Marketing Department UK

Agenda Marketing goals Our role Who we work with Department structure Promotional campaigns –Tex Mex –High Street Focus

Our Goal Grow business –Reach –Frequency Reach = getting more people to use McDonald’s Frequency = getting people to use McDonald’s more often To make McDonald’s our customers favourite place and way to eat

What we do Research Sales Promotions Advertising Point of Sale Website Operational integration

What we do Research –to understand our customers wants, needs and preferences. Then brief Food Development Team to develop food/drinks to meet these wants, needs and preferences Sales Promotions –develop offers, giveaways and competitions to drive customers to McDonald’s

What we do Advertising –create TV, radio, outdoor poster and online advertising to communicate McDonald’s products and promotions to customers and drive them to McDonald’s Point of Sale –create packaging and in-store posters/banners etc. to drive them to purchase products once in the restaurant

What we do Website –manage the content of mcdonalds.co.uk to communicate products and promotions to customers online. Operational Integration –Interface with our restaurants to ensure that our promotions are operationally deliverable and well executed

The Agencies we work with Leo Burnett – Advertising Development of ideas through to production of advertising –TV/Cinema –Radio –Outdoor (billboards, bus shelters, bus-sides, phone boxes etc.) –Press (newspapers, magazines)

The Agencies we work with The Marketing Store – promotions and POP Development and management of promotions –Development of ideas through to final for instore POP (window posters, translites, banners etc.) –Happy Meal toy design through to production

OMD - Media Media planning (which media combinations to use and the weight of each campaign) Media buying (liaising with media owners - eg TV stations, newspapers – to purchase advertising space) Agilisys – web design and hosting Design through to production of updates to mcdonalds.co.uk The Agencies we work with

Linney Design – online advertising Design through to production of online advertising and promotional microsites Linney Print Printing and distribution of all instore POP The Agencies we work with

Adult Food Team Permanent Menu Breakfast menu Core menu (eg Big Mac, Hamburger, McChicken Sandwich) Toasted Deli Sandwiches Coffee Limited Edition Food promotions. E.g. Summer / Christmas Food Mex it Up Big Tasty

Family Team Happy Meals - Happy Meal calendar planning - Toy development - Happy Meal menu - Promotion of each Happy Meal Birthday Parties Ronald McDonald live programme Family Instore experience – balloons, games etc. Communication with Mums about the Happy Meal

Adult Promotions and Value Adult game promotions –Monopoly, Coke glasses Adult value promotions –voucher booklets, BOGOF Poundsaver menu McFlurry - limited editions Student card and student offers.

Manage McDonald’s Sports Sponsorship: UK activation of global/European sponsorship programmes: - Olympics - FIFA/EUFA UK sponsorship programmes: - English FA community partner - Scottish FA - Welsh FA - Northern Ireland FA Sports Marketing

Field Marketing Team Responsible for - –Field support for restaurants –Communication of marketing plans –Contingency planning –Operating Marketing Helpline –Ensuring delivery and correct implementation of POP –Provide marketing training to operations –Provide field-input to other sections of the team Special projects

Development of Promotional Food Campaigns Step 1: Brainstorm of promotion themes –Mexican –summer food –winter warmers Step 2: Brief Food Development –develop range of new food that can be produced –Preferred options selected for research Step 3: Conduct consumer research

Step 4: Final selection of range Step 5: Project sales (based on popularity in research) Step 6: Agencies all briefed together (packaging, POP, advertising) –Agencies come back with creative concepts –Agreed concepts taken forward to full development Development of Promotional Food Campaigns

Timelines (Mex it Up Promotion) Campaign launch date: June 07 Campaign briefed: Jan 07 Packaging artwork deadline - March 07 POP artwork deadline - May 07 Media booking deadlines - March Advertising: TV final approval – early June 07 (1 week before on air) Outdoor approval – mid May 07 Press – mid June 07 (2 days before) Online - mid June 07 (day before)

Campaign production budgets POP design£50, 000 POP print£180,000 Packaging design£10, 000 TV ad production£200, 000 Outdoor ad design£20,000 Press ad design£20,000 On line ad design£15,000 McDonald’s website£5,000

Campaign Media budget example TV Media£1 million Outdoor (billboard) Media £400, 000 Press (magazine, newspaper) media £150, 000 Online media£10,000

Mex it up - Packaging

Mex it up POP

Mex it up - advertising