2. HISTORY
• Founded in 1940 by Richard and Maurice McDonald
• Ray kroc , a multi-mixer salesman ,franchised hamburger restaurant fom
Mcdonald brothers in 1955.
• The worlds famous golden arches were incorporated in 1962 and mascot
Ronald McDonald was introduced in 1967
4. 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.
5. McDonaladization
•The company is found
in 119 countries ,more
than 34,000 restaurants
Serving 70 million
consumers ,
Employing 42000
people
6. REASON FOR SUCCESS
Consistency in quality,service,cleanliness and
value.
Innovation in the products to stay updated.
Affordablity of product attracts masses.
“We provide food that customers
love day after day. People just want
more of it”- RAY KROC
13. 1.Smart choice of brandelements
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.
17. 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.
19. 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.
20. 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.
21. SUBMITTED BY – ARPAN HALDAR
(MIT MANIPAL)
UNDER MARKETING INTERNSHIP BY
PROF.SAMEER MATHUR (IIM LUCKNOW)