麥當勞搶咖啡市場
在2006年，麥當勞推出Premium Roast drip coffee (drip Coffee滴瀘咖啡)，2007年上市冰咖啡，也開始在美國某些市場測試espresso全系列咖啡。這一波McCafe美國的全國推廣可以說是近三十年來，麥當勞最大手筆的新品上市。
In 2006, McDonald's successfully introduced Premium Roast drip coffee. In 2007, the company introduced Iced Coffees to the menu and began testing the full-line of espresso-based specialty coffees in select U.S. markets. The national introduction of McCafe marks McDonald's largest product launch in 30 years, since the introduction of the Egg McMuffin(R) sandwich to our national breakfast menu in 1977.
麥當勞的去年開始的戰略：
時機點：經濟不景氣，很多星巴客營運點其實結束營業，消費者已經對價格敏感。所以麥當勞瞄準此點，努力吸收星巴客流失的客戶。
麥當勞開拓用餐以外的使用用途--咖啡商機點。
廣告地點：一打就直接打敵人老本營西雅圖，而且專挑離星巴客附近的戶外廣告，所以不管是星巴客的員工上下班，或是正前往星巴客的顧客，通通會看到。
長期戰術：戶外廣告特性就是通常會掛很久，加上麥當勞使用眾多數目的戶外廣告，拼下去了！
抹黑敵人：麥當勞攻擊昂貴或是勢利自負(snobby)的敵人，先直接貼一個標籤上去，點名攻擊。
提出主張：除了攻擊對方外，麥當勞也得要提出一個主張來，目前看到其打"McCafe Your Day"slogan，並且訴諸可以輕鬆每天享受頂級咖啡。因為便宜可以多喝吧，我想。
刺激試用：配合網站unsnobbycoffee.com，三不五時來個咖啡優惠卷。
原始英文版說明：
Location matters: McDonald’s picked Seattle because it is Starbucks’ home ground
Long-term communication plan in mind: this is a follow-up to unsnobbycoffee.com to promote the launch of espresso drinks in the Seattle market
Picking on just one point: position Starbucks as expensive or snobby
A single consistent value proposition that cuts across segments: “We really wanted to point out that ordering an espresso at McDonald’s is quick and simple. Small, medium and large. It’s easy.”
Aggressive intentions: some of the billboards were located near Starbucks cafes. Starbucks employees driving northbound can see the billboard on their way into the city
Building credibility over the long term: “The thing about these comparative campaigns is you have to hammer away at them for a long time. You can’t just hit someone and then run away. You have to have a lot of marketing dollars to put behind it and that’s something that McDonald’s could theoretically do.”
Capitalizing on market conditions: timing is everything with the current economic conditions. “A new type of consumer, more conscientious, less vain, is emerging. Fewer will be slaves to Starbucks”.
Aim to win more market share from a new category: “We see ourselves as trying to enter a new category and steal as much of the breakfast and coffee share as we can garner…”
今年五月最新campain，slogan " Give it up for the accent"骨子裡概念是叫人放棄老品牌吧，然後McCafe your day (make your day)創造自己新的一天，又是衝著星巴客來的。但是整體來說，錢很大，創意還好啦，就不多介紹。
(source: http://www.marketwatch.com/story/mcdonaldsr-mccafer-perks-up-coffee-lovers-coast-to-coast?dist=msr_2)
刊登於youtube首頁最新廣告版位tandem masthead。
麥當勞官網呈現一個精緻家庭戲院場景於 www.mcdonalds.com/mccafe，我覺得網站的影像很真實流暢。
也有TVC。
Friday, June 11, 2010
中英文混搭，看的我相当郁闷，不过也是好资料！
ECONOMICS REPORT - McDonald's Targets Starbucks
Thu, 10 Jan 2008
This is the VOA Special English Economics Report.
经济报道－麦当劳叫板星巴克。
2008年1月10日，星期四。
这是VOA特别英语的经济报道。
McDonald's, the fast-food company, is heating up competition with the Starbucks Coffee Company. McDonald's plans to put coffee bars in its fourteen thousand restaurants in the United States. Fewer than a thousand now offer specialty coffee drinks like lattes and cappuccinos.
Just like Starbucks, each coffee bar would have its own barista, the person who makes and serves the drinks. Company documents reported by the Wall Street Journal said the plan would add one billion dollars a year in sales.
快餐公司麦当劳加快与星巴克咖啡公司的竞争。麦当劳计划在美国14,000个餐馆开设咖啡店。不到1000家咖啡店能够提供特殊咖啡，如拿铁咖啡和热牛奶咖啡。
与星巴克一样，每间咖啡店都有自己的百瑞斯塔（咖啡师），专门配制咖啡与提供服务。据华尔街日报报道，麦当劳文件说，该计划可增加10亿美元的年销售收入。
McDonald's has enjoyed several years of strong growth. The company had almost twenty-two billion dollars in sales in two thousand six.
