A case study of McDonald's success 1: This is McDonald's as we know it.
1. What opportunities and threats did McDonald's face? How is it handled? Are there any other options?
There is almost no chance for McDonald's, and all the factors conducive to its rapid development are no longer available. What McDonald's is facing is how to go downhill. Profits in 2002 fell for two consecutive years, which is a good illustration. Although profits rebounded in the next few years, the good times did not last long, the market was saturated, competition intensified, menu problems, and franchisees' contradictions. In fact, these are not the most critical. What's important is that competitors are swarming, and there will be more delicious and first-class fast food enterprises around the world. After all, the fast food industry is a low-tech industry. The attraction of American culture is declining. Will we still worship American civilization like this in the future? Of course, McDonald's has been constantly innovating, introducing more localized products that adapt to local tastes, and can also use its advantages in store layout to win a competitive advantage. Unfortunately, as we all know, once any industry is in such a predatory stage, every enterprise will have a hard time. What can McDonald's finally rely on? Core competitiveness? Not Q, S, C, V, because Q (quality), S (service), C (cleanliness) and V (value) are all easy to imitate and do. So what can support the survival of this huge world fast food giant? That's McDonald's real profit model: fast food and real estate? . About13 of McDonald's income comes from direct stores, and the rest comes from franchise stores, and 90% of this income comes from rent.
Before McDonald's entered the European market, few people believed that fast food would succeed in Europe. Why do you think McDonald's is successful? What strategy did it adopt? How is this strategy different from that adopted by McDonald's in Asia?
No matter in Europe, Asia or anywhere, McDonald's always adheres to the localization strategy and tries its best to cater to consumers. It can be said that as the pioneer of modern chain operation, all his actions are successful, and his specific practices are different in every place, but the fundamental strategy is the same, insisting on Q, S, C and V, insisting on localized products and keeping up with the consumption trend. But these are not sustainable and sustainable. After all, no one really likes this monotonous and mechanical food. After all, eating is not a simple intake. For people whose quality of life is constantly improving, eating is part of the meaning of life.
3. What is the basic idea of McDonald's? How does McDonald's strengthen this concept and apply it in different environments?
The basic idea of McDonald's company is that the management idea of McDonald's can be expressed by four letters, namely Q, S, C,. Specifically, Q stands for quality, S stands for service, C stands for cleanliness, and V stands for value. The idea was put forward by Ray, the founder of McDonald's. Klock was put forward at the beginning of the business. For decades, McDonald's has been committed to implementing this concept and persuading one consumer after another to taste his burger. Advanced chain management mode is the premise to ensure the realization of its basic ideas, such as scientific management means, adhering to unified standards, formulating post observation and inspection system, improving managers' own quality, strict procurement procedures and strict procurement standards.
Should McDonald's add new products to the menu? If you don't think it is necessary, why? If you think it is necessary, what new products should you add?
As for it? Should McDonald's add new products to the menu? Such a question is meaningless. These problems should be determined according to consumers' preferences, and of course, cost and technical feasibility should also be considered. According to McDonald's past experience, they will definitely launch new products, and this innovation is very necessary. No one wants to eat hamburgers that have tasted the same for decades. But food is artistic and mysterious. McDonald's can't cook this delicious food. Once manufactured, the standardized production on which it depends loses its meaning. This is a paradox, and it is also a reason for its inevitable decline today.
5. Why is McDonald's successful in many countries in the world?
Quite simply, before the success of McDonald's, there was no chain fast food enterprise in the modern sense in the world, that is to say, as a brand-new business model, a pioneering profit model decided that it would be successful, and other effects were just icing on the cake.
McDonald's Successful Case Study 2: McDonald's has created a new marketing game.
Sakura cone parkour 0 yuan grab is a new attempt by McDonald's to explore online and offline in China. On September 24th, a pink ice cream appeared next to McDonald's logo on Baidu map, which was a tailor-made activity of McDonald's for the new cherry blossom cone ice cream.
According to the data provided by McDonald's, this activity, which lasted for 10 days during the 11th holiday, gained more than 20 million views and more than 500,000 shares. On social media, it has been read nearly 70 million times and topped the search list of Sina Weibo.
This kind of marketing is a strong support based on LBS technology. LBS (Location-based Service) is a basic function of the Internet, and it is considered as a marketing weapon. By collecting personal preference data of users' diet and consumption, advertisers can not only accurately know who consumers are, but also accurately locate where they are. There is great commercial value behind the turbulent traffic.
This is not a simple new product promotion. The uniqueness of cherry blossom cones As a new product of McDonald's, LBS precise push and positioning technology and novel and interesting activity ideas are unique. The tipping point? , completed an O2O precision marketing based on LBS. This innovative marketing experiment proves that it is time for businesses to establish contact with consumers on various mobile platforms.
Upgrade the coupon system to create a complete O2O closed loop.
Sakura Parkour is actually an online evolution of McDonald's coupon form, and coupons have always been an important means used by McDonald's to attract consumers.
