Marketing Question

marketing writing question and need the explanation and answer to help me learn.

Summary of situational analysis (Part I report). This should not exceed one page.
Proposed Marketing Strategy – this section should translate your findings from Part I into a logical and practical marketing strategy for the brand you chose to transform. This strategy should cover the launch of the transformed brand and the next 3 years. Your recommendations should derive from your Situation Analysis. Remember to consider the feasibility of your recommendations. This section should include:
a) Marketing objectives to be achieved by the marketing strategy. The objectives should be SMART (Specific, Measurable, Achievable, Realistic, Time-bound): No more than two marketing objectives are required.
b) Specific Target Markets. Identify one new segment that you believe the transformed brand needs to target. Develop a profile for the segment, including the relevant demographic, psychographic and behavioural characteristics. Discuss the segment’s needs and likely response to the proposed marketing mix.
c) Repositioning of the brand: discuss changes and include new positioning statement
d) Value proposition of the inclusive brand (costs and benefits) based on the Situational Analysis.
Proposed Marketing Mix. Each tactic proposed in this section should closely align with your strategy. When making strategy and mix recommendations, consider maximising opportunities, and eliminating any threats that you have identified in your Situation Analysis (Part I). This section should include:
a) Product: Consider product level decisions, product mix decisions (width, length, depth, and consistency), product line decisions (up and down stretch), product life cycle (PLC). Include all that apply.
b) Place: Consider channel strategy, push and pull strategies, direct versus indirect distribution, channel coverage, channel structure, channel power and potential channel conflicts. Include all that apply.
c) Price: Consider cost-plus pricing, competitor-based pricing, value-based pricing, price customization, price sensitivity, pricing objectives and price adaptations. Include all that apply.
d) Promotion: Consider IMC goals, multiple modes of communication, budget, message, and content decisions for brand building. Include all that apply.
Conclusions – this section should summarise (very briefly) every important idea you have discussed in your report. You need to make sure that you have directly answered the question you set out to solve in the report (i.e., make the selected brand more inclusive).
Reference list – this should include ALL references you have cited in your report
Appendix – this section can include all materials that informed or supported your analysis such as surveys, figures, diagrams, images, etc.
u need only write the Price and Promotion part
Requirements: 800 | .doc file
Summary of situational analysis (Part I report). This should not exceed one page.
Macro:
Aging trend in Australia
Due to increasing life expectancy and declining fertility rates, Australia’s population is aging, and people over 65 years old account for more than 16%. (AIHW, 2023)
Empty nest syndrome
The children’s departure from the parental nest brings social isolation, loneliness and dissatisfaction for parents, especially for the elderly. (Bougea, 2019)
Future trend in fast food industry
Because of the rising consumer health awareness in Australia, fast food’s improved nutritional content will drive its expansion. (IBIS, 2023)
Micro:
Strong competitive products
Rivals of McDonald’s have differentiation strategies with signature products, such as the Whopper burger with flamed-grilled Aussie beef of Hungry Jack’s.
The market gap for elderly
McDonald’s competitors, even the fast-food industry are not paying much attention to the elderly market.
Current situation:
Mcdonald’s criticisms for ageism
Ageism and elder mistreatment has become a hot topic recently. McDonald’s faced backlash because it had been criticized for ageism from its advertisement, and there were also arguments about the elder mistreatment of its service.(Jenn, 2014)
Ignoring the elderly with small market share
Although McDonald’s brand value focuses on inclusion and family, there are no specific products for the elderly and also promotion materials ignored them, which reflected in the fact that the elderly accounts for a small market share. (Michael, 2023)
Opportunity:
Great potential in the senior market
With the growing aging population and rising average age, the elderly group has a great potential to increase sales. Moreover, seniors with disposable income from superannuation have a strong consumption ability and are also willing to try different things, meaning possible continuous contributions to the revenue. (Patii, 2020)
Aligned with brand image
McDonald’s brand image is about family engagement and happiness caring, which is more suitable and has more advantages than competitors to expand the market to the elderly.
Business Introduction
Marketing Strategy
Following the healthier trend of the fast-food industry, McDonald’s launches a new business in Australia, targeting the elderly, which is similar to the service for kids, such as Happy Meal, McDonald’s series toys and children’s recreation facilities in stores. The marketing strategy includes a combination of differentiation strategy and focus strategy. On one hand, McDonald’s creates unique products and services for the elderly, standing out from competitors, such as unique food combos, nutritional focus and long staying area. On the other hand, compared with competitors, McDonalds‘ targets a more specific market segment of senior groups, ensuring to meet their unique needs.Q
