Customer Centrality in McDonalds’s Marketing

Customer Centrality in McDonalds’s Marketing

McCarthy (1978) defines the classic model of 4Ps, including product, price, place, promotion. Well, Cowell (1994) suggests two other Ps, people and process, and Boom and Binter (cited by Donnelly, and George, 1981) add a further P, physical evidence. We can analyze what McDonald’s has done in the aspects of marketing mix to be customer centrality.

 Products

Brassington and Pettitt (2005) suggest product covers everything to do with the creation, development and management of products. It is not only talking about what to make, but when to make it, how to make it, and how to ensure that it has a long and profitable life. The aspect includes new product development, product management, product feature/ benefits, branding, packaging, after-sales service.

McDonald’s is always coming up with something new, such as, the Big Xtra, the McRib, the Salad Shakers, and on and on. The place that invented the Big Mac and chicken nuggets is always coming up with new stuff, usually pretty good. They make holiday shakes, such as the shamrock shake in March. Yum! They are also the first with the Value Meal, which is indispensable, and Happy Meal, which has been pleasing children and their parents for decades (Epinions, 2000).

Most of the products in McDonald’s are food and drink. We can see the customer centrality in McDonald’s products range. They provide different product range for customers in different countries, for example, in western countries and American, the most well known are fries, beef burgers and milkshakes. Well, in some Asia countries, the taste over there is different.