McDonald's China said? In the United States, customers who use iPhone 6 can already pay at McDonald's with Apple Pay, or enjoy the convenient service of ordering first and then picking up meals at the restaurant. We have been making many industry-leading attempts. In China, in addition to our own research and development of Maile's mobile phone ordering APP, we also have many cooperation and attempts with Baidu, Tencent and Alibaba. In addition to the Cherry Blossom Cone Parkour cooperated by Baidu Map, we have used the payment and coupon card package functions on WeChat, and McAfee has also made many attempts in Alipay and Tmall Mall. ?
When the mobile payment terminal is mature and widely used, McDonald's can finally realize the closed loop of O2O in China. Through payment data, McDonald's can accurately mine user transaction information and analyze consumer behavior. You can summarize the information of users' consumption frequency, frequented stores, single consumption amount, purchased food varieties and so on, and then push personalized coupons to them.
Several stages of the development of McDonald's coupons;
The first stage: paper coupons. McDonald's coupons were first distributed by printing paper, which was not only costly, but also time-consuming and inaccurate.
The second stage: download coupons on the website, show them at the store and enjoy discounts. But it can't effectively collect consumer information.
The third stage: McDonald's under the group buying mode. Since its birth, group buying has gradually become an important mode of online marketing. However, in order to attract consumers against competitors, many domestic group buying models adopt inconsistent pricing strategies online and offline, which runs counter to the integration concept advocated by O2O.
The fourth stage: social marketing. McDonald's regards Weibo as a platform to interact with consumers, and integrates online and offline through a series of activities. For example, consumers can get SMS coupons by sending Weibo, which is related to activities, and then display them in stores. Through Weibo, McDonald's can collect users' forwarding, comments and reading habits, so as to analyze consumer behavior.
McDonald's Successful Case Analysis III: Let's meet at McDonald's.
A major feature of SNS website is the participation and contribution of users. Each user can have a certain influence on other users. Interwoven relationships can form a strong stickiness. In this way, the SNS website also has greater vitality. McDonald's knows that customers have enough energy, and the success of an activity depends more on whether customers are enthusiastic and willing to participate. Of course, we should start from the interests of our customers and mobilize our own strength.
So, during the event, McDonald's promised that if within a week? Can we meet? The number of people supporting the theme activities exceeds100000, which proves that McDonald's will provide half-price concessions for netizens attending the party.
Therefore, in order to enjoy McDonald's food at half price, many fans volunteered as voluntary propagandists of McDonald's and called on everyone to support McDonald's activities. This triggered the spontaneous transmission effect.
McDonald's initial efforts, under the guidance of interests, have become the motivation for college students to support with action. ? Can we meet? The number of supporters of theme activities is on the rise. Later, it quickly broke through 654.38 million supporters, and McDonald's also launched activities as scheduled. From June 17 to June 23, college students can enjoy half-price discounts on all regular-priced products in McDonald's restaurants nationwide every night 10:00- 12:00 with their student ID cards.
You can pay attention to this time period, which is definitely the off-season of the catering industry. And McDonald's uses this time period to promote sales, which not only adds weight to the conference activities, but also makes its off-season become the peak season for some target customer groups.
Explode fashion and create new fashion.
SNS website is the distribution center of word-of-mouth communication. Because every SNS user is not a single individual, but a circle member with enough network relations. Every one of his hobbies and behaviors can attract the attention and participation of people related to him.
McDonald's takes advantage of this to create a new fashion according to the state of the target customer group? Do not stay at home. Let's meet. ? Therefore, it is quietly popular for young people to meet at McDonald's.
Because today's college students need real communication and real feelings. Through the theme activity of "Meet Me", McDonald's provides all kinds of interesting and meaningful reasons for meeting students' favorite interactive communication platform "Summer", so that everyone can have a happy party with friends at McDonald's and enjoy the real taste of friendship.
Social networking site itself is a high simulation of interpersonal communication. What does McDonald's borrow? Can we meet? Make interpersonal communication a reality. Relative to the network? Otaku culture? , McDonald's by? Don't stay at home, shall we meet? This theme appeal has triggered a trend.
Gamification activity process
During the whole activity, McDonald's collected 10 1 reasons for meeting on Renren. If the reasons for uploading win the approval of the most netizens, you can get a special award from McDonald's and invite friends to McDonald's for free.
After all, only marketing activities that can stimulate user interaction can be more vital and gain lasting attention.
10 1 The reason for meeting is equivalent to making a questionnaire. In order to get the recognition of the most netizens, there is another key besides the reasons for getting everyone's recognition: whether your social network is big enough or not, and whether your contacts are wide enough.
In order to get more people's support, participants themselves must have certain innate conditions and good popularity, and everyone is willing to support them. As a result, many netizens desperately canvassed for support and further interacted with others. In this process, not only Renren.com's popularity in the school has been improved and solidified, but also the brand of McDonald's has been deeply rooted in the hearts of the people.
