Brand audit


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Brand audit

  1. 1. STRATEGIC BRAND MANAGEMENT Presented to: Ms Kokil Jain Presented by: Ankita Kapoor, Aanchal Chopra, Karan Godinho, Kirnoor Brar, Mrinal Vijaywargiya, Ankit Jain & Harshita Baranwal Brand Audit :McDonald’s
  2. 2. Overview Bulls-i Consultancy • Delhi based firm • Services – User Experience Design, Customer Experience Design, Brand Experience Design, Brand Audit etc • Bulls-i conducts Brand Audits to take stock of existing brands • We begin by getting to the core of what your brand is and should be by measuring the perceptions of corporate executives and other key stakeholders. • Through confidential brand audit surveys, one-on-one interviews and small-group sessions
  3. 3. •Health conscious customers – Obesity Issue •Wide variety of fast food brands leading to easy switch •Better, not just bigger. Brand Audit : McDonalds - Challenges
  4. 4. BRAND MISSION To be our customers' favourite place and way to eat. BRAND PROMISE To provide Simple Easy Enjoyment to every customer at every visit. VALUES McDonald's mission is to be customers' favourite place and way to eat – with inspired people who delight each customer with unmatched quality, service, cleanliness and value every time.
  5. 5. Brand Elements & brand mantra Elements – Logo, Ronald McDonald, I’m luvin it! Mantra - “Food, Folks, and Fun”
  6. 6. Brand architecture McDonald s McCafe Burgers & Sandwiche s Salads Snacks & Sides DessertChicken Breakfast Menu
  7. 7. Brand extension The most recent McDonald’s brand extension is into the gourmet coffee outlet industry through its McCafé concept •Core/ Kernel Fun based, family oriented fast food chain. •Spontaneous Association Cheap priced & quick service restaurants •Latent Association Quality, Image, Experience And Variety. •No Go Areas The core brand attributes of McDonalds make it easy to understand/logical in the eyes of consumers for McDonalds to extend its brand into another restaurant concept, however not easy to understand/ logical the eyes of consumers for McDonalds to open a chain of grocery stores, weddings, water parks etc.
  8. 8. •McDonalds as a place for all. •Positioning by Brand Endorsement •Positioning by cultural symbol – Ronald McDonald •Customer Focused Brand Positioning •Repositioning required
  9. 9. •People usually have an unhealthy perception about McDonalds •McDonalds is now facing changes due to consumers new tastes and health concerns. •McDonalds has to overcome this issue by firstly changing its image from junk food restaurant to a healthy food restaurant as this will attract health conscious customers and enlarge the market scope. Secondly , by changing the behaviour of the existing customers by persuading them to buy balanced meal with McDonalds new healthy foods.
  10. 10. STRENGTHS Affordable menu options. Very socially responsible. Global operations all over the world. Cultural diversity in the foods that are provided based on location of the restaurant. Excellent locations in theme parks, airports, Wal-Mart stores, and along most well traveled roads. Food safety guidelines are strictly adhered to. WEAKNESSES Strong competition from similar businesses. Training costs are elevated due to high turnover. Very minimal concentration on providing organic foods. Quality concerns due to franchised operations. Focus on burgers and grease fried foods thus aggravating the problem of obesity. OPPORTUNITIES Opening more joint ventures with several different retailers. Being more responsive to the social changes to healthier options .Advertising the capabilities of Wifi internet services in the branches. Creating more play places for the children in more of the restaurants. Continue to venture into more enticing beverage choices. THREATS Their marketing strategies that entice people from small children all the way to adults and the criticism that they take because of it. Lawsuits for offering unhealthy foods that have alleged addictive additives. The vast amount of eat in fast food restaurants that are open as competition. Social changes to a more balanced meal including fruits and vegetables in servings of five per day. Focus on healthier dieting by consumers. SWOT
  11. 11. Attributes McDonalds' Subway Subway Wimpy TASTE 8 8 7 4 FRESHNESS 9 9 7 7 QUALITY 9 8 7 5 HEALTHINESS 5 9 5 5 DESIRABILITY 9 9 6 6 Total 40 43 32 27
  12. 12. Strategic brand management recommendations • Determine nutrition values and manage changes in ingredients that would affect nutrition profiles. International experts guidance. • Revamping the brand. • Innovation without customer confusion. • Stick to the mission statement
  13. 13. Source: Interbrand
  14. 14. conclusion • No. 1 Food Brand • The role of McDonald’s brand is to keep customers engaged in the brand. • McDonald’s was also able to shape the entire generations what created a devoted audience of potential customers •World is changing, and so is McDonald’s. Even though there were attacks on McDonald’s brand image, wise usage of branding strategies allowed to get away in one piece. • Future of the Golden Arches may not be easy, but it definitely is promising among other because of careful brand building.