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Marketing Department UK

The Marketing Department of McDonald’s UK focuses on enhancing customer engagement with effective strategies. Our primary goals revolve around increasing reach and frequency, ensuring McDonald's becomes our customers' favorite dining choice. We engage in thorough research to understand customer preferences, develop enticing promotional campaigns, and craft impactful advertisements across various media platforms. Collaborating with renowned agencies such as Leo Burnett and OMD, we execute well-coordinated campaigns, including exciting food promotions like 'Mex it Up,' all designed to drive traffic to our restaurants and elevate brand presence.

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Marketing Department UK

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  1. Marketing Department UK

  2. Agenda • Marketing goals • Our role • Who we work with • Department structure • Promotional campaigns • Tex Mex • High Street Focus

  3. 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

  4. What we do • Research • Sales Promotions • Advertising • Point of Sale • Website • Operational integration

  5. 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

  6. 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

  7. 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

  8. 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)

  9. 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

  10. 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

  11. 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

  12. 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

  13. 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

  14. 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.

  15. 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

  16. 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

  17. 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

  18. 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

  19. Timelines (Mex it Up Promotion) Campaign launch date: June 07 Campaign briefed: Jan 07 Packaging artwork deadline - March 07 POP artwork deadline - May 07 Media booking deadlines - 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)

  20. Campaign production budgets

  21. Campaign Media budget example

  22. Mex it up - Packaging

  23. Mex it up POP

  24. Mex it up - advertising

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