McDonald’s , More than Fast Food

1. McDonald’s , More than Fast Food DianiqueAshely Ben Asuncion Jacob Moreno Nathan Peavy Lilian Nguyen Kevin Muschaweck Vivian Pham Karina Rodriguez

2. Company Overview • Leading food service worldwide • Second largest fast-food chain in the US • 33,000 establishments in 119 countries serving 68 million everyday • Mastered idea of ‘the dollar menu” • Popular seasonal fast food items example: Shamrock Shake • Socially responsible corporation

3. 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

4. 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

5. 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

6. 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

7. 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

8. Target Market Current: • 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

9. GOALS& Partnering with Nickelodeon for sweepstakes winners to win a trip to the theme park in Orlando! 2. • Increase awareness through digital media and out-of-home advertising • Expanding target audience to a younger demographic • Making McDonalds a desirable destination on Saint Patrick’s day 1. Using a viral videos to reach and relate to audience members. O B J E C T I V E S

10. 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

11. 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

12. 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.

13. 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

14. 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 !

15. Execution:Digital Media Strategy Digitalmedia 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.

16. Budget 5% 25% 40%