McDonald's McWRAP Assignment
We have discussed the importance of packaging to the overall marketing effort.
From what we have discussed, please analyze the McWrap packaging "wrapper."
Is the wrapper an effective marketing tool for McDonald's new product? Remember to consider the following elements in your analysis:
Communication benefits
Functional benefits
Perceptual benefits
Where did this design idea come from?
Please prepare a 1-page analysis (typewritten).
Case Study 4
Starbucks vs. Dunkin' Donuts
1. Describe the targeted segment(s) of each Starbucks and Dunkin' Donuts.
2. Discuss the competitive advantage of each Starbucks and Dunkin' Donuts.
3. Compare and/or contrast the positioning strategy of Starbucks and Dunkin' Donuts.
(What is the brand image?)
4. Discuss how Starbucks' strategies have changed since its early days?
5. Discuss how Dunkin' Donuts' strategies have changed since its early days?