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Product Pricing

In: Business and Management

Submitted By onecentrea
Words 1488
Pages 6
Product Pricing and Channels
Penny Rea-Bailey and Melony Parks
MKT 421
September 22, 2014
Rhonda Vroman
Product Pricing and Channels
McDonald’s is featuring a new McTurkey Burger. The new burger will have fewer calories for those that are wanting a healthier choice. Ground turkey is a leaner choice than beef. The idea is to keep the calorie count around 450. The target markets needs will continue to be met with a low calorie, great tasting burger at an affordable price. To ensure the success of the burger, the marketing team will stay abreast on the marketing efforts and make adjustment where needed throughout the product life cycle. Another area we will focus on for our marketing target is the well-known branding that McDonald’s uses on all their packaging. The pricing strategy is in line with other products that are sold globally as well as in line with those of our competitors. We will continue with the same channels of distribution, starting distribution to our consumers in the United States. We will also use TV, billboards, magazines, Internet, and major event sponsorship.
Features of Product
The McTurkey burger is designed to be a calorie smart sandwich which would be a moist turkey patty cushioned between two whole wheat buns, with the traditional condiments; lettuce, tomato, onion, and McDonald's secret sauce. In the United States currently there is more than 1/3 (34.9% or 78.9 million) obese adults (CDC, 2014). The fast food industry continues to offer products that add to those statistics. The competition Carl Jr and Burger King offer their turkey burger calorie count between 460 and 530. The McTurkey will be one of those steps to help give consumers a healthier low-calorie option.
Ground turkey breast is the leanest option in comparison to beef in the fat content. The saturated fat count has always been the taboo of what the consumer

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