After years of neglect, attacks from various outside groups, and tactical shifts of one sort or another, McDonald"s has just returned it's 55th month of increases in global same-store sales. In a year when other stocks have been heading south, it is one of only two Dow Jones Index stocks whose value has risen. What has been the secret behind their renewed success? Andrew Martin takes a behind-the-scenes look in The New York Times and finds it:
“Plan to Win,” that barely fits on a single sheet of paper — a text that is treated as sacred inside the company. It lays out where McDonald’s wants to be and how it plans to get there, all of this revolving around the “five P’s”: people, products, place, price and promotion [The 5th P (People) is usually added in marketing service industries where client or patient contact is a crucial element for success.]
What? you ask. The usual marketing mix? Yes, it seems that even the corporate world forgets where it comes from. The noteworthy idea here for social marketers and policy makers is that it is a great case study of what happens when a company - or your organization or agency - rediscovers marketing or applies it for the first time.
Here is their plan to win (from the 2006 McDonald's Canada Social Responsibility report). Note how it is not just a set of statements, but also one of ownership (responsibilities for making it happen).
People - Our well-trained people will proudly provide friendly, accurate and fast service that delights our customers. We have a responsibility to maintain an inclusive work environment where everyone feels valued and accepted, to provide training and other opportunities for personal and professional growth, and to promote job satisfaction.
Product - We will serve food and beverages people prefer to enjoy regularly. We have a responsibility to give our customers quality product choices and to partner with suppliers that operate ethically and meet our high standards of social responsibility
Place - Our restaurants and Drive-Thrus will be clean, relevant and inviting to the customers of today and tomorrow. We have a responsibility to manage our business in an environmentally-friendly way and to constantly seek ways to make a difference in the community.
Price - We will be the most efficient provider so that we can be the best value to the most people. We have a responsibility to maintain our values and high standards as we provide food that is affordable to a wide range of customers.
Promotion - All of our marketing and communications will be relevant to our customers and build our brand. We have a responsibility to maintain and build trust with all our stakeholders by ensuring that our marketing and communications efforts are truthful and appropriate.
Whether you are new to social marketing, or an old hand at it, consider whether you could put your organizational or agency marketing plan into a one-page sacred text.