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Brand Repositioning of McDonald in New Zealand - Case Study Example

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Brand Repositioning of McDonald in New Zealand

For example, involving Sarah Ulmer, a world-class young track cyclist, in McDonald's advertising campaigns one core communication objective was attained:
Other successful communication tools included a comprehensive website - www.mcdonalds.co.nz - providing nutritional facts, promoting road safety campaigns using McDonald's popular clown character Ronald, and support for charities such as Ronald McDonald's Houses which accommodated families whose children were in hospitals.
Overall, McDonald's New Zealand market repositioning was re-enhanced positively as a result in terms of a stronger cut-through (i.e. increased consumer recall for both old and new offerings), more positive perception of McDonald's brand (e.g. "Offers more healthy food options," +42% over November-December 2003[31%] / May-June 2004[44%]), increased attractiveness towards specific offerings (e.g. Salad Plus and Happy Meal Choice), increased sales (second highest in 27 years over July 2003 - June 2004), increased sales from both old (40%) and new (60%) offerings, and exporting McDonald's New Zealand's successful 'Eat Smart, Be Active' program world over. ...Show more

Summary

In response to growing concerns of health and dietary (e.g. obesity) issues among consumers, McDonald's New Zealand developed as of late 2002 - when sales declined sharply - a marketing communication strategy in order to enhance company's brand image as a provider of healthy and nutritional offerings for both adults and children…
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