6. What is Brand ?
The term brand refers to a business and
marketing concept that helps people identify a
particular company, product, or individual. Brands
are intangible, which means you can't actually
touch or see them..
7.
8. STRATEGIES USED BY McDonald's
to change the attitude of consumers
towards it.
9. SUPERSIZE ME
What would happen if you ate
nothing but Fast Food for an entire
month ?
For Breakfast_Lunch_Dinner
MORGAN SPURLOCK
10. Promoting Unhealthy Food
o Junk food
o Greater risk of heart disease & other diseases
o Food poisoning incidents
o Contains many chemical additives
11. o The “Always Working” campaign
o A hot Fruit & Maple Oatmeal
o Healthy breakfast - Egg McMuffin
o Nutritious sweet treats
McDonalds Solution
12. Myths about McDonalds Food
o The McRib is made from pink slime
o McDonalds Chicken Nuggets contains putty
o McDonalds served a dead mouse to customer
o McDonalds Fries will increase fertility
13. o FAQ web page called “Our Food. Your Questions.”
o McDonald’s produced a video campaign where former MythBusters host Grant Imahara
visited restaurants and food production sites.
o YouTube star Raphael Gomes video countered myths about the way McDonald’s
produces its McNuggets.
o McDonald’s beef sustainability campaign took viewers to Albertan farms to show how
cattle are raised.
McDonalds Solution
14. EXPLOITING WORKERS
o Low wages.
o Do not pay overtime rates even when employees work
very long hours.
o Pressure to keep profits high and wage costs low
results in understaffing, so staff have to work harder
and faster.
15. o Employee Recognition Program
o Long term incentives are granted to eligible employees to both reward and retain key
employees who have shown sustained performance and can impact long-term value
creation.
o Medical Insurances, Mc$ave , McDirect Shares & beyond work.
McDonalds Solution