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In today’s industry, marketing strategy is strategically designed to fulfil demand of the consumer as well as to increase profits. One of the most common marketing strategies is price bundling. Price bundling is a marketing practice that combines multiple products or components into one set price. As a popular marketing strategy, many companies such as food and beverage bundle ready-to-serve meals while computer brands for example Lenovo bundles their hardware with Microsoft software at a single price. In another sector, online travel agency companies such as Agoda bundle flights and hotels into a single vacation package. As the most demanded strategy by consumers, price bundling is strategically designed by the company to combine two different products or services in order to comprehend their offering and also, to diminish additional transaction costs. One of the companies that regularly utilises price bundling is McDonald’s. This top-notch fast-food brand starts with a one man story. Back in 1954, a man named Ray Kroc discovered a small burger restaurant in San Bernardino, California. Throughout their shining years, McDonald’s evolved to become one of the world’s largest restaurant chains. As one of the world's leading food service brands with more than 36,000 restaurants in more than 100 countries, serving burgers, chicken meals, french fries, breakfast to desserts. As a backbone of their business, McDonald’s Indonesia has a vision to become the world's best fast-food restaurant. To achieve this vision, McDonald’s Indonesia always guarantees the quality of its products, provides satisfactory service, offers cleanliness and safety of food products. All in all, their consumer’s smile is important to McDonald’s Indonesia. McDonald’s defines their mission into three components such as: First, becoming the best company for all of their employees around the world. Second, providing services with superior operational system for each of their customers in every branch. Last but not least, continuing to develop a profitable direction as a brand, and to implement innovation and technology into their operational system. In Indonesia, McDonald’s operates under the authority of PT. Rekso Nasional Food since 1991. Today, McDonald’s Indonesia has more than 200 outlets in various cities and employs more than 14 thousand employees. In terms of marketing practices, McDonald’s Indonesia knows how to expand their brand awareness through a wide array of marketing strategies, one of the most utilised is price bundling strategy. McDonald’s Indonesia offers many price bundling within their product offering, such as Menu Receh 1+1. Menu Receh 1+1 is considered as one of the most affordable price bundling that allows consumers to choose two items from two bucket options that cost less than 2.00 US Dollar. One bucket option is light bites such as french fries, chicken nuggets, wraps, chicken porridge, and rice bowls. Meanwhile, another bucket option are desserts or drinks, including their famous McFlurry, McFloat, soft drinks and ice cream cones. Cissy talked about the importance of Menu Receh 1+1 for McDonald’s Indonesia, which advertised digitally under her supervision in Publicis Groupe, a dedicated advertising agency for the brand. One of the massive marketing initiatives to expand the awareness of Menu Receh 1+1 is digital advertising. McDonald’s Indonesia strategically targets Menu Receh 1+1 to fast-food lovers who are also budget aspirants and value-seekers. Despite prioritising digital advertising for Menu Receh 1+1, the brand doesn’t rely only on it. McDonald’s Indonesia also put billboards, in-store promotion and influencer marketing into account for their marketing mix. One of the insightful marketing mixes came from influencer marketing, in which McDonald’s Indonesia chooses specific regional influencers based on the store availability in those cities. The brand maximises the awareness of Menu Receh 1+1 to several cities. They know if they ran the regional influencer marketing, it helped them to expand the awareness to even wider, reaching small cities, which led them to making profits. McDonald’s Indonesia also prioritises customer satisfaction, as seen on an Instagram post, mcdonaldsid highlighting Menu Receh 1+1. The brand never abandons consumer queries left unanswered. One of the queries seen on the Instagram post was one consumer asking about price differentiation stated in the post with the price on the McDelivery app. The brand directly answered that the stated price does not include tax. The brand understands the consumer needs an honest answer, even if they need to explain the detailed price without hesitation. All in all, what worked about Menu Receh 1+1 is that the base price of this bundling meal undeniably became attractive to those consumers who are actively value-seekers. One package includes 1 light meal and 1 dessert/drinks with only less than 2 US Dollar, an undeniably deal that every budget aspirant finds hard to miss. What worked less from this price bundling is that McDonald’s Indonesia might meet consumers who tend to order their own favourite menu despite the affordable offer from Menu Receh 1+1. Repeat purchase is the act of repurchasing the same product, often based on routine, habitual buying decisions (Schiffman, 2010, p. 487). Consumers who have repeat purchase behaviour will stick to the same order over and over again, regardless of the wide array of product offerings from the brand. Another barrier is that Menu Receh 1+1 is not an all-day offer, it starts daily at 11:00 AM local store time. Lesson learned from this Menu Receh 1+1 shows McDonald’s Indonesia really knows how to treat their consumers by differentiating their product offerings to cater their segmented consumers. Despite the best selling brand’s signature menu such as BigMeal, McSpicy to McChicken that frequently attract loyal consumers, McDonald’s Indonesia strategizes affordable Menu Receh 1+1 as a price bundling marketing practice to attract potential and existing value-seeking consumers. From the analysis above, here are the key learnings from McDonald’s Indonesia “Menu Receh 1+1” price bundling: First, from McDonald’s Indonesia's perspective, Menu Receh 1+1 price bundling can optimise low-sales items that are included in the product choices. Given the fact that price bundling can affect profit, the brand also aims to retain a particular percentage of a current market. Through Menu Receh 1+1 price bundling, McDonald’s Indonesia chose to reduce the price of each item inside the bundling to acquire higher market share that led to business profit in the long run. Second, from a consumer perspective, Menu Receh 1+1 screamed “buy me now” as the products' offering and affordable prices were stated loud and clear. This price bundling allows consumers to make choices based on their preference within the limited two buckets, light meal and dessert/drinks. These limited items within the product bundle eliminate the paradox of choice that directly goes into buying decisions. Not to mention, the affordable prices of this bundling can easily captivate bargain-hungry, value seekers who always look for the best deal available in the stores. Last but not least, the implementation of Menu Receh 1+1 creates a discrepancy of quantity within each item sold. Repeat purchase behaviour from existing consumers impacts best selling items such as french fries & McFlurry rather than choosing any other items that are available in the bucket option for new product exploration.