Mcdonald’s Green Marketing Strategy

How McDonalds Change Their Customer Perspective and gain Their Sales with Green Marketing The greenness issue has became a planetary issue since class 1990s, peak in year 2000s. In business, it push aside drive people perspective to choose which brand was good or bad. McDonalds probably is one of the attach to that realize this issue is actually important for their business in this century. McDonalds is the biggest fast food range in the universe with much than 32,000 outlets in 117 countries. The community has employed to a smashinger extent than 1. 7 million people. Last year, theyve make 1. 2 bn out from 6. 1 bn.For years, many critics came up against McDonalds about how bad they tr eliminate world environment and questioning how far they circumspection about people healths, particularly on obesity. The most famous attack to this fast food company probably was a documentary film that tells a people who eat Mcdonalds meals for a month would hasten his death. McDonalds also conside departure to overhear responbility of 28% waste sh ar (littering) in UK. Public suggested the company to more persuade their customers not to do littering. And also, public critics McDonalds happy meal which caused early obesity to child.Those critics had succeed to commute people perspective, in year 2000, their income declined with some outlets shut as their new record. Started in 2000s, McDonalds is conflict back, massively and quietly counter the critics with green marketing. It is not whole to step-up the company gross revenue, but more important to change the way customers conceptualise about McDonalds, their perspective. But how they do it? McDonalds is not sustainable company from the beginning, they has core DNA to create delicious food, fatty foods, and sugary foods.They mustiness be careful to take an action, the green schema not only have to change customers willing to buy, but also it could reduce make up and generate more valuable profit. McDona lds is aiming to blow up their green with five criteria, there are nutrition and well-being, sustainable supply chain, environmental responbility, employee experience, and community. They started to create a new logo switching their traditional red background with the deep green one- to promote a eco-fri end uplier image.McDonalds has through a lot of things in order to prove their environmental responbility to their customers, curiously by reduce the energy they used. In Germany, at less nose discountdy McDonalds restaurant would use the green logo by the end of year 2009. And also, some restaurant in Great Britain and France would too. They started to use eco-friendly package 80 percent of their package was made of renewable resources-. They change duster napkins with plain brown, which saves 1. 3 million dollars annualy, while reducing energy, woods and piss use.In France, some restaurants has made an innovation to use eco-friendly sofware that can reduce electrical energy usage by 11%. In Sweden, they use CO2 sensing element in their restaurants to adjust ventilation, which is reduce the usage of electricity by 15% anually. Various anti-littering campaign is spread to many countries, such as Portugal, UK, France, Switzerland, Australia, and others countries. From their menu, they change a bit in the name of their customer health, they reduce French fries size, adding fruits to its food, bring more healthier salad, less sugar drinks and foods, regular low fat foods.Moreover, in Germany, there are some restaurants that abide no burgers and sells salad at just 7 euros, they can choose 5 traditional salads and mix it. Another weapons is sells coffee sustainbly grown coffee and innate milk- with brand McCafe, while they offering low-calorie foods in the other sides. This strategy was made a significant growth, in Germany there are currently 1386 reaturants with 737 corporate McCafe inside, encouraged by a worlwide revenues of 23. 5 billions dollars.T hey also made a contribution to the local anaesthetic communities, all supply of each restaurants is provided by the local farmers in that city, except their global sponsor drinks, Coca-Cola. They also prove that they care about woman livings, 28. 1% of worldwide top management (VP and Ups) are women, while 50% Company Owned Restaurant Managers are women too. The conk out but not least, more than 30 countries recognises McDonalds as great place to work. All of green things above was successfully delivered to customers by non-homogeneous medias, it proved by the increasing growth 13% sales in year 2011 from year 2008.And also, the legendary Big Mac sales rosebush 10 percent last year, helping keep the company stock certificate price to nearly $100 a share. In the other hand, the advertize budget has been estimated to exceed $2 billion. It shows that McDonalds has successfully came back to winsome by counter critics with the right strategic green marketing. They do the strategy without change the fastfood image, but they do with showing their will and contribution to the environment. Finally, it can change human perspective and willing to buy with the increasing sales as the success parameter.Sources Birkner, Christine. 2012. McDonalds Scores Itself on Sustainability Will Consumers Be Lovin It?. http//www. marketingpower. com/ResourceLibrary/Documents/newsletters/mne/2012/1/mne_mcdonalds_sustainability. pdf. phratry 3rd 2012. O Brien, Keith. 2012. How McDonalds Came Back big Than Ever. http//www. nytimes. com/2012/05/06/magazine/how-mcdonalds-came-back-bigger-than-ever. html? _r=1pagewanted=all&&pagewanted=all. September 3rd 2012 Environmental Leader. 2012.McDonalds Counters Criticism With Green Marketing Effort. http//www. environmentalleader. com/2009/05/19/mcdonalds-serves-up-green-practices/. September 3rd 2012. Salisbury, Peter. 2011. bum the Brand McDonalds. http//www. theecologist. org/green_green_living/behind_the_label/941743/behind_the_brand_ mcdonalds. html. September 3rd 2012 Laura, Nerdy. 2011. McDonalds going green Im lovin it. ?. http//businessnerds. wordpress. com/2011/05/29/mcdonald%E2%80%99s-going-green-%E2%80%93-i%E2%80%99m-lovin%E2%80%99-it/. September 3rd 2012.