PRESENTED BY:

AYUSHA MAKEN
(180280)
 How the journey started?
• Founded in 1940 by Richard
and Maurice McDonald.

• Ray kroc , a multi-mixer

salesman, franchised
hamburger restaurant fom
Mcdonald brothers in 1955.
•Domestic and international expansion with
reinforced quality ,service ,cleanliness and
value.
•Product line expansion and
widespread advertising
•The company is found
in 119 countries ,more
than 34,000 restaurants
Serving 70 million
consumers ,
Employing 42000
people
 REASON FOR
SUCCESS
 Consistency in quality,service,cleanliness and
value.
 Innovation in the products to stay updated.
 Affordablity of product attracts masses.
2003 STRATEGY
 Brand revitalization through brand extension

 Local restaurants to adapt regional tastes

Competition
Smart choice of brand
elements

Holistic marketing activities

• promotes the idea of Sharing with friends

•Targeting family ,kids and youngsters with Happy Meal

 What risks do you think McDonald’s
will face in future?
•Growing Health conscious
people avoiding too much fat
products .obesity a serious
concern.

•Competitors are offering

healthier options

•With large expansion

compromise in quality
•The company included healthy foods in menu

• Making products more affordable, refurbishing restaurants

What are McDonald’s core brand
values ? Have these changed over
the years?
• Easy and enjoyable food experience for its customers
• Proper geographic and demographic segmentation to
lure customers
• Believes that a well trained individuals can work
effectively to serve better.
• quality, service, cleanliness and value
• fairness ,honesty and integrity and high moral ethics.
• Virtue of social responsibility ,runs Ronald Mcdonald
charitable house.
• Affordable products for all class of consumers.
• Innovation to enhance customer experience.
How has McDonald’s grown its brand equity
over the years ? How has it changed in different
economic times and in different parts of the
world?Explain

• Smart choice of brand elements. For example-

Ronald McDonald to target children and families
for a happy time.
• Through its holistic marketing activities.
• Brand extensions like McCafe.
• “I’m lovin it campaign”.
• Refurbishing restaurant,1$ menu
• Plan to win strategy.
• The company’s mission has changed from ‘’being
the world’s best quick service restaurant’’ to ‘’our
customers’ favorite place and way to eat’’
 SUMMARY

 World’s leading hamburger fast food chain.

 Ray kroc franchised it in 1955 and expanded it worldwide
 Reinforced cleanliness, service, quality and value.
 Targeted children and youngsters
 Opened Ronald Mcdonald house to help fight lukemia.
 Expansion lead to a decrease in quality
 2003 implemented Plan to Win.
 Local restaurants for regional taste.
 obesity leading people to avoid fat product ,serious concern
for company.
 Created brand equity though brand elements and brand
extension.
 I’m lovin it campaign running currently.