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McDonalds

Product Strategy
by

Fahad Zubairi

on 10 June 2010

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Transcript of McDonalds

Marketing Strategy Group Members M. Fahad Zubairi
Aeman Javed
M. Ibrahim
Umair Mohsin
Madeeha Iqbal
Faiza Sana Introduction to McDonalds The first McDonald's was built in 1940 by the McDonald brothers (Dick and Mac).
McDonalds Pakistan is part of the Lakson Group of Companies.
Came to Pakistan in September 1998 in Lahore.
There are now 21 restaurants in four major cities of Pakistan.
Vision and Mission McDonald's vision is to be the world's best quick service restaurant experience. Being the best means providing outstanding quality, service, cleanliness, and value, so that we make every customer in every restaurant smile. McDonald's offerings in Pakistan: Products and Services Burgers
Shakes
Ice cream
French fries
Platters and
Coke products. Target Market Market Needs and Assumptions Fastfood Market is quite saturated with tough competition and prevailing giants in the industry.
Need to have something new, interesting and fun to eat.
Something that would create a new experiance for the consumer.
Competition Faced VS Our Product Marketing Strategy Marketing Objectives Capture market share
Bringing innovative image to McDonalds.
Expand product portfolio.
Increasing sales. Product Strategy Hot salsa
Coleslaw or
Plain ketchup. Product Details Three Layered
Serving size: 2 Units
Dipping:
Following the low cost/high turnover method for the introductory phase.
Indroductory price: 179 Rs.
Introductory deal: 249 Rs.
Price increase for single unit 199 Rs. And for the complete Deal we would have 269 Rs.
Price Strategy Place Exclusive Distribution Channel
McDonald's Franchises
Fun to eat
Cheezy n Crispy!
Irresistible Message: Promotion Strategy Promotion: Above the line Promotion
TVCs , Newspaper Ads
Billboards, Sponsorships The End
Situation Analysis Thank you for your time and patience.
Full transcript