| Summary: | 碩士 === 世新大學 === 傳播管理學研究所(含碩專班) === 107 === "Drinking coffee" is a foreign culture. In the past, the Taiwanese coffee market was a double-track of high-priced luxury goods and flat price canned coffee. Until the introduction of Starbucks, “medium price coffee” began to flourish. Then the coffee shops in various price ranges have sprung up into people's lives, and now the market scale has reached 75 billion NTD per year.
In Taiwan, McDonald's has launched its sub-brand McCafé for more than 10 years, but it has not been regarded as an independent brand before 2015. In addition, McDonald's itself has a high reputation, making the public's brand awareness of McCafé less than 5%.
This study is intended to understand the ways in which Taiwan's McCafé will be rebranded in the face of such a dilemma. After studying its marketing methods, the study found the following key success factors: (1) research power, (2) coffee upgrade, (3) packaging innovation, (4) advertising operations, (5) brand power. The key success factor discriminant matrix is analyzed as a tool, and the key success factor is “advertising operation”.
This study also summarizes the framework of McCafé's integrated marketing communication model, hoping to provide practical reference for Taiwanese coffee brands or innovative brands, and enrich the examples of marketing communication theory.
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