Home delivery service in France

Emmanuelle SAL
Home delivery service in France
Summary
I-
Executive’s summary
A)
B)
C)
D)
E)
II-
Introduction
Purpose
Market summary
Market opportunity
IMC schedule and summary
Situational Analysis
A) Company background
McDonald’s in France
The product lines
B) Market summary
Targets markets
Branding strategies
Current marketing Mix
C) Market trends
D) SWOT analysis
E) Competitive analysis
F) Previous promotional program
G) Review of existing program
III-
IMC Plan
A)
B)
C)
D)
E)
F)
IVV-
The service
Marketing objectives and strategies
Communication objectives
Budget allocation
Creative strategy
IMC mix components
Media
Sales Promotion
Public relations
Media Planning
Evaluation
Conclusion
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I.
Executive’s summary
A) Introduction
McDonald’s is an American company created at first by the brothers Richard and Maurice McDonald.
Ray Kroc a wealthy business man, sure about the potential of this company, bought it in 1955 for 2.5
million of dollars. The Growth of the company is very fast and ten years later, the firm is going public.
It is in 1979 that McDonald’s come in France. The first restaurant will be in Strasbourg, Alsace. The
headquarters will take place in Paris but only in 1984. Still growing, the famous McDrive arrives in 1986,
close to the capital. In 1995, McDonald’s France receives the award ‘Environment Enterprise” from the
environment minister regarding the creation of their foundation Ronald McDonald, which helps
children. They want to be considered as a citizen and responsible company. From 1995 they have
around 500 restaurants in France. 2003 is a good year for McDonald’s because they launch the
worldwide communication slogan “I’m loving it” (or “Tout ce que j’aime “in France”) in all of their
restaurants and communication supports. In their diversity strategy they launch the salads in 2004 to
give more choices than the classics Hamburgers and the Wi-Fi for every restaurant in 2005. To be more
and more transparent, they decided in 2006 to give to the customers the nutritional information about
the products in each packaging. Finally they launched in 2007 the famous McCafé and they have now
1200 restaurants.
B) Purpose
This Integrated Marketing plan’s purpose is to diversify the targets of McDonald’s in France and
increase its sales by launching a new service. For these accomplishments, we need to:
- Launch an innovate communication
- Improve Brand awareness
- Develop a very clear breakdown budget
- Use more the last mascot created for McDonald’s
- Be more involved in environment with partnerships
C) Market summary
McDonald’s is chain of fast food restaurants. This industry is very criticized because it is often associated
with unhealthy meals, obesity issues and consumption society. The famous worldwide companies of
fast-food are Subway, McDonald’s, Burger King, Wendy’s and the Yum! Brand company, which owns
Taco Bell, Pizza Hut and KFC for instance.
McDonald’s offers diversified products as sandwiches (Big Mac, Royal Cheese, etc.), wraps, salads, and
desserts for the classic McDonald’s. You can also eat breakfast with their special breakfast meals. Finally
they launch a few years ago McCafé with products as coffees, milkshakes, pastries, macaroons and so
on.
D) Market opportunity
As the shares and the sales of McDonald’s are still growing and that France is the 2nd market a lot of
opportunities are possible. The new design and the environmental vision can be improved to make the
customer completely aware of it. The recent launching of McCafé has been completely accepted by the
customers. Therefore it could be interesting to go even further on the trend of diversification. Finally,
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the fact that 55% of the activity of McDonald’s is the McDrive is interesting. Indeed the McDrive has
not been yet redesigned, and had not been part of diversification or improvements yet.
E) IMC schedule and summary
This IMC plan will focus on five components to make the diversification of McDonald’s in France a
success and to increase its sales.
This plan, after being approved by the headquarters of McDonald’s US, will take place during a whole
year. The details regarding the schedule of the campaign and the breakdown budget will follow with
the IMC plan part.
II.
Situational Analysis
A) Company background
McDonald’s in France
Today, McDonald’s are the biggest chain of fast food restaurant in France.
They have more than 1200 restaurants in France, which make us the second largest market in the world.
They give 1.7 million of meals every day. The take-away service counts for 55 % of the activity of
McDonald’s and 45% of the take-away meals are made in McDrive.
