The secret ingredient of McDonald's

1. THE
SECRET
INGREDIENT OF
McDonald’s is…..

2. McDonald’s, franchised
by Ray Kroc from
McDonald brothers,
first offered simple
foods like famous 15
cent hamburger

3. Core values of McDonald’s
Providing hot & Quality foodEntertaining families

4. the
SECRET
INGREDIENT is
BRAND name

5. Importance of BRAND
In a survey
conducted, children
felt better taste
when the same
burger is wrapped
in McDonald’s
covers

6. The fun part and creativity
McDonald’s uses various cartoon characters to
attract children..

8. What is the USE ???
It
Increases
Brand equity..

9. BRAND EQUITY..
It is the Added value
endowed on products
and services.
Brand Equity arises
from differences in
consumer response.

10. How else can we build BRAND EQUITY
• Choosing brand elements
• Designing Holistic Marketing activities
• Leveraging secondary associates
• Communities

12. How to measure BRAND EQUITY
Direct approach
Assesses the actual
impact brand knowledge
on consumer’s response
to different aspects of
marketing
Indirect approach
Assesses potential sources
of brand equity by
identifying and tracking
consumer brand
knowledge structures

13. How to manage BRAND EQUITY
Brand Reinforcement
Marketers can reinforce by
consistently conveying the
meaning of brand, what it
represents, how brand
makes products superior,
etc.
Brand Revitalization
If brand has to come back,
it has to concentrate on
understanding what
source of brand equity
were to begin with.

14. Coming back to McDonald’s
McDonald’s is
known to serve
quality food for
people of lower
socio-economic
groups

15. In 2008
McDonald’s one of
the two companies
in the Dow Jones
Industrial Average
whose share price
rose in 2008

16. Some of McDonald’s substitutes..

17. Risks
Companies like
Burger king are
offering food at more
lower prices

18. Risks
People are being
attracted towards
pizza and other fast-
food items

19. Yet
We
Always love
McDonald’s :P

20. Summary..
• Core values of McDonald’s
• The secret ingredient
• Defining Brand equity
• How to build, measure, manage Brand equity
• McDonalds survival during recession times
• Risks associated with McDonald’s

21. Disclaimer
Created by Adidala Yashwanth, IIT Madras, during a
marketing internship by Prof. Sameer Mathur,
IIM Lucknow