Integrated Marketing Communications of McDonalds
As minority groups turn into a huge segment that makes up a big part of the U.S. population, their cultural influences on white Caucasians is increasing. For example, many white teenagers, or even adults, are influenced by hip-hop music and adapt the fashion and lifestyle of African-American rappers. Food is another cross-mix aspect of culture. After all, no one can claim that burritos are solely for Hispanics to consume! Think how many Caucasians fancy Asian food for instance? And how many of those will consequently, familiarize themselves to use chop sticks! As minorities constantly grow in number, they seem to set the trends for the overall, general market.
McDonald’s Corporation is very much aware of this opportunity and has been investing on it for many years now. Instead of taking a traditional approach that most companies pursue, where the general market is addressed before minority communities, McDonald’s Corporation decided to do the opposite. The power of minorities in shaping the general taste encourages McDonalds to shape their menu items and advertising campaigns according to minorities’ preferences.
One real life example that supports this concept was the 1990’s Fiesta menu products, aimed at Hispanics. Observers concluded that the products sold well in Hispanic neighborhoods; however unexpected revenues came from Laguna Beach, where whites make up more than 90% of the local population!
As a result of this revelation, a new marketing strategy called “Leading with Ethnic Insights”, was born and became the company’s model. McDonald started to capitalize on advertisements aimed at ethnic groups, and conducted studies with African-American, Asian, and Hispanic focus groups solely.
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