| Mansur Boydaş | | | | strategy but it definitely lacks ethical merit. |
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| The purpose of this report is to establish a comparison | | | | |
| between Dairy Queen and its major competitor Mc | | | | Marketing-Dairy Queen |
| Donald's from the 4P's perspective that are; product, | | | | Product |
| price, place, and promotion in the customers' and | | | | |
| producers' viewpoints. From the producers' viewpoint | | | | The Dairy Queen brand offers a wide variety of |
| Dairy Queen has three different businesses DQ Julius, | | | | strategies for its product. One of Dairy Queen's |
| DQ brazier, and DQ Grill and Chill. To conduct this | | | | strategies begins with the variety of stores. The |
| research, a questionnaire was prepared and asked to | | | | smallest of the stores is called the DQ Julius, in which |
| 43 people of whom 24 men and 19 women. The | | | | only ice cream is served with very limited food options |
| questions are specifically measuring the 4P's of both | | | | such as hot dogs and pitas. The regular Dairy store |
| fast food franchises Dairy Queen and Mc Donald's. | | | | is called the DQ brazier, in which regular burgers and |
| Some of the most important conclusions of the survey | | | | food are served as well as a wide variety of ice |
| are as the following; | | | | cream. Finally, the newest store creation is the DQ |
| - Mc Donald's is better at quality of the food products, | | | | Grill and Chill, in which food is cooked on a grill, the new |
| - Mc Donald's is better at quality of service, | | | | "grill" burgers are served, new menu items such as |
| - Dairy Queen is better at quality of ice cream, | | | | grilled sandwiches and quesadilla's as well as the |
| - Mc Donald's is better at overall rating, | | | | regular assortment of ice cream. The design of all |
| - Mc Donald's is better at people's frequency of visits, | | | | stores is to provide quality fast service. By doing so |
| - Mc Donald's is better at promotions. | | | | the stores offer a drive-thru, take-out, sit down inside |
| Generally, what we observe from these results is the | | | | or outside on the patio. The layout of the store |
| image of Mc Donald's is better at peoples' minds | | | | includes the front counter, where a cashier takes your |
| because it is everywhere all around us, on the other | | | | order while another employee starts making your meal |
| hand Dairy Queen is mainly known to be as an ice | | | | either in the back if the food is hot or right in front of |
| cream company. Mc Donald's also has a charity work | | | | you if the order includes ice cream. All of the ice |
| that has an influence on peoples' perception. | | | | cream products and toppings are located in a close |
| Recommendations | | | | range of the front counter to ensure fast service. |
| There are many recommendations that we have | | | | Also to enhance quick ordering there is picture oriented |
| come up for Dairy Queen Corporation to get a better | | | | displays as well as prices located on the display board |
| level to compete with its major competitor Mc | | | | for customers' knowledge. The packaging of the |
| Donald's. They are; improving food products' quality, | | | | product also distributes the Dairy Queen brand by |
| lowering the prices of products, opening more shops | | | | including the logo and sometimes the slogan. Kids' |
| around where the potential of population is high such | | | | meal bags also include games about dairy queen |
| as teaming up with a big corporation, and finding new | | | | products. The Dairy Queen Service is focused |
| ways of promotion and advertisement strategies to be | | | | towards families and children. Many dairy queen |
| more in the minds of people. | | | | stores also offer a play palace for children. To be |
| | | | | competitive dairy queen must offer a quality service |
| McDonalds | | | | which they create through there slogan "DQ something |
| From the management's viewpoint, McDonald's differs | | | | different". Dairy Queen offers quality through product |
| from other food services by offering more variety | | | | consistency, proper presentation of the product is very |
| than any other fast food restaurants. From the regular | | | | important. Dairy Queen actually weighs their ice |
| hamburgers to ice cream and milkshakes, from deli | | | | cream cones and other ice cream products to ensure |
| sandwiches to salads and Chicken McNuggets, | | | | the customer is receiving the same amount each |
| McDonald's has everything that you could ask for from | | | | visit. Another product that displays quality is the |
