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Integrated Marketing Communication

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Integrated Marketing Communication
Integrated Marketing Communication
Case Analysis
Ayesa Vawandia, Elmaria, Nanda, Natasha (0131111172)

IMC Planning Context for McDonald
(3Cs: Customers, Competitors, and Communications)

Customers
Current Customers. Current customers (families) buy McDonald’s meals in McDonald’s restaurant during lunch & dinner times for a chance to enjoy time with their family and a great feeling of saving (through Extra Value meal) while having an opportunity of miracle.
Former Customers. Former customers buy McDonald’s meals in McDonald’s restaurants during lunch & dinner times, because they long to feel McDonald’s experiences that they haven’t felt for a quite while.
Potential New Customers. Potential new customers (people with healthy lifestyle) buy McDonald’s meals in McDonald’s restaurants during lunch & dinner times, because they belief McDonald’s meals are good for them (healthy) and for their favorite athletes (sporty).
Competitor’s Customers.
KFC’s customers buy KFC’s meals in KFC restaurants during lunch & dinner times, because they want to eat tasty meals and save some money.
Pizza Hut customers buy Pizza Hut meals in Pizza Hut restaurants during lunch and dinner times, because they want to eat high quality food.
Carl’s Jr. customers buy Carl’s Jr. meals in Carl’s Jr. restaurants during lunch & dinner times, because Carl’s Jr. is edgy like them.
Subway customers buy Subway meals in Subway restaurants during lunch and dinner times, because they want to be healthy and have very little time to wait or cook.

Competitors

KFC
Copywriting: “Finger Lickin’ Good,” “The Colonel’s Secret Recipe,”
Sales tactic: discount coupons CSR: Singapore Association of the Deaf
Message: KFC is tasty and saves you a great deal of money

Pizza Hut
Marketing campaign: “Taste and Tell Pasta Challenge”
Message: Pizza Hut’s meals’ qualities are high.

Carl’s Jr.
Marketing campaign: “It’s gonna get messy”
Message: Carl’s Jr. is edgy.

Subway
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