The French company counts more than 63000 of employees
This success is above all a growth success. From 2004 to 2009, the growth rate of McDonald’s in France
has been 50%. The turnover in 2012 is 3.3 billion of euros.
The restaurants are all designed the same way since 2005, when they hired a designer, Philippe Avanzi.
The McDonald’s restaurants of today are different from other fast food. The design atmosphere has
been created to make the customers want to stay more to degust more than just come to eat fast. The
company is engaged with the environment (Eco progress label, garbage program), with the nutrition
(information details on packaging, change of products as the oils and sauces, etc.), and with the quality.
Indeed 100 % of the products have been made in Europe in 2010.
The recent openness of McCafé aside the McDonald’s classic counter has been very profitable. They
rose their profit from 5 % and gave a more high-end image to McDonald’s.
To sum up, McDonald’s is big fast-food which wants an image of design, environmental and responsible
company. Finally it is a company which is constantly improving and involved in new trends, new
challenges and markets.
The product lines
The different lines of products depend on the kind of offer:
The happy meal:
The McDonald’s offer:
McBreakfast offer:
The McCafé offer:
You have a 540 Different kinds of Three kinds of An offer of high range of
combination
meals are possible: formulas possible.
pastries, beverages, and
of choices
Best of, Maxi Best of
coffees.
and the salad meal.
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B) Market summary
Targets markets
If you distinguish several targets there will be:
- The families with children
- Young people from 15 to 34 years old
- People using McDrive and Take away (which represent 55 % of the Mc Donald’s activity in
France.)
The families are going to McDonald’s during events like birthdays, holidays and week end. With the
games areas in the restaurants they are welcomed. The children from 3 to 14 years old represent 27%
of the customers.
People from 7 to 77 years are the large target of McDonald’s, everyone can come, there are offers for
everyone, “Come as you are”.
The young people from 15 to 35 are very important for McDonald’s given that they are the most loyal
to the brand. They represent 39 % of the customers and 59 % of the turnover. They want to eat at an
affordable price so the offers of McDonald’s match with their expectations. Those who want to eat
healthy have the salad offers and of course the McCafé offer, trendier.
Finally the people using McDrive and the take-away are the customers McDonald’s has to take care of.
They represent 55% of the McDonald’s activity in France. Moreover for now, McDonald’s did not do a
program to renovate or innovate on this segment yet.
Branding strategies
McDonald’s has a strong branding strategy.
The logo and the slogan are the most visible elements of these strategy.
The logo of McDonald’s is recognizable easily with the red “M”. Few years ago they put the logo “M” in
green to emphasize the green engagement of McDonald’s. They created a whole universe with the
mascot Ronald to attract the children. Lately they created a new mascot representing the fun image of
happy meal. Now this mascot is present on all the promotional elements linked with happy meal.
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The slogans are also well known as “Come as you are “and “I’m loving it”.
All these elements are means to give the image of happiness of McDonald’s and fun.
Current marketing Mix
McDonald’s current marketing mix is:
Products:
McDonald’s wants to offer a large diversity of products, healthy products.
You have several offers which manage to respond to the different meals of the day and the different
targets: The McBreakfast, The classic McDonald’s offers with the Best of and the Maxi best of meals.
For the “goûter” you have McCafé. For the children they can have the Happy Meal and for the person
who want to eat health they can have the McSalads.
McDonald’s often uses limited edition as the “280”, the 3Big Tasty”. This strategy is to avoid
cannibalization of the products by the others.
They also innovated a lot to create a larger and more complete offer with the entry of the McWrap for
example or the McSalads. The more diversity there is, the more satisfied the customers will be.
Place:
Customers have several choices when they want to order McDonald’s. They can go in one of the 1200
restaurants in France. They can order at the counter of McDonald’s or at the McCafé one. They have
also the possibility of using an automatic machine to order.
Then they have the possibility of the take-away order from inside or outside the restaurant.
Finally they can use the McDrive which is the most commonly used, especially outside the big cities.
The restaurants of McDonald’s have all been redesigned to give a high-end image of the restaurants.
The McDrive and the Take-away have not yet been the target of redesign of the activity.
Price:
McDonald’s is fast food which gives affordable prices. There are decreases if you are students.