Still, the move to compete against Starbucks carries some risk. Some experts say it could slow down service at McDonald's restaurants. And some people who are happy with McDonald's the way it is now may not like the changes.
麦当劳几年来一直保持强劲增长，并且在2006年的销售收入差不多有220亿美元。
但是，与星巴克竞争的举措存在某些风险。一些专家说，该计划将降低麦当劳餐馆的服务速度。另外，对目前麦当劳经营方式满意的一些人可能不喜欢这些变化。
As early as two thousand one, the company tested McCafes in the United States to sell specialty coffee at McDonald's restaurants. But the drinks were not available at the drive-through windows that provide two-thirds of its business. McDonald's thinks its new plan has a greater chance of success.
Starbucks, on the other hand, has faced slower growth and increasing competition. Its stock has lost about half its value since last January.
早在2001年，麦当劳就在美国试运麦当劳咖啡店，在麦当劳餐馆出售特殊咖啡。但是，咖啡尚未在占其三分之二营业额的免停窗口供应。麦当劳认为，其新计划极可能成功。
另一方面，星巴克面临增长缓慢以及竞争加剧。自去年1月以来，星巴克股票损失了近一半的价值。
Starbucks has about ten thousand stores in the United States. Its high-priced coffee drinks have names like Iced Peppermint White Chocolate Mocha and Double Chocolate Chip Frappuccino. Lately Starbucks has added more foods, including breakfast foods, and put drive-through windows in some stores.
This week, the company replaced its chief executive officer, bringing back former C.E.O. Howard Schultz. He remains chairman of the board. He joined Starbucks in nineteen eighty-two, when it had just four stores. He is credited with building the Seattle company into an international success story.
星巴克在美国有大约1万家店铺，其高价咖啡有冰镇薄荷奶油巧克力穆哈咖啡和双份巧克力法布奇诺咖啡。最近，星巴克增加了包括早餐在内的更多食品，并且在某些店铺开设免停窗口。
本周，星巴克更换了其CEO，重新请回前CEO霍华德.苏尔兹，他仍然担任董事会主席一职。他在1982年、星巴克只有四间店铺时加入星巴克，并且是他将星巴克这一西雅图公司成功造就成跨国公司的传奇。
But a year ago he warned that its fast growth had led to what he called the watering down of the Starbucks experience. Some neighborhoods have a Starbucks on every block or two. Now, Starbucks will speed up its international growth while slowing its expansion in the United States.
但是，一年之前，他警告说，快速增长导致了其所谓的“星巴克经验的稀释”。某些区域在一个或二个街区就有一个星巴克店铺。目前，星巴克将加速其国际增长，并减缓在美国的扩展。
Millions of people have a taste for Starbucks. But last year, McDonald's Premium coffee got some good press. Testers from Consumer Reports thought it tasted better than Starbucks, and it cost less.
And that's the VOA Special English Economics Report, written by Mario Ritter. I'm Steve Ember.
数百万人喜欢星巴克。但是，去年麦当劳优质咖啡获得了某些正面报道。来自《消费者报道》的品尝者认为其口味优于星巴克的口味，并且还更便宜。
这是由Mario Ritter编写的、VOA特别英语的经济报道。我是Steve Ember。
Thu, 10 Jan 2008
This is the VOA Special English Economics Report.
经济报道－麦当劳叫板星巴克。
2008年1月10日，星期四。
这是VOA特别英语的经济报道。
McDonald's, the fast-food company, is heating up competition with the Starbucks Coffee Company. McDonald's plans to put coffee bars in its fourteen thousand restaurants in the United States. Fewer than a thousand now offer specialty coffee drinks like lattes and cappuccinos.
Just like Starbucks, each coffee bar would have its own barista, the person who makes and serves the drinks. Company documents reported by the Wall Street Journal said the plan would add one billion dollars a year in sales.
快餐公司麦当劳加快与星巴克咖啡公司的竞争。麦当劳计划在美国14,000个餐馆开设咖啡店。不到1000家咖啡店能够提供特殊咖啡，如拿铁咖啡和热牛奶咖啡。
与星巴克一样，每间咖啡店都有自己的百瑞斯塔（咖啡师），专门配制咖啡与提供服务。据华尔街日报报道，麦当劳文件说，该计划可增加10亿美元的年销售收入。
McDonald's has enjoyed several years of strong growth. The company had almost twenty-two billion dollars in sales in two thousand six.
Still, the move to compete against Starbucks carries some risk. Some experts say it could slow down service at McDonald's restaurants. And some people who are happy with McDonald's the way it is now may not like the changes.
麦当劳几年来一直保持强劲增长，并且在2006年的销售收入差不多有220亿美元。
但是，与星巴克竞争的举措存在某些风险。一些专家说，该计划将降低麦当劳餐馆的服务速度。另外，对目前麦当劳经营方式满意的一些人可能不喜欢这些变化。
As early as two thousand one, the company tested McCafes in the United States to sell specialty coffee at McDonald's restaurants. But the drinks were not available at the drive-through windows that provide two-thirds of its business. McDonald's thinks its new plan has a greater chance of success.
