Brand managementMcdonalds case study

Name-Swapnil ChavanFrom

Arihant college

Brand Management

• Brand management is the application of marketing techniques to a specific product, product line, or brand.

• Brand management refers to the marketing of a certain brand or product to increase its popularity among consumers and increase market share

What does brand management mean?

• Developing a promise• Making that promise • Maintaining it Brand management includes managing the tangible

and intangible characteristics of brand. In case of product brands, the tangibles include the product itself, price, packaging, etc. While in case of service brands, the tangibles include the customers’ experience. The intangibles include emotional connections with the product / service.

Concepts of Brand Management

• Brand Name• Brand Positioning• Brand Image• Brand Loyalty• Brand Equity• Brand Awareness• Brand Extension

McDonald’s

• McDonald’s is an perfect example of brand management .

• Mcdonald’s have served 99 billion people till date And it is one of the most famous brand in the world

Personal Experience

• Oneday I and my friend where going for an interview . My friend

was quite hungry But had no time to take a meal as we where running out of time.I gave him an alternative to have a burger to which he nooded and replied “Mcdonald’s”.

• I am sure many of us would have undergone such conversation . This conversation shows us how Mcdonald’s have a strategic brand management. Here in the conversation need or want is for a “quick meal”, available product “Burger” and brand choice “McDonalds”. What made “McDonalds” pop up in my friends mind as a choice for quick meal burger? The answer to this question lies in brand management techniques acquired by Mcdonald’s.

Ronald Donald

• Everyone who have visited McDonald’s surely would be having a snap with “Ronald McDonald”. A clown which we see outside each and every store of McDonald’s . This created brand loyalty in customers and mainly attracted the youth and childrens .

• The McDonald’s always tries to enter the consumer into an open-ended relationship .McDonald’s very well knows the “consumer decision journey ” for brands and thus concentrates on creating the loyalty loop

How does McDonald’s advertise?

• Use of Social media (television, radio, and newspaper)• Eg – A advertise of McDonald’s shows a

conversation between a child and his dad .the child comes 1st in class and tells his dad about his friends asking for party . His dad nods and says how many of his friends are there.He makes a count of 20 friends and there flashes the Rs 20 burger of Mcdonald’s with a audio “shukar hai Mcdonald’s hai”

• <2> sponsors sporting events ranging from Little League to the Olympic Games

• <3> use of billboards and signage

How McDonald’s is sustaining its brand image?

• Idening Customer Base • Low priced food • Re-invention of Brand Image• Expansion of food Items• Parking space• Home delivery

The success of McDonald’s

• Travel from California to Maine, and the accents and politics may change, but the Big Mac remains the same. As a fixture on the American landscape, and increasingly the world landscape, McDonald's restaurants are everywhere. Capitalizing on brand recognition, McDonald's is known for selling consistent, simple, low-priced American food. As a result, it has become the world's largest restaurant chain.

• • The figures are staggering: McDonald's stores number more than 30,000

and are located in more than 100 countries. They collectively serve 52 million people every day. Consequently, McDonald's is also one of the most recognizable brands in the world. One marketing firm found that, in a survey of about 7,000 people in the U.K., Germany, Australia, India, and Japan, more people could identify the golden arches of the McDonald's logo than could identify the Christian cross [source: Schlosser].

Conclusion

• The focus area of Mc Donald's has changed from being a fast-food joint to an eatery for all market segments including young families and loners.. Mc Donald's is also trying to allure the middle class group by introducing low priced food articles for expanding its customer base.

Suggestion

• Mcdonalds should start with cholesterol free products• This is my personal suggestion . My parents always

restrict me from eating McDonalds food as they think and have an image of avaibility of unhealthy ,fatty food in McDonalds as most of our parents have<Indian>.

• So for me,Mcdonalds should make an attempt and try to vanish this image from the minds of our elders by making nutritional products and making effective adverstisments in this concern to flourish its business in india.

Source

• Books - brand management harward edition• Internet - Mcdonalds org.com - Google - Wikipedia - managementstudyguide.com