New Product Launch Marketing Plan, Part II Pearl Bolden, Antoinette Dents, Gary Hypes, Steve Murrell, and Sean Mayes MKT/571 September 9, 2014 Erica Hayes Running head: NEW PRODUCT LAUNCH MARKETING PLAN, PART II 1 NEW PRODUCT LAUNCH MARKETING PLAN, PART I 5 Product offering McDonald’s offers three products to make fast food more easily portable. The carrying product assortment are all Green Products, and was creatively designed to address the consumers’ needs for a better beverage and food, carrier. The design and implementation of this newest product The Mighty McHolder build measure and maximize McDonald’s value by strategically designing a holder that allows the consumer to stabilize their food order making it easily transported to the designation. The reliable McHolder continues to be number one when transporting more than two beverages hot or cold. The McSleeve product was made for easy carry of hot beverages, and is slip proof with heat activated adhesive. McDonald’s continues to improve the carrying experience. · The Mighty McHolder · The McHolder · McSleeve The New Mighty McHolder to make fast food more easily portable. · Green Product · Made from moisture-resistant board and are recyclable ("Mr. Takeoutbags.com", 2005-2014). · Size: 6-7/16" x 6-7/16" x 8-3/8" ("Mr. Takeoutbags.com", 2005-2014). Pop-out extension 5” · Hold four 12 to 20 oz. cups · Color/Style: Brown Kraft · Pop-out compartment hold for two regular hamburger and two regular fries. · Push-in fastenings secure smaller cup sizes while carrying ("Mr. Takeoutbags.com", 2005-2014). The McHolder · Green Product/Waste Recycled Processed Chlorine Free · Size: 8 ¼ x 8 ¼ x 2 5/7” · Holds four 8 to 44 oz. 8 to 44 oz. · Color/Style: Brown Kraft with McDonald’s Logo imprinted stamps McSleeve · Green Product · Heat-activated adhesive (Sticks to the cup with no slipping!) · Ribbed for best insulation · Pre-gathered for simple use and effective service · Single Serving Cup Sizes (8, 12, 16, 20 oz.) · Color/Style: Brown Kraft with McDonald’s Logo imprinted stamps Gary’s Portion After determining its market through various segmentation methods that focus on demographic, geographic, psychographic, and behavioral characteristics, McDonald’s corporation needs to bring its marketing research to life by developing target market profiles that emphasize the various personas of its customers (Kotler & Keller, 2012). Through these personas, the company possibly gains further details relating to its target market profiles; and therefore, it potentially gains additional insight about the product and its consumers from reflection on such areas as key buying behaviors as well as consumer decision motivators that ultimately lead to additional added value for the consumers. For example, one potential persona developed by the corporation may focus on Cindy Smith, a thirty-five year old mother of two, which needs to balance both a professional and personal life. Therefore, this b.

1. New Product Launch Marketing Plan, Part II
Pearl Bolden, Antoinette Dents, Gary Hypes, Steve Murrell, and
Sean Mayes
MKT/571
September 9, 2014
Erica Hayes
Running head: NEW PRODUCT LAUNCH MARKETING
PLAN, PART II
1
NEW PRODUCT LAUNCH MARKETING PLAN, PART I
5
Product offering
McDonald’s offers three products to make fast food more easily
portable. The carrying product assortment are all Green
Products, and was creatively designed to address the consumers’
needs for a better beverage and food, carrier. The design and
implementation of this newest product The Mighty McHolder
build measure and maximize McDonald’s value by strategically
designing a holder that allows the consumer to stabilize their
food order making it easily transported to the designation. The
reliable McHolder continues to be number one when
transporting more than two beverages hot or cold. The
McSleeve product was made for easy carry of hot beverages,

