Market Segmentation, Customer Needs & Loyalty Programme of Mc Donnald

1.The Product
My product is fast food, like burger, fried chiken etc. The company name is Mc Donald’s Restaurant. Mc Donald’s Restaurant is a famous fast food Restaurant in Indonesia and franchise company from United State. Many food and drink are sold by Mc Donald’s company. There are burger, spaghetti, porridge, milk, fried chicken, French fries, soft drink, orange juice, ice cone, etc. Beside that, Mc Donald’s restaurant is ready to sell a set of food and drink with inexpensive price.

2. Identify the Market Segmentation
a.Demographics
•Age : 5 years up
•Sex : Male and Female
•Reigion or Ethnicity : For all
•Income : Middle class and high class
•Life Cycle : Single, married with children
b.Psychographics
•Attitudes : Modern people, some people like foreign brands
•Lifestyle : people like to consume the fast food

3.Identify the customer needs and behavior
a.Customer Life Cycle
Single, married with children, they usually buy food and drink in Mc Donald’s Restaurant after they do shopping because Mc Donald’s restaurant is fast to serve their food and drink, so it can meet the customer needs.
b.Purchasing Behaviour
•How to get the product
The customer can buy the product by going to Mc Donlad’s restaurant, choose one of the food and drink packages and then pay for their package to the cashier.
We know that, Mc Donald’s restaurants are built in big cities, and usually the restaurant is built in a mall too (center of shopping area). So we can easy to find the Mc Donald’s restaurant after we do shopping.
•When the Customer buy the product
Any time, usually when the customer feel hungry or thirsty.

4.Loyalty Programme
Mc Donald’s Restaurants have a loyalty programme, to build the relationship with customer. Loyalty programme Mc Donald’s restaurant is the form of a member card. To make a member card, the customer must complete an application form and receive a plastic card. If the customer buy the product in several packages, and have the member card too. Usually the customers get a bonus, like soft drink, atc.

5.Advertising
•Television
There is a family going to Mc Donald’s Restaurant, they are confused to choose one of the food and drink packages because there are many variant food and drink package. And then, their mom see a new food and drink package (panas special), this package consist of crispy/hot chicken, egg, rice and medium drink with the price Rp. 28.000 . So, they make decision to order panas special packages.
•Brochure
In a brochure, they show one of the picture from their menu’s , there is beef burger. Why ? because in this month , Mc Donald’s Restaurant give bonus beef burger or spicy chicken burger, if the customer buy the product up to Rp. 50.000. In the brochure there is symbol “100% pure beef”, the purpose are keep the customer’s trust and then in the back side of the brochure, there are more information about menu’s nutrition.