Strategic Marketing on Mc Donald's

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• McDonald's vision -McDonald's vision is to be the world's best quick service restaurant experience. Being the best means providing outstanding quality, service, cleanliness, and value, so that we make every customer in every restaurant smile.

• McDonald's vision - McDonald's brand mission is to be our customers' favorite

place and way to eat. Our worldwide operations are aligned around a global strategy called the Plan to Win, which center on an exceptional customer experience – People, Products, Place, Price and Promotion. We are committed to continuously improving our operations and enhancing our customers' experience.

Brief History•In 1937, Patrick McDonald opened "The Airdrome“ with Hamburgers & Orange juice.

•In 1940, his two sons ‘Maurice and Richard’ ("Mac" and " Dick") moved to a new location and named it McDonald's Famous Barbeque which served over forty barbequed items

•In 1953, the McDonald brothers began to franchise their successful restaurant in USA.

Facts

• The operating system that maintained the quality & consistency boosted the sales.

• Over few decades, McDonald’s expanded their menu to appeal to a broader range of customers

• Example: 1976 – Breakfast menu• Caring for the environment McDonalds also

introduced paper bags as ways to attract more customers.

• In 1968, McDonald's opened its 1,000th restaurant

Case• 1980s "Burger Wars:McDonalds – Burger King – Wendy’s• 1990’s McDonalds observed annual sales tend to be

decreasing.• Failures:- McLean Deluxe sandwich, which featured a 91

percent fat-free beef patty was dropped from the menu in 1996.

- Several other 1990s-debuted menu items, including fried chicken, pasta, fajitas, and pizza failed as well.

- 15 year marketing campaign ‘My McDonald's“ proved a failure.’

- The ad agency was fired.- Watch out products of competitors were

serving better.

Coping Up

• 1996 - New marketing campaigns were launched including toys/collectibles.

• Discovered – customers purchased more Happy Meals just for Toys.

• Hence, McDonalds also got benefit from 7 years marketing alliance signed with Disney.

• DDB Needham; the new lead ad agency introduced "Did Somebody Say McDonald's?“whose response was good.

• Introducing the fast food as ‘Halal’ for Muslims added a value.

Achieving Zenith

• Finally McDonalds strived the hard time.• McDonalds was the highest priority for

working class in US• Hence, McDonald’s was labeled as having the

most restaurant chains & highest sales that any fast food chain had acquired globally.

Thank you

-M. Aamir Ashraf – 12103

-Ahsan Ahmed – 21839

-Umair Ahmed – 21856