McDonalds is a well known fast food restaurant and located across the world. Like most fast food restaurant, McDonalds offer food within a reasonable price range. So, offering a burger that is $10 is a bit extreme. However, it is possible by offering a special type of burger and promoting intensively.
When introducing a $10 McDonald burger what should be communicated is a competitive advantage. Competitive advantage is a “set of unique features of a company and its products that are perceived by the target market as significant and superior to the competition” (MKTG3, McDaniel Lamb Hair, pg 211). Looking at other fast food restaurants, a healthy yet meaty burger has not been introduced to society. McDonalds should include a healthier and bigger burger for their $10 burger. A burger with better quality meat, fresher vegetables, and other ingredients that will make this burger stand out from McDonald’s competitors. Not only will McDonalds stand out, they’re $10 burger will be reasonable with what they are offering.
Also, promoting the $10 McDonalds burger intensively will get their product out more. And depending on how it is done, promoting this product can bring in some major business. “Publicity can help advertisers explain what’s different about their new product by prompting free news stories or positive word of mouth about it” (MKTG3, McDaniel Lamb Hair, pg 240). McDonalds is use to the slice of life advertisement, where the commercials convey a happy family eating a combination meal and happy meals with the children. However, going through this route, it would be a cheap way to advertise a new product and very productive. With a new product like the $10 burger a free news story expressing how it’s a better quality burger worth the people’s money can put positive thoughts to the society. This in return will provide McDonalds the reaction they would want.
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