The Four P’s. The Mix The Marketing Mix is divided into 4 categories. Product Price Place Promotion A successful marketing mix is one that combines the.

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Presentation transcript:

The Four P’s

The Mix The Marketing Mix is divided into 4 categories. Product Price Place Promotion A successful marketing mix is one that combines the Four P’s of marketing!

When the Mix is off…

Product Mix This includes research, development, packaging and branding. To help introduce Pizza to its brand, McDonald’s added the famous “Mc” prefix. Thinking it would work similarly to earlier delicious triumphs.

Like…

Or…

And…

But… McDonald’s makes burgers and pizza was a poor menu fit. The packaging was similar to standard pizza boxes and protected the product – that part was successful.

Correct Research? Pizza was the companies biggest competitor. They developed technology (new ovens & recipes) to make pizzas faster. And sample audiences gave the pizza favorable reviews. If it was good enough for the scouts…

Promotion Mix This mix involves advertising, sales promotion, and publicity (Business magazines, television news reports, and newspaper articles all did stories about McPizza). McDonald’s was given every opportunity to explain how the burger barons were becoming pizza pioneers.

Commercials These ads tried to generate excitement and sales promotions included free samples, launch parties, and store banners. Circa 1989: Canadians will eat anything when watching hockey:

Pricing A small McPizza = a burger and fries in $ A larger was similarly priced to Domino’s & Pizza Hut They had spent a great deal of money on the development that they banked on their brand name to bring in the customers. Instead they had another…

McHula The first veggie burger made from real fruit!

The Arch Deluxe For the high class McDonald’s diner…

Oh that McLean I wonder what happens when you take all the fat out of beef…

I’ll give them one thing, they aren’t afraid to try new & ridiculous ideas

Place Mix This includes: physical distribution, storage, inventory management, and channel selection. McDonald’s Restaurants are big places. They work on efficiency within cramped quarters. New ovens take up space New Pizza Prep stations More storage for new ingredients

The Drive-Thru McDonald’s pioneered the fast food service idea, but instead of waiting at the window you had to park and wait for pizza…

McPizza was a huge McFail

But that doesn’t keep Ronald down They continue to seek out new innovations & ideas for specific locations: New Products New pricing strategies New Promotions New distribution

The McBrat

McLobster

Japanese Advertising…

What if Turkey had invented it first

But if you can’t beat’em, buy’em