Marketing Plan

Team Wildfruit

Ashley, Angela, Dan, and Steve

Meet the . . . Meet the . . .

• What do you think of when I say “Fast What do you think of when I say “Fast food?” food?”

• What do you think of when I say What do you think of when I say “Healthy and Organic?”“Healthy and Organic?”

• Can the two be combined?Can the two be combined?

• We’ve come up with a solution: We’ve come up with a solution:

What’s a McSmoothie?What’s a McSmoothie?

• McDonald’s newest addition to the menu:McDonald’s newest addition to the menu:• Organic fruit and yogurt smoothieOrganic fruit and yogurt smoothie

• Fresh organically grown fruit from local farmersFresh organically grown fruit from local farmers

• Organic yogurt from a leading trusted supplier: Organic yogurt from a leading trusted supplier:

Stoneyfield FarmsStoneyfield Farms

• The completely healthy drinkable dessertThe completely healthy drinkable dessert

• The star product of McDonald’s image The star product of McDonald’s image

transformationtransformation

Who would buy a McSmoothie?Who would buy a McSmoothie?

• The McSmoothie can be anyone’s The McSmoothie can be anyone’s

favorite treat: favorite treat: • Baby boomers Baby boomers

• On-the-go parents and adults On-the-go parents and adults

• Young adults Young adults

Team WildfruitTeam Wildfruit

• Our team mission statementOur team mission statement

• Our team objectives for the McSmoothieOur team objectives for the McSmoothie• Guarantee 100% customer satisfactionGuarantee 100% customer satisfaction

• Keep prices lowKeep prices low

• Maintain high ethical standardsMaintain high ethical standards

• Be a leader in social and environmental Be a leader in social and environmental

responsibilityresponsibility

Why the McSmoothie?Why the McSmoothie?• McDonald’s is an industry leader that wants to keep McDonald’s is an industry leader that wants to keep

our market shareour market share• Need new products to keep up with competitionNeed new products to keep up with competition

• Create a healthier brand imageCreate a healthier brand image• Socially responsible with local farmersSocially responsible with local farmers

• Answer customers’ wants and needsAnswer customers’ wants and needs• Catching the health/organic trend todayCatching the health/organic trend today

• Appeals to multiple target marketsAppeals to multiple target markets• All ages and diverse backgroundsAll ages and diverse backgrounds

How can we accomplish this?How can we accomplish this?

• StrengthsStrengths• Global brandGlobal brand• Diversified geographic presenceDiversified geographic presence• Strong supply chain capabilitiesStrong supply chain capabilities• Large scale of operationLarge scale of operation

• OpportunitiesOpportunities• Steady growth of franchisee restaurantsSteady growth of franchisee restaurants• Beverages/Dessert marketsBeverages/Dessert markets

Where are the McSmoothies?Where are the McSmoothies?

• Primary test markets we’ve used beforePrimary test markets we’ve used before

• Larger secondaryLarger secondary

• Metropolitan and rural restaurants within 18 Metropolitan and rural restaurants within 18 monthsmonths• Work with each geographic region to determine Work with each geographic region to determine

specific tastes for flavorsspecific tastes for flavors

• Globally Globally • Reflecting regional tastes and preferencesReflecting regional tastes and preferences

When can I get a McSmoothie?When can I get a McSmoothie?

• Starting February 2009—Primary marketsStarting February 2009—Primary markets• Gather feedback from test marketsGather feedback from test markets

• April 2009—Secondary larger marketsApril 2009—Secondary larger markets• Begin to look for changes in flavors and pricesBegin to look for changes in flavors and prices

• June 2009—Half of our restaurantsJune 2009—Half of our restaurants• Focus on promotion and continue to gather feedbackFocus on promotion and continue to gather feedback

• July 2009—Goal of 75% of our restaurantsJuly 2009—Goal of 75% of our restaurants• Focus on promotion to all target marketsFocus on promotion to all target markets

