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The Marketing Mix: Product and Branding Strategies for McDonalds Company. - Research Paper Example
This report is intended to conduct an analysis of the product and market strategies of McDonald's, one of the world’s largest fast food chains. McDonald's is spread across more than 32,000 locations across the world. The huge success of the brand can be attributed to brand promises to which the company holds to. …
The report is intended to provide an insight of the two major product attributes of McDonald's. No other fast food brand was as successful as that of McDonald's in terms of branding. This huge success can be attributed to the extreme focus given to product attributes. Quick Service and Family Orientation are the two of the major product attributes of McDonald's that differentiate itself from the competitors. Based on these attributes, a product positioning map can be created for McDonald's. The product positioning map gives a clear representation of the focus given by various fast food market leaders. Quick service and family focus are two main attributes on which McDonald's compete. The map shows clearly that no other fast food brands focus on these attributes than that of McDonald's. Quick service is almost a common attribute for all the brands. All the competitors listed above scores good in terms of quick services. But none of these brands provide family focus in their advertisements. This is one of the reasons for McDonald’s additional revenue from the children customer group.