Starbucks, on the other hand, has faced slower growth and increasing competition. Its stock has lost about half its value since last January.
早在2001年，麦当劳就在美国试运麦当劳咖啡店，在麦当劳餐馆出售特殊咖啡。但是，咖啡尚未在占其三分之二营业额的免停窗口供应。麦当劳认为，其新计划极可能成功。
另一方面，星巴克面临增长缓慢以及竞争加剧。自去年1月以来，星巴克股票损失了近一半的价值。
Starbucks has about ten thousand stores in the United States. Its high-priced coffee drinks have names like Iced Peppermint White Chocolate Mocha and Double Chocolate Chip Frappuccino. Lately Starbucks has added more foods, including breakfast foods, and put drive-through windows in some stores.
This week, the company replaced its chief executive officer, bringing back former C.E.O. Howard Schultz. He remains chairman of the board. He joined Starbucks in nineteen eighty-two, when it had just four stores. He is credited with building the Seattle company into an international success story.
星巴克在美国有大约1万家店铺，其高价咖啡有冰镇薄荷奶油巧克力穆哈咖啡和双份巧克力法布奇诺咖啡。最近，星巴克增加了包括早餐在内的更多食品，并且在某些店铺开设免停窗口。
本周，星巴克更换了其CEO，重新请回前CEO霍华德.苏尔兹，他仍然担任董事会主席一职。他在1982年、星巴克只有四间店铺时加入星巴克，并且是他将星巴克这一西雅图公司成功造就成跨国公司的传奇。
But a year ago he warned that its fast growth had led to what he called the watering down of the Starbucks experience. Some neighborhoods have a Starbucks on every block or two. Now, Starbucks will speed up its international growth while slowing its expansion in the United States.
但是，一年之前，他警告说，快速增长导致了其所谓的“星巴克经验的稀释”。某些区域在一个或二个街区就有一个星巴克店铺。目前，星巴克将加速其国际增长，并减缓在美国的扩展。
Millions of people have a taste for Starbucks. But last year, McDonald's Premium coffee got some good press. Testers from Consumer Reports thought it tasted better than Starbucks, and it cost less.
And that's the VOA Special English Economics Report, written by Mario Ritter. I'm Steve Ember.
数百万人喜欢星巴克。但是，去年麦当劳优质咖啡获得了某些正面报道。来自《消费者报道》的品尝者认为其口味优于星巴克的口味，并且还更便宜。
这是由Mario Ritter编写的、VOA特别英语的经济报道。我是Steve Ember。
copy一些作为资料引用，做coffee的PROMOTION作业
——————从一个咖啡论坛摘抄——————
爱尔兰咖啡就承载着这样一则罗曼蒂克的故事：一个德国都柏林机场的酒保邂逅了一名长发飘飘，气质高雅的空姐，她那独特的神韵犹如爱尔兰威士忌般浓烈，久久地萦绕在他的心头。倾慕已久的他十分渴望能亲自为她调制一杯爱尔兰鸡尾酒，可惜……她只爱咖啡不爱酒……然而由衷的思念让他顿生灵感,经过无数次的试验及失败，他终于把爱尔兰威士忌和咖啡巧妙的结合在一起调制出香醇浓烈的爱尔兰咖啡。
一年后，他终于等到了这个机会，为思念的女孩点了“爱尔兰咖啡”，当他为她调制爱尔兰咖啡时，再也无法抑制住思念的激情，幸福得流下了眼泪，他用眼泪在爱尔兰咖啡杯口画了一圈……第一口爱尔兰咖啡的味道，总是带着思念被压抑许久后所发酵的味道。香醇浓烈的爱尔兰咖啡，适合思念心情的咖啡。
更有把女人比为咖啡的精辟词语，让我对咖啡情有独钟。都说女人是一种集众多的味道的极品生活的饮料（咖啡），于是也想在品尝各种不同咖啡的同时，仿佛也在品尝着自己的“属性”。
女人的纯洁是Espresso，在生活深深的压力下却压榨出独特的品味，尝起来浓浓的苦，想起来淡淡的香。
女人的浪漫是Cappuccino，可以不停地涌起丰厚、细腻、持久激情，停留在唇边和舌尖是爱的狂潮。
女人的娇媚是特级哥伦比亚，隐隐约约，似有似无，但分明是将安静灵魂打扰，并再也不能平静下去。
女人的美丽是蓝山，那美丽的名字，动人的体态，悠然的香味，是刻在眼睛里、心里的影子，百转千回。
女人的爱情是巴西山度士，不是一次就可以尝出它的味道的，但是，是可以多年以后都难以忘怀的一段感觉。
母亲是黑咖啡，是可以在想起它的苦的时候记得她的醇厚流过心的甜。
妻子是爱尔兰咖啡，夹杂着多种异样的甘醇，似母，似女，似朋友。
恋人是雀巢，在轻松中完美，在简单中体会。
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