To organize for this project, our group created a LinkedIn Group to make communicating with each other easier. We also wrote down all of our ideas in a Google Document so that everyone could see everything and so that we could all work on the project at the same time even if we were not meeting face to face. These mediums allowed us to finish our presentation efficiently and effectively.
Fast Food giant McDonald’s
Specifically McDonald’s new Fresh Salads!
On-the-go health nuts! Who said fast food was bad for you? McDonald’s has introduced new items on their menu. The new salads at McDonald’s are a sure way to eat fast but right. The salads are targeted to people who are health conscious but often eat “on the road”. With 87% of workers driving to work in the U.S., this billboard ad is sure to get a lot of attention! This is true of the “Young Influential” group. They are concerned with balancing work and leisure and often grab a quick bite to eat from a restaurant than make their own dinner. Before the fresh salads came out, health-conscious people would just pass by a McDonald’s restaurant because all the food there is not exactly known as being good for the body! However, with these new products, McDonald’s is targeting a new group of people. Not only are they continuing to satisfy their existing customers, but they are attracting a new target audience. This ad targets people who want food fast without the unhealthy consequences of most fast food. This is depicted in Google Trends where the graph shows the new popularity with the salads. McDonald’s is showing that their product is moving toward satisfying the health nut!
The target market for this product is mainly concerned with two topics: timeliness and food quality/substance. People want this product in a relatively quick manner but don’t want to compromise the health quality of their food. When McDonald’s saw that their consumers wanted a quick healthy option for food, they saw salads as the way to go. McDonald’s new that the best way to advertise to these on-the-go people was to put up billboards and outside ads where people would see them when they’re driving on the way to work or on the highway.
McDonald’s is placing a lot of emphasis on advertising their new salads. However, their big competitor like Burger King still focuses on its normal products: the Whopper and French Fries. When looking at Burger King ads online, many were focused on price; five meals for five dollars, or promoting their value meal. There is no emphasis on new health conscious food options. This is a new area that McDonald’s has implemented that its competitors haven’t, which could lead to more McDonald’s success.
Adoption Process/Product Life Cycle
Everyone knows that McDonald’s is an extremely popular fast food restaurant. However, everyone didn’t become award of McDonald’s new salads at the same time; it was progressive. This illustrates the adoption process of McDonald’s salads. The first group to try the salads, represents the innovators. They were the first to order and taste the new addition. When people heard a good response from these people, more started trying the salads, which led to an eventual adoption across all categories.
McDonald’s is in the market maturity stage of their product’s life cycle. They are showing that their brand is better by introducing new products that boost them over the competition. They are maturing their brand by introducing new products that satisfy their customers the same way their existing products do.
To get attention, McDonald’s put advertisements on billboards along highways. Once people saw that McDonald’s was offering salads on their menu they were interested because salads aren’t exactly the kind of food associated with fast food restaurants. To arouse desire, they include pictures on their billboards to appeal to the appetites of their buyers. The advertisements obtain action from their customers by placing their ads close to exit along the highways and close to their locations so that if a buyer sees the ad and is interested, they are able to act on that interest by going to that close location and ordering that new salad!
Mr. Clean Magic Eraser
Mr. Clean’s magic eraser target audience is middle-aged women. According to the U.S. Census, women are increasingly becoming the householder. This group contains the people who are most likely to buy and use this product. This group is described as “The White Picket Fences“ group. The mother, or woman, is typically the person in the household to do all the cleaning. Therefore, Mr. Clean would target this group when selling this product. The graph represented here shows that interest in cleaning products has gone down in recent years, but they are still a necessity for most households; which is why Mr. Clean is targeting the “heads” of those families.
People who buy Mr. Clean products like the Magic Eraser want the product to be able to clean ANYTHING no matter what it is that needs cleaning. Whether it’s hard water stains on the sink or calcium buildup in the shower. Mr. Clean knew that the best way to sell such products to consumers, they knew that the message channel they needed to use was television. Having commercials on T.V. allows people to see how the product actually works. They can see the Magic Eraser clean right before their eyes. This helps persuade them that the Magic Eraser cleans better than the competition.
Mr. Clean is differentiating itself from the competitors by producing the Magic Eraser. There are no other products like it. It is an all-purpose cleaner that cleans in the kitchen, bathroom, or any room of the house. It is proven to remove “more grime per swipe”. Consumers want a product that will easily clean messes easily but thoroughly. This commercial shows people the power of this product which differentiates it from the competitors.
Adoption Process/Product Life Cycle
The Mr. Clean Magic Eraser is a fairly well-known product. In regards to the adoption curve, I would say the curve is quite flat. The adoption curve for this product is different from many other products. For example, products in technology have a much more defined curve; not everyone buys a new technological product when it comes out. Some people wait to see how the products work or if they are worth buying. However, with the magic eraser, this isn’t necessarily the case. The choice to buy a magic eraser is much different than choosing to buy a computer. For one thing, the price is definitely lower which leads to more people buying it right away when it is introduced into the market. People are willing to spend $5 – $10 to see if this product works, whereas they would not spend $1000 to buy the latest phone without researching first.
The Mr. Clean magic eraser is in the “our brand is best” stage of its life cycle. The advertising is focused on how their product out performs the competitor’s. It highlights the strengths of the product in a way people can visually see in the commercial. People already know that the product is good, so Mr. Clean has moved on to the market growth stage.
I think Mr. Clean effectively achieves all four promotion jobs in its commercial. To get attention, they start the commercial with their catchy jingle. To hold interest, they outline all the places the magic eraser can be used to clean up messes. To arouse desire, the commercial distinctly shows their product cleaning in those places quickly and thoroughly. Finally, to obtain action, they remind people that their product cleans better than others and that they won’t be disappointed if they buy the magic eraser.
Thank goodness it’s Friday! College has been keeping me so busy that I barely have time to think. Just when I think I’m all caught up with my homework, I realize that there’s more to do; I feel like I’m treading water. But hey, the weekend is here so maybe I can make some progress in between working tonight and tomorrow….why does college life seem to be so busy ALL THE TIME?!?!
Hi everyone! This is my first post so bare with me on the amateur-ness of it!
Went to my sister’s volleyball game last night and it made me realize just how much I missed it. I’ve always wanted to play on an intramural team here at GVSU but always find myself too late to apply or thinking I’m going to be too busy to have time. Does anyone else have this problem?