McDonald’s case-care phrase analysis Business Speech Presentation

I need a speech presentation for attached McDonald’s case. I am only responsible for CARE PHASE and please see sample report-babylove for reference. There is not much information from our lecture notes so feel free to find any academic reference.
My group members have their parts done and please have a look at group memeber ppt. So we get enough information for my part.
Please make the speech easy to read and understand. Let me know if you need any clarification.
Many thanks!
http://dropmefiles(dot)com/fjbDf CL uploaded aditional files

Effie® Awards 116 E. 27th St., 6th Floor, New York, NY 10016 Tel: 212-687-3280 Fax: 212-557-9242 2011: The information available through effie.org is the property of the Effie Awards and is protected by copyright and other intellectual property laws. This brief may be displayed, reformatted and printed for your personal use only. By using this site, you agree not to reproduce, retransmit, distribute, sell, publicly display, publish or broadcast the information to anyone without the prior written consent of the Effie Awards. 2011 Bronze Effie Winner “The Introduction of Real Fruit Smoothies” Category: New Product or Service Introduction Brand/Client: McDonald’s Corporation Primary Agency: DDB/Tribal DDB Contributing Agencies: OMD Strategic Challenge Let’s Start With a Quick Exercise. Close \our e\es. Umm«OK ma\be that¶s not the best approach. So, imagine this. You¶re craving a smoothie. You can practically taste it. Fresh, ripe, succulent fruit. Sweet strawberries, tart blueberries, smooth bananas blended together in a creamy, icy, refreshing, drink. Yuummm. You can¶t take it an\more! You have to have one noZ! Where are \ou going to go?...Bet none of \ou said McDonald¶s. When people think of McDonald¶s the first things that come to mind are Big Macs, Chicken McNuggets and those perfectl\ salted, famous fries. When people think of McDonald¶s, the\ do not immediately think about fruit smoothies, a fresh, premium, and healthy beverage. The Evolution of McDonald’s McDonald¶s is evolving. The brand has been taking measures, including new product introductions (think Apple Dippers in \our Happ\ Meal) and educational communication (shoZing people ³What We¶re Made Of´) to tr\ to change people¶s perceptions about McDonald¶s qualit\. One of the more major initiatives McDonald¶s has undertaken in their quest to evolve has been the launch of McCafp. Under the name ³McCafp,´ McDonald¶s noZ sells premium breZed coffee, and Effie® Awards 116 E. 27th St., 6th Floor, New York, NY 10016 Tel: 212-687-3280 Fax: 212-557-9242 2011: The information available through effie.org is the property of the Effie Awards and is protected by copyright and other intellectual property laws. This brief may be displayed, reformatted and printed for your personal use only. By using this site, you agree not to reproduce, retransmit, distribute, sell, publicly display, publish or broadcast the information to anyone without the prior written consent of the Effie Awards. espresso-based beverages like lattes and cappuccinos. The coffee drinks are made-to-order, use a proprietary blend of 100% Arabica beans, from around the globe, and include other premium ingredients. Launched nationally in 2009, McCafé has been a success, giving the competition including Starbucks and Dunkin Donuts a run for their money. The brand has seen an increase in brand trust measures and is building a loyal base of consumers. Evolution or Revolution? With McCafp picking up steam (pun intended,) McDonald¶s decided it Zas time to take the ne[t step. Cue the launch of Real Fruit Smoothies. Now, premium coffee is one thing. Lattes, cappuccinos, and mochas are a natural e[tension of breZed coffee, Zhich had been on McDonald¶s menu for \ears. But a fruit smoothie? This Zas unlike an\thing on the McDonald¶s menu. It Zould be the first non-coffee drink and the first blended ice drink to launch under the new McCafé banner. Would consumers be ready for it? Could smoothies be seen as a viable option coming from McDonald¶s? Or, Zould consumers consider them a huge disconnect Zith the brand? And speaking of consumers, new Real Fruit Smoothies would have a target that skewed towards women under the age of 25. They were health-conscious and aware of what they put in their bodies. Not ones to deny themselves, they did not often sacrifice taste for health benefits. They believed they could find foods that gave them both. We were convinced that we could deliver this to them. HoZever, Zhen it came to perceptions of McDonald¶s in the areas of health and qualit\, this group tended to be the most