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McDonalds

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McDonalds Marketing

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McDonalds

  1. 1. Marketing Proposal McDonald’s 2015
  2. 2. 2 AGENDA 1. Background 2. Competitor analysis 3. Product & positioning 4. Consumer behavior & insights 5. Proposition 6. Creative ideas 7. Activation ideas
  3. 3. 3 TOP OF MIND
  4. 4. 4 Regardless of how big is McDonald’s
  5. 5. 5 Worst Sale Performance in a Decade 30% decline in income YTD Sep 2014 Product DevelopmentOperations & Management Quality Control & Assurance 1. Food safety issue in Japan & China 2. Sanitary issue in Russia 3. Supplier’s product quality 1. Labour dispute in the USA causes shortage of French fries 2. Operational efficiency in coping with changing taste of consumers 1. Complicated menu 2. Undifferentiated menu 3. Lacking of innovation in product development
  6. 6. 6 SWOT ANALYSIS Strengths • Top of mind • Strategic & Prime location • Sufficient capital • Strong Brand heritage • Followers & advocates Weaknesses • Operational Deficiency • Quality Control & Assurance • Lack of innovation Opportunities Threat • Competition by “healthy” fast food chains • Public Health Awareness supported by Government & Media • Negative Connotations “Fast Food = Junk Food” LOSS TOUCH LOST TRUST
  7. 7. 7 OPPORTUNITIES LYING AHEAD United Nations, World’s Population Projection
  8. 8. 8 OPPORTUNITIES LYING AHEAD Malaysia Food Barometer, 2013
  9. 9. 9 Competitive Analysis
  10. 10. 10 Product Promise: KFC offers Irresistible Taste, freshest ingredient, famous signature recipe-containing 11 secret herbs and spices. Emotional Promise: KFC is so good Functional Promise: KFC provide consumers excitement and satisfaction, pure enjoyment and pleasure. KFC provides taste with real character. Consumer Insight: People celebrates the triumph of real character over the bland and mundane. Target Audience: Young-minded people, tired of the blandness in the world, who appreciate authenticity and originality.
  11. 11. 11 Bold Easy cool attitude Spirited Original They are courageous and assertive. They are calm, relaxed and collected. Most importantly-they are truly FORWARD- LOOKING. They are driven and energetic. They are buoyant and cheerful. They are unique-ONE OF A KIND. Brand Personality
  12. 12. 12
  13. 13. 13 Product Promise: Burger King offer consumers customization burger that caters to their own taste buds. Emotional Promise: Have it Your Way Functional Promise: Burger King provide consumers pure satisfaction and enjoyment. Burger King provides tastes with originality. Consumer Insight: People appreciates unique and originality taste buds. Target Audience: Young- spirited people, who seek for their own unique taste buds.
  14. 14. 14 Bold Cool attitudes Spirited Brand Personality They are courageous and assertive. They projects the cool factor. They are driven and friendly. They are approachable.
  15. 15. 15
  16. 16. 16 OUR APPROACH Desktop research (Euromonitor, Google, Forums) Dentsu Survey (40 respondents)
  17. 17. 17 Unhealthy fast food I'm lovin' it dessert. Ice creams, sundaes, and apple pies. Cheapest outside food DELICIOUS Parapapapa Happy Meal McNuggetsmini playgrounds french fries craving slow burger and french fries become smaller and smaller. Drive-thru cincai fake Processed foodNot worth it What comes into your mind when I say “McDonald’s”? Last option
  18. 18. 18 CURRENT CONSUMER PERCEPTION UnhealthyFast FoodMcDonalds
  19. 19. 19 Despite health concerns, consumers still eat at McDonald’s
  20. 20. 20 Why? FAST CONVENIENT DELIVERY DRIVE THRU
  21. 21. 21 But Consumers will only love you, if FOOD SERVICE PRICE AMBIENCE You Fulfill all these criteria
  22. 22. 22 FOOD SERVICE PRICE AMBIENCE CRITERIAOFGREATFOOD So so Only I eat it when there’s no choice Taste so nice that I crave for it Under my expectations Over my expectations Under-priced Over-priced Poor Great
  23. 23. 23 Does "I'm lovin' it" still work? • Simple, memorable, and catchy. • Too childish. • Cause I've never like McD. • It means more than food for me. • The jingle will still appear in my mind. • Because I'm really loving it. • Quality of McDonald's food terrifies me. • Their food is artificial
  24. 24. 24 Love/Hate Relationship with McDonalds LOVEHATE
  25. 25. 25 TARGET AUDIENCE Die Hard Fan Anti Fast Food
  26. 26. 26 There’s a group of people who Die Hard Fan Still “like” McDonald’s, But Reduced consumptions Anti Fast Food
  27. 27. 27 INSIGHT “I still like McDonald’s but I won’t go as frequently as I used to because fast food is unhealthy.” People feel guilty after eating fast food Eating McDonald’s is “Cheat Day”.
  28. 28. 28 Love/Hate?
  29. 29. 29 HUGE IMPACT
  30. 30. 30 Why They used to LOVE McDonald’s But not any more “I’m lovin’ it” is still relevant.
  31. 31. 31 Re-ignite their LOVE for McDonald’s Really
  32. 32. 32 Proposition The refined McDonald’s gives you satisfaction and pure enjoyment of real food.
  33. 33. 33 How? Marketing Objective Business Objective Objectives To increase sales by 2% in end 2016. To re-ignite the “love” of consumers for McDonald’s
