McDonald's Segmentation, Targeting and Positioning

Companies use target marketing to make their products relevant to a variety of consumers. Marketers identify specific segments of the population and position their products accordingly.

McDonald's utilizes segmenting as a central part of their marketing strategy but takes a different approach compared to traditional consumer packaged goods companies. They have brand managers dedicated to specific products like Big Mac and french fries.

McDonald's maximizes targeting marketing by accurately segmenting consumer behavior data collected daily. Each marketing team is responsible for understanding and using relevant information to create compelling insights that focus on values and needs of different consumer segments.

McDonald's uses segment-based marketing strategies to tailor their products and advertising to specific consumer groups. Examples include developing salads with ingredients that suit the tastes of different segments like Southwest salad with Crispy Chicken for specific target groups like African-American, Hispanic, and Asian consumers.