skeptical. We had our work cut out for us. A Blend of Challenges In addition to the question of brand fit, we had a host of other challenges. To begin with, the smoothie category is extremely competitive with several large, established players - Smoothie King, Jamba Juice, Tropical Smoothie Café ± just to name a few. They are specialists and offer a wide variety of options. Smoothie King alone has 85 smoothie options on their menu (Source: Mintel¶s Menu Insights, Dec. 2009.) We¶d onl\ have tZo. To add insult to injury, we were seeing the resurgence of frozen yogurt, with new players like Red Mango and Pinkberry. These guys were adding competition for customers seeking a healthy, frozen treat. Then you had the ready-to-drink (RTD) brands like Odwalla and Zola, not to mention do-it-\ourself (DIY) smoothie kits like Yoplait¶s Frozen Smoothie Kit. Closer to home, we were also competing with other quick service restaurants and specialty coffee shops including Dunkin Donuts, Sonic, and Starbucks. RTD and DIY options had an advantage in that they provided both convenience and value. In this economy, that goes a long way. Smoothies are largely considered a discretionary item. For costconscious consumers who were cutting back (and there were many of them,) smoothies sat at the top of the list. Real Fruit Smoothies, as the name implies, were made with real fruit. That was a fact. But, as we all know, perceptions are often more powerful than facts. We would need to convince skeptical consumers that our smoothies were made with only the freshest, quality fruit and ingredients. So how does McDonald¶s, a burger and fr\ joint with poor qualit\ and health perceptions, convince consumers to forgo the places normally associated with great tasting smoothies, and spend their discretionary income on a product that is brand new territory for the brand? Effie® Awards 116 E. 27th St., 6th Floor, New York, NY 10016 Tel: 212-687-3280 Fax: 212-557-9242 2011: The information available through effie.org is the property of the Effie Awards and is protected by copyright and other intellectual property laws. This brief may be displayed, reformatted and printed for your personal use only. By using this site, you agree not to reproduce, retransmit, distribute, sell, publicly display, publish or broadcast the information to anyone without the prior written consent of the Effie Awards. Objectives Goal 1: Market Share - GroZ McDonald¶s share of the Smoothie categor\ from 0% to 5% b\ Q3 2010. Goal 2: Awareness & Trial - Meet/e[ceed McDonald¶s benchmarks for µNeZ Product Launch, AZareness and Trial: 6 month goal¶ Awareness = 70% Tried Past 4 Weeks = 7% Goal 3: Perceptions - Increase quality perceptions significantly via communication and interaction with product. The Big Idea Believe your e\es, it¶s the real deal. An Out of the Ordinary Product Deserves An Out of the Ordinary Approach In the beginning, Ze Zeren¶t e[actl\ sure hoZ Ze Zere going to bring this neZ product to life via communication. But, there was one thing we did knoZ. This product Zas a big deal for McDonald¶s and it definitel\ Zasn¶t Zhat \ou¶d e[pect from the brand. We Zanted to mirror that sentiment in our communication. We wanted to do something big, unexpected and out of the ordinary for McDonald¶s. What Did Consumers Real-ly Think? We had questions and consumers held the answers. So, we went out and talked to them about this new product to see what they really thought. They taught us that when it came to smoothies, the most important thing Zas µmade Zith real fruit.¶ For man\, smoothies not onl\ taste good but also have a health benefit and make drinkers feel like they are doing something good for their body. As such, quality becomes a highly important notion to communicate. Things like real ingredients, fresh ingredients and made-to-order or fresh preparation were all key to communicating quality smoothies. As we had imagined, this was not something we could just say and expect consumers to take at face value. There were many skeptics out there and they were concerned that McDonald¶s Zould not be able to pull off a fresh, made-to-order product like a smoothie. We heard it all. There was distrust: ³I can¶t imagine that McDonald¶s will use real fruit, even if the\ tell \ou that.´ And, there was doubt: ³I expect the\¶re going to use s\rup instead of fresh fruit. There won¶t be fresh fruit in there.