Advertising campaign for Mc Donalds

8/7/2019 Advertising campaign for Mc Donalds

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INTRODUCTION:

A brief on Mc Donalds:

McDonald's Corporation (NYSE: MCD) is the world's largest chain of hamburger fast food

restaurants, serving more than 58 million customers daily.

[4]

In addition to its signature restaurantchain, McDonalds Corporation held a minority interest in Pret A Manger until 2008, was amajor investor in the Chipotle Mexican Grill until 2006,[5] and owned the restaurant chainBoston Market until 2007.[6]

A McDonald's restaurant is operated by either a franchisee, an affiliate, or the corporation itself.The corporation's revenues come from the rent, royalties and fees paid by the franchisees, as wellas sales in company-operated restaurants. McDonald's revenues grew 27% over the three yearsending in 2007 to $22.8 billion, and 9% growth in operating income to $3.9 billion.[7]

McDonald's primarily sells hamburgers, cheeseburgers, chicken products, french fries, breakfast

items, soft drinks, shakes, and desserts. In response to obesity trends in Western nations and inthe face of criticism over the healthiness of its products, the company has modified its menu toinclude alternatives considered healthier such as salads, wraps and fruit.

History:

The business began in 1940, with a restaurant opened by brothers Richard and MauriceMcDonald in San Bernardino, California. Their introduction of the "Speedee Service System" in1948 established the principles of the modern fast-food restaurant. The original mascot of

McDonald's was a man with a chef's hat on top of a hamburger shaped head whose name was"Speedee." Speedee was eventually replaced with Ronald McDonald by 1967 when the companyfirst filed a U.S. trademark on a clown shaped man having puffed out costume legs.

McDonald's first filed for a U.S. trademark on the name McDonald's on May 4, 1961, with thedescription "Drive-In Restaurant Services," which continues to be renewed through the end ofDecember 2009. In the same year, on September 13, 1961, the company filed a logo trademarkon an overlapping, double arched "M" symbol. The overlapping double arched "M" symbol logowas temporarily disfavored by September 6, 1962, when a trademark was filed for a single arch,shaped over many of the early McDonald's restaurants in the early years. The famous doublearched "M" symbol in use today did not appear until November 18, 1968, when the company

filed a U.S. trademark.

The first McDonald's restaurants opened in the United States, Canada, Costa Rica, Panama,Japan, the Netherlands, Germany, Australia, France, El Salvador and Sweden, in order ofopenings. With the expansion of McDonald's into many international markets, the company hasbecome a symbol of globalization and the spread of the American way of life. Its prominence hasalso made it a frequent topic of public debates about obesity, corporate ethics and consumerresponsibility.


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Pizza hut:

Pizza Hut (corporately known as Pizza Hut, Inc.) is an American restaurant chain and

international franchise that offers different styles of pizza along with side dishes including pasta,buffalo wings, breadsticks, and garlic bread.

Pizza Hut is a subsidiary of Yum! Brands, Inc. (the world's largest restaurant company[2]

) withapproximately 34,000 restaurants, delivery/carry-out locations, and kiosks in 100 countries.

History:

Pizza Hut was founded in 1958 by brothers Dan and Frank Carney in their hometown of Wichita,

Kansas.[3] When a friend suggested opening a pizza parlor, they agreed that the idea could prove

successful, and they borrowed $600 from their mother to start a business with partner John

Bender.[citation needed]

Renting a small building at 503 South Bluff in downtown Wichita andpurchasing secondhand equipment to make pizzas, the Carneys and Bender opened the first

"Pizza Hut" restaurant; on opening night, they gave pizza away to encourage community interest.

