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    Mcdonald'S: Segmentation, Targeting and Positioning

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    Uditi Bhandari
    McDonald's segments its customers based on geographic, demographic, behavioral, and psychographic factors. It targets a wide range of customers including families, students, professionals, and casual fast food eaters across various income levels and life stages. McDonald's positions itself as a family-friendly and affordable brand known for quick service and quality food. However, it has introduced healthier options that it needs to better promote through a new positioning strategy to raise awareness.

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    Mcdonald'S: Segmentation, Targeting and Positioning

    Uploaded by

    Uditi Bhandari
    416 views2 pages
    McDonald's segments its customers based on geographic, demographic, behavioral, and psychographic factors. It targets a wide range of customers including families, students, professionals, and casual fast food eaters across various income levels and life stages. McDonald's positions itself as a family-friendly and affordable brand known for quick service and quality food. However, it has introduced healthier options that it needs to better promote through a new positioning strategy to raise awareness.

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    MC DONALDS

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    McDonald's segments its customers based on geographic, demographic, behavioral, and psychographic factors. It targets a wide range of customers including families, students, professionals, and casual fast food eaters across various income levels and life stages. McDonald's positions itself as a family-friendly and affordable brand known for quick service and quality food. However, it has introduced healthier options that it needs to better promote through a new positioning strategy to raise awareness.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    416 views2 pages

    Mcdonald'S: Segmentation, Targeting and Positioning

    Uploaded by

    Uditi Bhandari
    McDonald's segments its customers based on geographic, demographic, behavioral, and psychographic factors. It targets a wide range of customers including families, students, professionals, and casual fast food eaters across various income levels and life stages. McDonald's positions itself as a family-friendly and affordable brand known for quick service and quality food. However, it has introduced healthier options that it needs to better promote through a new positioning strategy to raise awareness.

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    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    of 2

    McDonald’s

    SEGMENTATION, TARGETING AND POSITIONING

    Mc Donald’s is one of the leading fast-food chains of restaurants that serves around 70
    million customers every day and has its presence in over 35,000 locations.
    It is popular for a diverse range of food from burgers to wraps, salads to desserts. I
    In the current times, Mc Donald’s has also introduced healthier options in as it analyzed the
    growing consciousness of consumers towards health and fitness.

    SEGMENTATION AND TARGETING

    Segmentation is defined as dividing the population into groups according to certain


    characteristics. It can further be classified into - Geographic, demographic, behavioral, and
    psychographic segmentation.

    Targeting refers to choosing specific groups identified as a result of segmentation to sell the
    product.
    Type of Segmentation McDonald’s target segment
    segmentation criteria

      Region Domestic/international
    Geographic
    Density Urban/rural

      Age 8 – 45
    Demographic
    Gender Males & Females
    Life-cycle stage Bachelor Stage: young, single people not living at home
    Newly Married Couples: young, no children

    Income Low and middle

    Occupation Students, employees, professionals

    Behavioural Degree of loyalty ‘Hard core loyal’  and ‘Switchers’

    Benefits sought Cost benefits, time efficiency

    Personality Easy-going & careless

    User status Potential and regular fast food eaters

    Psychographic Social class Lower, working and middle classes


    Lifestyle McDonald’s targets Resigned, Struggler and Mainstreamer
    individuals.

    POSITIONING

    Positioning is the final step in the S-T-P planning approach and is the process of creating an
    image in the consumer’s mind by which they can understand the uniqueness of your
    product when compared to a competitor’s product.

    Earlier, McDonald’s positioned itself based on quick service but over time, the consumers
    perceived it as a company that offers low - priced, quality food with fast service.

    In current times, McDonald’s is known for being family-friendly and affordable on the
    pocket company. McDonald’s has started to add healthier food to its menu but not many
    are aware of the same. In my opinion McDonalds should create a new positioning technique
    to aware the consumers about it’s newly introduced healthy variants.

    By:
    Uditi Bhandari – PGFB2154
    Utkarsh Nowal – PGFB2154
    Samyak Sah – PGFB2144
    Sara Soni – PGSM2116

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