Post on 14-Apr-2017
PowerPoint Presentation
McDonalds
Worlds largest chain of hamburger fast foodFranchised restaurants operating in 122 countriesServes more than 65 million customers
Core Brand Values
QualityServiceConvenienceCleanliness
Focus shifted to expansion in 1980s to early 2000s.Complaints of sluggish service, bad quality and unclean restaurants increased.
Developing Brand Equity
Creative advertising using characters like the Hamburgler, Mayor McCheese and Ronald McDonaldPromising a fun filled experience
High quality and enjoyable food experience A place to relax and catch-up
Affordable foodSpecial low cost menu
Region specific food to cater to local tasteVarying prices according to different regions
Providing healthier food items on menuTrying to move away from tag of unhealthy food
Three major programs: Ronald McDonald House, Ronald McDonald Family Room, and Ronald McDonald Care MobileGiving back to the society
Evolving with Changing Times
Customizing restaurantsMore welcoming setting: warm and cozy appearanceZones to fulfil different needs
McCafe to compete with coffee shopsDrive thru and happy meals etc. to innovate and stay relevant
Risks in Future
Fast food as an unhealthy choiceHealthier options like Subway being preferred
Competition from local outlets and similar brandsBurger King, Pizza Hut etc. gaining market share
Changing tastes and inclinationsBrands offering extensive food options
Summary
DisclaimerCreated by Priyanshi, IIT Delhi, during a marketing internship, by Prof. Sameer Mathur, IIM Lucknow