Cooperate with the power of consumers with invitations.
Modern marketing needs to effectively coordinate the power of consumers. Let them spontaneously invest in the marketing practice of enterprises. Let them take the initiative to market and help enterprises complete customer development and maintenance.
Because consumers are a group, the interweaving and close contact between groups is helpful to enhance the perceived value of enterprises. A very simple marketing method between groups is to encourage invitations, give customers certain benefits, and let them take the initiative to bring customers to the enterprise.
From June 24, 2009 to July 2, 20091day, campus users were at McDonald's? Can we meet? Invite friends from the school to meet on the activity website and meet old friends three times a week, and you will get a McDonald's mobile coupons and a bonus of 5,000 yuan.
Each user's successful invitation counts as a lucky draw opportunity. Users can send invitations repeatedly, and the number of invitations is unlimited. But you can't invite the same friend repeatedly, which inevitably requires users to send friends invitations to meet McDonald's many times.
McDonald's lured users to take an active part in activities with mobile coupons and a bonus of 5,000 yuan.
As the saying goes, it is not good to get up early, just look forward to the cock crowing. Any activity, in order to get more attention, must introduce enough benefits for participants to gain something.
In addition, the winning notice of the cash meeting will be sent by letter in the school station within one week after the end of each lottery cycle. In this way, users can often log on to the campus network. This activity itself has also enhanced the vitality of the campus network platform. Therefore, under the temptation of lottery, sending invitations to friends has become a very popular activity among campus users.
In addition, McDonald's also uses this bribery strategy to skillfully obtain the contact information of users. During the event, McDonald's will send out 20,000 copies of McDonald's mobile coupons every day. All successful campus users can submit their mobile phone numbers on the mobile coupon page and get mobile coupons by SMS. Each person can download up to three copies every day, on a first-come-first-served basis.
You see, it's as simple as McDonald's getting the user's contact information. With the user's mobile phone number, you can directly send more promotional information and coupons, and directly bind customers.
If McDonald's has 65,438+00,000 users' mobile phone numbers, it may send an electronic coupon to10,000 customers, which is more direct and effective than the marketing effect of advertising on TV media.
One more thing is worthy of recognition. Mcdonald's can use an activity to trigger more participation and interaction, and at the same time, it can skillfully get positive comments from customers. The organizer will have the right to freely store, publish and use all successfully sent invitations, campus usernames of inviters and invitees and their roles.
It can be said that driven by interests, McDonald's triggered a large-scale invitation activity, which stimulated the marketing potential of consumers.
McDonald's: Building an Offline Meeting Platform
Good marketing communication activities pay attention to a coverage rate, thus deepening the scope of communication. This needs to integrate more marketing partners, broaden the scope of communication, enhance the depth of communication and deepen a theme activity.
Accompanied by? Can we meet? During the event, McDonald's also joined forces with Daqi.com to launch in Beijing, Tianjin, Shenyang and Dalian? Have breakfast together? Activities. What is the slogan? Have breakfast together and share the joy together? .
The slogan of the activity is very interesting: home? Or eat breakfast alone? Or just buy a steamed stuffed bun and send it away? How long has it been since you met and chatted with your good friends? Here comes the opportunity. Now, log on to the flag. Com and participate in McDonald's "group breakfast" activities, you will have the opportunity to enjoy a free breakfast at McDonald's for one month. ?
As a result, once the activity was launched, it received positive response from netizens and gained high attention. Online 1 more hours, the number of people has exceeded 100. Many M friends spontaneously spread through online communities, forums, blogs and instant messaging. Eating McDonald's breakfast for free has also become a hot topic nowadays.
Judging from the popularity of eating breakfast in groups, modern young people have a strong demand for communication and sharing with friends, entertainment and making friends. McDonald's dressed itself up as the most suitable platform offline, and through the cooperation with online websites, it completed the communication and increased the customer base.
? Have breakfast together? Are you online? Can we meet? During the launch, its purpose and? Can we meet? Consistent, encourage more people to use McDonald's as the best platform for offline parties.
From this marketing activity of McDonald's, we can see that when McDonald's transforms itself into a sponsor of Renren.com, Daqi.com and other online platforms in the school to provide certain benefits for its users, these online platforms will in turn become the biggest fish pond and word-of-mouth carrier of McDonald's. The two complement each other and win with * * *. Stage a story of integrated marketing of traditional enterprises and new online media.
It can be seen that when our enterprise is in a marketing dilemma and doesn't know how to break through, we might as well learn from McDonald's precise positioning and fire at the target customer group gathering area. Starting from the state of target customer groups, meet their needs, create popular trends and fashions, effectively integrate our products and services into them, and achieve the marketing effect of moistening things quietly.
What time? Shall we meet at McDonald's? It has become a network greeting among college students. As the initiator of the event, McDonald's has successfully transformed into an offline SNS hub and an offline platform for online users to communicate with each other.