Value proposition: inclusive to the elderly (Ageism/Emotion Value)
The value not the price
Proposed Marketing Strategy – this section should translate your findings from Part I into a logical and practical marketing strategy for the brand you chose to transform. This strategy should cover the launch of the transformed brand and the next 3 years. Your recommendations should derive from your Situation Analysis. Remember to consider the feasibility of your recommendations. This section should include:
a) Marketing objectives to be achieved by the marketing strategy. The objectives should be SMART (Specific, Measurable, Achievable, Realistic, Time-bound): No more than two marketing objectives are required.
Marketing Objectives
The mission statement of Mcdonald’s is claim as become the best fast-food restaurant in the industry with high quality products, services, cleanliness and value.
Healthy menu/meals option: rearrange the set meal which combine the new healthy items into a new combo, and add some coupons or vouchers to stimulate customers’ consumption desires/ provide the motivation for customers for repeat purchase behavior. It can be provided to people who like health, mainly to the elderly who need healthy, low-carbohydrate, low-fat, low-calorie, healthy cereals and nuts.
Within 1 year, create at least 1 healthy set meal, more than 4 healthy products which based on the seasonal food with time-limited.
Within 3 years, create at least 3 healthy set meals, based on previous top sales items & popularity degree of time-limited healthy products and transform these products into permanent menu.
Promotion event:Through simultaneous online and offline marketing, we target different groups. Online only stimulates the desire of young people to bring the elderly to McDonald’s for dinner. Offline focuses more on news, public transportation, advertising cards and other items that were popular in the old days. Promotional tools used to market to older people
Offline: provide physical coupon of Mcdonlad’s healthy meal to elderly( 1. Discount 20%, 2. Over 70 years old can enjoy a free meal or with discounts when dining with several people)-Although the elderly have relatively sufficient funds to save, they still prefer discount meal
Online:Social media advertisements for young customers, which expect them can bring the elderly family to have meal together in Mcdonalds’
Time line: Yea1: Achieve a certain proportion of promotion to the elderly, and compare whether the consumer group and consumption power of the previous year have increased, and timely adjust the specific marketing activity plan (marketing agility).
Year3:4. Expect to increase profit by 10%, awareness & popularity increase by 15% among the elderly consumer groupLong staying area: Renovate or expand existing McDonald’s stores to increase long staying area. The main purpose of this area is to provide free rest areas for the elderly In order to avoid increasing the sense of loneliness and isolation for the elderly, this area will be open to all guests and marked as a long staying area. Because most elderly people like to buy a cup of coffee or a small cake to enjoy time at McDonald’s, but the current environment and the trend of the fast food industry are that fast-paced life stores rely more on high table turnover rates or relatively simple tables and chairs to provide customers with To maximize benefits. But it is ignored that the elderly are generally in poor health and need some comfortable environment to enjoy dinner or afternoon tea. The long staying area will be equipped with comfortable tables and chairs for customers to use around the clock. Since the peak period of fast food is lunch and get off work in the evening, the elderly (60+) are more inclined to work during the young people’s time since they have free time after retirement. Go to McDonald’s long staying area and enjoy life. The longer customers stay in the restaurant and the more comfortable they feel, it will also indirectly stimulate their desire to consume, thereby increasing operating profits.
Year 1: The goal in the first year is to open 15 long staying areas in NSW and VIC, the two states with the highest population base and density in Australia, to test the feasibility of this solution and whether the facilities are comfortable and take into account the majority of the elderly. people
Year 3: The goal in the third year is to implement long staying areas in every state in Australia. NSW and VIC will open 100 long staying areas, mainly located in large department stores, CBDs, transportation hubs, etc.
Be more friendly with elderly customers,create some
1. Managerial Number of stores,create more healthy product with low calorie
2. Financial Increased revenue in the elderly business
b) Specific Target Markets. Identify one new segment that you believe the transformed brand needs to target. Develop a profile for the segment, including the relevant demographic, psychographic and behavioral characteristics. Discuss the segment’s needs and likely response to the proposed marketing mix.
Target Market
The elderly group who accept fastfood and desire to have a more social life and receive more social attention.The elderly group that accept fast food, suffer from loneliness, expect more social engagement.
4 segment + consumer profile likely response
Demographic:
Age:60+(22.8%)
Educational level: Educated
Income: stable income from superannuation