´ (Source: Smoothies Qualitative Research, June 2009.) And while discouraging, this only made us more determined to prove them wrong. Seeing is Believing In addition to qualitative research, before Real Fruit Smoothies launched nationally, the product rolled out into two test markets ± Bakersfield, CA and Columbia, SC. So, we were also able to get Effie® Awards 116 E. 27th St., 6th Floor, New York, NY 10016 Tel: 212-687-3280 Fax: 212-557-9242 2011: The information available through effie.org is the property of the Effie Awards and is protected by copyright and other intellectual property laws. This brief may be displayed, reformatted and printed for your personal use only. By using this site, you agree not to reproduce, retransmit, distribute, sell, publicly display, publish or broadcast the information to anyone without the prior written consent of the Effie Awards. real time reactions from those who had actually experienced the new smoothies. And that¶s Zhere we saw it. Plain and clear. Distrust and doubt turned into (joyful) disbelief. One satisfied consumer told us, ³I saw them using real fruit. I never would have expected that! And, my smoothie was made for me right there.´ (Source: In-market research, Columbia, SC, June 2009.) Seeing is believing. We had to make them believe. And to do that, we had to make them see. In order to convince consumers, especially the skeptical ones, to try a new Real Fruit Smoothie, we would need to take the distrust and doubt that existed and turn it into disbelief before they actually were able to try one first hand. We Zould need to shoZ skeptics that Ze Zere ³real´ in a Za\ that made them look twice, in disbelief. Bringing the Idea to Life Is That for Real?? It starts with a white background. Several red figures come together dramatically in the shape of a strawberry. Next, blue figures form a blueberry. Next, a blackberry. Then a stream of white glides by as the fruit makes its way into what looks like a blender formed from even more figures, all in gre\. It¶s like a beautiful kaleidoscope as the colored figures blend together, turn pink and emerge into a glass. It¶s a reall\ unique Za\ to bring this colorful, d\namic product to life on TV. But wait! Could it be? Are my eyes playing tricks on me? Those figures are all real people! Real people choreographed to create this beautiful scene! The\¶re not animated. The\¶re not electronicall\ created. They are 100% real. Just like our smoothies. It Can’t Be! It starts with a black background. Slowly, two bananas fall from the top of the screen. Down they fall. And when they hit the bottom? Boom! They break into pieces. Explode. Next, two strawberries fly in from the sides of the screen. When they hit the middle? Boom! Explode into tons of little pieces. And so on. Again, this can¶t be for real. Surel\, these images are computer-generated. Made to look real but actually artificial in their nature. Nope. Think again. This was all about real fruit and real fruit is what we used. Nothing else would do. These bananas, strawberries, blackberries were completely real. They were then treated with liquid nitrogen, which froze the fruit, allowing it to burst when it hit the floor, wall, etc. Pretty amazing. You almost can¶t believe it. Well believe it. Because it¶s true. Just like our Real Fruit Smoothies. Look Again. Whenever our consumers encountered Real Fruit Smoothies in the media space, we strived to make them ³look again.´ Beautiful kaleidoscopes of fruit showed up in print ads. Online banners encouraged people to ³take a neZ look at fruit,´ and to ³see fruit in a Zhole neZ Za\.´ In addition, we resurrected an old favorite ± Spin Art! An online application let \ou create \our oZn ³smooth masterpiece.´ Each creation resulted in a kaleidoscope of fruit color, reminiscent of bursting fruit. Each one was complex and unique, allowing you to look again and again, always discovering something new and different. Effie® Awards 116 E. 27th St., 6th Floor, New York, NY 10016 Tel: 212-687-3280 Fax: 212-557-9242 2011: The information available through effie.org is the property of the Effie Awards and is protected by copyright and other intellectual property laws. This brief may be displayed, reformatted and printed for your personal use only. By using this site, you agree not to reproduce, retransmit, distribute, sell, publicly display, publish or broadcast the information to anyone without the prior written consent of the Effie Awards. Pleasing More Than Just the Eyes. In addition to communication, McDonald¶s had a sampling effort designed to get Real Fruit Smoothies in the hands and mouths of our customers. Smoothie trucks and teams on Segways handed out small samples to get people excited and prove to them how delicious and real our smoothies really were. Communications Touch Points TV Spots Branded Content Sponsorship Product placement Radio Spots Merchandising Program/content Print Trade/Professional Newspaper