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Presented by : Anh Nguyen, Hien Phan , Renee Leaman

Presented by : Anh Nguyen, Hien Phan , Renee Leaman. Content. Marketing Object Place Price Promotion Target Market Positioning. Marketing Objective. Introduce vegetarian menu: McVeggie Burger The vegetarian menu has taken advantage of the company’s strengths

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Presented by : Anh Nguyen, Hien Phan , Renee Leaman

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  1. Presented by: Anh Nguyen, HienPhan, Renee Leaman

  2. Content Marketing Object Place Price Promotion Target Market Positioning

  3. Marketing Objective • Introduce vegetarian menu: McVeggie Burger • The vegetarian menu has taken advantage of the company’s strengths • The vegetarian menu has also taken advantage of the company opportunities

  4. Place • Direct distribution channel • Market exposure: Intensive • The point of Purchase Displays will be temporary in all locations: huge window display, advertising…

  5. Price • The specific price for McVeggie is $5.29 for meal, and $2.99 for single sandwich. • Pricing Objective: Profit Maximization • The initial price strategy would be penetration price since the McVeggie has few competitors. • Coupons will help to attract customers' attention on the McVeggie • Bundle pricing: customers can get an additional salad at cheaper price when purchasing a McVeggie.

  6. Promotion • Advertising: TV, radio, magazines, and bill boards • Sales promotion: Point of Purchase material, coupons, … • Public Relations: sponsor sporting events such as the Olympic games, and little league events… • Personal selling will be in target areas • Promotion Objective: inform consumers about our new McVeggie • Campaign message: "What were made of'".

  7. Target Market • Young, fast past college students that are economically aware •  Middle to low income blue collar workers that care about their health •  Busy families with many social activities.

  8. Positioning • Differentiate: use the special sauce unique on the Big Mac on the new McVeggie to create the same taste that a meat eating consumers experience at a McDonalds’. • Position: McDonald's will position the McVeggie on convenience and on the health trend

  9. THANK YOU FOR PAYING ATTENTION

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