They chose the name "Pizza Hut" since the sign they purchased only had enough space for nine

characters and spaces.[4] Additional restaurants were opened, with the first franchise unit opening

in 1959 in Topeka, Kansas. The original Pizza Hut building was later relocated to the Wichita

State University campus.[5]

Dan and Frank Carney soon decided that they needed to have a good standard image. TheCarney brothers contacted Wichita architect Richard D. Burke, who designed the distinctive

mansard roof shape and standardized layout, hoping to counter competition from Shakey's Pizza,a chain that was expanding on the west coast.[6] The franchise network continued to growthrough friends and business associates, and by 1964 a unique standardized building appearanceand layout was established for franchised and company-owned stores, creating a universal lookthat customers easily recognized.

By 1972, with 314 stores nationwide, Pizza Hut went public on the New York Stock Exchangeunder the stock ticker symbol NYSE: PIZ. In 1978, Pizza Hut was acquired by Pepsico, wholater also bought KFC and Taco Bell. In 1997, the three restaurant chains were spun off intoTricon, and in 2001 joined with Long John Silver's and A&W Restaurants to become Yum!Brands.

The Pasta Bravo concept was acquired in 2003 from Pasta Bravo, Inc. of Aliso Viejo, Calif for$5 million to pair with Pizza Hut.[7]


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KFC:

KFCCorporation (KFC), founded and also known as Kentucky FriedChicken, is a chain offast food restaurants based in Louisville, Kentucky, in the United States. KFC has been a brandand operating segment, termed a concept[2] of Yum! Brands since 1997 when that company wasspun off from PepsiCo as Tricon Global Restaurants Inc.

KFC primarily sells chicken pieces, wraps, salads and sandwiches. While its primary focus isfried chicken, KFC also offers a line of grilled and roasted chicken products, side dishes anddesserts. Outside North America, KFC offers beef based products such as hamburgers or kebabs,pork based products such as ribs and other regional fare.[citation needed]

The company was founded as Kentucky Fried Chicken by Colonel Harland Sanders in 1952,though the idea of KFC's fried chicken actually goes back to 1930. Although Sanders died in1980, he remains an important part of the company's branding and advertisements, and "ColonelSanders" or "The Colonel" is a metonym for the company itself. The company adopted KFC, anabbreviated form of its name, in 1991.[3] Starting in April 2007, the company began using itsoriginal name, Kentucky Fried Chicken, for its signage, packaging and advertisements in theU.S. as part of a new corporate re-branding program;[4][5] newer and remodeled restaurants willhave the new logo and name while older stores will continue to use the 1980s signage.Additionally, Yum! continues to use the abbreviated name freely in its advertising.

History:

Born and raised in Henryville, Indiana, Sanders passed through several professions in hislifetime.

[6]Sanders first served his fried chicken in 1930 in the midst of the Great Depression at a

gas station he owned in North Corbin, Kentucky. The dining area was named Sanders Court &Caf and was so successful that in 1936 Kentucky Governor Ruby Laffoon granted Sanders thetitle of honorary Kentucky Colonelin recognition of his contribution to the state's cuisine. Thefollowing year Sanders expanded his restaurant to 142 seats, and added a motel he bought acrossthe street.[7] When Sanders prepared his chicken in his original restaurant in North Corbin, heprepared the chicken in an iron skillet, which took about 30 minutes to do, too long for arestaurant operation. In 1939, Sanders altered the cooking process for his fried chicken to use apressure fryer, resulting in a greatly reduced cooking time comparable to that of deep frying.[8] In1940 Sanders devised what came to be known as his Original Recipe.[9]

The Sanders Court & Caf generally served travelers, often those headed to Florida, so when theroute planned in the 1950s for what would become Interstate 75 bypassed Corbin, he sold hisproperties and traveled the U.S. to sell his chicken to restaurant owners. The first to take him upon the offer was Pete Harman in South Salt Lake, Utah; together, they opened the first"Kentucky Fried Chicken" outlet in 1952.[10] By the early 1960s, Kentucky Fried Chicken was


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sold in over 600 franchised outlets in both the United States and Canada. One of the longest-lived franchisees of the older Col. Sanders' chicken concept, as opposed to the KFC chain, wasthe Kenny Kings chain. The company owned many Northern Ohio diner-style restaurants, thelast of which closed in 2004.