2. and is slip proof with heat activated adhesive. McDonald’s
continues to improve the carrying experience.
· The Mighty McHolder
· The McHolder
· McSleeve
The New Mighty McHolder to make fast food more easily
portable.
· Green Product
· Made from moisture-resistant board and are recyclable ("Mr.
Takeoutbags.com", 2005-2014).
· Size: 6-7/16" x 6-7/16" x 8-3/8" ("Mr.
Takeoutbags.com", 2005-2014). Pop-out extension 5”
· Hold four 12 to 20 oz. cups
· Color/Style: Brown Kraft
· Pop-out compartment hold for two regular hamburger and two
regular fries.
· Push-in fastenings secure smaller cup sizes while carrying
("Mr. Takeoutbags.com", 2005-2014).
The McHolder
· Green Product/Waste Recycled Processed Chlorine Free
· Size: 8 ¼ x 8 ¼ x 2 5/7”
· Holds four 8 to 44 oz. 8 to 44 oz.
· Color/Style: Brown Kraft with McDonald’s Logo imprinted
stamps
McSleeve
· Green Product
· Heat-activated adhesive (Sticks to the cup with no slipping!)
· Ribbed for best insulation
· Pre-gathered for simple use and effective service
· Single Serving Cup Sizes (8, 12, 16, 20 oz.)
· Color/Style: Brown Kraft with McDonald’s Logo imprinted
stamps
Gary’s Portion

3. After determining its market through various segmentation
methods that focus on demographic, geographic, psychographic,
and behavioral characteristics, McDonald’s corporation needs to
bring its marketing research to life by developing target market
profiles that emphasize the various personas of its customers
(Kotler & Keller, 2012). Through these personas, the company
possibly gains further details relating to its target market
profiles; and therefore, it potentially gains additional insight
about the product and its consumers from reflection on such
areas as key buying behaviors as well as consumer decision
motivators that ultimately lead to additional added value for the
consumers. For example, one potential persona developed by
the corporation may focus on Cindy Smith, a thirty-five year old
mother of two, which needs to balance both a professional and
personal life. Therefore, this balancing of career and family
causes Cindy to look for timesaving solutions to various daily
activities as she jungles between the two competing aspects of
her life. Thus, in developing this persona, McDonald’s
marketers potentially develop a better understanding and
appreciation of this target market profile by considering
Cindy’s behavior and decision motivators for selecting
McDonald’s as her fast food choice. For example, in
developing and marketing its new container, Cindy’s persona
potentially leads the corporation’s developers and marketers to
an understanding that the container serves as more than a means
of transferring of its product. In addition to its basic functions,
the container symbolizes a value-adding element to its various
products by creating a multi-purpose component that
emphasizes time saving through reliability and efficiency.
Thus, as McDonald’s consumers rush to meet their hectic
schedules, the container holding the fast food, need not present
a hurdle to the reliability and efficiency in which they seek.
Sean’s portion
The strength of the McHolder remains the fact that McDonalds
has pioneered a holder that is practical, and marketed as an

4. added benefit to the consumer’s fast food experience.
McDonalds marketing department should contemplate several
opportunities, which include, the company’s ability to offer the
McHolder at a lower price, and McDonalds wanting to gain
more information, and advice about the benefit of the
McHolder, (Kotler & Keller, 2012,p.48). A major threat remains
for the McHolder; which remain a rival’s new launch of a
similar product. Matching the McHolders strengths of
remaining a pioneer in the market to providing the McHolder at
an added benefit to carry out and drive through meals at a lower
absorbed cost is in fact the firm’s biggest opportunity.
Converting the McHolders weakness of potentially not being
able to produce the product and the threat of Burger King,
Hardees offering a similarly functional product will continue to
be a source of monitoring.
The four stages of a products life cycle are an
introduction, growth, maturity, and decline stage. An
introduction, which is the stage of gradual, trades development
in which the merchandise is announced in the marketplace. The
Research and Development department approved the product,
and the McHolder has been introduced into the consumer
marketplace. Our tactical plan for this stage would be to gain
feedback from our research, and development group about any
improvements in the design. The growth stage remains full of
increasing marketplace recognition in which profits can
potentially be high. In the maturity stage there remains a
reduction in trade progress due to the fact that consumers have
recognized our McHolder. The tactical plan in this stage would
be to gain useful feedback from consumers. Under usually
normal circumstances of the declining stage of the McHolders
life cycle, there would be a decline in profits, however since
this product is an added benefit to an already purchased product
the: the carry out or drive through meal, the profits remain
steady, (Kotler & Keller, 2012,p.310). Our tactical plan in this
stage would be to continue to gain feedback from the R&D
department, consumers, and monitor our competitors product if

5. need be.
Kotler, P., & Keller, K. L. (2012). Marketing Management (14th
ed.). Upper Saddle River, NJ: Pearson Education, Inc.
References:
Mr. TakeOutBags.com. (2005-2014). Retrieved from
http://www.mrtakeoutbags.com/product/drink-cup-
carriers/fslbp29500.html