Update - Consumerism of Mcdonald

Life cycle of Products

The “Dim Jack”

Shogun Burger

McDonald would provide some limited time food within a certain period.The short life cycle food  is totally making use the consumer attitude to increase the profit within a short time.It can attract many people and become a hot topic in that period.

Added Value

Advertising endorsers - Soft hard (Fashion and trendy singer)

Hiring "Soft hard" as an advertising endorsers

"Soft hard" crossover McDonald Hello Kitty clothes 

Advertising -  Milk magazine  (Advertising endorsers "Soft hard" cover)

McDonald hire "Soft hard" as their advertising endorsers due to their fashion and trendy style. This is attractive to their main target group teenagers.McDonald would make use the name of "Soft hard" to crossover some of their product or souvenir, people would collect those things because they think that it is suitable for their own style and they would think that it is trendy.

Also , the McDonald make use the advertising media - magazine to stronger their trendy image , they would choose the trendy magazine - MILK as McDonald think that MILK magazine have a similar target group with them.Therefore, when two company cooperate with each other , the effect would be stronger.People would think that eating McDonald food is fashion and trendy.

Serial Objects

                                   

                        McDonald provides many kinds of foods , snacks and drinks


McDonald standardize the foods and provide most of the food in the format of  meal set.High variety product can enlarge the market segment and attract more people.

                                        McDonald X Hello Kitty Collection

McDonald X Soft hard 12 animal Collection

McDonald Happy Meal

McDonald always promote the collection the the costumer in many media.People would think that it is trendy to collect such kind of souvenir and they may think that it is "collecting a personality". For example , people collect Hello Kitty souvenir because they think that it is suitable for their personality , they want to show other people he/she is in this style.Also , such kind of collecting object function would become a hot topic within that period, the collector can communicate with the peer groups and they get the satisfaction. If the peer around you are the collector , but you are not , then you would become an outdated person.

We can see that the collection object that McDonald promoted is targeting a large market segment , not only the kids,teens but also the adult.

Discount Card

McDonald also provide the discount card , which makes you think that it is worth to use it more as it helps you save more money when you consuming more , however , this is just a trap to attract you spend more money on McDonald in a year.




Branding

Nutrition information provided by McDonald

McDonald try to promote its brand in the position of healthy in order to tell people should not fear eating McDonald foods would become fatter.However , everyone knows it is not that true.

New Brand Line : McCafe

McDonald create a new brand line - The McCafe. This brand is not only selling the coffee but also the life attitude - enjoy the coffee within a great atmosphere.This is what we call experience consumption.

As McDonald create this new brand , the professional image is added in to McDonald in every one mind.

                                               McDonald M Selection TVC

In the TVC , we can see that McDonald always point out their food material selected is fresh and they select the best food material for us.They try to create a professional image and tell us they are worth to be treated.

                                            Ronald McDonald House Charities

McDonald creates the Ronald McDonald House Charities to bear the Social Responsibility , this can make the company image more positive.

McDonald open 24 hours 

McDonald opens 24 hours in order to enhance its convenience image.