The Happy meals are very affordable and a normal meal, without additional items, never goes up to 10
euros.
Promotion:
McDonalds uses for its promotion several components.
TV, print and above all sales promotions are the tools the most used by McDonalds for its promotion.
Regarding the print, they use billboards and bus shelters.
Sales promotions are what McDonald’s uses the most, with the happy meal offers (premium inside),
the monopoly game each year (sweepstakes) and coupons.
C) Market trends
The Green trend is very important nowadays.
People want to but healthier products, food but they also want to pollute less, to drive less.
The hybrid trend is the solution for this demand.
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The fast trend is also present. French companies and people want to eat quicker and lose less time.
They need quick response to their expectations.
The healthy trend is something essential in France nowadays. With the percentage of obesity increasing
in France, McDonald’s positions itself as giving healthy food. The nutritional explanations on the
packaging are a proof of their positioning.
D) SWOT analysis
To show you that McDonald’s has the potential to launch this new service we have to look at the
strengths, weaknesses of the company and the opportunities and threats of the market.
Strengths:
- First of all McDonald’s is the leader of the fast food market
- The service of Home delivery has already been successfully implemented in other countries
like India
- McDonalds have a large target
- The financial health of McDonald’s is still growing and in a very good state to launch an innovate
program
- The last strategies of McDonald’s have become great successes
- The McDrive and the take away are the best activities of McDonald’s, representing 55% of the
French turnover. They have never been redesigned or been the target of promotional programs
- The supply chain of McDonald’s is well organized
Weaknesses:
- There already exist some competitors well placed in the home de delivery service segment.
- If they launch this service it has to be managed by all the restaurants and implement according
to the environment values of McDonald’s.
- They will need to employ many people to satisfy all the customers.
Opportunities:
Some opportunities in the market can give an advantage to the launching of the new McDonald’s
service.
- The online purchase.
Even if the purchasing power of the French is decreasing, the amount of purchases online is
still increasing in France. In 2009 there was 23 million of cyber buyers in France and there was
a 18 % growth in a year. McDonald’s should uses a lot this new trend to put in place its service.
- The social media.
Every company has to be on social media today. Customers find there the information they
need about the company. The satisfaction and dissatisfaction are present there with advocate
and madvocates. Create a community on social media enhance the awareness of a brand and
can make a promotional program works better.
- Sustainable consumption
People want to consume better and they don’t want to harm anymore the environment. The
home delivery service has to cope with this new trend. McDonald’s which engages a lot in the
environment can uses its knowledge and experience to create a green service.
- Growing market of home delivery and work delivery
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-
This market is growing enormously for few years. This activity belongs mainly to the pizzerias
and then then the sushis and other ethnic foods.
The global fast food market is growing faster than the food market (5% a year for the fast food
against 3% a year for the food market)
The tobacco law:
Since the law banning smoking in the restaurants, the home delivery has been of the solution
India home delivery service
This service exists already in India and works well from many years
Partnerships
It is a god way to promote better in a certain amount of time. The right partner can lead to a
quick growth.
Threats:
- Competitors’ experience: 60 % of the home delivery market belongs to the pizzas market. The
sushi competitors have also a long experience on this service
- Legitimization: Will it be accepted by the customers to launch this new activity? Is it coherent
with the current strategy of McDonald’s
- Protestation: McDonald’s as other fast food chain of restaurants are often criticized by green
protestors. McDonald’s has to be careful by launching this new activity.
E) Competitive analysis
The best competitor of McDonald’s. It has about 20 % of the market
share of the fest food market, McDonald’s 70%.
They have today almost 400 restaurants in France. The take away
and the restaurant are possible.
They tried the home delivery service
From the group Yum! Brand.
They have about 70 restaurants in France.
Take away and in the restaurant are possible
Just come back in France after left at the end of the 90’s.
They will surely try to win some market shares.
From the Yum! Brand group as KFC.
They have 60 % of the home delivery service. Take away and in the
restaurant are possible.
They had 120 restaurants in 2011
About 70 restaurants in France.
Restaurant which does in place, take away and home delivery
service.
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215 restaurants in France in 2011. Their objective in 2013 is to open
120 restaurants and at the end to be better than McDonald’s.
