International Imc Plan For Mac
Agency A division of a global agency, DDB Specialized in Interactive Marketing Website Digital campaign Microsite Online Video Web banners Boutique or Full service Agency? Managing Director Creative Director Art Director Copy writer Designer Account Director Account Manager Strategists Producer Social Media Director Director of Technology Structure of the organization Outside support Media Buyer OMD Production Company Family Style Post Production School Editing Audio House RMW Brand Architecture Type: Sub-Brand (Corporate trade mark+ Brand trademark) McCafe McNuggets Mcmuffin McChicken Brand Character Happy, Full of Fun, Ready to go Target Market Teens/Adults who needs quick meal. Family with young children. Tagline Proof Research showed the lowest quality perception score Situation analysis Low quality perception of Mcdonald's Food. Google search revealed a range of concren about the quality and origin of food Problem statement Quality perception score of Mcdonald’s has become lower than the competition. Facts and consumer insight Problem Statement Lower Quality perception of McDonald's food Data Mining revealed a range of quality concern Proof - Consumer nsight Consumer Insight Consumers have many questions about the food quality. Big Idea Big Idea If consumers have the questions, Mcdonald's Has the answers.
Imc International Job
Imc Plan Format
'Listen before you answer them'- will make them more receiptive. Brand Positioning For the teenage/adults who think having fun is more appropriate than handling the utensils in kitchen, and families with young children which believe dining out is a quality time, Mcdonald’s is the right destination for them because it gives happy time providing unquestionable quality foods at an affordable price. Business Objective Ensure the long term growth of Mcdonald’s by enhancing the food quality perception of the target audience. Communication Objective Convert the negative food quality perception of consumers to Mcdonald's to a positive one Communication Strategy Radical transparency platform Ten member committee to answer the questions not hiding even the toughest question using - Text Image Video Phase-2 Amplification: TV Outdoor Phase-1 Invite and Answer the question: Website Social media-Facebook, Twitter, Youtube Online.