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McDonalds

McDonalds. We have walked the walk, but haven’t talked the talk…. Aim. Market an existing product (McChicken Premier) in a green/environmental friendly way Sensitive McDonalds image. Group. Ahmet Dager Deepak Bansal Tom A Trosterud Tore Hovemoen. Why the McChicken Premier.

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McDonalds

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  1. McDonalds We have walked the walk, but haven’t talked the talk…

  2. Aim • Market an existing product (McChicken Premier) in a green/environmental friendly way • Sensitive McDonalds image

  3. Group • Ahmet Dager • Deepak Bansal • Tom A Trosterud • Tore Hovemoen

  4. Why the McChicken Premier • Low market share • Opportunity to increase • Redundant Packaging • Increase the level of recycled paper used • Emphasise the low fat content • Compared to others in our product range • Filling customer needs • Customers informed

  5. Why the relaunch • Reach new customers • Education • Educate customers about the green and environmental issues in the company • Talk the talk • Branding • Green issues – social awareness • Increasing the market share • Quality on the burger (tangible and intangible) • The market is out there!

  6. How to relaunch the product • New promotion strategy • Image buliding • A slight change of ingredients • Tomato, onion or others • Modify packaging • Paper vs box • Emphasise intangible assets • White meat • Green

  7. Segmentation • Behavioural • Knowledge and attitudes • Substitute to the regular McChicken • Undifferentiated Targeting • Stimulate as many as possible • Positioning • Quality and price

  8. The Marketing Mix • Product • Place • Price • Promotion

  9. Product • Ingredients • Keep the ingredients, but give it a little facelift • Research result • Onion 50% • Tomato 22% • Others 28% • Keep on the good work with production • Packaging • Convince the customer that it’s a green/environmental product

  10. Packaging cont.

  11. Packaging cont. • Different facts • We use no genetically modified food • All meat has come from a clean, safe environment • We use humane slaughter methods • Health issues • Change the menu • Small size and alternative drinks

  12. Place • “In addition to our food and paper suppliers, we work closely with our distributor company to minimize environmental impacts”, (“Our environment”, June 2003 p.18) • Local distributors and different environment programs

  13. Price • The price has to reflect the good quality • New prices: • McChicken premiere: 2.39 to 2.50 • Small menu: 3.20 • Medium menu: 3.59 to 3.70 • Large menu: 3.89 to 4.00

  14. Promotion • AIDA • Advertising • TV • Billboard • Magazine

  15. TV-advertisement

  16. Promotion • AIDA • Advertising • TV • Billboard • Magazine • Branding • Public relations

  17. Conclusion • McChicken Premier has the ”Spotlight”, which will increase the awareness of it. • To meet present social requirements, we need to emphasise branding and the intangible assets in our portfolio • By changing our promotion strategy, we are now trying to Walk the walk and talk the talk simultaneously

  18. References • Brassington & Pettitt (2003), `Principles of Marketing, 3rd Edition´, PH • McDonald’s Education Services (2003), `McDonald’s Fact File´, The Corporate Affairs Department • McDonalds. (2004) McDonalds Online. Retrived on Nov. 18 2004, from: http://www.mcdonalds.co.uk • Burger King. (2004) Burger King Online. Retrieved on Nov. 22 2004, from: http://www.burgerking.co.uk • KFC. (2004) KFC Online. Retrieved on Nov. 22 2004, from: http://www.kfc.co.uk • Our environment, June 2003 • Corporate responsibility report, 2004

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