They do Take-away and in the restaurant.
With 120 restaurants.
In the restaurant and take away
Competitor regarding the McCafé activity.
The biggest competitors for the new activity will be Pizza Hut and Sushi Shop. But Quick stays the best
competitor in the fast food industry and could launch a innovate program to counter McDonald’s
growth.
F) Previous promotional program
McDonald’s has already created and put in place famous programs.
In 1985 they implemented the “It happens like that in McDonald’s”. This program has been going on
until 2003.
Then in 2003 they changed this one and launched the program “That’s all I like “with the famous slogan
“I’m loving it”
Finally the launched in 2008 the “Come as you are” program
Regarding the usual promotional program, McDonald’s uses a lot its communication budget to promote
the happy Meal offer, always in partnership with licensees. Actually it is the “Asterix” licensee from
Hachette which children can find inside the Happy Meal.
Finally sales promotions with sweepstakes and coupons are common at McDonald’s France. The
famous Monopoly game sweepstake happened each year since 1987. Then you can find easily come
coupons offers for McDonald’s.
G) Review of existing program: Come as you are
The communication plan of “Come as you are” in France has been a big success even if some bad buzz
could have been avoid. The net budget of this campaign was 12 million of euros (30 million brut).
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This campaign promoted the diversity, everyone can come to McDonald’s and consume. Some of the
pictures of this campaign were people from the ordinary day and after they launch the campaign with
characters from movies.
What was also innovating was that they focus on the seniors in one of the TV spot.
In fact they got a problem with a blind Canadian guy which has been expulsed of one of the restaurant.
To respond to his claim McDonald’s has not been able to make a lot of efforts on the social Medias. It
gave a bad buzz.
The factors of success for this campaign was the innovation, the diversity and the creativity. The
message is very powerful.
The agencies BETC Euro RSCG, Duke and OMD won the award Grand prix strategy for this campaign in
2009. The results were very good with more than 1 200 GRP (growth rating point) on the 15-49 years
old people for the TV plan.
III.
IMC Plan
A) The service
Launching the home delivery service for McDonald’s France in for the 32000 restaurants.
This service will be organized in partnership with Renault and its Twizy.
Brand image
McDonald’s has developed since a few years an environment image. This image has to be
predominant in this marketing plan.
The effectiveness and the quality of the service have to be put forward.
This plan is a way to increase the brand awareness and also to create a new universe with the last
mascot. This mascot should represent all the customers, all the happy customers.
A fun image and modern has to be incorporate to this plan.
USB
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To satisfy the families, the companies, the people which don’t have enough time, and the people from
3 to 77 years old, we want to develop a new activity for McDonald’s: the home delivery service. We
want to respond to the lack of time of people, to the people who want to stay at home, and especially
to the people who does not want to harm the environment anymore.
The answer is the home delivery service of McDonald’s in partnership with the Twizy of Renault.
The service will be called McDelivery. The word Delivery will be in green to embody the environmental
component of this service.
The USB of McDelivery will be: “Nous venons où vous êtes “or in English “We come where you are”
Indeed as the last promotional program “Come as you are” is an enormous success, we decide to
keep this idea in our USB for the new activity.
Positioning
Home delivery service for fast food according to the environment. Fun image and effectiveness to
reach a large audience.
B2C or/and B2B
The service will target B2C and B2B with special offers for each of them.
Indeed there is a trend in the companies to get food delivered. It is an important market and new
types of customers to reach. The B2C market has to be targeted to keep the loyal customers and
create relationships with others customers.
The B2C are the main target.
B) Marketing objectives and strategies
Objectives
In terms of market share, we want to increase our market share in the fast food market by 10 % the
first year. Regarding the home delivery service, 60% of the market share correspond to the pizzerias.
We want to grab half of the share by three years.
In terms of volume, there are 1.2 millions of customers every day. We want to achieve 150,000 meals
ordered by home delivery service every day.
The turnover of McDonald’s France is 3.3 billion of euros in 2012. We expect a growth of 0.20 % the
turnover in a year and a growth of 1% in three years.
Strategies
The main strategy is to offer a complete and diverse offer regarding the products but also the
distribution.
We want to keep the loyal customers, get new ones in B2C and B2B.
