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Mcdonald'S: Segmentation, Targeting and Positioning

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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Uditi Bhandari
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657 views2 pages

Mcdonald'S: Segmentation, Targeting and Positioning

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.

Uploaded by

Uditi Bhandari
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as DOCX, PDF, TXT or read online on Scribd
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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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