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media & marketing
McDonald’s banks on quality, value
Azmir ... People eat out more than 30 times a month.
New kid on the online news block
THE competition is growing among online news
portals, with Malaysian Mirror making its debut
last week.
Online news portals began nearly 10 years
ago with just Malaysiakini but has expanded to
include The Malaysian Insider, The Nut Graph
as well as several vernacular portals such as
Merdeka Review, The Rock News and Bahasa
Malaysia-based Agenda Daily.
They add to the strong online presence of
mainstream media such as The Star, Utusan, New
Straits Times, theSun and others.
Malaysian Mirror is said to be owned by sev-
eral investors.
Online news appears to be gaining momentum
and appeal, especially among the Malaysian ur-
ban population and the tech-savvy aged between
21 and 30.
and convenience
Surveys show that this age group depends
primarily on the new media for their information
and news.
Several ex-journalists from the mainstream
media are behind the Malaysian Mirror which will
be run by 15 editorial staff.
According to The Nut Graph editor Jacqueline
Ann Surin, part of the reason for this growing
competition was because technology now made
it cheaper for people to publish.
Although more competition would make
it harder and tougher for the free websites to
continue, it is still regarded as good for the
industry.
The Malaysian Insider consultant editor Leslie
Lau said readers would benefit as more quality
stories could be generated, adding “there is still
room for more players”. – Bernama
when the going gets tough
by Meena L. Ramadas
newsdesk@thesundaily.com
McDONALD’S is relying on its promise of good
quality food at a great value and convenience,
to keep its customers happy and coming back
during the lean times ahead.
And towards this, the fast food chain is
banking on advertising and promotions aimed
at brand building and reminding its customers of
the McDonald’s promise.
“McDonald’s has always been big advertisers.
We have to keep McDonald’s at the top of our
consumer’s mind where convenience is con-
cerned,” said Golden Arches Restaurant Malaysia
managing director Azmir Jaafar.
“Yes, there is a 6.2% contraction of the
economy, and it’s going to
impact McDonald’s. But de-
spite the dismal economic
outlook, the company is con-
fident that it will be able to
weather the bad economic
conditions of the difficult
year ahead,” he said.
“It’s going to be difficult,
but we are optimistic,” he
said.
This has led the company to be zealous and
extensive in advertising, as it pushes ahead
with providing scrumptious products at a great
value.
McDonald’s fervent use of advertising and
delivering is paying off, as the chain has seen
steady growth in the last few months.
McDonald’s Malaysia, which recorded sales
revenue of RM800 million last year, even chalked
up an 8% increase in the first quarter of FY09
which Azmir attributed in part to the popularity
of its RM5.95 McValue Lunch.
The daily noon to 3pm set lunches which
are advertised as wholesome, affordable and,
most importantly, instant, have been a hit with
consumers.
“That’s what we’re focusing on: providing
good quality food at a great value and con-
venience,” said Azmir who also attributed the
Glass-roofed Peugeot debuts
PEUGEOT’S 308 Turbo now
features a full-length glass roof
for spectacular views of the sky
while driving.
The large panoramic roof occupies about
two-thirds of the roof, offering an unobstructed
view of the sky. During the day, the full length
electric sun-blind with ‘‘one-touch’’ operation
provides privacy to occupants.
Athermic glass is used for the roof, which,
together with the dual zone digital air condi-
tioner and additional rear air condition vents,
ensures a cool environment for occupants
while providing for the airy open feel of a con-
vertible, without the dust, heat and pollution.
The 308 Turbo houses the International
Engine of the Year Award-winning 1.6-litre
direct injection turbo petrol engine designed
by PSA Peugeot Citroën in cooperation with
BMW Group.
The 308 was also the winner of the Golden
theSun | MONDAY JUNE 29 2009
getstough
improved revenue to the various new outlets
opened last year.
“We’re confident of achieving our target of
15% growth this year,” added Azmir.
McDonald’s attributes its success in sales and
branding to the fact that it is fast and conven-
ient.
Azmir said the chain’s marketing and adver-
tising is geared towards that point – convenience
in times of busy work schedules.
“Why? The point is families are now changing
in Malaysia. Parents work long hours, children are
at school or at tuitions. On top of that, they live
quite far from commercial areas.
“On average, people eat out more than 30
times a month. So, convenience is important.
What comes to mind when you want to eat in
a short time? McDonald’s is
always trying to be at the top
of the consumer’s mind,” said
Azmir.
The proof? From McD’s
in Malaysia to Mackers in
Australia, McDonald’s spans
across 100 countries and feeds
47 million people around the
world in a day. In Malaysia,
McDonald’s is patronised by
six million consumers every month.
But beyond merely making promises, Azmir
stressed, the company works hard at “walking
the talk” to ensure that it delivers as advertised.
As a fast food company, McDonald’s is con-
stantly implementing measures to improve its
services, quality and value of its products to stay
ahead of the rat race in these difficult times.
“We spend quite a significant amount on
ensuring that our restaurants deliver the value
that we advertise,” said Azmir.
“McDonald’s is aggressive at ensuring the
best quality standards and safety are applied to
its products. We’re also focusing on improving
the service tenet – not just people, but also the
made-for-you system where the food is only pre-
pared when the customer orders it. So, we are
spending quite a bit on training our employees
too,” added Azmir.
The new Peugeot
308 Turbo Panoramic
offers a clear view of
the sky.
Lenkrad
2007 award in
Germany for the best compact car based on
its design, comfort, safety and environmental
friendliness. It was also the AMI New Zealand
Autocar Car of the Year 2008 in its category.
This new feature is set to move the value
benchmark set by the 308 Turbo further ahead
and cement it as a premium offering in its
segment. The 308 Turbo Panoramic retails at
RM113,888 on-the-road, including insurance
and road tax, and will be available from the
end of July.