Welcome

Introduction

Strategic Research

• Primary Researcho Survey conducted through SurveyMonkey.como Visited different McDonald’s storeso Observation of customer behaviorsoHeld conversations with customers and McDonald’s employees

• Secondary Researcho Online resourceso Competitors’ latest activities and market trendso Advertising Age, Retailer Daily, Brandweek, and etc.

Survey Results

43%53.2%

1.3%2.5% McDonald’s core competence/advantage is speed

5.1

26.616.5

41.8

10.1

Survey Results

• Intense competition • At a disadvantage when speaking to the coffee market• McDonald’s should differentiate itself from those leading

brands in the coffee market

What brand comes to your mind when you want to get coffee? (Ranking)

1st Starbucks2nd Biggby3rd McDonald’s4th Sparty (MSU)5th Grand River Café6th Cold Stone

Survey Results

64.6%35.4%

Over half of the respondents have tried McDonald’s beverages

Information resource• TV• In-store adverts• Friends

12.3 13.7

58.9

17.8 23.3

41.1

8.2

S.W.O.T

Strengths Weaknesses

Opportunities Threats

• High brand recognition•High brand loyalty suggests potential success of new products

• Negative brand image of junk food• Low brand identification of beverage promotion campaign• Low expertise and loyalty of employees •Failed initial launch

•Growing fast food industry reveals potential profit of new products

•Fast speed of beverage service attracts larger marketplace

• Successful competitors leave limited market share for McDonald’s

• Customers transfer to other substitutes• Changing consumers bring more challenges

Target Audience

• 18-35 year olds of every race

• Require quick coffee/beverages

• Fast-paced lifestyle

• Want speed and convenience

The Big Idea

Our advertising will affirm that McDonald’s is the premiere beverage destination for fast-paced lifestyles by re-evaluating the importance of saving time

• Key Insightso People do not have enough time to do what they wanto McDonald’s inherent quality of speed

• Objectiveso Increase brand awareness of McCaféo Increase first time trialso Cause customers to re-evaluate their time

The Big Idea

• Take Away MessagesMcDonald’s is the quickest choice when deciding on a beverage. Because of this, McDonald’s McCafé will save you time and provide you a delicious drink.

• Why this will work

oEmotional appeal: understanding, reliability, dependability, and create a personal relation

• Tagline We know you’re busy, that’s why we’re quick.

Creative - Print

Creative - Print

Creative - Spadea

Creative - Spadea

back front

Creative - Direct Mail

Front Back

Creative - Radio

McDonald’s McCafé“The Busy Bumblebee”

:3012/3/2009

Indigo

Creative - Television

Creative - Outdoor

Creative - Ambient

Creative - Website

Creative – Facebook & Twitter

Creative - Banner Ads

Creative - In-store Poster

Creative - Mobile

Media Flowchart

Media Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

Television

TV Spots (30 seconds)

Radio

30 seconds

Newspaper

Spadea advertising package

Normal advertising format

Magazine

Full page advertisement

Outdoor

Billboard

Bus station

Direct Mail

Special package with coupon

Digital Media

The Busiest Person In America

Banner ads (for contest)

Facebook fan page (for contest)

Twitter page (for contest)

Mobile Marketing

Order by texts

Thank You!