Ch. 8 - Segment and Target Marketing

McDonald's is one of the good examples for the market segmenting. Deeply focus on its consumers, all the products that McDonald's introduced are segmented according to bases of Demographic, Psychographic and Benefits etc. They have segmented their products and positioned their products according to kids, students and family. Also they haven’t started segment related to breakfast or cafe in every outlet.

In this bolg, I will segment McDonald's on three different bases.

1) Demographic Segmentation:  

McDonalds offers different products like Happy Meal which includes a free toy for kids. For families it has made different meals which are suitable for take-aways and drive-thru. McDonalds has made its environment which is fit for teens and Generation Y, which is mostly students, to hang out with their friends and can get their lunch at McDonalds.

2) Psychographic segmentation:  

McDonalds has adopted itself according to the convenience and lifestyle of the Its consumers. Since obesity become social problem, we lack of healthy and affordable food option. McDonalds came up with different and new product lines, which include items like McWrap and Fruit smoothie, to target the consumers who are health conscious.

3) Benefit segmentation:
Benefit segmentation targets group potential customers. McDonald’s has a Kid’s birthday party package. The package can range from about $5 to $15 per child plus a $50 deposit that is non-refundable if you cancel. Before the party starts, the employees set up the table with party hats and decorations. They take food orders and bring everything out together so no one has to wait. Also, they have playground for kids to have fun. McDonald’s birthday parties become really good deal for the parent-both-working families and families who pursue inexpensive cost.