Date post: | 18-Dec-2014 |
Category: |
Business |
Upload: | varun-kishore |
View: | 164 times |
Download: | 2 times |
Client Brief
BRAND & PRODUCT ESSENTIALS
• McD Brand is about spreading happiness.• The product is about its good quality at cheap
price and quick service.
BACKGROUND
• Good: It satisfies the customers as far as quality, price, taste and service is concerned.
• Bad: It has a bad image of being a “junk food” provider and not preferred by the health conscious people.
AGENCY TASK
• To connect the brand to the people who are calorie conscious.
• Give them information and benefits of the products introduced for them and connect to them at emotional levels.
• So it needs to be associated with an healthy image.
TARGET AUDIENCE
• A person within the age of 20 to 40 who is fun loving and likes socializing and hangout with friends or family.
• Who is concerned about their future and hence is responsible while choosing outlets to eat.
• who takes care of his/her health and is conscious while eating food outside.
OBJECTIVE
• To change the image of the brand in the consumer’s mind from a “Junk food outlet” to a place which also satisfies the health freaks.
BRAND VISION
• The brand to be a healthy, fresh and tasty food provider.
• Consumer insight :Consumers want to stay healthy and risk free about their future and McD does not compliment this.
• Unique Brand Offer: The brand delivers them healthy nutritious products which takes care of their health that they desire.
BRAND PERSONALITY
• Healthy, cheap, quick and tasty food provider.
Mandatories
• Emphasise on its better deliverables-healthy food items available through its healthy image and service that can be trusted.
The Big Idea
• Stay healthy & riskfree• Wants to avoid junk
food
Consumer Desire
• Tasty & delicious food as well as healthy & low on calories
Brand Offering
Brand Vision Building Blocks
• Why do people find me appealing ?
• Cheap, quick and tasty food provider
What is my personality?
• People who like hanging out, look for quality with service, who prefer spending less and look for value for money
Who do I appeal to?
• Friendly and trustworthy
What relationship do I have with them?
• Cheap price and fast food provider which satisfies all kinds of customers
Why am I different?
• Happy as the tagline suggests ”I m loving it”
How do I express myself?
• I need to change the perception of being a junk food provider to a more healthy one
How do I need to change?
• Make people understand that McDonalds is not only a junk food provider but it has food items for the health freaks as well.
• McDonald’s understands that one person in your group who is a complete health freak and who is always conscious on calories.
• McDonald’s understands that one person in your group who is a complete health freak and who is always conscious on calories.
• To everyone who –
• Enjoys eating fast food
• Think of their future and Take care of their health
Backside of the Postcard
• • •
Deliverables
• 30 sec TV ad scripts in Hindi, Quarter page newspaper ads containing product details in English and regional languages, 20*10 billboards in English, internet banner ads in English within 2 weeks.