Recently, McDonald has launched McFlurry Oreo in North and East India. McDonald leading in market and playing with 65 % market share 2010, one of the largest fast food retail chain and compete very strong against rivals. McDonald is understand the Indian consumers marker and accordingly, it has been evolved Indian menu it in consider to Indian consumers like McVeggie Burger, McAloo Tikki etc.
New brand: - McFlurry Oreo, Available in two flavor
Punch line: - Slow down
Target market: - Especial concept which target to those who feel stress, want to relax from work etc.
Brand Concept: - The overall concept is about focusing on “Slow Down”, “When was the last time you relaxed? “ McFlurry Oreo will be giving you relax moment, cool, stress free, feel happy. You enjoy McFlurry ice cream very slowly and feel very relax. The television commercial has already been started in India but it has launched in only North & East India McDonald’s store. The brand campaign is more focus on corporate person than normal who are not doing job or business.
Advertisement Link: - http://www.youtube.com/watch?v=AQLwR0Tu8GA (McFlurry)
Strategy: - It has introduced “Augmented Reality” concept where McDonald’s stores can shooting of any customer and then load it in TV screen of store. This concept gives a feel of slow down where customers are enjoying McFlurry in relax mood. The other strategy is being used which is called Postcard Pass down strategy, where customers can pass that postcard to their friends, colleague or anyone who are feeling stressed, hectic working schedule.
If you will analyze it, you will get lacks in execution and concept of strategically:-
(1) Actually, McFlurry can consume any person at any time, and normally consumers are consumes such products at entertainment moment, get to gather moment. The concept “Slow Down” is right but it should not target corporate person only. Overall McDonald is targeting majority up to 30-35 years age group of people. And McFlurry is such product where it will consumes majority youth market.
(2) The other thing is about execution that still it is lack of brand campaigning which is not giving effect of campaign.
(3) It can not say or it cannot gives brand promise that if you will consume McFlurry, you will be feel stress less or relax. You can also consume many things like other brands ice cream, cold drink or anything else.
Therefore, it has lack that “Why consumers will use McFlurry?” and this thing could not be highlight in brand campaign.
There is not any doubt about selling terms, consumers will consume because McDonald brand not McFlurry. But, the important is need to develop McFlurry brand image with McDonald otherwise, it may give negative impact on McDonald corporate image.
What you feel?...
