However, milkshake failed their because of it’s thickness attribute. It was “Parents” who bought milkshakes for their kids. There was a another smaller set of people who bought milkshakes in the evenings. There was one more finding in this study. It made sure that people who wanted to just buy milk shake and drive through didn’t have to wait in long queues.Īll these efforts brought a phenomenal seven times increase in milkshake sales for McDonals’s. It did not market milkshake anymore based on its attributes. Milkshake saved them from the 10:00 am hunger attack which kept them continuing their work without having to go out to eat something.īased on these outcomes McDonald’s brought changes in it sales and marketing strategies for milkshakes. Besides, these were failing at one more job the milkshake did. Somebody had tried a banana but banana finished too quickly, somebody had tried bagel and cream cheese but it was too messy to handle while driving the car, somebody had tried snicker bars, even donuts but these sugary treats made them feel guilty. And now Clay’s team knew the job that milkshake was doing for its buyers.Ĭlay’s team also asked these buyers if they tried something else in place of milkshake. Milkshake kept them occupied throughout the drive as it takes almost 23 minutes to finish the super thick and cold milkshake. So, the next morning, Clay’s team spotted single males coming out of McDonald’s carrying their milkshakes and talked to them. Most of people buying milkshakes were the single males, who were buying milkshakes in morning before 8:30 am, they are not sitting in the cafe to sip their milkshakes, most of them did not buy anything along with the milkshake. He noted what clothes they were wearing, what time were they buying milkshakes, were they coming alone to the cafe or somebody’s accompanying them, were they buying anything along with the milkshake, so on and so forth.īased on the notes here is what they concluded. ![]() In order, to do so one member from clay’s team sat in a McDonald’s outlet for 18 hours and took careful notes about the people who were buying milkshakes. I would hire a toothpaste and a toothbrush to get that job done.īased on the JTBD theory Clay’s team decided to find out what is the job that buyers are trying to get done by hiring the milkshake. For example : Let’s say the job that I am trying to get done is to clean my teeth. As per the JTBD theory we hire a product to get a specific job done. Professor Clay is well known for his JTBD (Job To Be Done) theory. So, McDonald’s approached a Harvard Professor, Sir Clay Christensen. And brought this new version of milkshakes to the market but the new milkshake did not bring the desired results in its sales. Based on the feedback received from them McDonald’s worked on different attributes of the milk shake like sweetness, thickness, temperature etc. So they called a set of people to try their milkshakes. Sometime back McDonald’s decided to innovate and improve their milkshake market. ![]() By using JTBD – “Job To be done” theory McDonald’s increased its milk shakes sales by 7 times.
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