Consumer Magazine Print partnership Direct Mail Email PR Events Packaging Product Design Cinema Interactive Online Ads Web site Viral video Video skins/bugs Social Networking sites Podcasts Gaming Mobile Phone Other_____________ OOH Airport Transit Billboard Place Based Other_____________ Trade Shows Sponsorship Retail Experience POP Video In-Store Merchandizing Sales Promotion Retailtainment Guerrilla Street Teams Tagging Wraps Buzz Marketing Ambient Media Sampling/Trial Consumer Involvement WOM Consumer Generated Viral Other ____________ Other TiVo Gol Additional Marketing Components: Couponing; As a trial tactic, coupons were distributed via Sunday supplements, online banners, in print ads and on cups in-store Reach: National. Total Media Expenditure: $20-40 Million. Effie® Awards 116 E. 27th St., 6th Floor, New York, NY 10016 Tel: 212-687-3280 Fax: 212-557-9242 2011: The information available through effie.org is the property of the Effie Awards and is protected by copyright and other intellectual property laws. This brief may be displayed, reformatted and printed for your personal use only. By using this site, you agree not to reproduce, retransmit, distribute, sell, publicly display, publish or broadcast the information to anyone without the prior written consent of the Effie Awards. Results Goal 1: Market Share GroZ McDonald¶s share of the smoothie category from 0% to 5% by Q3 2010. By the end of August, McDonald¶s had alread\ reached a market share of 20.14%, four times our goal. Despite the fact that they were such a late entrant to the market, after McDonald¶s launched Real Fruit Smoothies, the category as a whole increased 128%. And, with the exception of Starbucks, all of McDonald¶s ke\ competitors saw a decline in market share. This was well above even McDonald¶s e[pectations. As Don Thompson, President and COO of McDonald¶s put it, ³the company is blowing away the high-end projections we had for smoothie sales Goal 2: Awareness & Trial Meet/e[ceed McDonald¶s benchmarks for µNeZ Product Launch, Awareness & Trial: 6 mo. goal.¶ 6 mo. product awareness benchmark = 70% Only one month after launch, product awareness was 86%, 16 percentage points above goal. 6 mo. tried past 4 weeks benchmark = 7% One month after launch, tried past 4 weeks was 11%, 4 percentage points above our goal. Effie® Awards 116 E. 27th St., 6th Floor, New York, NY 10016 Tel: 212-687-3280 Fax: 212-557-9242 2011: The information available through effie.org is the property of the Effie Awards and is protected by copyright and other intellectual property laws. This brief may be displayed, reformatted and printed for your personal use only. By using this site, you agree not to reproduce, retransmit, distribute, sell, publicly display, publish or broadcast the information to anyone without the prior written consent of the Effie Awards. Goal 3: Perceptions Increase quality perceptions significantly via communication. In addition to metrics and measurements, there were several other things that happened throughout the course of our smoothies launch that showed it was a success. First, GRPs had to be cut back mid-campaign, to ensure that we could keep supply up with demand. Then, McDonald¶s had to cancel a national, in-restaurant sampling event for the same reason. But even more interesting was the reaction we got from the competition. Seems Jamba Juice was so rattled b\ the introduction and the threat of losing share to McDonald¶s, that the\ retailiated with a tounge-in-cheek ad for a ³Cheeseburger Chill Smoothie.´ This viral spoof asks consumers, ³Zh\ cheZ Zhen \ou can sip´ and talks about a neZ offering the\ have - a ³delightful mix of real beefy goodness, smothered in cheese, loaded with your favorite condiments and blended to creamy perfection." Apparentl\ name calling Zasn¶t enough to assuage their fears. During the time McDonald¶s Zas promoting neZ smoothies, Jamba Juice accepted McDonald¶s coupons in their oZn store. Then, our ³100% Sipping Fun´ print ad Zas named one of the most effective print ads of 2010. This is based on research by GfK MRI Starch Communications, which evaluated what print ads created the highest purchase intent. And, 79% of readers ³considered purchase/purchased´ a Real Fruit Smoothie after seeing our ad. The category average is only 50%. Additionally 22% of readers said the\¶d recommend Real Fruit Smoothies to someone. Looks like McDonald¶s reall\ shook up the smoothie marketplace. Anything else going on that might have helped drive results? Local markets were allowed to overlay our efforts with their own. Special training was given to store employees who helped to promote new Real Fruit Smoothies.