Marketing Communications Strategy – Our Marketing Communication Strategy will be mainly focussing on advertising and personal selling in the marketing communications mix, with a television commercial for advertising and in store marketing for personal selling. – The television commercial will be a short introduction of our product with associations of the season, surrounded with the McDonald feelings and sounds which come always with their commercials. The in store marketing consist of billboards in the stores of the new product and, which we think is very important, trained cashiers who are asking every customer, after they made their order, if they want to add the ‘Vla’ to their order. – We choose television because it’s relatively cheap to reach a very large audience. We think is important to let the whole country know about our product (product awareness). This product is for everybody in the Netherlands, although some segments will be purchasing it more than others (families for example).
With television we can bring the associations of the season with our product, which is valuable. We do not use television for direct-response purposes, but want to let the customer know about our product and make them curious. The next time they step into a McDonald’s branch they are aware and curious of the existing of the product and that will result in a higher chance that the customer purchase the ‘Vla’. – Furthermore we choose in store marketing because it’s a very effective and cheap way to let McDonald consumers purchase the ‘Vla’.
We use it to reinforces the television commercial, because customers already notice the existence of the product, maybe are already benevolent to try the new product. If they see the product on billboards in the store and thereafter are asked proactively to them if they want to try the new product the chance that they will purchase the product will increases substantially. Now we can speak of a integrated marketing communication mix for our product. Summarize the main features of all the company’s products. State what other products your company produces, and describe briefly where the new product fits into your existing product line. To start with, the products of McDonalds are fast food products which have consistent quality, are easy deliverable and consistent across all markets in their taste and their range of products. – McDonalds have a broad scale of products. The main food product is the hamburger. They serve it in different variants. Fish burgers, chicken nuggets, salads and fries complement the main products. – You can pick menus of these products, which comes with drinks or milkshakes. The Happy meal is worth mentioning, which is the popular menu for the kids. – Relatively new for McDonalds are the breakfast products. Then you have the Dessert products, where our product fits perfectly into. – If you look at the temporary Desserts of McDonalds we differentiate the McFlurry, Apple pie, Donut, Sundea Ice cream, Chocolate Muffin, Softice and Fresh Fruit. – We think our product ‘Vla’ will perfectly fits into the range of Dessert products McDonalds is serving at the moment. It a totally other product then the contemporary Dessert McDonalds serve. But more important: it’s already a popular, traditional Dutch, dessert and serving it in the McDonalds will be valued by the customers in different moods.
Like customers who eating a menu and love to finish with the ‘Vla’, customers just walking by and order a ‘Vla’ for on the way and also not to forget: the kids will love the (smaller sized) Vla in their Happy Meal. It’s a healthier alternative then the other contemporary products except the fresh fruit. So parents are also more likable to choose this dessert for their children instead of the other more fat making desserts. SWOT Analyses: Strengths – What do you do well? – Holiday season associations – Bringing a typical Dutch dessert – Good quality/price ratio Good products in the McDonald’s strategy of serve worldwide similar products with in addition serve in every country local products that are influenced by the local kitchen. Our product is the local product influenced by the local culture. Weaknesses – What are you not so good at? Where might you need to improve? – Only holiday season (for the test phase, if it will succeed we will bring more seasonal Vla’s) – High cost of marketing with our form of marketing communication, the television commercials. Will we generate enough revenues from the dessert? – If we don’t capture the market, we will fail in advance
Opportunities – What’s coming that might be an opportunity? – The timing of our product, in the season of ‘Sinterklaas’ and Chrismas. – To convince tourists that they must try the traditional product ‘Vla’ as their Dessert. – Make our product ‘the’ traditional product of McDonald’s, which will be a classical McDonald Dessert in the next decennia. Threats – What’s coming that might cause you problems? – Cannibalize the present Desserts of McDonalds that are available in the Netherlands. – Bring a product that is similar with products in supermarkets (Albert Heijn, Dirk van den Broek, C1000 etc).