Psychographic:
Health conscious, they prioritize nutrition when having food to maintain their health and well-being. They usually prefer to consume more energy-dilute grains, vegetables, and fruits(Drewnowski & Shultz,2001).

Suffer issues of loneliness and social isolation,expecting the social and family engagement(AEIIA,2023)

Behavioral:
Less price sensitivity: Older people shop more frequently, tend to be less price sensitive, and value quality above anything else, buying fewer items but spending more per item.

Like sitting in restaurants for a long time
Elderly people are used to sedentary lifestyle like restaurants where they can sit down and enjoy food.

Behavior in social media/ technique approach ( promotion): not really engage with social media and don’t familiar with booming technology

Decreasing physical and psychological response abilities, especially less responsive on marketing messages. (coming of age,2023).
c) Repositioning of the brand: discuss changes and include new positioning statement (A clear message that conveys the selected positioning strategy) Unique Memorable Credible
Components of a positioning statement:
For the elderly and families with the elderly in Australia (target audience), McDonald’s is the family fast-food brand (category) that offers happiness caring, family engagement and healthy lifestyle(?) (point of difference) so they can (end benefit) because (reason to believe).
d) Value proposition of the inclusive brand (costs and benefits) based on the Situational Analysis.(short statement)
The four main types of value propositions include:
Price value: You’re highlighting why your product or service is the most cost efficient option.
Unique product value: You’re highlighting the unique features of your product or service.
Customer ease or convenience: You’re highlighting how your product makes your customers’ lives easier.
Customer results: You’re highlighting how your product or service gets customers results
VP is what the company promises to deliver to your target consumers
Simply state the benefits/costs that your brand promises to offer with the new proposed strategy. The positioning statement clarifies how that VP compares to competitors’.
This is about value as perceived by the consumer, so the costs and benefits are from the consumer perspective. Revisit the content of Week 1 for an understanding of what those costs and benefits could look like.
Proposed Marketing Mix. Each tactic proposed in this section should closely align with your strategy. When making strategy and mix recommendations, consider maximising opportunities, and eliminating any threats that you have identified in your Situation Analysis (Part I). This section should include:
a) Product: Consider product level decisions, product mix decisions (width, length, depth, and consistency), product line decisions (up and down stretch), product life cycle (PLC). Include all that apply.
b) Place: Consider channel strategy, push and pull strategies, direct versus indirect distribution, channel coverage, channel structure, channel power and potential channel conflicts. Include all that apply.
c) Price: Consider cost-plus pricing, competitor-based pricing, value-based pricing, price customization, price sensitivity, pricing objectives and price adaptations. Include all that apply.
d) Promotion: Consider IMC goals, multiple modes of communication, budget, message, and content decisions for brand building. Include all that apply.
Conclusions – this section should summarise (very briefly) every important idea you have discussed in your report. You need to make sure that you have directly answered the question you set out to solve in the report (i.e., make the selected brand more inclusive).
Reference list – this should include ALL references you have cited in your report
Appendix – this section can include all materials that informed or supported your analysis such as surveys, figures, diagrams, images, etc.
NOTE: Do not rely on reviewing a firm’s web pages alone to complete this project. In addition to the website, we expect you to search business publications such as IBISWorld, Fortune, Forbes, and Business Week. These publications are available on the library databases.
Marketing strategy(marketing mix):
Product:
Product: elderly meal( healthy &convenient), long staying area( for people to gather together and better serve the elderly social)
Service:elderly company service or activity targeting the elderly to join,elderly birthday celebration activity(?), specific recommendation for elderly( which food matches the elderly physical ability more)
Place: to be displayed on the channel that are more easily exposed on the elderly
Promotion: TVC about elderly caring and elderly deserves, focus on offline promotion, coupen stickers in community,
Online :TVC( values statement, emotional) target on the children of the elderly: emphasize on the “family idea”, promoting the brand values of “ elderly caring” and improve the brand image
Attract the young and middle-age people to bring their old relatives to come.
Price: cheap?
Product
“McGolden Wellness Bites” is a product section specifically designed for the elderly in order to increase McDonald’s inclusiveness. The name conveys the essence of health and well-being tailored for seniors, while incorporating the McDonald’s brand’s iconic “gold” reference to emphasize a health-conscious choice. McDonald’s new products are based on the concept of health and nutrition, breaking the stereotype of high-calorie and unhealthy fast food, and are designed around the elderly. According to product level decisions, the core benefit of the product is that it can meet the needs of the elderly for healthy food and provide the necessary nutrients for the elderly. Generic products include burgers, salads, shakes, juices and granola. Based on product mix decisions, “McGolden Wellness Bites” mainly includes two product lines, which are divided into healthy light food series and nutritious breakfast series. The healthy light food series includes low-calorie, low-fat, and low-sodium staple food options, such as grilled chicken breast burgers, low-salt grilled beef burgers, etc. Adding strong odors to nutrient-dense foods can improve diet quality (Rolls, B. J, 1999). The taste of burgers tends to be grilled. The grilled cooking method is healthier and the food has a unique grilled flavor. The set menu also provides fresh vegetable and fruit salads with a variety of nutritious sauces. Beverages are mainly juices and milkshakes to meet the needs of the elderly for healthy food. The nutritious breakfast series has a variety of oatmeal products, including oatmeal, fruit oatmeal, and nut oatmeal, which can provide rich fiber and energy for the elderly.
