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Published by: api-26040011 on Apr 07, 2010
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04/06/2010

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UNDERSTAND
Our Client’s Business:
Competitors are gaining ground with their ownvalue menusUNDERSTAND
Our Client’s Consumers:
McDonald’s Dollar Menu has high awareness
and usage among Adults 18-34UNDERSTAND
Our Client’s Objectives:
Keep Dollar Menu top of mind
Encourage on-going usage
Strengthen connection with Young Adults
Become more relevant
Understand Phase
 
“Adults 18
-
34”
Is that really a TARGET?
Start with demographic and genderAdults age 18-34Layer in likelihood for Value Seeking
“Price is more important to me than brandnames”
Layer in aptness for consuming fast food
“Often I eat my meals on the run”“I don't have very much interest in cooking”“I prefer picking up quick meals to cooking”“I tend to make impulse purchases”
3
A18-34 (68MM)& Value Seeker(44MM)
& Fast
Food User(14MM)
   A  g  r  e  e  w   i   t   h   3  o  r  m  o  r  e

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