This document provides a marketing proposal for McDonald's in 2015. It includes an agenda, background on McDonald's poor sales performance, a SWOT analysis, and opportunities for growth based on population projections. A competitive analysis of KFC and Burger King is presented. Research insights show consumers perceive McDonald's as unhealthy but still enjoy it. The proposal aims to re-ignite love for the brand by communicating that the food has been refined. A 3-phase communication plan is outlined using Jamie Oliver, digital contests, on-ground events, and emphasizing the satisfaction of "real food". The objectives are to increase sales 2% and change consumer perception of McDonald's.

1. Marketing Proposal
McDonald’s
2015

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
TOP OF MIND

4. 4
Regardless of how big is McDonald’s

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
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
OPPORTUNITIES LYING AHEAD
United Nations, World’s Population
Projection

8. 8
OPPORTUNITIES LYING AHEAD
Malaysia Food
Barometer, 2013

9. 9
Competitive Analysis

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
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

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
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

16. 16
OUR APPROACH
Desktop research
(Euromonitor, Google, Forums)
Dentsu Survey
(40 respondents)

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
CURRENT CONSUMER PERCEPTION
UnhealthyFast FoodMcDonalds

19. 19
Despite health concerns, consumers still eat at McDonald’s

20. 20
Why?
FAST CONVENIENT
DELIVERY DRIVE THRU

21. 21
But Consumers will only love you, if
FOOD SERVICE PRICE AMBIENCE
You Fulfill all these criteria

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
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
Love/Hate Relationship with McDonalds
LOVEHATE

25. 25
TARGET AUDIENCE
Die Hard Fan
Anti
Fast
Food

26. 26
There’s a group of people who
Die Hard Fan
Still “like” McDonald’s, But Reduced consumptions
Anti
Fast Food

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
Love/Hate?

29. 29
HUGE
IMPACT

30. 30
Why
They used to
LOVE
McDonald’s
But
not any more
“I’m lovin’ it” is still relevant.

31. 31
Re-ignite their LOVE for McDonald’s
Really

32. 32
Proposition
The refined McDonald’s gives you
satisfaction and pure enjoyment of real food.

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
INTERNAL EXTERNAL
McDonald’s Experience Refined
Consumer
Perception
Service
Satisfaction
Operations
Efficiency

35. 35
‘REAL’ FOOD
What consumers really want

36. 36
“McDonald’s Love Re-ignition Plan”

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
BIG IDEA
‘PURE SATISFACTION’

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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. Thank You!