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. [...]
[...] McDavid's International will alter its normal advertising message to focus on the new chain of kosher fast-food restaurants. In addition, the frequency of advertising will be increased, primarily in the evening hours, in order to reach McDavid's media goal. Radio ads will continue to feature the voice of McDavid's founder, and the company's slogan, as these are elements readily associated with the McDavid's International brand. The Impact of New Technology In general terms, new technology offers marketers relatively low-cost ways to increase reach to target customer populations. [...]
[...] This approach is similar to distribution channel option with the exception of the fact that McDavid's international would act through an agent or middleman. While such services come at a cost, they also offer economies of scale which could be make the wholesale approach cost beneficial for McDavid's kosher restaurant chain. Middlemen typically purchase goods in large scales for a number of clients. This allows them to demand volume discounts as well as greater priority and attention from wholesalers. In cases where a single middleman represents a number of wholesalers, the additional benefit of product variety is introduced to the client. [...]
[...] In order to succeed in its new venture, McDavid's International will need to do the following: 1. Utilize a mix of traditional and non-traditional media to introduce current customers to the company's restaurant chain and capture two additional customer segment traditional fast- food consumers (gentiles), and seekers of healthier fast-food options (primarily gentiles) Open its three restaurant locations with market penetration pricing in order to capture competitor's customers Supplement the company's current stock with that of a wholesaler to ensure availability of food products. [...]
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