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MKTG - Essay Example

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Before launching any new product the company should consider the effect of the new product on the brand. The new product is the healthy meal which is a combo of baked vegetable patties,…
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MKTG

Download file to see previous pages... The main goal of the new product is to capture the upcoming healthy food segment, penetrating the market with a strong presence, grabbing market share and contributing to the revenue.
The proper combination of the Marketing mix, which is product, price, place and promotion and the determinant attributes can lead to a successful product. As far as the product is concern, it is just fit for the upcoming healthy food market. People can’t resist the finger licking fast food irrespective of alarming rate of the obesity in the United States. However, in this scenario if the Fast food lovers get an option to have the same tasty food but with lower calories as just 250 units instead of 470 units in Wendy’s single sandwich and 670 units in Burger king’s Whoppers respectively. The vegetarian option is very promising, it has been seen that only three percent of Americans are completely vegetarian. However, almost sixty percent prefer food which is meatless (Campbell, 2008, p 91). This revealing data says that American want foods which are vegetarian in nature. And they would love to have that with the brand name of McDonald’s.
The pricing is very much important. McDonald’s has always adopted the penetration pricing strategy. And that is the reason it is the largest seller of the fast foods in the world. The combo healthy meal price is only $ 3.59, which is very much competitive and the individual price for the baked patties burger would be only $ 1.09, the mash potatoes at $ 1.50 and the smoothies at $ 2.29. The interesting part is the combo gives a saving of $1.29 with respect to the individual items if they are bought all by any customer. This pricing strategy would definitely help the new product to penetrate the market easily.
The place for the pilot project for the healthy meal has been chosen wisely. The Colorado is famous for the McDonald’s. Once a McDonald’s ...Download file to see next pagesRead More
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