IMC

Integrated Marketing Communications analysis of McDonalds

Integrated Marketing Communications analysis of McDonalds

Introduction

Communication in our life is not a new word as it begins with the born of a child. It is one of the foremost key elements which are needed in each and every aspect of life i.e. day to day activities. Indeed, it can be considered as the most critical element for modernising our primitive society to this stage (Clow, 2007, 9). Today communication has become very important for organizations especially for marketers. In this paper we are going to critically analyse integrated marketing communication of McDonalds. The purpose of this paper is to let readers know about the importance of integrated marketing communication in attaining desired objective. The people of United Kingdom are foodies. They love food. Food makes part of all the events of their life, happy and sad. The country has a very diverse population and so are the cuisines of the country. This is reflective in the countless number of restaurants in UK and the diversity thereof. The people in UK like to experiment with their food. Mcdonalds is taking advantage of this opportunity in UK.

Organizational Brief

McDonald's is the largest international network of fast-food restaurants. The original McDonald's restaurant as we know it today dates back to December 1948 when the brothers Dick and Mac McDonald reopen their fast food in San Bernardino, California, with a limited supply including hamburger, cheeseburger, three types of "soft drink", as well as fries and chips. There is no doubt that the basis of their success was to replace the conventional dishes used in the rest of restaurants (Kitchen, 2008, 531). After some time, they reached a high level of sales although their menu was limited but they kept growing. Despite fierce competition and a variety of difficulties, the corporation continues to hold strong positions in global markets and increase its profits. McDonalds offers a standard menu, although in each culture, it develops special products to meet the taste needs of every community (Thomas , 2004, 108). McDonald's is one of the most successful fast food restaurants in the world. The product which is sold by McDonalds throughout the world is basically the same. It looks that there is no difference in the culture or taste. According to the 2010 annual report, the company served 64 million customers daily in 119 countries

Integrated Marketing Communication

The dawn of the 21st century has seen the definition of (Integrated Marketing Communications) IMC changed rapidly. Previously, IMC was thought as a concept of marketing communication planning that recognizes the added value of a comprehensive plan. This plan evaluates the strategic role of a number of communication disciplines (for example, general advertising, direct response, sales promotion, and public relations) and combines these disciplines to provide clarity, consistency and maximum communication impact (Clow, 2007, 9). The Integrated Marketing Communications approach accurately identifies the increasingly tough task facing companies and organizations using public channels of communication to deliver coherent ...