McDonalds
2015
AGENDA
1. Background
2. Competitor analysis
3. Product & positioning
4. Consumer behavior & insights
5. Proposition
6. Creative ideas
7. Activation ideas
2
TOP OF MIND
3
Regardless of how big is McDonalds
4
Worst Sale Performance in a Decade
30% decline in income YTD Sep 2014
1. Labour dispute in the USA 1. Complicated menu 1. Food safety issue in Japan &
causes shortage of French fries 2. Undifferentiated menu China
2. Operational efficiency in coping 3. Lacking of innovation in product 2. Sanitary issue in Russia
with changing taste of development 3. Suppliers product quality
consumers
5
SWOT ANALYSIS
Strengths Weaknesses
Top of mind Operational Deficiency
Strategic & Prime location Quality Control &
Assurance
LOSS
Sufficient capital TOUCH
Strong Brand heritage Lack of innovation
Followers & advocates
Opportunities Threat
Competition by healthy
fast food chains LOST
Public Health Awareness TRUST
supported by
Government & Media
Negative Connotations
Fast Food = Junk Food
6
OPPORTUNITIES LYING AHEAD
7
OPPORTUNITIES LYING AHEAD
Malaysia Food
Barometer, 2013
8
Competitive Analysis
9
Functional Promise: KFC offers Irresistible Taste, freshest ingredient, famous signature recipe-containing
11 secret herbs and spices.
Emotional Promise: KFC provide consumers excitement and satisfaction, pure enjoyment and pleasure.
Target Audience: Young-minded people, tired of the blandness in the world, who appreciate authenticity
and originality.
Consumer Insight: People celebrates the triumph of real character over the bland and mundane.
KFC is so good
10
Brand Personality
They are driven and energetic. They are buoyant and cheerful.
Spirited
Emotional Promise: Burger King provide consumers pure satisfaction and enjoyment.
Target Audience: Young- spirited people, who seek for their own unique taste buds.
13
Brand Personality
14
15
OUR APPROACH
16
What comes into your mind when I say McDonalds?
Unhealthy fast food
burger and french fries become smaller and smaller. Cheapest outside food
17
CURRENT CONSUMER PERCEPTION
18
Despite health concerns, consumers still eat at McDonalds
19
Why?
FAST CONVENIENT
20
But Consumers will only love you, if
21
CRITERIA OF GREAT FOOD
FOOD SERVICE
I eat it when Taste so nice
theres no that I crave Under my Over my
choice for it expectations expectations
So so Only
PRICE AMBIENCE
Poor Great
Under-priced Over-priced
22
Does "I'm lovin' it" still work?
23
Love/Hate Relationship with McDonalds
HATE LOVE
24
TARGET AUDIENCE Anti
Fast
Food
25
Theres a group of people who
Die Hard Fan
Anti
Fast Food
26
INSIGHT
27
Love/Hate?
28
HUGE
IMPACT 29
Why
They used to
LOVE
McDonalds
But
not any more
Really
31
Proposition
32
Objectives
Business Marketing
How?
Objective Objective
33
McDonalds Experience Refined
INTERNAL EXTERNAL
Operations
Efficiency
Consumer
Perception
Service
Satisfaction
34
What consumers really want
REAL FOOD
35
McDonalds Love Re-ignition Plan
36
Communication Objective
37
BIG IDEA
PURE SATISFACTION
38
Ingredients Refined
Refined Menu & Ingredients
Menu Refined
Pure Meat
Add in more options:-
Fresh ingredients
- Salad
- Choice of bread (whole
meal)
- Fruit juices
40
Teaser Phase
Find Out Whats Different at McDonalds
41
Phase 1 - Launch of the Press Conference
The launch of Press Conference to introduce the new and refined ingredients by
McDonalds and Jamie Oliver.
42
Phase 1
Source: http://www.biography.com/people/jamie-oliver-507439#synopsis
43
Im Lovin it Re-ignation Plan
Phase 1 Phase 2 Phase 3
Key Message: Key Message: Key Message:
Introducing the new and refined Redefine the Dining Experience Reposition McDonalds as a
ingredient that McDonalds has at McDonalds Restaurant. lifestyle fast food brand.
to offer.
Communication Strategy: Communication Strategy: Communication Strategy:
44
Phase 1 - Delivering the idea
46
Phase 1 - Youtube Videos
It will be in a series of 5 infomercial videos that talks about the new refined ingredients
that McDonalds has to offer.
47
Phase 2 - Delivering the idea
#mcdonaldsimlovinit
Users have to log in their Facebook
account.
Post a status update to share what their
best experience at McDonalds was, then
hashtag #mcdonaldsimlovinit.
Every 2 hours, 5 winners will be in the
running to win McDonalds Dine in
vouchers.
49
Phase 2 - Digital Activation (Mechanics)
Login to your own Update your status to tell us your best dining Every 2 hours, winners
FB account experience was at Mc Donalds, then with the best status
#mcdonaldsimlovinit updates will win free
McDonalds vouchers.
50
Phase 3 - Delivering the idea
5 Days Amplification on Spread interest & noise on digital Drive Engagement through On
Print Ground events.
51
Phase 3 - On Ground Activation
Mc Challenge - McRun:
It is an event to gather our audience to join
McRun 2015.
Runners will have to complete an entire
21KM/42KM race.
Runners will be rewarded goodies (i.e
Banana, Apple & etc) at the pit stop.
At the end of the race, McRunners will be
rewarded with an irresistible refined
McDonalds meal.
52
Phase 3 - On Ground Activation
On ground transparent food truck will tour around colleges, music festivals and concerts.
The purpose is to further strengthen the Im Lovin It proposition.
53
Phase 3- Digital Activation
#mcdonaldsimlovinit
Users have to snap a photo of themselves
with a McDonalds product.
Post the photos on Instagram then
hashtag #mcdonaldsimlovinit.
Lucky winners will be rewarded with an
irresistible McDonalds meal.
54
Phase 3 - Digital Activation (Mechanics)
55
Thank You!