We want to attract the people who care about the environment by the partnership with Renault.
We want to create a special program for the companies.
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Then we want to become a reference in the home delivery service as our competitors Pizza hut or
Sushi shop.
Finally we want to be considered as unique in the fast food industry compared to our closer
competitor Quick.
C) Communication objectives
The first objective of this communication plan is obviously to improve the brand awareness of
McDonalds. More precisely McDonald’s wants to make people remember the environmental
engagement of McDonald.
Then McDonalds wants to be seen a cool and modern brand, present on social media and innovating
in its promotional program.
To become more modern the Ronald mascot has to be replaced completely by the new one the box
Happy Meal. The values of happiness and fun belong to this mascot therefore it is definitely a tool to
improve the brand image.
The message of the communication plan, “We come where you are”, has to become an important
slogan for McDonalds and a synonym of effectiveness.
The communication tools have to be diverse to touch a maximum of potential customers. Finally to
bring the image of fun for McDonald’s, we need to involve the customers to make them use even
more the new service and the company.
D) Budget allocation
Media
60%
Sales Promotion
25%
Public Relations
15%
The budget will be taken by 40% by Renault.
E) Creative strategy
This IMC plan is about improving brand awareness. To do that we will developed news ways of
communications to involve the customers.
Integrate definitely the new mascot in the eyes of the customers with several promotional
operations.
In order to make the launching of the new service a success, a buzz has to be made with the help of
media, internet, sales promotions, and a partnership.
Finally the green image needs to be an evidence to the customers at the end of the campaign.
The message will be “Nous venons où vous êtes”. The customers have to feel privileged, have to be
sure that we are effective. The green image of McDonald’s will be visible with the name of the service
McDelivery.
The campaign will start the 15th of January 2014 for one year
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F) IMC mix components
Media
To make this IMC a success we will several media.
Print, Outdoor and Broadcast.
Print:
We will create five different ads for magazines.
These ads will be seen in different kinds of magazines: the McDonald’s magazines (Air le mag and Air
le kid), Metro, Direct Matin and 20 minutes.
This operation won’t be continuous but occasional. We will launch the ads the 15th of January during
one week, then another week one month later until March.
We will put the ads again on September one week until November.
These ads will be in all the cities where the magazines are printed.
Air le mag: 315,000 free printed editions per month for 10 months. Distributed in the 1200
restaurants.
Air le Kid: 315,000 free printed editions per month for 10 months. Distributed in the 1200
restaurants.
For Metro: in twelve cities. In 2012, around 3 million of readers
For 20 minutes: twelve big cities and a national edition. In 2012 there was 4.28 million of readers.
For Direct Matin: National edition and Ile de France one. Around 2.694 million of readers.
The strategy is to make a quick buzz. These magazines are the ones that have the larger audience
because they are free.
The ads: We will use the mascot Happy for the five different ads. On each of the ad there will be the
logo, the name of the service (McDelivery) the message “ Nous venons où vous êtes” and the
Facebook link, twitter link and internet link for the special service McDelivery : www.mcdelivery.fr
The creation on the ads will be:
- The mascot on a Twizy around the triumph arc
- The mascot on a Twizy in front of the Marseille port
- The mascot on a Twizy in front of the Place Bellecour at Lyon
- The mascot on a Twizy in front of the Capitole of Toulouse
- The mascot on a Twizy in front of the Beffroi at Lille
These ads will be also on the outdoor ads.
The partnership with Renault will be explained in the Public Relations.
Outdoor:
For the outdoor ads, McDonald’s will choose bus shelter.
We will choose to be represented on 5010 bus shelter a week in France. We advise the Urban Conso
offer of JCDecaux to target more the people near super and hyper markets. This way we will target to
more diverse people we want.
The creations will be the same as the print ads.
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The schedule of the outdoor ads will be: one month between the 15th of January and the 15th of
February. One month again in May, one in September and one in January 2015.
Broadcast:
We will create a TV spot in partnership with Renault.
This TV spot will be broadcasted on different TV channels: TF1, M6 and Canal +.
With these three channels we expect to target the most amount of different people.
The TV spot will be broadcasted before the news of 20H (and le Grand Journal for Canal +) during one
whole week from the 15 of January.
