Big Mac is one of MacDonald’s oldest and best selling products. It is a specially designed double-layered hamburger that is basically made of pure beef. It is layered with a sauce on a sesame seed bun (MacDonald’s, 2013). Topping is then done with cheese, minced onions as well as marinates. The Big Mac has been in the market for over five decades and, as it were, may be said to be in the maturity stage in the product cycle. There are currently other competing substitutes for the product (Keith, 2008). As such, MacDonald’s is concentrating on adding new features to differentiate the hamburgers from competing brands to maintain sales and outdo competition. The product already commands a significant market share. The firm must invest in aggressive marketing strategies with a view to maintaining or increasing the market share.
Big Mac is an all-season sandwich that can be consumed at any time of the year. Its sales are therefore not affected adversely by changes in season. The nature of the product makes it possible for one to modify it with respect to the prevailing season. To this end, during the months of summer, the Big Mac may be topped with iced cheese. During winter months, cold components such as iced cheese or cream can be excluded.
Big Mac is preferred by consumers because it contains all the main food classes, including carbohydrates, vitamins, proteins and fibers (MacDonald’s, 2013). This implies that upon consuming the product, a consumer does not have to worry about having taken an imbalanced meal. This way, the hamburger promotes the health of consumers. Recent advertising strategies for Big Mac include TV commercials in which the product’s superiority over its competitors is emphasized. Moreover, aggressive online marketing has been instituted for the product. These adverts, placed on social media platforms as well as other relevant websites, emphasize the health and price benefits of the products (Keith, 2012).
Marketing Objectives
Although Big Mac has been in the market for over half of a century and gained a significant market share, it is important to carry out intensive marketing campaigns in order to increase sales. Each day, new brands are introduced into the market. Failure for the MacDonald’s to effectively market the product would give competitors such Burger King’s Whopper and Starbucks a chance to outdo them (Adamy, 2008). This would result in a drop in sales and profitability. Continuous, aggressive marketing has been central to MacDonald’s maintenance of its market leadership as far as its sandwiches are concerned (Keith, 2012; MacDonald’s, 2013).
In addition, as more competitors emerge, it is imperative for MacDonald’s to diversify its marketing approaches with a view to improving brand awareness of the Big Mac. The sandwiches market is now home to an array of brands (Keith, 2012). As such, the marketing plan should purpose to sell the product to as many potential buyers as possible. This will ensure that the product remains relevant in the market. Slackening on advertising could allow competing brands to outshine Big Mac, leading to a decline in the market share and profitability for the firm.
What is more, MacDonald’s should effectuate vibrant marketing campaigns to create awareness of the new features added to the Big Mac. To this end, the firm should tell its current and potential consumers what changes have been made to the product, including any variants to the brand, size and pricing. Besides keeping the brand relevant in the market, these campaigns will ensure that leading competitors such as Wendy’s and Burger King Whopper do not threaten the firm (Keith, 2012). All in all, MacDonald’s should invest in aggressive marketing with a view to maintaining Big Mac’s market leadership.
References
Adamy, J. (2008, January 7). McDonald's Takes On A Weakened Starbucks. Wall Street
Keith, O. (2012, May 4). How McDonald’s Came Back Bigger Than Ever. The New York
Times. Retrieved 29 April, 2012 from http://www.nytimes.com/2012/05/06/magazine/how-mcdonalds-came-back-bigger-than-ever.html?pagewanted=all&_r=0
MacDonald’s. (2013). Big Mac. Retrieved 29 April, 2013 from
http://mcdonalds.com.au/our-food/menu/#/favourites/big-mac
