McDonald’s is promoting its recent ‘McMate’ burgers in an ad which sees customers take over a McDonald’s kitchen to prepare the burger.

McDonald’s listened to their stakeholders’ desires and had consumers suggest the ingredients for two new burgers (one chicken and one beef burger) as well as come up with the name for the burger.

View the McMate ad at https://www.youtube.com/watch?v=Vhn0tRhxxn0#t=12 and read the McDonald’s case study ‘Addressing changing food values through market research’. 

Telstra is promoting its recently launched Easy Share Business Plans with a campaign focusing on what should and shouldn’t be shared at work.  The advertisement features a group of workers having lunch and talking about their weekends when one person ‘overshares’ their adventures.

Over time, Telstra has shifted its concentration from being a technology and product focused organisation to becoming a customer focused company practising Market Based Management (MBM). This approach gives Telstra a competitive advantage in an ever changing telecommunications market.

View the ad at https://www.youtube.com/watch?v=EeUfuJ-akU4  and read the Telstra ‘Implementing market-based management’ case study on the Australian Business Case Studies website.