Mcdonald's Marketing Campaign 2012 Research Paper

Mcdonald's Marketing Campaign 2012 - Research Paper Example Consumers want transparency and high standard of service. People want to take this as an opportunity to clarify all sorts of doubts and controversies that they have been hearing with regards to McDonalds over the years like the processing of chicken waste in the making of McNuggets etcetera. â€Å"Things from beef grades to the pink slime controversy are being questioned, and at first glance it seems as though McDonald’s is going to do something radical about our concerns† (Falconi, 2012). McDonalds might have achieved the intended aim behind running this campaign had all questions been answered objectively. However, McDonalds has still not confirmed its plans of addressing the concerns of the consumers. Lack of addressing of the questions has made the consumers think that McDonalds is doing false advertising. Many answers are cynical and manipulative rather than simple and straight-forward. Rather than answering the consumers’ questions, McDonalds is trying to find its way out smartly which is as frustrating for the consumers as difficult it is for McDonalds. Many answers are merely correction of the questions rather than answers (Falconi, 2012). The tricky answers have even shaken the trust of those consumers who had placed confidence in McDonalds meals before the campaign. Consumers are always curious to know more about a brand whether or not they are loyal to it. Any campaign that invites any question from the consumers without any restraint is bound to fail because consumers tend to take benefit of the situation and come up with cheesy questions. An organization has to establish limits somewhere because if everything is made transparent, it becomes very hard to make profits. Every organization has certain secret strategies that help the organization get competitive advantage. Complete transparency slips everything over to the stakeholders and the