P1 and M1
Marketing techniques in McDonalds and Tesco
Market segmentation is where a company will divide the market into smaller groups and will offer a
large range of products/services that will meet their target market’s needs. McDonalds target a
large portion of the whole market as their customers vary a lot in what they need depending on
different factors. One example could be their lifestyle, such as families with kids that are looking for
a chance to eat out together somewhere that is kid friendly. They cater for this with products such
as the happy meal which includes a toy too satisfies the children and has the option of a fruit bag too
appeal to the parents. McDonalds have also introduced a pound savers menu to help target
consumers that have less disposable income, increasing demand for this products and gaining more
customers. Tesco’s also has a range of products and services that appeal to their target market such
as the introduction of club cards which make consumers feel like they are part of something,
increasing loyalty and repeat purchases. They also have different ranges of their products in store,
including a Tesco finest range and a value range which tailor around what customers are looking for
and the amount of income that they are willing to spend.
McDonalds have products in different market segments such as;
A parent with two children Visits McDonald’s to give the children a treat, this consumer
would usually buy meals such as the happy meal that appeals to children due to having a toy
inside which satisfies there wants and needs with food and a fun toy and is cheap for the
parent to buy than going to a restaurant.
Children want to visit McDonald’s as it is a fun place to eat, the products that they would
buy would be cheaper food such as going in to buy a McFlurry with their pocket money.
A business customer Visits McDonald’s during the day as service is quick, the food tastes
great and can be eaten in the car without affecting a busy work schedule, and the product
that would appeal to this target market would be their coffee range and a larger meal due to
the higher income.
Teenagers are attracted by the Saver Menu which is affordable, and the internet access
available in restaurants would appeal to the target market. Commented [FL1]: So summarise these segments in terms of
age group, lifestyle and income- e.g. 16-25 year olds, 25-35 year
olds, income groups earning £25000 plus or below this etc – can
Tesco’s have products in different market segments such as; you do the same for Tesco?
A woman shopping for her family, this would be a women earning an average disposable
income buying groceries for her whole family, from vegetables to snacks such as crisps. They
would be purchasing a cheaper option of food.
A teenager that would come into to purchase something for lunch, such as the meal deals
that Tesco’s offer which are quick and easy to eat in a break and are on the cheaper side as
they are not earning high amounts of income.
A person on lower income who would shop Tesco’s basic which is a cheaper range, this
would meet their needs as they can still get a lot of food but for a cheaper price.
Both Tesco and McDonalds targets all age ranges, McDonalds offer a happy meal for younger ages
and Tesco sells children’s toys. McDonalds caters for all lifestyles with their pound saver menu and
Courtney Lowes
Marketing techniques in McDonalds and Tesco
Market segmentation is where a company will divide the market into smaller groups and will offer a
large range of products/services that will meet their target market’s needs. McDonalds target a
large portion of the whole market as their customers vary a lot in what they need depending on
different factors. One example could be their lifestyle, such as families with kids that are looking for
a chance to eat out together somewhere that is kid friendly. They cater for this with products such
as the happy meal which includes a toy too satisfies the children and has the option of a fruit bag too
appeal to the parents. McDonalds have also introduced a pound savers menu to help target
consumers that have less disposable income, increasing demand for this products and gaining more
customers. Tesco’s also has a range of products and services that appeal to their target market such
as the introduction of club cards which make consumers feel like they are part of something,
increasing loyalty and repeat purchases. They also have different ranges of their products in store,
including a Tesco finest range and a value range which tailor around what customers are looking for
and the amount of income that they are willing to spend.
McDonalds have products in different market segments such as;
A parent with two children Visits McDonald’s to give the children a treat, this consumer
would usually buy meals such as the happy meal that appeals to children due to having a toy
inside which satisfies there wants and needs with food and a fun toy and is cheap for the
parent to buy than going to a restaurant.
Children want to visit McDonald’s as it is a fun place to eat, the products that they would
buy would be cheaper food such as going in to buy a McFlurry with their pocket money.
A business customer Visits McDonald’s during the day as service is quick, the food tastes
great and can be eaten in the car without affecting a busy work schedule, and the product
that would appeal to this target market would be their coffee range and a larger meal due to
the higher income.
Teenagers are attracted by the Saver Menu which is affordable, and the internet access
available in restaurants would appeal to the target market. Commented [FL1]: So summarise these segments in terms of
age group, lifestyle and income- e.g. 16-25 year olds, 25-35 year
olds, income groups earning £25000 plus or below this etc – can
Tesco’s have products in different market segments such as; you do the same for Tesco?
A woman shopping for her family, this would be a women earning an average disposable
income buying groceries for her whole family, from vegetables to snacks such as crisps. They
would be purchasing a cheaper option of food.
A teenager that would come into to purchase something for lunch, such as the meal deals
that Tesco’s offer which are quick and easy to eat in a break and are on the cheaper side as
they are not earning high amounts of income.
A person on lower income who would shop Tesco’s basic which is a cheaper range, this
would meet their needs as they can still get a lot of food but for a cheaper price.
Both Tesco and McDonalds targets all age ranges, McDonalds offer a happy meal for younger ages
and Tesco sells children’s toys. McDonalds caters for all lifestyles with their pound saver menu and
Courtney Lowes
