big mac presentation
DESCRIPTION
Summer 2012 ProjectTRANSCRIPT
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THE GOOD COMBO Megan Bonfield, John Buysse, Chris Ladwig,
Caroline Keesey & Eddie Rybarski
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PROBLEM
• Fierce competition within the industry and on the McDonald’s menu have caused sales of the Big Mac to slip
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TARGET: MILLENNIALS
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INSIGHT
• Generation of Choice • Bombarded by so many new messages and
options that familiar items are overlooked
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BIG MAC REFUSES
TO BE OVERLOOKED
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WHY?
• Secret Sauce • Three Buns • Sesame Seeds • The original “better burger” • It’s an icon (it has its own museum!) • 98% of people recognize the Big Mac
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TOO MAC TO IGNORE
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THANK
YOU!