Then we will launch again the TV spot in May, in September and in January 2015 according to the
schedule of the outdoor ads.
The storyboard of the TV spot:
The happy mascot
goes out of the
McDonald’s of the
Champs Elysées.
He goes into its
Twizy and drive.
Happy goes to Marseille to give a
meal to a family, then in Toulouse to
young people then in Lyon to workers.
After you see multi videos in small
squares in a whole scene with diverse
people: seniors, families, and so on.
It finishes with the logo
of McDonald’s.
“Nous venons où vous
êtes “
McDelivery
www.mcdelivery.fr
We will also launch this spot on the cinema to get an innovate approach and to reach more people.
Renault has been used to broadcast some spots on the cinema.
This spot will be broadcast according to the same schedule with the 15th of January, which is a
Wednesday. In May it will be the week starting the 14th of May, in September the 17th and for
January 2015 the 14th.
Finally the spot will always be available online but we will explain that later.
Interactive:
We will advertise on internet: banners, home page cover and on our website.
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We will keep the same creation than for the print. We will create a home page cover for different
websites as Allociné, Air le mag, Premiere, Renault, and McDonald’s
We will use banners in informational websites as Metro, Direct Matin, 20 minutes, Le monde, and
regional newspapers websites.
The banners will be on the websites for the same schedule as the print ads: the 15th of January during
one week, then another week one month later during three months. We will put the ads again on
September one week for three months.
The Renault website (http://twizy.renault.com/fr/index_3d.html) and McDonald’s France website will
have the ad on the cover of their website during the first month.
The Facebook cover banner of Renault and McDonald’s will also have the McDelivery ad during the
whole year.
Sales Promotion
Sweepstake:
To involve the customers and create a big buzz, we propose to create a new sales promotion
sweepstakes which will be interactive, and print.
The strategy is launch a new sweepstake as successful as the monopoly game.
The sweepstake will be called: Find Happy Green
During one month, March to April, customers will have to find Happy Green to maybe win the service
McDelivery free for life and others gifts.
For this sweepstakes we will create in partnership with Renault Twizy, a mobile application for Apple,
Android and Windows and a specific website: www.findhappygreen.fr
The products ordered for the home delivery service will have green thumbnails on them.
With the thumbnails you have the possibility to win directly: McDelivery for life, for ten years, for five
years, for one year, for three months and for one month.
If you don’t win directly you will get on each thumbnail a code and a QR code.
This code will get your to the website www.findhappygreen.fr
On this website you will choose an avatar, your city and you will put inside a Twizy.
You will write your code and the Twizy will drive until a specific doormat.
If the door opens and it is Happy Green, you will win something, if not you lose.
Coupons and sales offers:
To get people try the new service we will create special offers in coupons for the Home delivery
service. Some of them will be:
- For one Maxi Best of meal purchased, the dessert is offered in the second one
- For one McWrap meal you have the Pti Wrap offered
- For one Maxi best of meal purchased, the second maxi is at the price of the best of
- 10 % of discount on the order with the home delivery service
- One Big Mac offered with Home delivery service
- One Happy meal, the second one free
These offers will occur continuously to keep the customers loyal.
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Public relations
To make the image of McDonald’s more modern we need to develop the social media image and the
communities.
We will advise to develop the twitter image which can be a way to inform people about the
McDonald’s France news, about games and sweepstakes. To target the B2B, twitter has to be
developed.
Then we will create a twitter page only for the McDelivery with hashtag #mcdeliveryfrance.
For Facebook we will create a fan page McDelivery.
We will broadcast continuously the spot on McDelivery on YouTube from the moment of broadcast,
the 15th of January.
We will also advertise on internet for the event Happy Green.
With some banners, the social media and a video.
The video will be named as: Happy green where are you?
In this video you will see Happy Green on a sofa, watching the news.
He takes his phone and decides to order McDelivery.
He forgot where he lives
He is completely lost.
Help him! Find him! Find Happy Green on www.findhappygreen.fr
This video will be on YouTube, on the Facebook and twitter page of McDonald’s France and on the
Renault’s page.
The video and the banners will occur during the month of February 2014
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Media planning
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IV.
