Blockchain, IoT, Kyiv, Lviv, Odessa, Dnipro, Vinnitsa, Ukraine. Example of a McDonald's marketing campaign

 

Feel like a member of the marketing team at McDonald's from 1996-2002. According to the annual report (for 2000), the company is developing well.

Revenue and bottom line increased by almost 25 percent, capital expenditures decreased by 18 percent, and the number of outlets (all types: own, franchise, partners) increased by 38 percent. Meanwhile, just two years later, net income is down 50%, although capital expenditures have only increased slightly and revenues and branch numbers have steadily increased. Without a careful study of what was happening at the moment in the company, marketers would not have been able to understand how such a sharp financial downturn occurred, much less how to quickly get out of these troubles.

 

Relevance and collection of information

 

Marketers collect information to minimize the risk of mistakes when making marketing decisions. They test which customer group to build relationships with, which communication channels to use, how to build brand influence, and what strategic message to communicate with it. We believe that knowledge reduces risks: the more we know about a company and its environment, the easier it will be to anticipate opportunities, threats, strengths and weaknesses, and plan effective actions.

 

We are talking about the kind of information that allows you to build an appropriate ROI, using strengths to generate income, and information that will allow you to limit your weaknesses and protect against threats.

 

Know-what

 

Marketing research studies the environment. In the classical approach, two types are distinguished: internal and external. Nowadays, specialists are increasingly dividing the environment into three groups: internal, micro and macro.

 

The internal environment is the employees of the company, their knowledge and competencies, the organizational structure, the company's offer, its management, industrial and IT technologies, salaries and financial resources. Among other things, you can study the effectiveness of a specific campaign, the effectiveness of communication channels, ROI, quality of service, demographic characteristics of customer groups, and more.

 

The microenvironment brings together factors that simultaneously depend on the brand, customers and other market participants. These include buyers, the supplier network, competitors, the media, and the company's image. You can also study customer satisfaction (in service, in the buying process, in product use), strategic position and the impact of prices on sales.

Macroenvironment brings together political, legal and regulatory, economic, social, cultural and technological factors. You can study groups that oppose the firm or support your brand, legal changes, shoppers' income, and what role shoppers assign to products, technological change, and more.

The division of the microenvironment is due to changes in the role of consumers and the dynamics of mutual influence of market participants. The enrichment of society, overproduction of goods and the emergence of social media have triggered a huge increase in the market power of buyers and the market power of sales agents (as illustrated by the examples of Amazon, Walmart and WholeFoods). Brands that did not notice this and thought that they themselves regulate demand through product quality are sadly faced with reality. And in order not to lose sight of this factor, it is worth looking at the environment from the perspective of these three groups.

 

Probably the same was done at McDonald's in 2002-2003. A number of careful studies have been carried out on what is happening around the company and three main causes of the problems have been identified:

 

The main development strategy of the company turned out to be the internal reason: success = an increase in the number of outlets, branches. McDonald's has grown at a rate of 1,000 to 2,000 rooms per year. As a result, new branches did not attract new customers, but took away some of the traffic, revenues and profits of old branches.

 

The reason for the micro was the quality of customer service, customer satisfaction and the emergence of aggressive competition. The rapid growth in the number of outlets has increased the problem of providing adequate quality and speed of service. In addition, competitors began to intensively promote their own chains: sandwiches (Subway), pizza, etc.

 

How did the McDonald's story end? After carefully examining the causes of the problems, the company implemented a rebranding program. The menu was improved (new products appeared, healthier, more varied in taste and price). Service was improved, the appearance of the premises was renewed, new colors improved the atmosphere, 24/7 sales were introduced, a new employee training program was introduced, and an emphasis was placed on the cleanliness and comfort of the premises. This is how timely professional services have saved a company that is difficult to match. even now. FINE marketing agency Development Company: AI, Blockchain, IoT, Kyiv, Lviv, Odessa, Dnipro, Vinnitsa, Ukraine, provides professional marketing services and will help you understand the promotion of your company.