| a fast food restaurant. What McDonald's lacks in food | | | | blizzard, turned upside down when served to the |
| quality it makes up in its variety and speed and | | | | customer to show thickness and preparation of the |
| efficiency. | | | | product, as it would not stay in the cup if made |
| The quality of the service is much greater then at | | | | incorrectly. Another part of quality is the interaction of |
| many other fast food chains due to the fact there are | | | | the employee with the customer. The employee is to |
| strict guide lines in place setup by McDonald's | | | | have consistency. The employee must creating a |
| Corporation for each of the franchises to follow. | | | | friendly environment, always saying please and thank |
| McDonald's employees must be trained before they | | | | you and have a nice day, also in the drive thru the |
| are allowed to operate any equipment on their own, | | | | employee must sound like they are smiling because |
| and are repeatedly exposed to the ideologies of the | | | | the customer isn't able to see the employee smiling. |
| industry that fast food must be just that, fast food. | | | | |
| Restaurants are designed to aid in the efficiency of | | | | Price |
| services provided to the customer. Efficiency has | | | | Prices are set through Dairy Queen Head office and |
| become so engrained in the philosophy of McDonald's | | | | are the same across all Dairy Queen Franchises. |
| that it has even designed the seating area to become | | | | Prices are determined by the cost allotted to the |
| uncomfortable to sit in for extended periods of time, | | | | actual product, the cost to serve the product as well |
| always allowing recently entered patrons the | | | | as to create profit for the franchise. All prices are |
| opportunity to have a seat for a short time. Like most | | | | listed on the menu for easy visibility and to increase |
| fast food restaurants, McDonald's has designed the | | | | easy and quick service. Dairy Queen offers many |
| stores to provide service to the greatest number of | | | | types of transaction for easy payment by customers |
| people all at once. They have several tills for order at | | | | such as; cash, debit, credit and gift certificate. |
| inside, as well as drive thru and take out. | | | | Place/ Distribution |
| Price | | | | Dairy Queens locate themselves in areas in which |
| Price listings, discounts, payment methods à | | | | traffic is abundant. Most dairy queen stores are |
| McDonald's price lists are made available for the public | | | | located on main strips of town, beaches, shopping |
| to view very easily from nearly all areas of the store. | | | | malls, the zoo, and overall in areas which are easily |
| The prices at McDonald's are designed to be | | | | accessible to customers. Dairy Queen promotes |
| competitive with all other fast food restaurant chains, | | | | their products and services to a wide range of |
| while still maximizing profits off of every sale. | | | | customers such as families, children, dating, soccer |
| McDonald's also offers coupons through the mail for | | | | teams and they also promote around the idea of |
| customers to take advantage of, while at the same | | | | summer time. |
| time promoting their brand. Allowing customers a wide | | | | |
| variety in payment methods is also for promotion of | | | | Advertising/ Promotional Activities |
| the brand due to there not being any restriction on | | | | Dairy Queen offers a large variety of promotional |
| how to complete transactions, whether it is by cash, | | | | activities these include; television commercials, radio, |
| debit, or credit card. | | | | newspaper, flyers and signage. Their advertisements |
| Place | | | | focus on their slogan "DQ something different" and |
| Locations, Distribution, Age, Gender, Orientation (family, | | | | also commercials tend to be funny so that customers |
| date,...)à McDonalds can be found in nearly every | | | | remember them well. For example, one commercial |
| town and city in North America, and in many countries | | | | demonstrates a business man eating a flamethrower |
| throughout the world. Each chain focuses on the | | | | burger and when he goes to talk he blows fire. The |
| demographic and gender ratios that are present in the | | | | Dairy Queen symbol resembles lips with DQ imprinted |
| local area, as well as to any fluctuations in seasonal | | | | in the middle. Dairy offers many discounts for |
| consumers. McDonalds also looks to provide services | | | | customers such as; half price novelty sales, buy two |
| according to who enters the chain. McDonald's offers | | | | cheeseburgers for $2.99, Customer appreciation day, |
