Summary• What is McDonald’s history and global position?• McDonald’s products• Development of McDonald’s brand elements – Ronald

McDonald and the “Golden arches”• McDonald’s target market – Family and Children• McDonald’s product and service innovations• McDonald’s advertising and market segmentation• McDonald’s core identity• Plan to win – “I’m Lovin it” campaign• McDonald’s risks and possible future strategy

DISCLAIMER Created by Shubham Agnihotri, IIT(BHU), Varanasi during a marketing internship by Prof. Sameer Mathur, IIM Lucknow.