Sohaib Adil Khan

1001982
Homework task

MCDONALDs create your taste

INTRODUCTION
Marketing mix refers to the set of actions, tactics or tools that a company
uses to promote and influence the demand for its good/service. The 7Ps
make up a marketing mix comprising of product, price, placing, promotion,
People, process and physical evidence.
Product:
Means the commodity the company is offering to the market hence the
product should be the solution to the customers problem.
Price:
Is the value that is put up for a product. It can be influenced by company
pricing strategies, cost of production or the market forces of demand and
supply.
Placing:
refers to the point of sale, how the product is reaching and being made
available to the target market and end consumers.
Promotion:
this refers to all the activities undertaken to make the product or service
known to the user and trade. This can include advertising, word of mouth,
press reports, incentives, commissions and consumer schemes.
People:
The companys employees are important in marketing because they are the
ones who deliver the service. It is important to hire and train the right people
to deliver superior service to the clients.
Process:
are the moments of truth or points of contact in the creation to delivery and
consumption of the service that can influence customer satisfaction.
Physical Evidence:
In the service industries, there should be physical evidence that the service
was delivered. Additionally, physical evidence pertains also to how a
business and its products are perceived in the marketplace.
It is the physical evidence of business presence and establishment for
example branding.

Product:
Mcdonalds have recently launched Create your
Taste(https://mcdonalds.com.au/create-your-taste/your-burger) facility
when enables the purchaser to make his own burger. Customers are enabled
to make use of the touch screens to create their own burger, to choose from
over 30 ingredients they can make their own choice of burger. The meal is
served to the customers on a timber board, customers dont need to cue in
front of the counter to pick up their order instead it will be delivered to them
at their table. Mcdonalds having the image as a fast food chain, introducing
the create your taste makes it looks like a dining restaurant so customer
whos wanting to experience the fast food as well as a dining, ordering and
designing the food at the same time, create your taste facility enables them
to do so. This facility is combination of good, service, experience, idea, all at
the same time. Good is the burger itself, service whereas is that, burger of
your choice is crafted, furthermore experience is the use of the touchscreens
and your order is served to you in a dining tray, and idea is creating and
building your own burger with the availability of 30 ingredients to choose
from.
Price:
Because the service is pretty customized, prices charged for the service is
relatively stacked up high then the regular meal orders. Because customer
can choose from a variety of different ingredients, each customers mostly
chooses different things from the others thus economies of scale is not being
achieved hence it may cost the company a bit higher. The management has
adopted the value added pricing for the create your taste facility. Instead of
just getting a standard burger, customers gets to build their own burger with
many extra things to add on plus providing also the delivery service to their
table, the business charges relatively a higher price for its niche commodity.
Placement Logistics:
Create Your Taste facility is available at all the leading Mcdonalds
Restaurants. Those large touchscreens which they call kiosks are available
in side the restaurants. Placement inside the restaurant, this maybe a
drawback because customers who chose not to come inside the restaurant
instead opt for the drive thru facility they dont get to make their own
burger as the kiosks facility is not enabled at the drive thru. 93% of the
supply chain comes from the Australian Producers, said by the Maccas
CEO Mr Gregory.
(http://www.news.com.au/finance/business/retail/mcdonalds-rolls-outcreate-your-taste-in-custom-experiences-push/newsstory/0bf0b1b5cee00e8f6ada637a9ef86c7a)

Promotion:
Create your taste facility is being advertised by maccas through Television
commercials, advertisements in the newspapers and also on billboards at different
locations spread across the country. Information about the create your taste and
as well the manual of the touchscreens Kiosk is available on the Mcdonalds
website (https://mcdonalds.com.au/create-your-taste). The management is trying to
change its image from a fast food restaurant to a dining restaurant. Purchasers
dont have to queue at the counters to pick up their orders from the pickup counter.
Customers can have a seat and their order will be delivered to them at their seating
place thus the value they get out of their money they pay is greater than the cost of
it thus the management is able to achieve customer satisfaction.

People:
The use of kiosks does not really involve staff and customer interaction.
The whole order process is done on the touch screen. Customer just follow the
steps on the screen and eventually the order will be available to the customer in 15
mins at their seat. Key characteristics of service includes intangibility,
inseparability, perishability and variability. Inseparability (also known as
simultaneity) is used in marketing to describe a key quality of services that
distinguishes them from goods. A burger which is bought, made delivered to a
customer, the same or maybe a different burger will be bought by the other
customer. It doesnt mean that the same service will be delivered to the other
customer, rather it means that the same standard of quality will applied to each
customer. Intangibility is used in marketing to describe the inability to assess the
value gained from engaging in an activity using any tangible evidence. When a
customer is buying a service, he perceives a risk related to the purchase. It is
difficult for a customer to know in advance what they will be getting. To reassure
the buyer and build his confidence, marketing strategists need to give tangible
proof for the quality of service. Incase of two fast food chains, Mcdonalds and
KFC, it is the service quality, not the actual product, that distinguishes the two
brands from each other. Perishability refers to the way in which a service capacity
cannot be stored for sale in the future. Services cannot be stored, saved, returned,
or resold once they have been used. Once rendered to a customer, the service is
completely consumed and cannot be delivered to another customer. So once the
burger is consumed the purchaser is not able to use the service again upon the
receipt made for the earlier order. All these charactereistics fulfilled can
make a customer loyal to the business, itll become word of
mouth and more customers will be attracted towards the create
your taste eventually for the business, more sales, greater
market share, thus greater profitability.
Process:
Starting from kiosks, purchaser building his own burger, follow the steps, add on
certain things to his meal and eventually just as seen in the pictures and he outght
to get, the meal is served to him. Hence The whole process as its a very niche and

customized facility, not available at other fast food chains , it itself is the moment
of truth.
Physical Evidence:
The restaurant cleanliness, staff behavior with the customers, furthermore the
environment of the place, is it suitable for familes, the hygiene quality of the food,
gathering all of it, they make up the quality service and value.
Reference list (APA)
.https://mcdonalds.com.au
.http://www.news.com.au/finance/business/retail/mcdonalds-rolls-outcreate-your-taste-in-custom-experiences-push/newsstory/0bf0b1b5cee00e8f6ada637a9ef86c7a)
. https://mcdonalds.com.au/create-your-taste
. https://buildyourburger.mcdonalds.com.au/?
_ga=1.148491191.1461174320.1447278363