Marketing Management: Strategies for Launching a New Product by McDonald's

Running Head: MARKETING MANAGEMENT
MARKETING MANAGEMENT
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MARKETING MANAGEMENT1
McDonald’s has been a prominent name in the fast food market around the world.
Therefore any big brand needs to constantly experiment and innovate with its products to suit the
changing and dynamic needs of its target audience. With KFC and Burger King being a strong
competitor to the brand McDonald’s constantly works towards making its brand communication
more objective and consumer centric.
Launching a new product demands equal effort on the part of the brand to communicate
effectively to the audience. Thus McDonald’s can use its social media platform be it through
Facebook, Instagram or their Twitter account (Ashley and Tutenn, 2015). Social Media
undoubtedly has the most effective and wider reach compared to any other node of
Communication and with a 61 million like on the brand’s official Facebook page, the markets
can use this platform not only to promote its new product but also to gauge how much
acceptance the present consumers show towards a new food product (He, et al. 2016). This can
be done by creating an audience poll over their official Facebook page and then a new sales
promotion campaign to promote the new launch. The consumers can also learn about the new
product through television, newspaper or bill board advertisement which can be placed in
shopping malls or in and around the McDonald’s store present in the city.
As already mentioned, the fast food market of Australia is highly competitive so it might
take longer for the brand to get a high amount of acceptance regarding its new launch of burger.
Therefore the primary success of McDonald’s lies in its product development strategy. While
there are several products on their menu which are permanent and never change, there are varied
seasonal products like McRib or The Big Ocean burger which are offered only occasionally.
However the mot unique feature that McDonald’s follows is its local adaptation strategy.