McDonald’s Smoothies: Creative Brief
|Client/Brand: |McDonald’s Australia |Date: |September 2, 2011 |
1. The Company
McDonald’s Australia is a 3.2 b dollar business. It is not only known to people for its iconic golden arch, mouth-watering burgers, fries and nuggets, but also for its community service, strong partnership with local growers and suppliers and an array of corporate social activities.
2. Brand Issues
McDonald’s is a recognized representation of fast food and often not deemed as a ‘healthy’ food option. Therefore, McDonald’s goal to stretch its product range to fresh fruit smoothie is ...view middle of the document...
• They are health-conscious and aware of what they intake.
• They are often time strained with workloads.
• They want to have fun, something new and an enjoying experience.
• They want to select healthier drinks for their children which can substitute carbonated beverages.
• They are time poverty to make meals everyday and love to grab quick food from fast food chains.
From psychographic point of view, the basic target will be Achievers, Strivers and Experiencers who are goal oriented, trendy and fun loving, young, enthusiastic and often impulsive.
2) Buying Situation
• Smoothies ordered instead of soft drinks with a normal McMeal (regular purchase) to have fun with friends and family.
• Drive through the window and pick up something good for their bodies (convenience purchase) along with a meal.
• Be informed about the newly launched smoothie and give it a try (trial purchase).
People approach to smoothies because of the rising awareness of health and are influenced by time and physical (stressed, need a break) condition. Decision making process hence has limited involvement.
4. Market Situation Issues
1) Who are the competing brands and what are they doing?
a. Primary Competitors (major threats)
Direct competitors include Boost Juice Bars, Kick Juice Bars, Wendy’s, Dr. Smoothie, Thirst, providing products in health, fresh fruits category. Low fat juice, smoothies, frozen yogurt and beverages are their main offer with almost no sitting arrangement. Some of them serve hot dogs or donuts which are not McDonald’s primary concern.
b. Secondary competitors (influence industry structure)
Secondary competitors are providing substitute that influence fast food market, such as Gloria Jean’s Coffee, Donut King and Emma and Tom’s.
The existing players have established their position in health/fast beverage market while occupying certain proportion of market share. The growing number of franchise and the supplement of e-marketing moves are note worthy.
2) What opportunities/threats are emerging and what can threaten McDonald’s smoothies?
• Social trends towards healthier/fresh food/beverage products denotes a positive drive.
• Economic pressures in today’s consumer food/beverage market mean less disposable income to spend on (especially due to the fact that smoothies are considered a discretionary purchase).
• Australia has several regulations regarding using Benzene in beverages and non nutritive sweetener and colours. It also has comprehensive beverage standards that McDonald’s will have to follow.
3) What do customers think, feel and do about the selected brand (Based on the opinion of38 regular consumers of smoothies)?
a. How do they think of the real fruit smoothies?
“Ingredients are not a big concern as they believe fruit smoothies are ought to be made of real fruit to contain its original taste.”