Launch of the Week

January 31, 2017

Week of January 30, 2017

Image Source: http://logos-download.com/wp-content/uploads/2016/03/McDonalds_logo_red_America_USA.png

Mac Jr

•  Big flavor, smaller size

•  Portable

•  One patty •  Enjoy a big mac

without feeling the guilt

Big Mac

•  The signature burger

Grand Mac

•  For bigger appetites

•  Double cheese

•  1/3 pound burger

Image Source: https://www.google.com/search?q=mcdonalds+big+mac+atm&espv=2&biw=1259&bih=872&source=lnms&tbm=isch&sa=X&ved=0ahUKEwi6vN6ns_TRAhUm_4MKHTfTDUgQ_AUIBigB#tbm=isch&q=mcdonalds+big+mac+family&imgrc=tEivkajNX4LtlM:

The Launch

•  The Big Mac ATM

–  An automated ATM machine that dispenses Big Macs

–  Enter your Twitter Handle

–  “Check out the new Big Mac"

–  Kenmore Square

•  Tuesday Jan. 31

•  11 a.m.-2 p.m. Image Source: https://cdn0.vox-cdn.com/uploads/chorus_asset/file/7877675/Burger_ATM_mock.jpg

Marketing Mix •  Product

–  More options for their famous sandwich

–  Increasing sales across the board

•  Place –  Kenmore Square

–  Originally planned for the Prudential, but moved to accommodate more traffic

–  Strategic test markets in Columbus, Ohio and Dallas/Fort Worth, Texas

Image Source: http://vignette1.wikia.nocookie.net/ronaldmcdonald/images/4/4d/Big_Mac.png/revision/20151208154938

•  Price –  The Mac Trio continues McDonalds tradition

of being affordable

–  Mac Jr. = $2.99

–  Grande Mac = $5.39

•  Promotion –  Big Mac ATM

–  Heavy Media Relations

–  Catchy taglines: There’s a Mac for that, Often Imitated, Finally Replicated and Meet the Big Mac Family

Marketing Mix

Image Source: http://media.bizj.us/view/img/9330592/mcdonalds-big-mac-family*750xx1525-858-38-0.jpg