• September 2009—Goal of 100% of our restaurantsSeptember 2009—Goal of 100% of our restaurants• Ensure quality and consistency in every restaurantEnsure quality and consistency in every restaurant

• After June 2010—Begin to look global if profitableAfter June 2010—Begin to look global if profitable• Consider different tastes, suppliers globallyConsider different tastes, suppliers globally

The McSmoothie’s ValueThe McSmoothie’s Value

• Penetration pricing strategyPenetration pricing strategy

• Odd/Even pricesOdd/Even prices

• Demand-oriented approachDemand-oriented approach

• Different sizes of the McSmoothieDifferent sizes of the McSmoothie• Small - $2.89Small - $2.89• Medium - $3.19Medium - $3.19

Promotional ApproachesPromotional Approaches

• Commercial Ad Campaign Commercial Ad Campaign • Television, Billboards, Commuter ads, and Print adsTelevision, Billboards, Commuter ads, and Print ads• Kelly Ripa and regional baseball icon for each regionKelly Ripa and regional baseball icon for each region

• ““McSmoothie Mother’s Day” in May 2009 McSmoothie Mother’s Day” in May 2009

• Free Mini McSmoothie Day in June 2009 Free Mini McSmoothie Day in June 2009

• ““McSmoothie Sundays” throughout summer monthsMcSmoothie Sundays” throughout summer months

• Taste combination competitionTaste combination competition• Participate online and at McDonald’s restaurantsParticipate online and at McDonald’s restaurants

Spokesperson AdvertisingSpokesperson Advertising• www.celebrity-babies.com/2008/05/kelly-ripa-and.htmlwww.celebrity-babies.com/2008/05/kelly-ripa-and.html• http://fabfitcelebmoms.wordpress.com/2008/08/21/fabfitmom-kelly-ripa/http://fabfitcelebmoms.wordpress.com/2008/08/21/fabfitmom-kelly-ripa/• http://www.britannica.com/EBchecked/topic-art/1108523/82198/Chicago-White-Sox-manager-Ozzie-Guillenhttp://www.britannica.com/EBchecked/topic-art/1108523/82198/Chicago-White-Sox-manager-Ozzie-Guillen• http://noseknowledge.blogspot.com/2007/10/curse-of-lou-piniella.htmlhttp://noseknowledge.blogspot.com/2007/10/curse-of-lou-piniella.html

The New Organic McSmoothie!

No one is safe after they touch

my McSmoothie!!

Come on Mom, I want

a McSmoothie!He’s

SAFE!Is it time for

my McSmoothie

yet?

Print advertisingPrint advertising

meet

the

McSmoothie.

This organic fruit smoothie is as healthy as it is delicious. Blended with Stoney Field organic yogurt and freshly picked fruit, in all of your favorite flavors.

Your taste buds will thank us. Come into your favorite McDonalds restaurant and try our healthiest new menu item.

ConclusionConclusion• We are accomplishing:We are accomplishing:

• Catching a new trendCatching a new trend• Entering new markets = more customersEntering new markets = more customers• Providing more opportunities for McDonald’s to support local Providing more opportunities for McDonald’s to support local

communitiescommunities• Beginning to transform McDonald’s brand imageBeginning to transform McDonald’s brand image

• Our own primary research supports the secondary research Our own primary research supports the secondary research and findingsand findings

• Total 220 participants ranging in age from 13 to 60 years oldTotal 220 participants ranging in age from 13 to 60 years old

Do you like fruit smooties?Total participants = 220

80%

20%

No

Yes

Do you buy and/or eat organic foods often?Total participants = 220

67%

33%

No

Yes

Would you buy an organic fruit smootie at McDonalds?

Total participants = 220

61%

39%

No

Yes

Do you like fruit smoothies?

Do you buy and/or eat organic foods often?

Would you buy an organic fruit smoothie at McDonalds?