Advertising and Marketing Initiatives at McDonald’s
Advertising was known to have an impact on the minds and the hearts of the consumers.
But product and the value offered needed to be attractive and powerful to maintain
consistency in sales and build customer loyalty. Advertising was the backbone of
McDonald’s marketing strategy in India. The positioning had been directed towards
establishing McDonald’s as a family restaurant. Special efforts were made to not allow it to
get converted into a typical teenage hangout. Advertisements were created using storylines
with focus on emotions. Through a variety of advertisements, the visit to McDonald was
portrayed as a special occasion providing excitement and satisfaction to the customers
who comprised of families with kids and the youngsters.