McDonald's 'McSpicy' Marketing Campaign in India
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The main campaign was later launched in a variety of media channels like in store, television, radio, outdoor, and online promotions. Apart from the use of social media for its new campaign, McDonald's also used several technological innovations to reach its targeted customer base. Kiosks, LED hoardings, and virals on the Internet were extensively used to reach the target base. There was mixed response to the new campaign from customers. While some customers said that the campaign met the tastes and preferences of the customers, others said that there was a disconnect between the new McSpicy menu and the core message of the campaign. This case is meant for MBA/MS students as a part of the International Marketing/ Marketing Communications/Marketing Management curriculum.
The case will help the students:
International Marketing, Standardization, Adaptation, Localization, Product development, Marketing communication, Target marketing, Promotional mix, Prelaunch campaign, Launch, Buzz marketing, Viral, Positioning, Tastes and preferences, Indian customers, Family values and culture, McSpicy, McDonald, Viral, Social media, Retail, Fast food, Quick service restaurant
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