cDonald’s I

Case Study

Started as a Hamburger Restaurant…

The Success Story !!

In 1952,Ray Kroc bought the hamburger restaurant from McDonald’s brothers and named it McDonald’s.Since then it has been growing rapidly around the world, adding 1000s of McDs every year.

McDonald’s is world's largest restaurant chains, serving approximately 68 million customers daily in 119 countries across approximately 36,615 outlets. It has over 1.9 million employees worldwide.

Today

McDonald’s at a glance …

so on...

Target Segment

CompetitionMcDonald’s

Brand Promise

An easy and enjoyable food experience for its customers.

Core ValuesQualityCleanlinessServiceValue

Have the core values changed ?In late 1900s and early 2000s McDonald’s got drifted away from its core brand values, mainly due to rapid growth in number of restaurants. New employees weren’t trained well enough, which led to poor customer service and dirtier restaurants. But now, it tries its best to stick to the core values.

Building BRAND Equity

1. Smart choice of brand elements

Using Ronald McDonald as the

brand character to attract children.

Brand Slogan connects with McDonald’s large customer base.

Use of bright colours and golden arches appeals to the customers.

2. Holistic marketing activities

Social Cause Marketing

Sponsorship

3. Secondary Associations3. Secondary Associations

Olympics and many more.

Brand revitalization through brand extension.

Drive- Thru

Catering to Local Tastes

Free toys for children with meal

1 $ menu (affordable)

Promotes the idea of sharing

RISKS…

Health conscious consumers may shift to other brands.

Competition from

Changing customer’s tastes and preferences.

Fail to train employees rapidly and effectively during

expansion drives.

SUMMARY

DISCLAIMERCreated by Sajal Gupta, NSIT Delhi, during a marketing internship by Prof. Sameer Mathur, IIM Lucknow