McDonald’s Team

Kee
Wiwa
Tarasha
Jocelyn
Rick
 Summary

Identify New Product Public Crisis

1 Animal Right
3
Anti-McDonald’s

Solutions

Cultural Factors Media Strategy

Thailand 2 4 Traditional Media
Indian New Media
USA
China
Identify New Product

MC - L

L - Light L - Low L - Life

 Cultural Factors
excellent family Balance between
fast food diversity and
restaurant . product offerings.
revolutionized Most Part in India
and maintain its hot and humid so
service standard “salad station”
Could be an Ideal
one.
India

Key Message India and Nepal

could be spread are Hindu
Through word of kingdom .they
mouth and worship cow as
advertisement “ goddess so beef
stay fit without products should
getting fat” . be excluded .
 Cultural Factors
China is doing
China’s booming excellent food ,
economy has healthiness,
provided employee welfare
environmental and other socio-
condition suitable environmental
for fast food Issues.
culture China

Convey a
Unlike in other
message that it
Asian countries
would be less
in china salad
time consuming
could be much
to grab salad and
more than
coffee at the
appetizers .
same place .
 Cultural Factors
1. Vegetable 2. Features
dishes are what
Thai people eat -Information
everyday as a from nutrition
main dishes facts
-Varieties of
dishes
Thailand

3. Messages 4. General
perceptions
Television
Celebrities High price

Focus on the  Social

nutrition fact responsibility
(RMHC)
 McHappy Day by
Ronald McDonald
House Charities

“help children and

families in Thailand
and all around the
world”

-Free dental treatment

for children in suburb
-Recreation rooms at
demanding hospitals
around Thailand

Company Logo
Ronald McDonald House Charities ( RMHC)

Company Logo
 Cultural Factors

1. Vegetable is 2. Cheap
one of the
perceptions to Quick
way of healthy
life Unhealthy
USA

4. Messages
3. Features
The change of
Cheap, easy and lifestyle’s eating
quick meals among
from McDonald American
people
 Public Crisis
Animal Right
An animal rights pressure
group is launching a
global campaign against
McDonald’s. They claim
that McDonald’s has done
nothing to improve the life
of even one animal. The
purpose of campaign is to
call on the public do not
buy any McDonald’s
products until McDonald’s
improves animal welfare.
Anti-McDonald’s
Anti – McDonald’s
organization believes
that McDonald’s as one
of the major factors
influencing the
increasing obesity rate
in most of country.
They also believe that
every McDonald’s
products are disclosed
the negative health
effects.
 Public Crisis

Potential Risk

Consumers could refuse to taste new product

 They could question on new product and food quality
 High promotion cost VS Low new product income
 Negative impact on other relevant products, such as existing salad products
 Negative impact on brand awareness and damage company reputation

Recommendations

Educate consumers how to exercise everyday

Educate parents what are the negative influences on video games and
internet media that distract their children from physical activity
To invest money to help suppliers to update their feeding facility and train
suppliers feeding technology
 Media Strategy
Traditional Media

Strength : High Acceptance; Reinforcement; Experienced

Weakness : Costly; Lack of Feedback

New Media

Strength : Cost Effective; High Accessibility and Interactivity

Weakness : Less of Control
 Media Strategy

1 2 3
Plan Plan Plan
Commercial Campaign School Talk Helping Farmer
- TV - How to eat - FB, Twitter, etc., (blog
nutritionally & video)
-Sports game (Super
Bowl, NBA, etc., ) - How to exercise - Sharing stock farmers’
healthily experiences
- Online ( website,
Google, youtube, FB, - Sports events - Feeding skill training
etc.,)
- Renovate equipments