2017

Fundamental of Marketing
Segmentation of MacDonald’s
Submitted To: Mr. Jamil Khalid

Muhammad Umair Niaz

14336
3/15/2017
 McDonalds
INTRODUCTION:
McDonald's Corporation is the world's largest chain of hamburger
fastfood restaurants, serving nearly 47 million customers daily. At onetime it was the largest
global restaurant chain, but it has since been surpassed by multi-brand operator Yum! Brands
(KFC, Taco Bell
andothers) and sandwich chain Subway. McDonald’s primarily sellshamburgers, cheeseburgers,
chicken products, French fries, breakfast items, soft drinks, milkshakes, and desserts. In response
to obesitytrends in Western nations and in the face of criticism over thehealthiness of its
products, the company has modified its menu to include healthier alternatives such as salads,
wraps and fruit.

MARKETING SEGMENTATION OF MCDONALDS

DEMOGRAPHIC SEGMENTATION

Life cycle:
McDonald’s has targeted children, youth singles and the young urban families.
McDonald’s is attracting the young urban families wanting to spend some quality
time while their children have fun at the outlet

Age:
Mostly youngsters and kids are target, so to attract children McDonalds has Happy Meal with
which toys ranging from hot wheel s to various Walt Disney characters are given. At
several outlets, it also provides special facilities like
‘Play Place’
Where children can play arcade games, air hockey, etc. Mostly target is under age 5-6, 12-15,
15-20 and over.

Gender:
McDonalds have segmented its services to males as well as females.

Occupation:
McDonalds has mostly segmented its market to the school and college going students.
Income:
McDonalds has targeted mostly middle class and upper class urban
families who can afford its luxury meal.

Psychographic segmentation

Needs-motivation:
The luxury services of McDonalds fulfill the needs of self worth.

Personality:
McDonalds mostly segments is market to extrovert people who usually hang out with friends and
family in restaurants and other enjoyment places.

Motivation slogans:
McDonalds provides motivate slogans to attract its customers and make a good image in the
minds of the customers like “IM LOVING IT”“EVERY TIME A GOOD TIME”“PUT A
SMILE ON ”“ENJOY MORE”“MY MCDONALDS”“WHAT YOU WANT IS WHAT YOU
GET” These are one of the famous slogans of McDonalds through theseslogans McDonalds is att
racting its customers and making a goodimage in the minds of the customers, McDonalds has
segmented onbasis of making relationship with the customers and making thembelieve that they
are on the rite place.

Geographic Segmentation

Region:
In Pakistan McDonalds is giving its services in Lahore, Karachi,Islamabad, Quetta, and
Faisalabad and worldwide McDonalds is giving
its services to almost more than 40 countries the main host of McDonalds is New York.

USE-RELATED SEGMENTATION
Use rate: Medium users
Awareness status: Mostly people are aware of McDonalds and are interested to have
services of McDonalds.

Brand Loyalty:
McDonalds have strong loyal customers.
USE-SITUATION SEGMENTATION
Time: Leisure
Objective: Fun
Person: Self, family members, friends, peer

BENEFIT-SEGMENTATION:
McDonalds provides luxury meals which have value of money.

HYBRID SEGMENTATION:
McDonald’s fast food chain (Service Company) uses hybrid segmentation rather than relying on
single segmentation base. In psychographic and demographic profiles McDonalds gets powerful
information about the people, their thinking pattern and lifestyle. As a result they advertise their
campaigns according to the people lifestyle pattern and reach its target customer effectively.
Moreover McDonald using
Geodemographic segmentation and theyadvertise campaigns through Direct-
mailing, Local Cable networks,school, colleges, universities, etc. by this they know about the
lifestyle of people by grouping based, by Credit-cards (get information about customer and get to
know about his neighbors)