Occasion segmentation is dividing the market into groups on the basis of the different occasions when the buyers

plan to buy the product or actually buy the product or use the product. Some products are perceived to be apt for a particular time or day or event. Thus the motive behind occasion segmentation is to increase the reason to buy so as to improve the sales of a particular product or service. Occasional segmentation is divided primarily into three types:

Universal occasions Regular personal occasions Rare personal occasions

For example, orange juice is most commonly perceived as a breakfast juice, products targeted for Mothers Day or Fathers Day gifts or the turkey bought during Christmas etc. Benefit segmentation is essentially dividing the market on basis of the characteristics or features of the product or the service as perceived by the customers. In this method the different benefits that the product offers defines the target audience. Example: Toothpaste is a great product to showcase benefit segmentation. Depending upon the audience segment the benefit that the toothpaste provides would be highlighted. By segmenting the audience according to the benefits through the copy, the advertiser can position the product in three different markets to achieve maximum advertising effectiveness.

TASK 2 7.2.1 Segmenting Consumer Market This section will discuss McDonalds segmenting consumer market. McDonald segmenting their services based on consumer age and consumer beliefs in certain country. All may be categorized under one of three main approaches, which are geographical segmentation, demographic/psychographic segmentation and behavioral segmentation (Meek & Meek, 2001). This segment consumer market will emphasize the four main approaches. Geographical situation Individual needs / the specialization Reasons / services offered by McDonald McDonald in Middle East McDonald offered any kind of chicken and beef McDonald in the North countries provide dehumidifiers and air conditioning units McDonald in Indonesia McDonald offered MCrice, PAKET PANAS (in Indonesian language), fried chicken, & mCsoup McDonald realized that Indonesian basic food is rice which server with egg and fried chicken McDonald in New Zealand McDonald offered kiwiburger

Which they bought from local fish and chips outlets Kiwi is a local basic food to its country 7.2.1.1 Geographical segmentation Meek & Meek (2001, p. 163) From geographical segmentation above we can see that McDonald offered their services based on certain country basic food. 7.2.1.2 Demographic/psychographic segmentation Demographic segmentation divides the market into groups based on variables like gender, age, nationality, religion, family life cycle and family size. McDonald offered their services by segmented their customer based on age, religion and family life cycle (Meek & Meek, 2001). McDonald segmented their product based on customers religion To offer the best services McDonald still concern about variations due to differing tastes and cultural issues for their customer over the world. For example: Demographic segmentation divides the market (Meek & Meek 2001, p. 165) In Malaysia, In Muslim country like Malaysia pork is not due to Muslim dietary laws, the hamburger is called beef burger avoiding the word ham (McDonald Malaysia). Additionally, in North African Morocco as well as other Muslim countries, all meats is slaughtered in the halal method and labeled as such. On The other hand, In Israel, kosher dietary laws forbid the mixture of the meat and the dairy product, because of this, cheeseburger are not popular. McDonald runs kosher restaurants in Jerusalem and in Buenos Aires (Gurdian Unlimited, 2007), Argentina and offer a Passover bun (only in Israel) for the eighty day period in which practicing Jews abstains from leavened bread. Contrary, Veggie burger are offered wherever there is significant demand, including India and much Western Europe, but McDonald rarely certificate it product as vegetarian. Indeed, McDonalds was subject to high profile lawsuit and eventually forced to apologized for using small beef in the preparation of fries marketed as cooked in 100% vegetable oil. While in the liberal countries like The United States McDonald offer any kinds of food which one of it not available in other countries such as, hamburger, big n tasty, crispy chicken mCclub, McRib Jr, bacon egg and cheese bagel, BBQ bacon chicken mCgrill and cherry pie. (Bizjournal strictly business, strictly local, 2001) 7.2.1.3 Behavioral segmentation Behavioral segmentation focuses on dividing consumer based on their knowledge, attitudes, uses, benefits sought, or responses to companys product (McNamee & McDonnell, 1995). One of the best form of segmentation is to divided buyers according to the different benefits that they want to get by purchasing the product. Usually, people who look for in their product class or look for each benefit. For example, McDonald provide McDelivery for 24 hour, this the only one delivery service that not stop even

once in a while a day by just call it and order, after that within a minute it comes to your place with the food that still hot and fresh. Meek & Meek (2001, p. 172) For example, they who are working until late night in the office or they who are not sleep at night, they use this service to feed them because not all McDonald restaurants is open for 24 hour, certain McDonald restaurant only open until 2 am in the morning, for customer who look for each benefit they will just call McDelivery to send what they order rather than comedown directly to McDonalds restaurant. McDonald segmented McDelivery menu based on the time that customer order: Breakfast extra value meals: bagel with omelet, big breakfast, hotcakes with sausage, hotcakes, sausage mCmuffin, egg muffin, fillet-o-fish, hashbrown. Happy Meal breakfast includes free toy: 2pc breakfast hotcakes. Lunch/Dinner/supper: big mag, double cheeseburger, fillet-o-fish, mcwings, French fries, mCchicken, mCspicy, grilled chicken foldover. Happy Meal lunch/dinner/supper includes free toy: chicken mCnugget, grilled chicken bun, chicken mCnugget. Sides: French fries, corn cup, apple dippers. Beverages: mCcafe cappuccino, mCcafe latte, mCcafe long black, coke/ coke light, sprite, ice lemon tea, jasmine green tea, 100% pure orange juice, limeade, iced milo, evian, fresh milk, hot chocolateor tea, hot milo. Dessert: McFlurry, sundae, apple pie. (McDelivery, 2006) McDelivery menu by McDonald (2006).. According to the data above, we can see that McDonald segmented their McDelivery menu based on how customers considering each benefit. Another behavioral segmentation in McDonald that we can guess is they proudly Big Mac, we can measure how customer is loyal to this McDonalds product. In my opinion, Big Mac is one of popular burger in the world everybody knew it, know what it calls, know how to get it and know how it tastes. Year to year the sales of Big Mac keep on steadily and it is never drop under what we are predicted. On the other hand it sales also never suddenly totally increased, it is one of the evidence that Big Mac is reputable in common meanings it well-know because of it big size of burger under the brand of McDonald which all the people knows how it fast food feeder popular but it do not mean that this Big Mac do not have competitor. Nowadays, there is a lot of fast food feeder that serve any kind of burger with tempting taste and affordable price, this is what people said the taste balance with the quality which the brand is Burger King with their lot of menu choices and MOS burger that now serving their burger not with bread rather than rice, so many unique and unimagined ideas about how people create an interesting food and take business burger seriously. The reasons why this three brand of burger consume by community is because they all concern for the word halal & kosher, they also know how to compete by creating the best test and design the appearances of burger

until it brings kind of history to our life. Additionally, it also because of their good marketing which know how they persuade people and how they advertise their burger by make it commercial break that published in television, advertise their burger in big billboard, put their poster in bus until send their discount coupon (direct mail) to public. How to Cite this Page MLA Citation: "McDonalds Fast Food Restaurant." 123HelpMe.com. 10 Apr 2012 <http://www.123HelpMe.com/view.asp?id=165001>. http://ageconsearch.umn.edu/bitstream/28543/1/wp980001.pdf