Product launch plan - Essay Example

This product launch is of a product being launched by McDonald’s in USA, Canada and in other international markets. The product being launched is chicken pie. It is a pie filled with minced meat and meant for those who want to have food on the go. Three different sauces are available with different spice level and seasoning.Following is the quarter wise budget for the first three years;Q1 Y1Q2 Y1Q3Y1Q4Y1Q1Y2Q2Y2Q3Y2Q4Y2Q1Y3Q2Y3Q3Y3Q4Y3Advertising75,00080,00070,00050,00050,00040,00040,00050,00032,00032,00026,000038,000Sales Tools70,00070,00065,00045,00045,00035,00035,00029,00026,50023,30023,50022,000Web 60,00060,00060,00040,00040,00018,00015,00025,00017,00010,00027,00010,000Labor 50,00050,00050,00060,00060,00060,00065,00075,00065,00070,00070,00060,000Food55,00055,000045,00056,000070,00070,00065,00068,00058,00059,50057,40059,999Paper10,00010,00010,00011,00011,00012,00012,00011,50010,00015,00010,0008000 The above figures are assumptions, based on what McDonald’s has spent on other products.

The chicken pie being launched will be made available in all the franchises of McDonald’s worldwide. Its taste will be varied from country to country depending on the taste of the natives. This will increase acceptability in all markets. Plus, three different sauces are being offered with different levels of spices and seasoning which will again attract more people with different tastes. It is meant to be a snack which is as good as a meal and can be eaten while on the road as it is easy to carry and the sauces also come in proper packing which makes it all the more easier for consumers to utilize it.

The target audience is 12-55 years old people, because the sauces act as customization thus making the chicken pie acceptable for more. Creating awareness about chicken pie will be extremely important and can be done so by advertising on radio, TV and paper and via internet. Plus, it can be introduced by giving it as a combo with most utilized product of McDonald’s. Different advertisements will be needed for different regions of the world. These will be made as per the cultural differences, for example advertisement for USA will be different from that of Saudi Arabia.

Then there is direct marketing and web marketing which creates even more awareness, especially in the teens and young adults. Nowadays, forums like Facebook, Myspace and Twitter can be used in order to attract a great deal of customers worldwide. The packaging and the look of the product should be appealing; the chicken pie can have webbed structure on top of it instead of plain coat of flour. Also, it can be packed in a nice cardboard box which is colorful and relates to the pie. Moreover, the sauces can be given in a nice plastic cup with a good lid so that it can be carried around without the fear of getting leaked.

Another factor that should be kept in mind is affordability. It is important that it is affordable for people of all ages. For this, the size can be kept medium and the chicken pie can be charged at an affordable cost. Thus, in order to make chicken pie successful, it is important to address different age groups and people from different regions through a variety of advertisements, direct marketing and promotion. Also, its packaging, affordability and portability should also be an appealing factor for the customers.

Moreover, it is important that people know about how the chicken pie has been customized for different taste buds. Keys to product success. New Product launch. Retrieved from http://www.irieauctions.com/New_Product_Launch.htmCareers at McDonald’s (2008). Marketing at McDonald’s. Retrieved from http://www.mcdonalds.co.uk/static/pdf/aboutus/education/mcd_marketing.pdf