| children's meals including a toy, they offer breakfast to | | | | miracle treat day, coupons, etc. Customer |
| those who rise early, and they even recently started | | | | appreciation day is a day in which all ice cream cakes |
| to offer healthy eating choices on their menu. | | | | and novelties are half price as well as some selected |
| Promotion Activities | | | | menu items for only one day. Miracle Treat day is a |
| Food promotion àMcDonalds takes advantage of | | | | day in which Dairy Queen supports a fundraiser by |
| every method of advertisement that is currently | | | | giving all proceeds from blizzards to a charity as well |
| available. Their ads can be seen and heard on the | | | | as selling a balloon for a $1 that goes towards the |
| internet, television, and radio, as well as seen on | | | | charity and the customer also receives a dollar in dairy |
| billboards and posters at crowded events. McDonald's | | | | queen coupons. Dairy Queen also supports local |
| even goes so far as to spend ridicules sums of | | | | soccer teams within their communities by supplying |
| money on advertisement during sporting events such | | | | jerseys with the dairy queen logo and offering team |
| as the Super Bowl. McDonald's is promoting everything | | | | members a free ice cream cone after their games. |
| they offer, from their food product, to their services, as | | | | Customer's viewpoint |
| well as their charity work. | | | | From the customers standpoint Dairy Queen is an |
| Costumer's Viewpoint | | | | outstanding distributor of ice cream products. They |
| Product-From the costumer's viewpoint McDonald's | | | | offer a variety of ice cream treats such as blizzards, |
| offers the most in terms of variety, when compared | | | | banana splits, layered sundaes called parfaits, extra |
| to all other fast food restaurants including Dairy | | | | toppings on sundaes such as peanuts and whip cream, |
| Queen. McDonald's is predictable, before even | | | | etc. The complexity of the product decreases service |
| entering the restaurant the costumer knows that the | | | | time and increases the price of the product. |
| service will be quick, the burger will look the same as | | | | However since Dairy Queen only offers high quality |
| every time, the restaurant is dependable. It is this | | | | products, their products tend to be higher priced then |
| mechanized way of doing business that has enabled | | | | some of their competitors. |
| McDonald's to remain on top of the fast food chain | | | | Many customers do not realize that Dairy Queen does |
| marketplace. However, within that rigidity, there is a | | | | not just offer ice cream but that they also offer hot |
| certain level of flexibility. According to this, it is meant | | | | food. Unlike Dairy Queens biggest competitor, Mc |
| that McDonald's enables itself to cater to most every | | | | Donald's, Dairy Queen is not known for producing |
| cultural and religious desire inherent in the population of | | | | quick, efficient, cheap meals. Since Dairy Queen is |
| interest. In an area with lots of Hindu's they serve | | | | mainly known for its ice cream and slightly higher |
| more vegetarian and chicken products. They also try | | | | prices, it is often over looked by customers when |
| to cater to all tastes and preferences; for instance in | | | | trying to decide where they should get their food. |
| New Zealand, McDonald's offer to upgrade burgers | | | | Other companies, such as Mc Donald's, offer desserts |
| with avocado. Closer to home, the McDonald's | | | | such as ice cream so after a meal customers tend to |
| restaurants on the east coast of Canada differentiate | | | | order dessert from where ever they ate their meal |
| their menus by offering a lobster roll option to satisfy | | | | rather than go out of their way to a place such as |
| the surrounding population. In conclusion, McDonald's | | | | dairy queen. Since customers do not associate dinner |
| has just enough flexibility to cater to certain tastes and | | | | with dairy queen, they choose to go somewhere else |
| preferences as best they can while remaining | | | | instead. |
| mechanized, systematic, and efficient. | | | | Another main consumer of ice cream products are |
| Price-The prices at McDonalds are similar to all other | | | | young children. Many of Dairy Queen's regular |
| fast food chains, they also accept all methods of | | | | customers in the summer are sports teams or players |
| payment. Not only does McDonalds take all major | | | | after they have just had a practice or game. Many |
| modes of payment, but they also offer the option of | | | | families and teams make it a ritual to come to Dairy |
