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. Brand trial purchaseall the users reached will go to try out the hamburgers and their well-known fries for themselves, so they can see that all of the advertisements are true and concise. Brand switching purchaseto ensure that brand loyalists will see that their products are just as good as those they are loyal to and will switch. Repeat purchasespurchase within a specified time period because McDonalds have special deals every day of the week. Repeat consumptionreturn because their products are fast, convenient, and deliciousbest interest to convince these consumers to become repeat purchasers. Timing and when to purchase is very importantcertain products are seasonalex. During the Christmas season, McDonalds have Egg Nog Milkshakes that are only available during this time.
Category needfeel that the products satisfies their needs because they meets their expectations and needsit is fast, convenient and affordable. Brand awarenesstarget audience has the ability to recognize and/or recall the brandwith the well-known golden arch, everyone can recognize the big “M” anywhere around the world. Ronald McDonald himself is also another well recognizehe was once on the bags and he also has an organization that contributes to a good causeby expanding the role of Ronald McDonald with consumers of all ages, this will create brand awareness. The new slogan “I’m lovin’ it” will also create brand awareness when the consumer hears or sees the slogan. Campaign Theme New campaign theme is called “Lovin & Livin It”. Designed to help connect with consumer all around the world.
New campaign is fun, relevant, hip, compelling, connect with people. Five new launch commercials shot in 12 languages and locations. The five commercials spots will features three brand versions. Will communicate a consistent brand message while capturing the spirit, music, and flavour of each local country Consumer Benefits McDonalds has many locations and are within five driving minutes. Location provides convenience and friendly service to the consumer.
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McDonalds has consistency and a good reputation. Only fast food restaurant the produces good food and good service that people enjoy which keeps people choosing over the competitors. Execution Style. Straight sell or factual messageinformation concerning the product is straightforwardpictures of their products took up some of the ad and facts on how it is lighter and better compared to what they already offered. Demonstrationit illustrates the key advantages of their productscan convince consumers of the benefits of purchasing McDonalds.
Testimonialsomeone praises about the productJustin Timberlake as an endorsementan excellent spokes person since he is popular and well recognized by everyone. Media Objectives. To create awareness, attitudes and purchase intention among the target audience:. Use TV ads to reach 80% of target audience over a 1-year period. Use the radio to reach the other 20% of the target audience over a 1-year period.
Outdoor billboards will be used all year round to maintain awareness and attitudes. Send direct mails to every household every other week. Heaviest advertising will be during the fall and summer months. Create purchase intention and awareness to non-customers through the use of sponsorships and events. SALES PROMOTION McDonalds will implement is to stimulate trial purchase by 20% of the target market.
McDonald’s plans to use incentives as they reward or give consumers extra incentives for engaging in certain forms of behaviour. The incentives that will be used include the use of coupons and premiums. Free standing inserts allow us to deliver the coupons with high quality, four coloured images that draw attention of consumers Direct mail is our main focus area for distributing the coupons. Our target redemption rate through the direct mail is expected to be 9% of the 500,000 coupons distributed.
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Premiums are our most popular way to maintain repurchasing consumers. We are the largest restaurant in Canada to make toys and gadgets that we give to consumers when they purchase certain meal items. Coupons $ 9,620,000 Premiums $ 500,000 The total budget for Sales Promotion is $ 10,000.00. ADVERTISING. McDonalds will implement is to purchase by 50% of the target market. Will be used to obtain greater success for any new brands by trying to stimulate purchases of the product. McDonald’s plans to use TV, Radio, and Bill Boards to convey messages.
Tactic involved in advertising include McDonalds brand history and brand loyalty by many of our consumers. The timing for these messages will be based all throughout the day especially strong during prime time hours.
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McDonalds advertises in one week all of the following reasons to select McDonalds. Family Convenience,. Ronald McDonald house,. Constant New Menu Items. Nutrition,. Budgets. Playgrounds.
McDonalds will implement a objective that will seeks a direct response of 9% by the target audience. Objective will be to inform consumers who are not users about us and educate them about how our products are better than the competitors. The strategy that will be used will be Direct Mail, which will help to stimulate trial, build brand loyalty, increase our sales and market share and finally lead consumer to repeat purchases.
The timing for these mailing will be based on their overall cost and response by consumer. However, they will all be based on a monthly basis, and will only be good during certain hours of the day. TOTAL COST FOR THE PROGRAM $ 100,000.