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Integrated Marketing Communication Case Analysis MIMIC Planning Context for McDonald (ACS: Customers, Competitors, and Communications) Customers Current Customers. Current customers (families) buy McDonald’s meals in McDonald’s restaurant during lunch & dinner times for a chance to enjoy time with their family and a great feeling of saving (through Extra Value meal) while having an opportunity of miracle. Former Customers. Former customers buy McDonald’s meals in McDonald’s restaurants during lunch & dinner times, because they long to feel McDonald’s experiences that they haven’t felt for a quite while.
Potential New Customers. Potential new customers (people with healthy lifestyle) buy McDonald’s meals in McDonald’s restaurants during lunch & dinner times, because they belief McDonald’s meals are good for them (healthy) and for their favorite athletes (sporty). Competitor’s Customers. Cuff’s customers buy Cuff’s meals in KEF restaurants during lunch & dinner times, because they want to eat tasty meals and save some money. Pizza Hut customers buy Pizza Hut meals in Pizza Hut restaurants during lunch and dinner times, because they want to eat high quality food. Carol’s Jar. Customers buy Carol’s Jar. Eels in Carol’s Jar. Restaurants during lunch & dinner times, because Carol’s Jar. Is edgy like them. Subway customers buy Subway meals in Subway restaurants during lunch and dinner times, because they want to be healthy and have very little time to wait or cook. Competitors KEF Copyrighting: “Finger Licking’ Good,” “The Colonel’s Secret Recipe,” Sales tactic: discount upon CARS: Singapore Association of the Deaf Message: KEF Is tasty and saves you a great deal of money Pizza Hut Marketing campaign: “Taste and Tell Pasta Challenge” Message: Pizza Hut’s meals’ qualities are high.
Carol’s Jar. Message: Carol’s Jar. Is edgy. Subway Positioning: “healthy fast food alternative” Communication (McDonald’s) Current customers: “annual monopoly campaign” signification: a fun game with fun prices to gain repeat customers Former customers: “Loving McDonald’s Moments” 9 worth stories to try to reconnect with its former Singapore customers.