- Executive summary.
- Company history.
- Financial performance 2000-2006.
- SWOT analysis.
- Key competitor analysis.
- External environment.
- The need for new products.
- Research methodologies.
- Research instruments.
- Secondary information.
- Major factors in product design.
- Product features.
- Pricing strategy.
- Quality differentiation pricing.
- Harvesting pricing.
- Market penetration pricing.
- Distribution strategy.
- Direct Distribution to restaurant locations.
- Using a kosher food wholesaler.
- Food wholesaler with agent.
- Market analysis.
- Brand building strategies.
- The Role of stakeholders.
- Retaining credibility.
- Evaluation of brand awareness.
- Target audience and segmentation.
- IMC plan objectives.
- Existing kosher food customers.
- Fast food customers: Traditional and health.
- Regulatory environment of food marketing.
- McDavid's international media plan.
- Effectiveness of different media channels.
- The impact of new technology.
- Media plan implementation schedule and budget.
- High-level program success factors.
- Customer contact and feedback.
- Internal processes.
- Evaluation process.
McDavid’s International was founded in 1902 as a provider of premium-quality meats prepared in accordance with the Jewish dietary laws of Kashrut. The company initially filled the needs of Jewish patrons living in New York City. In more recent decades, the company has expanded, serving Jewish and gentile customers in more than 30 countries. In 2006, non-Jews accounted for 35% of the company’s customer-base. In late 2005 the company invested in upgrades to the factory, implementation of an electronic tracking system and overhaul of its distribution channel. The result was a 17% increase in operating profit.
[...] By utilizing these familiar sounds and images, McDavid’s International can effectively translate the relationships it has built over the past century in business to launch its newest business venture. Retaining Credibility McDavid’s International was established as a family-based business in 1902. Since its establishment in 1902, McDavid’s International has focused its efforts on living by the letter and intent behind Kashrut laws, to best serve Jewish communities across the globe. In more recent years, the company has expanded its customer-base to gentiles, gaining a reputation for high-quality meat products. [...]
[...] Because of the way McDavid’s International has chosen to communicate with this existing customer-base in the past, introducing a new marketing media and a new set of images may do more harm than benefit in degrading name and brand recognition. For this reason, more traditional media such as radio, billboards and newspaper ads have been selected for advertising the new restaurant chain to this market segment. McDavid’s existing customers is currently 500,000 large. The goal of this IMC objective is to attract 65% of these customer (325,000) into one of McDavid’s fast-food restaurants on at least 3 occasions during the initial life cycle phase. [...]
[...] Pricing Strategy McDavid’s International has provided high-quality kosher meats to customers in over 30 countries for over 100 years. The company’s priority has always been the quality of its meat products. Providing a high-quality product that is in compliance with kashrut laws does carry additional requirements in regards to meat preparation, over the traditional USDA certification. As such, kosher meat is inherently more expensive. While McDavid’s International strongly believes in the quality of the meat products it provides customers, and the process which is in place to ensure continued high-quality, the company is willing to enter the market with a low pricing strategy in order to gain market share. [...]
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