Public Relations Campaigns

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Public Relations Campaigns

Public Relations Campaigns

Overview of McDonalds

McDonald's is the world's leading food service retailer with more than 30,000 restaurants in 118 countries serving 46 million customers each day.

Problems Faced By McDonalds and the Public Opinion of McDonalds

For many years, McDonalds enjoyed worldwide success built on a few well-known, highly standard conditions. The company with the Golden Arches served a simple menu- hamburgers, French fries, and milkshakes or soft drinks. The food was priced low, its quality was consistent, and it was served speedily from establishments that all looked alike and were extremely clean.

However in recent years, McDonalds has seen its growth rate slow down and its dominant market position slip. There are various reasons for this. The main reason is the several allegations made against them by environmentalist and health experts. These allegations are:

-Destruction of Rain Forests

-Destruction of Other Natural Resources

-Grain Statistics

McDonald's PR Plan to Improve Conditions:

McDonalds collaborated with the EDF (Environmental Defense Fund) to devise a joint waste reduction plan. The result was a highly touted deal that gave McDonald's a reputation as a "socially responsible" business.

McDonalds has started doing more environmental friendly packaging. McDonalds recently invested nearly 60% of it R&D budget in attempting to develop a soluble plastic for packaging.

Michael Quinlan, the CEO of McDonald's responded to the changes in his company's external environment, especially the demographic, economic, competitive, and cultural environment. McDonalds made some strategic changes as a result of its environmental monitoring.

McDonalds decided to lighten up its image by using snack food cartoons characters.

McDonalds reduced its prices on basic items. They introduced more and more combination meals, which consisted of several items that collectively cost less than if purchased separately.

McDonalds started mass advertising. They took a new approach towards advertising. Instead of advertising on network TV they focused on outdoor advertising. They made the single largest purchase in the history of advertising when it purchased 20,000 billboards to reach consumers on the road and within minutes of a purchase decision.

McDonalds used the concept of market fragmentation, which is the identification of smaller and smaller market segments. They not only expanded their variety of burgers, but also test-marketed fish-and-chips, fried chicken, pizza, and carryout groceries.

Gap, Inc

The Gap, Inc Company designs virtually all of its products, which in turn are manufactured by independent sources, and sells them under its brands. The Company operates stores in the United States, Canada, the United Kingdom, France, Germany and Japan. As of February 2, 2002, the Company operated a total of 4,171 store concepts at 3,097 locations.

The Company entered the children's apparel market with the introduction of Gap Kids in 1986 and baby Gap in 1989. These stores offer casual apparel and accessories in the tradition of Gap style and quality for children aged newborn through teen. The Company launched Gap Body in 1998, offering men's and women's underwear, sleepwear and personal care products.

Marketing Strategies

Its core business is still the basics: T-shirts, jeans, and khakis. Mickey Drexler, who has been the brains and ...
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