Part of internship under Prof.Sameer Mathur

1. LIVING A GLOBAL BRAND

4. CURRENT STATUS
No. of outlets -36899
No. of customers served per day – 68 mn
No. of employees – 375000
Total countries – 120
Assets worth - $38 bn
Yearly revenue - $25.4 bn

5. BRANDING

6. BRANDPRODUCT
McChicken
McFries
Burger
French Fries
Milkshake McShakes

7. BRANDING ELEMENTS
MASCOT
TAGLINE
TOYS
LOGO

8. CORE BRAND VALUES
SPEED
QUALITY
INNOVATIVE
TASTY
FRESH
CONVENIENT
KIDS FRIENDLY
CHEAP

9. MARKET POSITIONING

10. BREAKFAST MEALS SNACKS
SUMMER WINTER
DIVERSITY

11. ADAPTABILITY
INDIA MIDDLE
EAST

12. BRAND
PARTNERSHIPS

13. BRAND EXTENSIONS

14. POTENTIAL THREATS
COMPETITION
LACK OF
CUSTOMIZATION
HEALTH AWARENESS

15. BRAND EXTENSION
FAILURES

16. STRENGTHS
HIGH MARKET SHARE
SPEED OF
SERVICE
TASTY FOOD

17. QUESTIONS
1. What are McDonald’s core brand values? Have these changed over the years ?
• Cost effective fast food on the go is the absolute core value of
McDonald’s.
• This value has been consistent over the years with all its products.
• McDonald’s makes constant effort to serve all its products in less than
60 seconds time.
• McDonald’s is a strong attraction for kids so MCDonald’s has the Happy
Meal which has been their value over the years. To give something
special to the kids.

18. 2. How has McDonald’s grown its brand equity over the years? Has
McDonald’s changed in different economic times or in different parts of the
world? Explain.
• McDonald’s has been very strategic with its marketing plans and growing the brand equity through
different mediums.
• They have very well adapted to different parts of the world and adopted the restrictions there and
their policies.
• The prices have also been moderated from location to location keeping the economic status of the
masses in mind.
• McDonald’s has the core value of being cost effective which has helped resist economic crisis and
inflations.

19. What risks do you think McDonald’s will face in
the future?
• Competition from other fast food chains
• Growing awareness of health measures
• Brand dilution by over expansion
• Competitors offering better product
customization

20. SUMMARY
Branding Branding
Elements
Core Brand
Values Positioning
Diversity Adaptability Brand
Partners
Brand
Extensions
SWOT

21. DISCLAIMER
• Created by Kunal Malavia, BITS GOA, during a marketing
internship by Prof. Sameer Mathur, IIM Lucknow