Branding And Packaging Option1-1

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Branding and Packaging

Option #1

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BRANDING AND PACKAGING 2

Branding and Packaging

Option #1

Brand You Feel Loyal

The product I feel loyal to and regard it as my favorite comprises of the McDonald’s Inc.,

Pizza, Hamburger and Coffee Late. The McDonald’s Inc., products are a critical part of my

eating habits and easing the time taken cooking. In most instances, I prefer the food staffs from

McDonald’s chain stores usually taken when am in a hurry or have a workload to handle. The

loyalty owed to the product is informed by the quality and standards maintained in ensuring

customer satisfaction. McDonald's products are critical to ensuring continuity of my work and

the scheduling of lunchtimes as I keep check on ensuring healthy diets.

Branding and Packaging Strategies

In analyzing McDonald's branding and packaging strategies – the focus is directed to its

food varieties offering than a specific product like burger or coffee. In handling their foods stuff

and enhancing customer service – it serves as a critical aspect of ensuring customer satisfaction

and loyalty prevails. The loyalty is critical to affirming the company brand in the fast food

industry and asserting its dominance in the market and among its target population (Sameer,

2012). The branding and packaging strategies of a company serve important steps to ensure

enhanced performance of the company in the industry and sustain its competitiveness. In turn,

assure the company of asserting its marketing position, maintain customer loyalty and

acquisition of new customers.

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The branding strategies utilized by McDonald’s has been influential and significant for

the company to function and expand extensively in the fast food industry. In my experience, it is

hard to find an individual who has never eaten from any outlet of McDonald’s at least once in

their lifetime. As a result, it shows the ability of the company to endure for long and strive to

utilize its branding strategies that steer continued growth (Ceil, 2017). The main branding

strategies utilized by McDonald’s include tailoring of the advertisements in reaching out to

specific demographics to improve the marketing strategies and service delivery. The strategy

focuses on the target market with the highest success probability to ensure its effectiveness. Also,

the company utilizes consistent promotions and marketing strategies that are concise to the

audience. The message shaping the branding strategy is informed by the research of the desire of

customers in one region compared to another.

Furthermore, the use of a consistent slogan such as “I’m Lovin’ It” serves to woo the

customers and position McDonald’s products as the best in the industry. Such thoroughness

focusing the market demographics is significant to ensure customer satisfaction and loyalty to

the company. For example, in its operations in India, China, America, or Europe – the

demographics inform the desire of the people and setting of McDonald’s stores to promote

products and service delivery (Sameer, 2012). In turn, elevate the performance and position the

company as a major player in the industry.

The transformation of the packaging strategies utilized in McDonald's aims to conform to

the customer desires and modern business functioning. In this aspect, the company y introduced

a complete packaging overhaul worldwide in which would see the company transform the look

and contents of packaging. The strategy follows a special regard for environmental

considerations in which the packages used are required to utilize recycling materials putting

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adequate measures for the company sustainability plans. Also, they strive to ensure the adoption

of the fiber-based packaging strategy has been at the forefront of the company's strategic plans

spearheaded by Mr. Easterbrook. Also, Matt Biespiel – a senior director-global brand

development has been fundamental to the company's efforts to introduce a new "Dynamic

Design" to transform the packaging strategies (Wohl, 2016). In turn, meeting customer desires

and ensuring satisfaction is the primary goal of the packaging strategies overhaul.

Effectiveness of the Strategies

The branding and packaging strategies utilized by McDonald's Inc., have been effective

measures in its operations. The company having been operational for over 50 years, it has been

able to expand to various parts of the world and earn a global reputation and brand loyalty with

customers all over. This is critical for the company to play in the major league of top performers

including Dunkin’ Donuts, Wendy’s, Burger King, Starbucks Inc., among others (Brizek, 2014).

The success of the branding strategies earns the company extensive customer loyalty giving an

opportunity for the expansion of its products globally. The packaging strategies recently

introduced globally gives the bags and cups a new look and colors that are attractive to the

customers. Consequently, can develop a mechanism in which customer loyalty is sustained

through continued creativity and innovation in products diversification, service delivery, and

competitiveness.

Comparison of Two Similar Products

In order to become one of the global giants in the fast food and beverages industry,

Dunkin’ Donuts has been thorough in implementing its branding and packaging strategies.

According to Odell (2015) informed by John Costello's (Global Marketing and Innovation

BRANDING AND PACKAGING 5

President) views that various principles inform the branding strategies of Dunkin' Donuts. These

include confronting reality as a significant feature in allowing the company to transform with

time to accommodate consumer behaviors. The application of brand differentiation drives a clear

brand purpose and provide continuity of their services, i.e., "America Runs on Dunkin'." Also,

fundamental to the brand building is ensuring the company is agile to consumer needs which

ensures continued listening to the customer needs assuring customer satisfaction (Odell, 2015).

Also, run in continued innovation and creativity to ensure brand growth and expansion.

Furthermore, Starbucks operates under similar principles to drive its brand and maintain

competitiveness as a global giant.

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References

Brizek, M. G. (2014). Coffee wars: The Big Three: Starbucks, McDonald's and Dunkin'Donuts.

Journal of Case Research in Business and Economics, 5, 1.

Ceil, C. (2017). Service Quality and Branding Strategies at McDonalds.

Odell, P. (2015). Dunkin’ Donuts 6 Branding Building Principles: John Costello. Retrieved from

http://www.chiefmarketer.com/dunkin-donuts-6-brand-building-principles-john-costello/

Sameer, S. K. (2012). Strategy and Repositioning the Brand McDonald’s in India. International

Journal of Scientific and Research Publications, 2(9), 1-5.

Wohl, J. (2016). McDonald’s packaging Gets a Colorful Makeover. Retrieved from

http://adage.com/article/design/mcdonald-s-packaging-a-2016-makeover/302019/

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