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Team Wildfruit Presentation Final Version2
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Team Wildfruit Presentation Final Version2

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A marketing plan group presentation for a "new or improved product" from Marketing Principles 331 during my sophomore year.

A marketing plan group presentation for a "new or improved product" from Marketing Principles 331 during my sophomore year.

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Transcript

  • 1. Marketing Plan Team Wildfruit Ashley, Angela, Dan, and Steve
  • 2. Meet the . . .
    • What do you think of when I say “Fast food?”
    • What do you think of when I say “Healthy and Organic?”
    • Can the two be combined?
      • We’ve come up with a solution:
  • 3. What’s a McSmoothie?
    • McDonald’s newest addition to the menu:
      • Organic fruit and yogurt smoothie
      • Fresh organically grown fruit from local farmers
      • Organic yogurt from a leading trusted supplier: Stoneyfield Farms
      • The completely healthy drinkable dessert
      • The star product of McDonald’s image transformation
  • 4. Who would buy a McSmoothie?
    • The McSmoothie can be anyone’s favorite treat:
      • Baby boomers
      • On-the-go parents and adults
      • Young adults
  • 5. Team Wildfruit
    • Our team mission statement
    • Our team objectives for the McSmoothie
      • Guarantee 100% customer satisfaction
      • Keep prices low
      • Maintain high ethical standards
      • Be a leader in social and environmental responsibility
  • 6. Why the McSmoothie?
    • McDonald’s is an industry leader that wants to keep our market share
      • Need new products to keep up with competition
    • Create a healthier brand image
      • Socially responsible with local farmers
    • Answer customers’ wants and needs
      • Catching the health/organic trend today
    • Appeals to multiple target markets
      • All ages and diverse backgrounds
  • 7. How can we accomplish this?
    • Strengths
      • Global brand
      • Diversified geographic presence
      • Strong supply chain capabilities
      • Large scale of operation
    • Opportunities
      • Steady growth of franchisee restaurants
      • Beverages/Dessert markets
  • 8. Where are the McSmoothies?
    • Primary test markets we’ve used before
    • Larger secondary
    • Metropolitan and rural restaurants within 18 months
      • Work with each geographic region to determine specific tastes for flavors
    • Globally
      • Reflecting regional tastes and preferences
  • 9. When can I get a McSmoothie?
    • Starting February 2009—Primary markets
      • Gather feedback from test markets
    • April 2009—Secondary larger markets
      • Begin to look for changes in flavors and prices
    • June 2009—Half of our restaurants
      • Focus on promotion and continue to gather feedback
    • July 2009—Goal of 75% of our restaurants
      • Focus on promotion to all target markets
    • September 2009—Goal of 100% of our restaurants
      • Ensure quality and consistency in every restaurant
    • After June 2010—Begin to look global if profitable
      • Consider different tastes, suppliers globally
  • 10. The McSmoothie’s Value
    • Penetration pricing strategy
    • Odd/Even prices
    • Demand-oriented approach
    • Different sizes of the McSmoothie
      • Small - $2.89
      • Medium - $3.19
  • 11. Promotional Approaches
    • Commercial Ad Campaign
      • Television, Billboards, Commuter ads, and Print ads
      • Kelly Ripa and regional baseball icon for each region
    • “ McSmoothie Mother’s Day” in May 2009
    • Free Mini McSmoothie Day in June 2009
    • “ McSmoothie Sundays” throughout summer months
    • Taste combination competition
      • Participate online and at McDonald’s restaurants
  • 12. Spokesperson Advertising
    • www.celebrity-babies.com/2008/05/kelly-ripa-and.html
    • http://fabfitcelebmoms.wordpress.com/2008/08/21/fabfitmom-kelly-ripa/
    • http://www.britannica.com/EBchecked/topic-art/1108523/82198/Chicago-White-Sox-manager-Ozzie-Guillen
    • http://noseknowledge.blogspot.com/2007/10/curse-of-lou-piniella.html
    The New Organic McSmoothie! No one is safe after they touch my McSmoothie!! Come on Mom, I want a McSmoothie! He’s SAFE! Is it time for my McSmoothie yet?
  • 13. Print advertising meet the McSmoothie. This organic fruit smoothie is as healthy as it is delicious. Blended with Stoney Field organic yogurt and freshly picked fruit, in all of your favorite flavors. Your taste buds will thank us. Come into your favorite McDonalds restaurant and try our healthiest new menu item.
  • 14. Conclusion
    • We are accomplishing:
      • Catching a new trend
      • Entering new markets = more customers
      • Providing more opportunities for McDonald’s to support local communities
      • Beginning to transform McDonald’s brand image
    • Our own primary research supports the secondary research and findings
      • Total 220 participants ranging in age from 13 to 60 years old
    Do you like fruit smoothies? Do you buy and/or eat organic foods often? Would you buy an organic fruit smoothie at McDonalds?