Demographic Segmentation: The variables are age, gender, life-cycle stage, income, religion, race and nationality. McDonalds

Demographic Segmentation: The variables are age, gender, life-cycle stage, income, religion, race and nationality.
McDonalds
McDonalds was founded in 1948 in America. It makes segmentation based on life-cycle stage and then positions itself as a low-cost and family-friendly restaurant. For positioning McDonald uses adaptive type of product positioning by manipulating the market mix 4Ps and re-positioning itself after periodical review of its products and services. It has a low cost strategy and lower scope for customer base (McDonalds, 2016)
The All Day Breakfast Campaign, started from February 2016 breakfast is served all day long (Brown, 2016). Subsequently McDonald introduced The Breakfast Fashion Range (AdNews,2016) consisting of a T-shirt, pyjama trousers and button-up dress; covered with McMuffins and hash browns. According to McDonald’s Director of U.S Marketing; Carol Sagers, it makes specific segments of its targeted population and then position their products to each segment. Instead o brand managers, it has consumer segments in its marketing department, Director of Young Adults, a director of Moms Hispanics etc.