Marketing Proposal

McDonalds
2015
AGENDA

1. Background
2. Competitor analysis
3. Product & positioning
4. Consumer behavior & insights
5. Proposition
6. Creative ideas
7. Activation ideas

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TOP OF MIND

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Regardless of how big is McDonalds

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Worst Sale Performance in a Decade
30% decline in income YTD Sep 2014

Operations & Management Product Development Quality Control & Assurance

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

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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

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OPPORTUNITIES LYING AHEAD

United Nations, Worlds Population

Projection

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OPPORTUNITIES LYING AHEAD

Malaysia Food
Barometer, 2013

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Competitive Analysis

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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.

Product Promise: KFC provides taste with real character.

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

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Brand Personality

They are courageous and assertive.

Bold
They are calm, relaxed and collected. Most importantly-they are
Easy cool attitude truly FORWARD- LOOKING.

They are driven and energetic. They are buoyant and cheerful.
Spirited

They are unique-ONE OF A KIND.

Original
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Functional Promise: Burger King offer consumers customization burger that caters to their own taste
buds.

Emotional Promise: Burger King provide consumers pure satisfaction and enjoyment.

Product Promise: Burger King provides tastes with originality.

Target Audience: Young- spirited people, who seek for their own unique taste buds.

Consumer Insight: People appreciates unique and originality taste buds.

Have it Your Way

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Brand Personality

They are courageous and assertive.

Bold

They projects the cool factor.

Cool attitudes

They are driven and friendly. They are approachable.

Spirited

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OUR APPROACH

Desktop research Dentsu Survey

(Euromonitor, Google, Forums) (40 respondents)

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What comes into your mind when I say McDonalds?
Unhealthy fast food

burger and french fries become smaller and smaller. Cheapest outside food

slow french fries Happy Meal

DELICIOUS craving dessert. Ice creams, sundaes, and apple pies.

Parapapapa I'm lovin' it cincai Last option
mini playgrounds Drive-thru McNuggets fake

Not worth it Processed food

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CURRENT CONSUMER PERCEPTION

McDonalds Fast Food Unhealthy

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Despite health concerns, consumers still eat at McDonalds

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Why?

FAST CONVENIENT

DELIVERY DRIVE THRU

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But Consumers will only love you, if

FOOD SERVICE PRICE AMBIENCE

You Fulfill all these criteria

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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

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Does "I'm lovin' it" still work?

Simple, memorable, and catchy. Too childish.

It means more than food for me. Their food is artificial
The jingle will still appear in my mind. Quality of McDonald's food terrifies me.
Because I'm really loving it. Cause I've never like McD.

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Love/Hate Relationship with McDonalds

HATE LOVE

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TARGET AUDIENCE Anti
Fast
Food

Die Hard Fan

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Theres a group of people who
Die Hard Fan

Anti
Fast Food

Still like McDonalds, But Reduced consumptions

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INSIGHT

I still like McDonalds but I wont go as frequently as I

used to because fast food is unhealthy.
People feel guilty after eating fast food

Eating McDonalds is Cheat Day.

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Love/Hate?

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HUGE
IMPACT 29
Why
They used to
LOVE
McDonalds
But
not any more

Im lovin it is still relevant.

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Re-ignite their LOVE for McDonalds

Really

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Proposition

The refined McDonalds gives you

satisfaction and pure enjoyment of real food.

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Objectives

Business Marketing
How?
Objective Objective

To increase sales by 2% in To re-ignite the love of

end 2016. consumers for
McDonalds

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McDonalds Experience Refined
INTERNAL EXTERNAL

Operations
Efficiency
Consumer
Perception

Service
Satisfaction

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What consumers really want

REAL FOOD

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McDonalds Love Re-ignition Plan

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Communication Objective

To communicate to our consumers that McDonalds has refined their

food and can now be enjoyed without any worries or guilt.

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 BIG IDEA
PURE SATISFACTION

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Ingredients Refined
Refined Menu & Ingredients
Menu Refined
Pure Meat
Add in more options:-
Fresh ingredients
- Salad
- Choice of bread (whole
meal)
- Fruit juices

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Teaser Phase
Find Out Whats Different at McDonalds

McDonalds will start serving their food with

the refined recipe without revealing
anything.

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Phase 1 - Launch of the Press Conference
The launch of Press Conference to introduce the new and refined ingredients by
McDonalds and Jamie Oliver.

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Phase 1

Brand Ambassador - Jamie Oliver

Jamie Oliver is a British chef born on May 27, 1975, in Clavering, United
Kingdom. As a child he worked in his parents restaurant, thus
influencing his career direction. At age 16, he attended Westminster
Catering College and then gained valuable experience working at
several reputable restaurants. His break into television came when he
appeared in a documentary while working at the River Caf in London.
From there, he gained fame after hosting a hit cooking show, The Naked
Chef. Multiple cookbook publications and restaurant openings followed.
Throughout the 2000s, he championed healthier eating for school
children in the U.S. and U.K.

Source: http://www.biography.com/people/jamie-oliver-507439#synopsis

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 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:

Enhancing the Drive consumers Amplification Creating Excitement &

Amplification dining footfall to on Print and Engagement through on
Amplification Creating Excitement &
on Print and experience In restaurants via TVC ground events & digital
on Print Engagement through
TVC Store. Digital Contest. Platform
(Teaser & radio contest & digital
Launch Ad) Platform.
and TVC

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Phase 1 - Delivering the idea

Introducing the new and refined

ingredient that Mc Donalds has to
offer.

Amplification on Print Creating Excitement through radio contest

& TVC.
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Phase 1- Radio Contest

Participant have to dial in to a radio

station at a certain hour.
Participant will have to recite the lyrics
within a certain amount of time.
Lyrics:
Winners will receive prizes and Cant get enough of the all-new refined
McDonalds vouchers. recipe,
Oh how lovely!
Leave me be,
Just my McD and me. Im lovin it.

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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.

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Phase 2 - Delivering the idea

Redefine the Dining Experience at Mc Donalds Restaurant.

Spread interest & drive consumers

Amplification on Print Enhancing the dining footfall to Mc Donalds restaurants
experience In Store. via Digital Contest to giveaway
vouchers.
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Phase 2 - Digital Activation

#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.

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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.

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Phase 3 - Delivering the idea

Reposition Mc Donald as a lifestyle fast food brand.

5 Days Amplification on Spread interest & noise on digital Drive Engagement through On
Print Ground events.

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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.

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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.

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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.

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Phase 3 - Digital Activation (Mechanics)

Lucky winners will be

Post your photo on Instagram, rewarded with an
Snap a photo irresistible meal
then #mcdonaldsimlovinit

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Thank You!