Some Facts About Women As Customers

McDonald’s – Finding the Woman in the Mum.

McDonalds has represented the pinnacle of successful marketing. For years it has dominated the marketing waves.

However, in 2002 the company’s fate turned and in mid 2003, its new CEO outlined 5 strategies to put mcdonalds back on the right track: people, price, promotion, products, place.  They needed to find the woman inside the mum!The CEO focused on same-store sales,instead of opening new locations, what was called the ‘plan to win’ strategy.

Actions:

In 2002, McDonald’s moved from a mom-centred focus to women as primary consumers  – introduced women only focus groups, rather than mixed groups.

Women told McDonalds was that all mum were women but not all women were moms!

Today 50% of McDonald ‘s focus groups are conducted with women only; followed up with mixed groups.

The company introduced calorie counters and nutritional info in store; nutrition help line; then the “go active” happy meal – salad, water and gift of a pedometer. Bob Greene, fitness guru, endorsed the activity.

Nutritional information was put online – as women use the Internet to manage their lives and to manage their families. Women were able to fit in the calories in a big mac and fries ahead of the visit and into their meal plan.  The  “bag a McMeal” section online allowed women to determine calorie counts for its products.

Tips such as what happens if leave off the mayonnaise (saving 100 calories) or for fries buying small fries over large ones (300 calorie difference) so not to give up mcd’s altogether. The company even offered a tally of calories on sales receipt!

Media buying changed – from TV only to include magazines, with targeted ads. Shape magazine was targeted- for working women, focused on salad with Ceasar dressing Parenting – focused on experience with children and the experience of them eating what they want to eat…

Results:

From May 2003- May 2004, same store-sales in McDonald’s increased for 13 consecutive months. The company’s share price rose from $12 to $25….

Salad purchasers had bills of $ 8 or more, double of those who opted for cheeseburgers and fries… And, most interestingly, what worked for women, worked for men too – men made up 40 % of salad purchasers!