In addition to main products such as burgers, salads, juices, and milkshakes, there are also derivative products targeted at the elderly. Based on product line decisions, derivative products include customized soft burgers, premium milkshakes and nutritionally enhanced snacks. Taking into account the chewing inconvenience of the elderly, Derivative Products designed soft burgers that are easier to chew and digest. According to the up stretch strategy, the burger embryo of the soft burger is softer, and the vegetables and meat are made with a special cooking method. There is an extra price to upgrade to the soft burger. High-quality milkshake drinks provide high-calcium and high-protein nutrients, which help maintain the bone health of the elderly. The price is also higher than ordinary drinks. According to the down stretch strategy, nutritionally enhanced snacks are innovative snacks, including chicken nuggets, nuts, etc. The portions of snacks are smaller, but the protein content remains the same, which can meet the nutrients needed by the elderly who eat small meals. The price is also lower than ordinary snacks.
Considering the product life cycle, in the introduction stage, new product lines such as healthy light food series and nutritious breakfast series will be directly introduced to the target market through marketing, emphasizing the health benefits, nutrition and ease of consumption for the elderly. During the growth stage, McDonald’s will consider changing its menu to suit the tastes and preferences of the elderly, such as adding healthy seafood such as fish and shrimp to its burgers. At the same time, the pattern of product packaging will change with the promotion activities. In the mature stage, McDonald’s will enhance the taste based on feedback from the elderly, ensure quality consistency, and continuously optimize the product line. During the decline stage, McDonald’s will re-evaluate the elderly market and consider whether the combination of AI technology and products can revitalize the product.
Place
McDonald’s launch of healthy and nutritious senior meals will adopt a multi-channel strategy to effectively reach a broader group of seniors. This needs to include both online platforms and offline stores. On the online platform, McDonald’s needs to use its official website, mobile APP, and Uber Eats to facilitate the elderly to order healthy and nutritious McDonald’s products without leaving home. In addition, McDonald’s can conduct online TV advertisements to make the elderly realize that McDonald’s products specially designed for the elderly are healthy and nutritious, and capture the minds of the elderly consumer groups. For offline stores, it is vital to ensure that all McDonald’s physical stores offer healthy light meal series and nutritious breakfast series, so that senior people who want to buy in person and spend time in McDonald’s stores may do so.
Next, the push-pull strategies can be used to verify the development process of “McGolden Wellness Bites”. In terms of push strategy, McDonald’s cooperates with hospitals, medical care institutions, senior centers, and retirement communities to provide customized catering services and directly promote McDonald’s products to the elderly. Set up McDonald’s themed activities for the elderly in senior centers and medical institutions, create offline chat communities, and provide discounts to elderly people who participate in community activities to encourage consumption. In terms of pull strategy, McDonald’s can actively use online and offline advertising and social media platforms to display the concept of healthy and nutritious products and attract elderly people to inquire about products.
McDonald’s senior meal products will be distributed through a combination of direct and indirect distribution. Deliver directly through McDonald’s online platforms and physical stores to maintain product quality and seniors’ control over the product experience. McDonald’s could also partner with food delivery apps to provide wider reach and convenience to reach a wider senior audience.
In terms of channel structure, a two-level channel structure will be established. As a manufacturer, McDonald’s will directly produce the products and sell them through online and offline channels. McDonald’s will also actively cooperate with retailers on delivery services to effectively reach older consumers.
In location selection, McDonald’s should focus on areas where the elderly population is concentrated, and choose locations close to medical care institutions, senior centers, and retirement communities to set up branches to facilitate the elderly’s access and accurately target the elderly group. At the same time, theme stores can be opened in geographical areas with a large elderly population in Australia. For example, McDonald’s can open a nutritious breakfast series store on the Gold Coast. This area is a well-known retirement resort in Australia and has a large elderly population. McDonald’s can mainly promote nutritious breakfast series and open breakfast shops in this area to attract the elderly. There are many retirement communities and nursing homes in the Mornington Peninsula, where a large number of elderly people gather. Healthy light food series can be promoted in this area, and green and health-themed stores can be opened.
Price
Promotion
Young people lead old people
50% Social Media Promotion
20% Supermarket Coupons
30% Community flyers + coupons
(Mainly promoted to young people, young people will drive the elderly. Elderly people over 60 years old can use their ID to enjoy 20% off & 10% off coupons or full discounts or xxx gifts)
(After calculation, if each order is 100 yuan, the profit margin is 60%, and a 20% discount will need to drive more than 1,667 orders)

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