Mktg 6000 mc donalds
Transcript of Mktg 6000 mc donalds
Rona Nindya
In 1955, Ray Kroc founded the McDonald’s Corporation
In 1958, McDonald’s sold its 100 millionth hamburger
Today, it is the largest food service company with 32,000 restaurants in 117 countries
McDonald’s serves 60 million customers and employs 1.7 million people across the globe
* Data taken from McDonald’s official website
“In business for yourself, but not by yourself.” —Ray Kroc
Kroc’s philosophy was based on a 3-legged stool: McDonald’s, the franchisees, and McDonald’s suppliers.
Kroc believed in the entrepreneurial spirit and rewarded his franchisees for their creativity
In fact, the Big Mac, Filet-O-Fish, and the Egg McMuffin were created by franchisees
“If I had a brick for every time I’ve repeated the phrase Quality, Service, Cleanliness and Value, I think I’d probably be able to bridge the Atlantic Ocean with them.” —Ray Kroc
Brand image such as fun, children, convenience, and golden arches
Innovation including new menu items
Targeting adults with McCafe specialty drinks, fruit smoothies, and fancy looking stores with wireless internet access
Targeting kids
Spending about $1.5 billion a year on advertising
i’m lovin’ it
Business strategy to connect with customers all around the world
Grammar, punctuation, and font type used represent attitudes and culture of today’s urban generation
“’i’m lovin’ it campaign is a new way of connecting with our customers and it will rekindle the emotional bond our customers have with McDonald’s through a campaign that depicts how people live, what they love about life and what they love about McDonald’s.” (Bill Lamar, Sr. V.P. and CMO of McDonald’s USA, 2003)
Advertising Public relations Sales promotions Digital Marketing
Newspapers, magazines, televisions, radios, and billboards
Wide variety of advertising campaigns in various countries, but the image and the message conveyed are the same everywhere
“Think global, act local”
Hello Kitty watches, Disney toys, fun stickers, and other toys for their “happy meals”
Sports sponsorship Ronald McDonald House Charities
“balanced, active lifestyles” phrase which includes more menu choices, more accessible information, and better health
Discounts and deals to appeal to cost-conscious people
Mobile marketing to foster a relationship with customers and to download McDonald’s free wallpaper and mobile games
Video games, such as “Sharkbait” In 2007, McDonald’s virtual campaign web
site filetofish.com was launched by Dallas-based Moroch Partners (Puhova, 2007)
Develop brand image Differentiate from competitors Define target market Establish marketing mix Introduce marketing campaign Execute marketing strategies