Final presentation
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Mario DiMercurio dimercu9@msu.edu ADV 428 Nov. 28, 2011
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Final presentation
- 2. What is holding us back? - Non-Healthy Products - Competition -Poor Marketing Strategies
- 3. ?? ? ? ? ? ? ? ? ? ? ? ? ?? ?? ? ? ? ?
- 5. ? ?? ? ? What We Need To Push Forward? ? ? ? ? ? ? ? ? ?
- 6. NEW TUNA SANDWICH! WHOLE WHEAT PASTA ALFREDO!
- 7. PAST 6 MONTHS FACEBOOK PAGE FOLLOWERS CHARTS GOOGLE ADWORDS CAMPAIGN
- 8. Taking our product directly to the consumer
- 9. Evaluation of Our Success -Total Sales of Our New products -Customer Reviews - Facebook Page Fan Increases -Increased Views of Website
Editor's Notes
- There is a non healthy perspective of the company’s products that needs to be addressed. Simply displaying our nutritional facts is not a perfect solution here because of the way that the consumer views our product as “fast food” is what is hurting this aspect. Recent studies have shown that the consensus of McDonald’s being the number one fast food industry is starting to decrease. The gap between the competing companies, such as Burger King and Wendy’s, is slowly dwindling. Recent case studies have shown that all fast food chains are currently needing to change to the healthier alternatives that people require in today’s society. McDonald’s has begun to do so, but is doing a poor job of advertising this new change.
- We need to set our goals straight; and, as a global organization, have all franchises working in the same direction. Healthier foods is always the goal in today’s changing society, but we need to focus on a new audience that can spark a serious push for the betterment of the company.This is a calling for a new campaign of marketing, and, in turn, a change or addition in products. We need to capture a new group’s attention and following in order to set ourselves ahead of the pack.
- Our target audience is the everyday, common athlete. The current products of the company are the quick meal for a great price, but the products can weigh one down and be filling at times. We want to target that left out category; the busy athlete who is rushing between school and outside class but still wants the great meal for a great price. It also targets those athletes coming off of their recent event and our looking to recover with the protein needed to do so.
- Our Company needs a new, additional line of products - a healthy choice for the every day athlete. This can exist of two separate stages of meals: new sandwiches and new additional sides; all of these will be geared towards the quick healthy meal that all athletes need in their busy lifestyles, consisting of practices, sporting events, and recovery training.
- Picture 1 description: One specific product for a sandwich is our Lean Tuna Sandwich. It is proven that Tuna, specifically Yellowfin Tuna, can provide 30 grams of protein per 100 gram served. This is a great source of protein for the athlete in their recovery stage. After their practice or athletic event, one can enjoy McDonald’s and see it as a way of recovering and revitalizing themselves for the next upcoming event. It is also offered to be on lean, wheat bread for those looking to cut back on unnecessary carbohydrates if this is their training method.Picture description 2: Our second product will be Whole Wheat Pasta Alfredo. It will be a side selection, so it can be added to other meals or even taken as a quick side meal before the game so the athlete is not weighed down by a full meal. It is proven that pasta is one of the best possible pre-event foods for any athlete. This can be consumed prior to a sporting event in order to provide stored energy with the athlete will later use.
- Our strongest form of advertising will be our social media marketing through various methods. The current Facebook page has over 11.7 million, which gives us a great audience as it is, but this campaign is targeting a new market as well. We are going to create separate campaigns. One that will be advertised on the current page and tackle our current followers; the other will be slightly different. Using a combination of Google Adwords and Facebook advertisements, we will create advertisements on common sports-related searches to forward searchers to our pages using great advertisements that include athletic tips and strategies for the common athlete.
- - This is an example of our ads actively displayed at a sporting event. It is also worth noting that the court is hosting a college tournament where a majority of people who should be in athletic form exist and are active viewers of these programs.- Since we are targeting the everyday athlete, we are going to advertise at the events that they view the most- professional sporting events. Pairing with professional athletic associations and advertising on site, on the net, and through intermission commercials are our ways of presenting our message to the target audience. During intermissions, we would present our companies commercials and refer to our new campaign. Using on court/field decals or advertisements is a great way to keep our viewers attention in between commercial breaks.
- Evaluation of one’s success is a tough topic to understand, but our campaign it has some simple aspects to analyze. First and foremost, evaluating how well our new products sell is our strongest insight into our success. Secondly, customer reviews of our products and our campaign can show us more into how successful our advertising was. Thirdly, we can view how our fans on the Facebook page, linked to our ads, increase over the advertisements lifespan in the upcoming months. Lastly, we will evaluate the amount of hits on the company’s website after the start of our campaign and notice the differences from the previous dates.
- Our Money Allocation- Our budget will be spread out over all of our different aspects of marketing. Our Google Adwords campaign will be budgeted at $1.20 a day, with plenty of keywords to keep our advertisements going strong over the wide variety of searches. Secondly, we will advertise via Facebook Ads with a steady $20.00 a day because of its great range of consumers who will stay on Facebook for extended periods of time, constantly being exposed to our ads on a regular basis. We also suggest to dedicate $5 Million to our sponsorships of popular sporting events such as the Super bowl, March Madness, NCAA Championship, and the Olympics, depending on the seasons of each. Our Timeline- Depending on the timing of the seasons between major competitions such as the Olympics, this campaign will last one year. At the end of the year, we will re-evaluate our campaign and see our successes. In between each end and beginning of the major sports’ seasons, we will see how successful each individual campaign was and what to change to better the upcoming seasons’ campaigns. Final Budget: $6,008,000($5M to Event Sponsorships, $1M to year-long commercials including professional athletes, $8,000 to Facebook and Google Adwords campaigns on the year.)