McDonald’s , More than Fast Food

Dianique AshelyBen AsuncionJacob MorenoNathan PeavyLilian Nguyen

Kevin MuschaweckVivian Pham

Karina Rodriguez

Company OverviewLeading food service worldwideSecond largest fast-food chain in the

US33,000 establishments in 119 countries

serving 68 million everydayMastered idea of ‘the dollar menu”Popular seasonal fast food items

example: Shamrock ShakeSocially responsible corporation

Marketing Mix Price: Small - $2.29, Medium - $2.69, Large - $3.49 Promotion: Sweepstakes partnered with Nickelodeon-

winners receive a free trip to Nickelodeon theme park in Orlando Florida; only can be entered through the purchase of Shamrock Shakes

Product: The Shamrock Shake Place: Our focus is North America

SWOT Analysis: Shamrock ShakeStrengths

Creates a buzz through a limited time offering

Brings a new zesty flavor to the dessert menu Home made recipe

Only fast-food chain with Saint Patrick’s day menu item

Another vehicle to create more exposure

SWOT Analysis: Shamrock ShakeWeakness

Low product awareness Lack of digital media, out-of-home ads

Discontinued because of poor sales Shamrock shake competes with adult beverages for St.

Patrick’s Day

SWOT Analysis: Shamrock Shake Opportunities

Revitalizing an old product with a new twist

Reaching new target market with limited time offer

Extend company social responsibilities beyond customers expectations

Imprinting brand image

Using Saint Patrick’s day as a marketing event

40 years ago

Today

SWOT Analysis: Shamrock ShackThreats

Other fast food chains that carry similar deserts Time limited to reach maximum exposure of product Taste not appealing to everyone Saint Patrick’s day is overshadowed by a drinking holiday

Target MarketCurrent: Middle class American’s Ages 16-35 Active, busy lifestyle, involved in current trends

Extended Target Market: Primary: Families supporting their community

for a good cause (cure for cancer) Secondary: begin selling to younger

demographic; ages 8 and up (expand item to potential buyers

GOALS

&

1. Increase awareness through digital media and out-of-home advertising

2. Expanding target audience to a younger demographic

3. Making McDonalds a desirable destination on Saint Patrick’s day

O B J E C T I V E S

1.

2.

Partnering with Nickelodeon for

sweepstakes winners to win a trip to the theme

park in Orlando!

Using a viral videos to reach and relate to

audience members.

Main Goal

Donating a percentage of the Shamrock Shake profits to the Ronald McDonald’s Charity for the cure of Leukemia This reflects back to 1974

when the profits of the Shamrock Shake were used to support families battling cancer

Mission:A community

where children and their families

embrace life and healing

with a sense of hope,

enthusiasm, courage and

joy

POSITIONING

Our mission for our brand is not just to sell a product, but to support a cause for the betterment of society

We want our brand to nurture all of its community members physically and emotionally

Execution: Out-Of-Home Advertising

“Wish him luck” is the campaign that will

support and promote

awareness for

McDonald’s Shamrock Shake’s

contribution to children’s

cancer research.

Execution: Out-Of-Home Strategy

Winners of the “Get Your Shake On Contest ” will win a free trip to Nickelodeon’s theme park where the winner and their family will enjoy a slime filled day sponsored by McDonald’s and Nickelodeon

Execution: Social Media Strategy

Instructions placed on each Shamrock Shake for contestants to upload their “Get Your Shake On” videos on Facebook for the

chance to win an all inclusive trip to thee Nickelodeon Theme Park !

Execution: Digital Media Strategy

Digital media strategy is to utilize current viral

sensation (Harlem Shake) for McDonald’s to relate and grab the attention of the up-to-date customer audience.

Budget

Sweepstakes

Out-Of-Home

Digital Media

Philanthropy

30%

40%

5%25%