  34. 34. 34 INTERNAL EXTERNAL McDonald’s Experience Refined Consumer Perception Service Satisfaction Operations Efficiency
  35. 35. 35 ‘REAL’ FOOD What consumers really want
  36. 36. 36 “McDonald’s Love Re-ignition Plan”
  37. 37. 37 Communication Objective To communicate to our consumers that McDonalds has refined their food and can now be enjoyed without any worries or guilt.
  38. 38. 38 BIG IDEA ‘PURE SATISFACTION’
  39. 39. 40 Refined Menu & IngredientsIngredients Refined Pure Meat Fresh ingredients Menu Refined Add in more options:- - Salad - Choice of bread (whole meal) - Fruit juices
  40. 40. 41 Teaser Phase Find Out What’s Different at McDonald’s • McDonald’s will start serving their food with the refined recipe without revealing anything.
  41. 41. 42 Phase 1 - Launch of the Press Conference The launch of Press Conference to introduce the new and refined ingredients by McDonald’s and Jamie Oliver.
  42. 42. 43 Phase 1 Brand Ambassador - Jamie Oliver Jamie Oliver is a British chef born on May 27, 1975, in Clavering, United Kingdom. As a child he worked in his parent’s restaurant, thus influencing his career direction. At age 16, he attended Westminster Catering College and then gained valuable experience working at several reputable restaurants. His break into television came when he appeared in a documentary while working at the River Café in London. From there, he gained fame after hosting a hit cooking show, The Naked Chef. Multiple cookbook publications and restaurant openings followed. Throughout the 2000s, he championed healthier eating for school children in the U.S. and U.K. Source: http://www.biography.com/people/jamie-oliver-507439#synopsis
  43. 43. 44 I’m Lovin’ it Re-ignation Plan Phase 1 Phase 2 Phase 3 Key Message: Introducing the new and refined ingredient that McDonald’s has to offer. Communication Strategy: Amplification on Print (Teaser & Launch Ad) and TVC Creating Excitement & Engagement through radio contest & digital Platform. Key Message: Redefine the Dining Experience at McDonald’s Restaurant. Communication Strategy: Amplification on Print and TVC Key Message: Reposition McDonald’s as a lifestyle fast food brand. Communication Strategy: Creating Excitement & Engagement through on ground events & digital Platform Drive consumers’ footfall to restaurants via Digital Contest. Enhancing the dining experience In Store. Amplification on Print and TVC
  44. 44. 45 Phase 1 - Delivering the idea Introducing the new and refined ingredient that Mc Donald’s has to offer. Amplification on Print & TVC. Creating Excitement through radio contest
  45. 45. 46 Lyrics: Can’t get enough of the all-new refined recipe, Oh how lovely! Leave me be, Just my McD and me. I’m lovin it. Phase 1- Radio Contest • Participant have to dial in to a radio station at a certain hour. • Participant will have to recite the lyrics within a certain amount of time. • Winners will receive prizes and McDonald’s vouchers.
  46. 46. 47 Phase 1 - Youtube Videos • It will be in a series of 5 infomercial videos that talks about the new refined ingredients that McDonald’s has to offer.
  47. 47. 48 Amplification on Print Redefine the Dining Experience at Mc Donald’s Restaurant. Spread interest & drive consumers’ footfall to Mc Donald’s restaurants via Digital Contest to giveaway vouchers. Enhancing the dining experience In Store. Phase 2 - Delivering the idea
  48. 48. 49 Phase 2 - Digital Activation • Users have to log in their Facebook account. • Post a status update to share what their best experience at McDonald’s was, then hashtag #mcdonaldsimlovinit. • Every 2 hours, 5 winners will be in the running to win McDonald’s Dine in vouchers. #mcdonaldsimlovinit
  49. 49. 50 Update your status to tell us your best dining experience was at Mc Donald’s, then #mcdonaldsimlovinit Every 2 hours, winners with the best status updates will win free McDonald’s vouchers. Login to your own FB account Phase 2 - Digital Activation (Mechanics)
  50. 50. 51 5 Days Amplification on Print Reposition Mc Donald as a lifestyle fast food brand. Drive Engagement through On Ground events. Spread interest & noise on digital Phase 3 - Delivering the idea
  51. 51. 52 Mc Challenge - McRun: Phase 3 - On Ground Activation • It is an event to gather our audience to join McRun 2015. • Runners will have to complete an entire 21KM/42KM race. • Runners will be rewarded goodies (i.e Banana, Apple & etc) at the pit stop. • At the end of the race, McRunners will be rewarded with an irresistible refined McDonald’s meal.
  52. 52. 53 • On ground transparent food truck will tour around colleges, music festivals and concerts. • The purpose is to further strengthen the “I’m Lovin’ It” proposition. Phase 3 - On Ground Activation
  53. 53. 54 Phase 3- Digital Activation #mcdonaldsimlovinit • Users have to snap a photo of themselves with a McDonald’s product. • Post the photos on Instagram then hashtag #mcdonaldsimlovinit. • Lucky winners will be rewarded with an irresistible McDonald’s meal.
  54. 54. 55 Phase 3 - Digital Activation (Mechanics) Snap a photo Post your photo on Instagram, then #mcdonaldsimlovinit Lucky winners will be rewarded with an irresistible meal
  55. 55. Thank You!

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