No, it is a bad move considering how they are missing their numbers each quarter and advertising was too high to start with!
BK's problems hitting their numbers could be from a slew of issues, the advertising moves they are making is an attempt to improve their brand with consumers, to turn things around. You have to spend money - to make money, and all I'm saying is that BK made a smart move investing in Diddy - he has done extremely well with other companies who have used him to market to consumers. You won't be able to gauge the success of this current venture, for at least 18 months. Advertising takes time. BK can't afford not to spend....Mcdonalds and Wendy's have two of the most successful advertising programs in history. BK would just lose customers standing still.
McDonald's mostly black customers I thought you said 13% of population was black?
McDonald's current customers who spend the most (in regards to the size of their population), is black America.....They are trying to grow with the black community, thus investing major dollars marketing to them. They still maintain their core demo, which is already sold on the product (whites). African Americans are not the ones bucking the fast food world, it's white America. Mc D's can see what the future holds, and a large percentage of that future is with minorities. It's easier to get them to believe initiatives, and have less animosity towards the brand, if they get them when they are young.
McDonald's is a worldwide organization they target all demographics.
That's true, but McDonald's media mix for America is totally different than their worldwide media plan. They have a lot of variation in the different types of media they use......nevermind how they approach the entire world. They don't have a single plan for their company, they target different places different ways.
Have you seen the commercial? I did not think so. It was targeting towards blacks.
Yes, and my point still stands. McDonald's is smart in that they knew that Diddy has the spillover that can help them accomplish two goals. They can target black America with his endorsement, and also hit the vast majority of the people who buy the Diddy brand, white America. Diddy is a two headed monster.....by default he hits African Americans, but he also has a huge audience that is young and white.
I'm not sure the last time I say a white kid walking around with a Sean John or whatever clothing line puff daddy endorses, targeting towards blacks.
If you look at who is buying the Diddy brand - you will find that the largest percentage of his consumers are suburban white kids. The hip hop genre has been adopted by gen y, and they are soon to be the largest spending force in America. You don't have to be ghetto to like hip hop. You would be hard pressed to find a typical, white, suburban, teen, who doesent like at least one hip hop artist. Hip hop has been adopted by large companies, and some of the most successful marketing campaigns are using it currently. Sean John also has a serious fashion line, that has been shown at most the large shows in America - (and beyond). Aside from country, I don't see a bigger emerging spending force than hip hoppers, and gen y.
BK may be struggling right now, but they are not done - imo.
