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McDonald’s , More than Fast Food. Dianique Ashely Ben Asuncion Jacob Moreno Nathan Peavy Lilian Nguyen Kevin Muschaweck Vivian Pham Karina Rodriguez. Company Overview. Leading food service worldwide Second largest fast-food chain in the US - PowerPoint PPT Presentation
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McDonald’s , More than Fast Food
Dianique AshelyBen AsuncionJacob MorenoNathan PeavyLilian Nguyen
Kevin MuschaweckVivian Pham
Karina Rodriguez
Company OverviewLeading food service worldwideSecond largest fast-food chain in the
US33,000 establishments in 119 countries
serving 68 million everydayMastered idea of ‘the dollar menu”Popular seasonal fast food items
example: Shamrock ShakeSocially responsible corporation
Marketing Mix Price: Small - $2.29, Medium - $2.69, Large - $3.49 Promotion: Sweepstakes partnered with Nickelodeon-
winners receive a free trip to Nickelodeon theme park in Orlando Florida; only can be entered through the purchase of Shamrock Shakes
Product: The Shamrock Shake Place: Our focus is North America
SWOT Analysis: Shamrock ShakeStrengths
Creates a buzz through a limited time offering
Brings a new zesty flavor to the dessert menu Home made recipe
Only fast-food chain with Saint Patrick’s day menu item
Another vehicle to create more exposure
SWOT Analysis: Shamrock ShakeWeakness
Low product awareness Lack of digital media, out-of-home ads
Discontinued because of poor sales Shamrock shake competes with adult beverages for St.
Patrick’s Day
SWOT Analysis: Shamrock Shake Opportunities
Revitalizing an old product with a new twist
Reaching new target market with limited time offer
Extend company social responsibilities beyond customers expectations
Imprinting brand image
Using Saint Patrick’s day as a marketing event
40 years ago
Today
SWOT Analysis: Shamrock ShackThreats
Other fast food chains that carry similar deserts Time limited to reach maximum exposure of product Taste not appealing to everyone Saint Patrick’s day is overshadowed by a drinking holiday
Target MarketCurrent: Middle class American’s Ages 16-35 Active, busy lifestyle, involved in current trends
Extended Target Market: Primary: Families supporting their community
for a good cause (cure for cancer) Secondary: begin selling to younger
demographic; ages 8 and up (expand item to potential buyers
GOALS
&
1. Increase awareness through digital media and out-of-home advertising
2. Expanding target audience to a younger demographic
3. Making McDonalds a desirable destination on Saint Patrick’s day
O B J E C T I V E S
1.
2.
Partnering with Nickelodeon for
sweepstakes winners to win a trip to the theme
park in Orlando!
Using a viral videos to reach and relate to
audience members.
Main Goal
Donating a percentage of the Shamrock Shake profits to the Ronald McDonald’s Charity for the cure of Leukemia This reflects back to 1974
when the profits of the Shamrock Shake were used to support families battling cancer
Mission:A community
where children and their families
embrace life and healing
with a sense of hope,
enthusiasm, courage and
joy
POSITIONING
Our mission for our brand is not just to sell a product, but to support a cause for the betterment of society
We want our brand to nurture all of its community members physically and emotionally
Execution: Out-Of-Home Advertising
“Wish him luck” is the campaign that will
support and promote
awareness for
McDonald’s Shamrock Shake’s
contribution to children’s
cancer research.
Execution: Out-Of-Home Strategy
Winners of the “Get Your Shake On Contest ” will win a free trip to Nickelodeon’s theme park where the winner and their family will enjoy a slime filled day sponsored by McDonald’s and Nickelodeon
Execution: Social Media Strategy
Instructions placed on each Shamrock Shake for contestants to upload their “Get Your Shake On” videos on Facebook for the
chance to win an all inclusive trip to thee Nickelodeon Theme Park !
Execution: Digital Media Strategy
Digital media strategy is to utilize current viral
sensation (Harlem Shake) for McDonald’s to relate and grab the attention of the up-to-date customer audience.
Budget
Sweepstakes
Out-Of-Home
Digital Media
Philanthropy
30%
40%
5%25%