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Marketing Department UK. Agenda. Marketing goals Our role Who we work with Department structure Promotional campaigns Tex Mex High Street Focus. Our Goal. Grow business Reach Frequency Reach = getting more people to use McDonald’s

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  • Marketing goals

  • Our role

  • Who we work with

  • Department structure

  • Promotional campaigns

    • Tex Mex

    • High Street Focus

Our goal
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

What we do
What we do

  • Research

  • Sales Promotions

  • Advertising

  • Point of Sale

  • Website

  • Operational integration

What we do1
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

What we do2
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

What we do3
What we do

  • Website

    • manage the content of 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

The agencies we work with
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)

The agencies we work with1
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

The agencies we work with2
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

The agencies we work with3
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

Adult food team
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

Family team
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

Adult promotions and value
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.

Sports marketing
Sports Marketing

Manage McDonald’s Sports Sponsorship:

  • UK activation of global/European sponsorship programmes:

    - Olympics


  • UK sponsorship programmes:

    - English FA community partner

    - Scottish FA

    - Welsh FA

    - Northern Ireland FA

Field marketing team
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

Development of promotional food campaigns
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

Development of promotional food campaigns1
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

Timelines mex it up promotion
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


  • 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)