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Essay / Research Paper Abstract
This 4-page paper offers an overview on McDonald's marketing mix (including its new packaging and annual Monopoly Game promotion), as well as the competitive advantage it offers. Bibliography lists 3 sources.
Page Count:
4 pages (~225 words per page)
File: D0_MTmcdpromo.rtf
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Unformatted sample text from the term paper:
a whole lot of McDonalds ads in magazines or newspapers), with some radio thrown in for good measure. McDonalds also ties in with sponsors. During the Summer 2008 Olympic Games
in Beijing, McDonalds was a corporate sponsor (and also aired a lot of television spots during that period). Before the mid-2000s, McDonalds focused mostly on promotional tie-ins and marketing communications,
while public relations was relegated mainly to crisis management. But in January 2004, the company announced that, in conjunction with its new salad package offering, it would move toward public
relations and media relations as a strategy, in addition to advertising and tie-in promotions (Frank, 2004). The PR effort, dubbed "Rolling Energy," was focused on building credibility among consumers when
it came to nutrition and healthy foods (like McDonalds salads) (Frank, 2004). In the United States, the company kicked off the campaign with Paul Newman because McDonalds offered the actors
salad dressings (Frank, 2004). More recently, the company announced it would overhaul its packaging in the U.S. and UK to add information about calories, protein, fat, carbohydrates and salt,
to try to help consumers who are nutrition-conscious (Cebrzynski, 2008). The goal of the packaging, according to the company, is to both introduce new menu items as well as reemphasizing
its standards, such as the Big Mac and Quarter Pounder (Cebrzynski, 2008). In other words, McDonalds is moving its promotional and marketing efforts from experience and lifestyle back to the
food (Cebrzynski, 2008). One promotion thats also worked well with McDonalds is its Monopoly promotion - dubbed an "October fixture since its introduction 17 years ago" (Quinton, 2008, p.
21). Since that time, the company has tweaked the concept (introducing an online game in conjunction with the regular one ) (Quinton, 2008). During 2007, to crank up the excitement,
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