| not even having to enter the restaurant. Orders can | | | | Queen after they have won a game in order to |
| be either be called in or ordered online from the | | | | celebrate and enjoy a cool treat. However, Dairy |
| internet, and then delivered to the costumer. This is | | | | Queen does not offer a strong atmosphere for |
| where McDonald's separates itself from its fast food | | | | children, whereas their competitor Mc Donald's does. |
| counterparts; all other fast food restaurants, with the | | | | For example, kids meals always come with a toy and |
| exception of pizza places, do not deliver. This has | | | | almost every Mc Donald's has a play place whereas |
| the effect of allowing McDonald's to be more | | | | very few Dairy Queen's do not. |
| accessible to a larger costumer base than any one of | | | | |
| its competitors. McDonald's also inundates the | | | | Dairy Queen is known for their expensive prices and |
| market place with coupons and offers for deals on | | | | ice cream, so when customers are deciding where to |
| their food products. Along with these offers, they | | | | eat food they think Mc Donald's and when they think |
| also offer a Monopoly game every year to draw | | | | ice cream they think of Dairy Queen. Therefore, |
| even more people in with the possibility of winning | | | | Dairy Queen projects a brand positioning of ice cream |
| thousands of dollars just by eating McDonald's food. | | | | within the consumers mind but not that of a fast food |
| Place-This is where other restaurants should take | | | | restaurant. |
| notice of the advancements made by the McDonald's | | | | |
| empire. The number of restaurants McDonald's | | | | |
| operates is absolutely astounding. Whether you live in | | | | SUMMARY |
| a town of 500 or 10 million people, chances are you will | | | | |
| be able to get to a McDonald's in less than 10 | | | | |
| minutes. McDonald's knows that in order to be able | | | | From the producer's viewpoint Dairy Queen is divided |
| to have the greatest amount of market share it simply | | | | into three different businesses DQ Julius, DQ Brazier, |
| must be more accessible to the most amounts of | | | | and DQ Grill and Chill that each have different |
| people, in order to accomplish this they have to have | | | | products to serve. The set of the Dairy Queen stores |
| the most amounts of locations. | | | | are designed to serve faster for the convenience of |
| Promotion- Simply put, ask almost anyone in North | | | | customers. From the customers viewpoint Dairy |
| America how to sing the Big Mac ingredient song and | | | | Queen is the major distributor of ice cream with its |
| over half would probably be able to accomplish said | | | | wide variety of selections. On the other hand Mc |
| task. McDonald's has snaked its way into every form | | | | Donald's from its producer's viewpoint it differs from |
| of advertising known to man; whether it is on television, | | | | other food services by offering more variety than any |
| radio, the internet, or commercials in the movie | | | | other fast food restaurants. Restaurants are designed |
| theatre. McDonald's also makes it self-known at | | | | to aid in the efficiency of services provided to the |
| pretty much all major sporting events taking place all | | | | customer. |
| over the world. They also make sure that not every | | | | |
| commercial they air is targeted at promoting their food; | | | | In the franchise market Mc Donald's is far ahead |
| some commercials do not even mention that they sell | | | | dominating the industry and it is known from the |
| food. In these types of advertisements the main idea | | | | famous jingles advertisements in movies, televisions, |
| being portrayed is the Ronald McDonald's charitable | | | | radios, and billboards and posters. Dairy Queen is |
| organization. This is yet another area in which | | | | known for their expensive prices and ice cream and |
| McDonald's is paving the way in the fast food | | | | when people want to have fast food there is a Mc |
| industry. An important point to mention about | | | | Donald's around the corner that they can eat. Overall in |
| McDonald's is the fact that they target young people, | | | | product, place, promotion, and especially in price Mc |
| getting them hooked for life. They do this with the | | | | Donald's is the leading franchise corporation in the |
| use of "play places" in their restaurants, unknowingly | | | | world. Dairy queen need to upgrade its 4P's in order |
| making kids associate and having fun with going to | | | | to strengthen itself in the concept of concern. |
| McDonald's. It is an incredibly strong advertising | | | | |