Product-Positioning Map for

Mc Donald
 Construct Product-Positioning Map
Step Description Identification
Step 1 Identify product category and consumer group Fast Food
Step 2 List key benefits sought by Consumers Price, Quality, Promotion, Sales, Product
Line, Variant, Otlet Location, Payment
Terms, Customer Service
Step 3 Prioritize the top two benefits Price , Variant
Step 4 Label the axes with the two key Benefits Price on the X axis and Variant on the Y axis
Step 5 List main competitors Wendy’s, Carl’s Jr, Burger King
Step 6 Rate your products and competitor products by key On the Next Slide
benefits
Step 6
Product Variants Burger Price (Mean)

1. McD : 10 Produk Burger (big mac, double cheeseburger, cheese 1. Mcd : Rp 29.500
burger, triple burger with cheese, McSpicy, McChicken, McDouble
Burger, Cheeseburger with Egg, Fish Fillet Burger, Chicken Burger 2. Wendys : Rp 38.020
with Cheese)
3. Carls : Rp 41.515
2. Wendys : 10 (double Stacker, Double Cheese, single stacker, single
cheese, wendy’s melt, dave’s single, dave’s double, cheese burger, 4. Burger King : Rp 46.497
cheesy crispy chicken, beef burger deluxe)
3. Carls Jr : 21 (California Classic, Cheese Burger, BBQ Burger, The Carl,
BBQ Beef BAC, Famous Star with Cheese, Super Star with Cheese,
Hawaiian, Big Burger, Chili Cheese, Classic Burger with Cheese,
Western Beef BAC cheese, double western, Super BEEF Bac, Philly
Cheesesteak, Memphis BBQ, Portobello Mushroom, Chicken Tender,
BBQ Chicken, Hawaiian Teriyaki, Chicken Club)
4. Burger King : 17 (whopper, whopper Jr, Cheese burger, Double
Cheese Burger, Tendercrisp, mozarella cheeseburger, spicy mozarella
cheeseburger, double whopper, cheese whopper, steakhouse BBQ,
mushroom swiss, BBQ rasher, double BBQ rasher, double mushroom
swiss, quattro Chicken Tendercrisp, tendercrisp steakhouse, fish fillet
burger)
 Harga X Variasi Burger
Rp50.000

Rp45.000

Rp40.000

Harga Rata-Rata Rp35.000

Rp30.000

Rp25.000

Rp20.000

Rp15.000

Rp10.000

Rp5.000

Rp0
0 5 10 15 20 25
Jumlah Variasi Produk Burger
Analyze