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McDonald's Diet Plan
The McDonald's 'Diet Plan' Marketing Strategy: Third Week Core Strategy
Americans love to eat. Americans love burgers and fries. But Americans also, by and large, want and need to lose weight to improve their health and appearance. Eating McDonald's food in reasonable portions will allow them to accomplish both objectives. They will look better, feel better, and still be able to eat convenient and tasty food.
A value proposition is a clear statement of the tangible results a customer gets from using a company's products and services. (Konrath, 2005) McDonald's has always offered its customers financial value, in the form of cheap, tasty food. But now the value will be given to the customer in a way that is better for the customer's physical as well as financial health.
This new key is portion control, as exemplified by the real-life example of a woman who lost weight eating nothing but food from McDonald's. This example shows the value of eating McDonald's food. A new promotional campaign that gives rewards for the next visit, rather than super-sizing current food portions also underlines the financial value as well the value of eating normal size portions. It also shows McDonald's takes an interest in its consumer's health.
This will be complimented by a game that encourages consumers to learn more about nutrition, and the nutritional content of McDonald's food. By collecting scratch-off game pieces with the correct answer to different nutrition questions, return business to that increases financial revenue for the company will also be encouraged in a healthy manner.
Lastly, the woman who lost weight on the diet will be featured in a series of advertisements, stressing that real people can lose weight on McDonald's. The woman's life as a busy soccer mom will also come into sharp focus -- the consumer will gain the added value of time and money, without sacrificing its health
McDonald's thus can reposition itself in the fast food market once again against competitors such as salad-selling Wendy's or Burger King's new veggie options. It can show that it is still a caring, family friendly company that brings families closer together and gives them more time to spend together, time not spent over a hot stove.
Works Cited
Konrath, Jill. (2005) "How to Write a Strong Value Proposition." Sideroad. Retrieved 27 Aug 2005 at http://www.sideroad.com/Sales/value_proposition.html
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