Assume that the fast food market  (McDonalds, etc.) can be segmented as follows in terms of the benefits customers are looking for: Family treat- eat fast food as a reward for good behavior I like it- eat fast food because of its taste, eating it is enjoyable Pressed for time- preference is not to consume fast food but don’t have time for something else

QUESTION

Management 390 Marketing Short Paper

Assume that the fast food market  (McDonalds, etc.) can be segmented as follows in terms of the benefits customers are looking for:

• Family treat- eat fast food as a reward for good behavior
• I like it- eat fast food because of its taste, eating it is enjoyable
• Pressed for time- preference is not to consume fast food but don’t have time for something else
• Real meal- seeking the convenience of fast food but want relatively healthy food
• Meeting place- not interested in the food that much, the fast food outlet provides a meeting place

Questions

• [1 point] Choose 4 of the above segments.
• What would you expect the marketing mix for chains in the segment to look like?

1. Required
   1. [80 points] Promotion?
      1. Restrict your discussion to advertising. What would be the message? Where would you see the ads? (Ask me if you need me to explain).
      2. Pick a chain serving the segments that you chose and find an advertisement on the Internet for it. Explain how it is promoting the benefit(s) the segment is looking for.
   2. Choose one of the following
      1. [20 points] Price? Explain why this price. (An Internet search on cost of fast food may be useful)
      2. [20 points] Product? What would the product characteristics be like? Realize that it is not just the food being offered, service may be relevant. (You might find an Internet search of fast food menu items chain comparison useful. I’m not so sure about this as about an Internet search for price.)

• [20 points] Place? Where would the fast food chain outlets be located?

Length and format

Double-spaced, 4 to 8 pages long (not counting images, graphs).  Keep in mind that this is just a guideline.

ANSWER

Marketing Mix Strategies for Different Segments in the Fast Food Market

Introduction

The fast food market is highly competitive, with numerous chains vying for customers’ attention and loyalty. To effectively target and appeal to different customer segments, it is crucial for fast food chains to tailor their marketing mix strategies. In this paper, we will examine four segments within the fast food market and explore how the marketing mix, specifically promotion, can be customized to resonate with each segment’s unique preferences and needs.

Segment 1: Family Treat 

The Family Treat segment consists of customers who view fast food as a reward for good behavior, particularly for children. To effectively reach this segment, the promotion strategy should focus on capturing the essence of family bonding and special treats. The message should highlight the joy and excitement of dining out with the family, creating memories, and celebrating milestones (Anderson & He, 1999). Advertisements can showcase happy families enjoying their meals together, emphasizing the element of reward and positive reinforcement. These ads can be displayed on family-oriented television channels, online platforms frequented by parents, and in-store displays featuring images of families having a great time.

To illustrate this marketing mix strategy, let’s consider McDonald’s, a leading fast food chain. McDonald’s has successfully targeted the Family Treat segment through its “Happy Meal” campaign. The advertisements for Happy Meals feature popular movie characters and toys, which act as incentives for children to behave well and earn a special treat. These ads are prominently displayed on television channels popular among children, as well as on social media platforms targeting parents. The messaging emphasizes the reward aspect and positions McDonald’s as the go-to place for family treats.

Segment 2: I Like 

It Customers in the I Like It segment choose fast food because of its taste and the enjoyment they derive from consuming it. The promotion strategy for this segment should revolve around the sensory experience and the pleasure of indulging in delicious fast food. The message should highlight mouthwatering visuals, appealing food presentations, and the satisfaction of enjoying flavorful meals. Advertisements can focus on close-up shots of juicy burgers, crispy fries, and creamy milkshakes, evoking a strong desire and craving among the audience. These ads can be displayed on television channels with a broad viewership, online platforms showcasing food-related content, and through influencer partnerships with food bloggers and vloggers.

Segment 3: Pressed for Time 

The Pressed for Time segment comprises individuals who prefer not to consume fast food but find themselves constrained by time and opt for it as a quick and convenient meal option. The promotion strategy for this segment should highlight the time-saving aspect of fast food and position it as the perfect solution for busy individuals. The message should emphasize the speed of service, easy accessibility, and the ability to grab a meal on the go. Advertisements can showcase busy professionals rushing through their day and finding respite in the quick and hassle-free experience of ordering and consuming fast food (The Influence of the Elements of the Extended Marketing Mix on Consumers’ Intention to Purchase at a Fast-Food Retail Chain in Johannesburg – ProQuest, n.d.). These ads can be displayed on digital billboards in high-traffic areas, on radio stations during peak commuting hours, and through mobile advertising targeting individuals on-the-go.

Segment 4: Real Meal 

Customers in the Real Meal segment seek the convenience of fast food but also desire relatively healthy food options. The promotion strategy for this segment should focus on communicating the availability of nutritious menu choices and the commitment to quality ingredients. The message should highlight fresh ingredients, customization options, and the ability to make healthier choices while still enjoying the convenience of fast food (Ponnam et al., 2011). Advertisements can feature vibrant salads, grilled options, and fresh produce, presenting fast food as a viable option for those seeking a balanced meal. These ads can be displayed in fitness centers, health-related magazines, and through partnerships with nutritionists and dieticians.

Conclusion

Effective promotion is crucial for fast food chains to engage different segments within the market. By tailoring the marketing mix strategies to each segment’s preferences and needs, fast food chains can create targeted advertisements that resonate with their target audience. Whether it is the reward aspect for families, the sensory experience for food enthusiasts, the time-saving factor for busy individuals, or the availability of healthier options, understanding the unique benefits customers seek enables fast food chains to connect with their target market and drive customer loyalty.

References

Anderson, P. M., & He, X. (1999). Culture and the Fast-Food Marketing Mix in the People’s Republic of China and the USA. Journal of International Consumer Marketing, 11(1), 77–95. https://doi.org/10.1300/j046v11n01_06 

Ponnam, A., Sahoo, D., & Balaji. (2011). Satisfaction-based segmentation: Application of Kano model in Indian fast food industry. Journal of Targeting, Measurement and Analysis for Marketing, 19(3–4), 195–205. https://doi.org/10.1057/jt.2011.20 

The Influence of the Elements of the Extended Marketing Mix on Consumers’ Intention To Purchase at a Fast-Food Retail Chain in Johannesburg – ProQuest. (n.d.). https://search.proquest.com/openview/7265996bb15b61ac827904f95aebeee3/1?pq-origsite=gscholar&cbl=2026366&diss=y