McDonalds brand
Transcript of McDonalds brand
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McDonalds
Brand Revitalization
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Summary
In 2005 McDonalds business performance and brand
perceptions had reached a plateau. A combination of
factors in the brands recent history had undermined
consumer trust. It seemed that the nations love affairwith McDonalds might be over.
In response, it re-focused around a clear vision and
ambitiously overhauled just about every aspect of the
business and the way it presented itself
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Key Insights for Revival
McDonalds embarked on an ambitious revitalizationof the brand following a series of events that haddamaged brand perception to improve every aspect of
the business. Based on substantial investments in research, food
was revamped and reinvented, restaurantsredesigned and staff morale boosted.
The result: the UK had its best-ever year of salesgrowth in 2008 since it first opened its doors in SouthLondon in 1974.
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Mental Map
Fast
Service
Convenient
Hygienic
Economical
Fun/Ki
ds
Tasty
Snacks/B
reakfastFamily
Readily
Available
Mascot
(Ronald)
Social
McDonalds
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BRAND FUNCTIONS AVAILABILITY
DESCRIPTIVE MODIFIER- AFFORDABILITY
EMOTIONAL MODIFIER- TRUSTWORTHY
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COMPETITIVE FRAME OF REFERENCE
IDENTIFYING THE COMPETITION-
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Pizza HutDine in experience for family.
Domino`s30 minutes delivery
Burger king: Snack time savior , value for money.
Subway : Fresh and low calories subs.
KFC: Unique taste of fried chicken.
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POINTS OF PARITY
(STIMULUS GENERALIZATION)
TASTE
FUN
SOCIAL
HYGIENE
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POINTS OF DIFFERENTIATION
A grown up menu for adults
Healthier Happy Meals for Children
Encouraging a new attitude
Makeover for the restaurants
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High value proposition
Reasonabl
e price
Low value proposition
High price
* McDonalds
Burger King
Vada Paav
Pizza hut
Kfc
Dominos
Perceptual Mapping
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Customer-Based Brand Equity
Pyramid
RESONANCE
SALIENCE
JUDGMENTS FEELINGS
PERFORMANCE IMAGERY
4. RELATIONSHIPS =
What about you and me?
3. RESPONSE =
What about you?
2. MEANING =
What are you?
1. IDENTITY =
Who are you?
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CBBE Pyramid
Loyal ,
Engaging ,
Sincere
Family, Easily Available, Consistent
value for
money ,Differentiation
in terms of
food,
satisfaction
FUN
Trustworthy
Affordable,
Easily available
An inviting look,
Hygiene, Healthy
4. RELATIONSHIPS =
What about you and me?
3. RESPONSE =
What about you?
2. MEANING =
What are you?
1. IDENTITY =
Who are you?
Customers
Perspective
Companys
Perspective
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Thank you