Sanders sold the entire KFC franchising operation in 1964 for $2 million USD, equal to$14,161,464 today.[11] Since that time, the chain has been sold three more times: to Heublein in1971, to R.J. Reynolds in 1982 and most recently to PepsiCo in 1986, which made it part of itsTricon Global Restaurants division, which in turn was spun off in 1997, and has now beenrenamed to Yum! Brands.

In 2001, KFC started test in Austin, Texas restaurants of "Wing Works" chicken wing line soldwith one of a few flavored sauces. Also, KFC hired a consultant to develop a breakfast menu.[12]

Additionally, Colonel Sanders' nephew, Lee Cummings, took his own Kentucky Fried Chickenfranchises (and a chicken recipe of his own) and converted them to his own "spin-off" restaurant

chain, Lee's Famous Recipe Chicken.

Today, some of the older KFC restaurants have become famous in their own right. One suchrestaurant is located in Marietta, Georgia. This store is notable for a 56-foot (17 m) tall sign thatlooks like a chicken. The sign, known locally as the Big Chicken, was built for an earlier fast-food restaurant on the site called Johnny Reb's Chick, Chuck and Shake. It is often used as atravel reference point in the Atlanta area by locals and pilots.[13]

Advertising campaign for Mc Donalds:

This ad campaign will take place In the village of tulsigaon

It will include:

An event of drama competition in the village of tulsigaon. In this competition the participants will be

told to make the use of the Mc Donalds products in their dramas. So this way this would generate

curiosity In the minds of the rural people and also communicate the message of the products through

drama.

Posters and banners in the various talukas in the village will be placed giving information of the productsof Mc Donalds. And their prices.

In the schools competitions like essay, drama and drawing will be organized by Mc Donalds and the

participants will be given free coupons of Mc Donalds. This would generate curiosity I n the minds of the

rural children about Mc Donalds.


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Ad campaign for Pizza hut:

In order to bring awareness about the brand the company vans will be made to travel across the various

villages These vans would be painted with pizza hut hoardings and will be made to travel in order to

catch the attention of the rural people.

For a temporary period temporary stalls of pizza hut would be placed in the main areas of the villages.

This would be done to educate as many people as possible about pizza hut.

Ad campaign for KFC:

Vans containing kfcs products will be made to travel across the villages, these vans would contain small

stalls having kfc products so this would give an opportunity to the villagers to experience kfcs products

and this will be helpful with the help of a van as it would reach different people in different areas in

the villages.

We would launch an ad campaign of eat India across the villages and support it with pamphlet

distribution to make maximum people aware of the campaign.

This campaign would emphasize that taste is gods biggest gift and we will help you fulfill that with

mouth watering products of your choice.

Products avaliaible in Mc Donalds:

Mc Donalds would have lassi and chaas for the drinks.

It would also include milk shakes in the chocolate and mango flavours and would include lot of milk

items as rural people are fond of milk items.

It would also include some of the items which are famous in the villages of Maharashtra they are:

Dahi keema samosa, ghevar, macchhili jaisamandi. And a lot of fish items as the people in western

village prefer a lot of fish items.

Products available in Kfc:

It would include nonveg navabi bhiriyani and spicy chicken items as the people in the rural villages

prefer comparatively spicy food.

It will also include misa mach poora (grilled shrimps) which is famous in the north eastern villages.


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Conclusion of my campaign:

The campaign is done to convey the intended message to the target audience i.e. the rural people

The main motive of the campaign is that maximum people become aware of these fast food outlets and

their offerings.

The campaign is done to increase the curiosity of the people about the brand.

The campaign is done taking into consideration the mindset of the rural people and their needs.

As the campaign involves company colored vans traveling across the village, distribution of pamflets,

posters and banners, it will help to instill the brand in the minds of the rural people.

The campaign is done to build positive perceptions about the brand.

References: Wikipedia, Marketing management- Philip kotler.

Advertising campaign for Mc Donalds

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Transcript of Advertising campaign for Mc Donalds