Group Portfolio Project

Marketing Plan and Flyer

Eliza Fuentes, Megan Cooper, Mary Ann Anderson

Taylor Cefalo, Patrice Fulsom, James Fleming

Bryant & Stratton College

BUSS110- Marketing Principles

Carrie Wittke

July 29, 2017

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Introduction

We would like to introduce you to an all-natural healthy Cotton Candy Milkshake.

You and your children will love the taste and look of our pink and blue shake topped with

edible glitter and confetti. You will also love that it is all natural and a healthy alternative

to sugary, preservative filled desserts. Our milkshake was created by a group of women,

that take health and nutrition to heart. We and McDonalds want to offer more natural and

healthy alternatives, such as our Cotton Candy Milkshake as a menu item that all ages

will enjoy.

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Mission Statement

McDonald’s mission statement is officially stated as follows:

“Our mission is to be our customers’” favorite place and way to eat & drink. We’re

dedicated to being a great place for our people to work; to being a strong, positive

presence in your community; and to delivering the quality, service, cleanliness and value

our customers have come to expect from the Golden Arches- a symbol that’s trusted

around the world.” (Pauline Meyer, Feb.5, 2017, 3)

Our mission statement for our Cotton Candy Milkshake is:

” Our mission, as a well-known food establishment, is to provide our customers with

great quality food products at a very convenient price and timely manner. Our menu

offers a variety of sandwiches for both breakfast and dinner, as well as desserts and

coffee drinks. Don’t believe us? Give us try and we’ll assure you’ll be Lovin it to!”

We wanted to incorporate McDonald’s ideology and goals into the mission statement

for our Cotton Candy Milkshake as we will be introducing the milk shake as a dessert on

the McDonald’s menu. We also wanted it to be recognized as a part of the McDonald’s

family by using their slogan “Lovin it!

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S.W.O.T Analysis

Strengths:

Brand – McDonald’s greatest strength is its highly recognizable brand

name. Everywhere you go you’ll be sure to spot a McDonalds. Most

people see McDonalds as a quick place to grab burgers and fries.

Market Share – McDonald’s is considered as the largest business in terms

of size and global reach.

Training – The business has its own training program named “Hamburger

University”.

Weaknesses:

Poor Public Image – McDonald’s has been the subject of negative press for

many years. For example, the documentary “Supersize Me” by Morgan

Spurlock tells the story of how the business contributes to society’s obesity

as well as other fast food chains changing public perception.

Staff Turnover – Despite Hamburger University and the many good

managers that continue to develop with staff training, the turnover rate of

McDonald’s remains high.

Crowded Market – The fast food market continues to grow every year with

new entrants offering a range of different tasty products to rival

McDonald’s.

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Opportunities:

Technology – Given McDonald’s spending power, the business can afford to

invest in new technology that keeps them at the forefront of innovation.

For example, McDonald’s is currently analyzing the installation of internet

access terminals in some outlets in Brazil. This would enable customers to

order online competitors.

Growth of Industry – The fast food industry continues to show signs of

growth.

Conservation – McDonald’s has discussed the opportunity of new green

energies and green packaging solutions in recent years. Conservation is a

hot topic for the fast food industry but no major businesses have taken the

lead in this area.

Threats:

Economic Recession – Recession or down turn in economy will affect

McDonald’s revenue, as household budgets tighten and spending is reduced.

Environmental Issues –  The business cannot seem to escape the stories

from the press that its beef rearing process has taken the place of many

rain-forests and prevents any opportunity for regeneration. The business

risks losing customers if it does not invest time and resource into tacking

environmental issues that are important to consumers.

Public Health Crisis – Obesity cases in the UK and US continue to rise

and often businesses such as McDonald’s will feature in the press. Many

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consumers demand and/or require nutritious and healthy food for their

lifestyle.

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Target Market

Millions of people consume McDonald’s every day. This major fast food chain feeds

68 million people in one day which is about 1% of the world’s population. People choose

to spend their money here because it is fast, convenient, and very good which is why it is

one of the most popular fast food chains in the world. Adding a new product to the

dessert menu will bring in more customers and more revenue. Especially if it is an ice

cream based dessert. Some people go to McDonald’s just for their ice cream.

The target market for this new milkshake will be the loyal customers who choose to

eat at McDonald’s every day, anyone who loves cotton candy flavored treats, or just

people who like ice cream period. The market may consist of kids, teenagers, and even

adults. People may try this product just for the fact that it is a new product. It will have no

artificial flavors in it which will also attract consumers. It will also have sprinkles and

glitter on it for presentation and who doesn’t love sprinkles and glitter! Children will

want their parents to buy it for them just for that reason. When we add this new item to

the menu it will just be added on for a limited time just to see how well it sells. We think

that this product will be a good addition to the McDonald’s menu and If it attracts our

target market and brings in more consumers and revenue we will decide to add it to the

menu permanently.

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Marketing Mix

Product & Price

The product we have decided to introduce will be a Cotton Candy Milkshake. The

milkshake will be served in medium size only for $3.99 for a limited time until we

measure the success of it. Maybe then we will offer other sizes. The price of $3.99 is just

right, as McDonalds is known for their convenient prices and many people will be drawn

to the restaurants to try one. The milkshake will be very eye-catching as it will include

edible glitter, sprinkles, confetti and a mixture of blue and pink natural coloring.

Place

We have chosen the McDonalds company as the place that will introduce the product.

We decided on this company because it is the world’s largest fast food chain restaurant

and is a very recognizable brand worldwide. Taking this in consideration, the new

product will be sure to bring much more business.

Promotion

As far as promotion, the product will be featured on billboards throughout highways, tv

commercials, inside restaurants and on busses. Choosing these methods of advertising

will help catch the attention of our target market, which is everyone and anyone who

loves milkshakes and cotton candy.

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Summary

In conclusion, we feel that by adding our new cotton candy flavored

milkshake, priced at $3.99 each, we will bring in more customers and more

profit. It will attract people of all ages and even people who are looking for a

healthy dessert with no artificial flavoring. It is also not that expensive so more

people may be willing to purchase it. By adding this product, we know that other

companies will want to jump on board and try to copy or come up with

something better. So as far as promoting our product we plan on advertising It on

billboards near freeways where people who are traveling can see and on city

busses because they travel on the main streets where people drive and use public

transportation. We are even going to go as far as using social media like

Facebook. So many people use the internet so the word about our product will

get out fast. We are only putting this milkshake out for a limited time just to see

how it sells. If It goes as planned we will then add it to the McDonald’s dessert

menu as a permanent item. Like our mission statement says “Don’t believe us?

Give us a try and we’ll assume you’ll be Lovin’ it too!” That is what we plan

to accomplish.

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References

- http://panmore.com/mcdonalds-vision-statement-mission-statement-analysis

- Themarketinglessons.com, McDonald’s SWOT Analysis (2017), Paragraphs 1-17

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Cotton Candy

Milkshake

100% Natural100% Delicious

Stop by and enjoy a medium shake for only $3.99.Available at all participating locations for a

limited time only.

All New!