Evaluation
To be able to measure this communication plan we need several tools.
For the banners, home pages cover we can use the CPM, cost per thousand impressions. This way we will be able to
know how many impressions on each of the banner we got.
For the TV spot and the bus shelters we can use the GRT, Growth rating point.
The Growth rating point depends on the penetration or on the cover rate (which corresponds to a specific target) and
on the repetitive chances to be in contact with the advertisement.
This a very effective tool for outdoor and TV.
For the social media, it will be good to analyze the activity, the number of likes, of tweets and see if there is a growth.
For the sweepstake we can, with Google analytics, know how many people went to the website www.findhappygreen.fr
or the mobile application. We can have some statistics about how many people played, how many people won and so
on.
Then for the McDelivery, with Google analytics we can also measure how many people went to the site as visitors, how
many buyers and so on. Thanks to formulary within the website we can also know the demographics, and the age of
the people who will buy with the home delivery service.
V.
Conclusion
McDonald’s has all the reasons to launch this new activity.
Leader on the market and innovative, new activities corresponds exactly to the actual strategy of evolution of
McDonald’s.
To improve its image on the web and to make people truly believe for their green engagements, the partnership with
the Renault Twizy is surely the answer.
Then, creating a new universe of advertisement with his last mascot can lead them to a better image, and give them
a modern and fun image.
Finally this plan can lead to more involvement of the customers and more engagement in the brand community.
McDelivery is obviously a good solution, and McDonald’s has all the strengths and opportunities to make it happen.
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References
http://fr.wikipedia.org/wiki/Restauration_rapide
http://www.mcdonalds.fr/entreprise/entreprise/qui-sommes-nous/chiffres
http://www.mcdonaldsindia.com/restaurantlocator.html
http://mcdelivery.co.in/
https://www.mcdelivery.com.sg/McDelivery/Faq.jsf
http://www.mcdonalds.fr/famille/offre-happy-meal/calculateur-nutritionnel
http://www.cerpet.education.gouv.fr/EG/exploitations_eg/exploitations2010/mcdo10lepron/mcdo10-cas.pdf
http://marketing.about.com/od/brandstrategy/tp/brandstrategydev.htm
http://knowledge.wharton.upenn.edu/article.cfm?articleid=2906
http://www.web-libre.org/dossiers/mcdonald-s,698.html
http://www.20minutes.fr/article/554595/Economie-La-France-deuxi-egrave-me-meilleur-marche-deMcDonald-s.php
http://rmcommunication.wordpress.com/2010/10/03/mc-donalds-opte-pour-une-nouvelle-couleur/
http://www.kingstonchamber.com/content/ronald-mcdonald
http://www.mcdonalds.fr/sites/default/files/article/rapport_annuel_2011.pdf
http://www.mcdonalds.fr/produits/offre-mccafe
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http://www.entreprise-business.com/news/achats-internet-sont-constante-augmentation
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http://www.20minutes.fr/economie/881279-pizza-recherche-recette-miracle
http://blog.senavia.com/2010/06/30/livraison-a-domicile-2/
http://en.wikipedia.org/wiki/McDonald%27s_Monopoly
http://www.renault.com/fr/vehicules/aujourd-hui/renault-vehicules-electriques/pages/twizy.aspx
http://mcdofrance.e-monsite.com/pages/specificites-marche-francais/la-concurrence-en-france.html
http://leplus.nouvelobs.com/contribution/595445-mcdogate-comment-mcdonald-s-a-mal-reagi-au-bad-buzz.html
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http://www.lefigaro.fr/societes/2011/12/25/04015-20111225ARTFIG00101-europe-la-france-plus-grandconsommateur-de-sushis.php
http://economie.lefigaro.fr/_societes/restaurants-france.html
http://fr.wikipedia.org/wiki/Pizza_Hut#Pizza_Hut_en_France
http://fr.wikipedia.org/wiki/20_minutes_%28France%29
http://fr.wikipedia.org/wiki/Metro_%28journal%29
http://fr.wikipedia.org/wiki/Direct_Matin
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http://www.jcdecaux-mobilierurbain.fr/mobilier-urbain/connaitre/2012/offre/offres-2012/pdf/Urban-Conso.pdf
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