MC DONALDS CASE STUDY

1. Creating Brand
Equity

3. BRAND CORE
VALUES

4. 1

5. 2

6. 3.

7. Defining Brand
Equity

8. Market Advertsing

9. TargetedCoreAudience–
ChildrenAndFamilies

10. McDonald’s Advertising
Brand Element – Character
Grimace, Hamburgler and Mayor
McCheese.
https://www.youtube.com/watch?v=3KWbBxVZjao

11. HOLISTIC MARKETING ACTIVITIES
BRAND CONTACT

12. INTERNAL BRANDING
Trainingand encouraging distiributors andemployeers.
When employees care aboutand believe in the brand ,
they are motivatedto work harder.

13. Aggressive Expansion caused Internal
Branding Failures

14. Negative Brand Extensions
Products like pizza, arch deluxe,deli
sandwiches didconnect well with
customers

16. Concentrated o
People
Products
Promotions
Price
Place

17. Changingthe brand corealso to be Healthy likemilk in
bottles instead of carton, removing‘SuperSize’ options,
apple slices instead of French fries, dismissed mystery
meats etc..

18. BRAND EXTENSIONS
PositiveFeedbackFrom
Customers

19. -brand element

21. Created by Surya Prakash,PSG TECH Coimbatoreduring a marketing
internshipunder Professor Sameer Mathur, IIM Lucknow.
(See www.IIMinternship.com)