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Group Portfolio Project
Marketing Plan and Flyer
Eliza Fuentes, Megan Cooper, Mary Ann Anderson
Taylor Cefalo, Patrice Fulsom, James Fleming
Bryant & Stratton College
BUSS110- Marketing Principles
Carrie Wittke
July 29, 2017
Group Portfolio Project
Introduction
We would like to introduce you to an all-natural healthy Cotton Candy Milkshake.
You and your children will love the taste and look of our pink and blue shake topped with
edible glitter and confetti. You will also love that it is all natural and a healthy alternative
to sugary, preservative filled desserts. Our milkshake was created by a group of women,
that take health and nutrition to heart. We and McDonalds want to offer more natural and
healthy alternatives, such as our Cotton Candy Milkshake as a menu item that all ages
will enjoy.
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Mission Statement
McDonald’s mission statement is officially stated as follows:
“Our mission is to be our customers’” favorite place and way to eat & drink. We’re
dedicated to being a great place for our people to work; to being a strong, positive
presence in your community; and to delivering the quality, service, cleanliness and value
our customers have come to expect from the Golden Arches- a symbol that’s trusted
around the world.” (Pauline Meyer, Feb.5, 2017, 3)
Our mission statement for our Cotton Candy Milkshake is:
” Our mission, as a well-known food establishment, is to provide our customers with
great quality food products at a very convenient price and timely manner. Our menu
offers a variety of sandwiches for both breakfast and dinner, as well as desserts and
coffee drinks. Don’t believe us? Give us try and we’ll assure you’ll be Lovin it to!”
We wanted to incorporate McDonald’s ideology and goals into the mission statement
for our Cotton Candy Milkshake as we will be introducing the milk shake as a dessert on
the McDonald’s menu. We also wanted it to be recognized as a part of the McDonald’s
family by using their slogan “Lovin it!
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S.W.O.T Analysis
Strengths:
Brand – McDonald’s greatest strength is its highly recognizable brand
name. Everywhere you go you’ll be sure to spot a McDonalds. Most
people see McDonalds as a quick place to grab burgers and fries.
Market Share – McDonald’s is considered as the largest business in terms
of size and global reach.
Training – The business has its own training program named “Hamburger
University”.
Weaknesses:
Poor Public Image – McDonald’s has been the subject of negative press for
many years. For example, the documentary “Supersize Me” by Morgan
Spurlock tells the story of how the business contributes to society’s obesity
as well as other fast food chains changing public perception.
Staff Turnover – Despite Hamburger University and the many good
managers that continue to develop with staff training, the turnover rate of
McDonald’s remains high.
Crowded Market – The fast food market continues to grow every year with
new entrants offering a range of different tasty products to rival
McDonald’s.
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Opportunities:
Technology – Given McDonald’s spending power, the business can afford to
invest in new technology that keeps them at the forefront of innovation.
For example, McDonald’s is currently analyzing the installation of internet
access terminals in some outlets in Brazil. This would enable customers to
order online competitors.
Growth of Industry – The fast food industry continues to show signs of
growth.
Conservation – McDonald’s has discussed the opportunity of new green
energies and green packaging solutions in recent years. Conservation is a
hot topic for the fast food industry but no major businesses have taken the
lead in this area.
Threats:
Economic Recession – Recession or down turn in economy will affect
McDonald’s revenue, as household budgets tighten and spending is reduced.
Environmental Issues – The business cannot seem to escape the stories
from the press that its beef rearing process has taken the place of many
rain-forests and prevents any opportunity for regeneration. The business
risks losing customers if it does not invest time and resource into tacking
environmental issues that are important to consumers.
Public Health Crisis – Obesity cases in the UK and US continue to rise
and often businesses such as McDonald’s will feature in the press. Many
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consumers demand and/or require nutritious and healthy food for their
lifestyle.
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Target Market
Millions of people consume McDonald’s every day. This major fast food chain feeds
68 million people in one day which is about 1% of the world’s population. People choose
to spend their money here because it is fast, convenient, and very good which is why it is
one of the most popular fast food chains in the world. Adding a new product to the
dessert menu will bring in more customers and more revenue. Especially if it is an ice
cream based dessert. Some people go to McDonald’s just for their ice cream.
The target market for this new milkshake will be the loyal customers who choose to
eat at McDonald’s every day, anyone who loves cotton candy flavored treats, or just
people who like ice cream period. The market may consist of kids, teenagers, and even
adults. People may try this product just for the fact that it is a new product. It will have no
artificial flavors in it which will also attract consumers. It will also have sprinkles and
glitter on it for presentation and who doesn’t love sprinkles and glitter! Children will
want their parents to buy it for them just for that reason. When we add this new item to
the menu it will just be added on for a limited time just to see how well it sells. We think
that this product will be a good addition to the McDonald’s menu and If it attracts our
target market and brings in more consumers and revenue we will decide to add it to the
menu permanently.
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Marketing Mix
Product & Price
The product we have decided to introduce will be a Cotton Candy Milkshake. The
milkshake will be served in medium size only for $3.99 for a limited time until we
measure the success of it. Maybe then we will offer other sizes. The price of $3.99 is just
right, as McDonalds is known for their convenient prices and many people will be drawn
to the restaurants to try one. The milkshake will be very eye-catching as it will include
edible glitter, sprinkles, confetti and a mixture of blue and pink natural coloring.
Place
We have chosen the McDonalds company as the place that will introduce the product.
We decided on this company because it is the world’s largest fast food chain restaurant
and is a very recognizable brand worldwide. Taking this in consideration, the new
product will be sure to bring much more business.
Promotion
As far as promotion, the product will be featured on billboards throughout highways, tv
commercials, inside restaurants and on busses. Choosing these methods of advertising
will help catch the attention of our target market, which is everyone and anyone who
loves milkshakes and cotton candy.
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Summary
In conclusion, we feel that by adding our new cotton candy flavored
milkshake, priced at $3.99 each, we will bring in more customers and more
profit. It will attract people of all ages and even people who are looking for a
healthy dessert with no artificial flavoring. It is also not that expensive so more
people may be willing to purchase it. By adding this product, we know that other
companies will want to jump on board and try to copy or come up with
something better. So as far as promoting our product we plan on advertising It on
billboards near freeways where people who are traveling can see and on city
busses because they travel on the main streets where people drive and use public
transportation. We are even going to go as far as using social media like
Facebook. So many people use the internet so the word about our product will
get out fast. We are only putting this milkshake out for a limited time just to see
how it sells. If It goes as planned we will then add it to the McDonald’s dessert
menu as a permanent item. Like our mission statement says “Don’t believe us?
Give us a try and we’ll assume you’ll be Lovin’ it too!” That is what we plan
to accomplish.
Group Portfolio Project
References
- http://panmore.com/mcdonalds-vision-statement-mission-statement-analysis
- Themarketinglessons.com, McDonald’s SWOT Analysis (2017), Paragraphs 1-17
Group Portfolio Project
Cotton Candy
Milkshake
100% Natural100% Delicious
Stop by and enjoy a medium shake for only $3.99.Available at all participating locations for a
limited time only.
All New!