Marketing Paper - Mcfit New Product

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McFit Marketing Strategy Plan
December 19, 2012

Selling protein shakes is a very viable business in today’s day and age due to many individuals becoming more health conscious. In the effort to live healthier lifestyles as it pertains to an individual’s diet, it is important to be consistent with incorporating the proper nutrients, vitamins, and protein. One problem that is evident when it comes to eating healthy is the time that it takes to prepare meals that are balanced and healthy. Recently McDonalds have begun to make healthier options available on its menu. In a continued effort to participate in those adamant about healthy living, McDonalds have now derived a product known as McFit Protein Shakes infused with Muscle Milk.

Proposed Product Offering
Since the beginning of human civilization, places have been available for people to eat, drink, and meet away from home. In 1921, White Castle restaurant introduced the concept of fast food in Wichita, Kansas, offering quality hamburgers prepared in open view (Wilson, Unkn). By the 1960s, several fast food restaurants began serving across the nation, including Burger King, Kentucky Fried Chicken, and McDonald’s (Wilson, Unkn). Eventually, fast food became so common that “…by the end of the twentieth century…96% of Americans had visited McDonald’s at least once” (Random, 2009). Today, fast food restaurants help form urban and rural communities and reach billions of customers daily, worldwide. However, despite the popularity, people have begun to realize the consequences of repeated fast food consumption.

University of Minnesota School of Public Health researchers have examined the eating habits of residents in Singapore and found new evidence that a diet...
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