4. Brand Identity
• Trusted for service quality
• Cleanliness & hygiene
• First choice for burgers
• Hangout place for youngsters
• Also a place for family
• Happy & cheerful atmosphere
• Personality – family oriented
8. Low Price Strategy
• “Happy Price Menu”
introduced items starting at
Rs. 20 in India
• Later increased the same
starting at Rs. 25.
• Slogan – “Humaare
Zamaane Ke Daam”
9. Market Penetration Strategy
Initially launched
new outlets each
year
Later, focused on
upgrading existing
• Facilities
• Operations
24-hour store
services
Introduced
Breakfast menu
11. Penetration in different Segments
Core
• Mother
and Child:
Happy
Meals
Peripheral
• Working
Men:
Drive-thru
breakfast
12. Market Development Strategy
Spread
• 33,000 restaurants in 119 countries
• 1.7 million employees
• 64 million customers served daily
Different target segments
• Happy meals for children & parents
• Salads for younger women
Children &
Parents
Young
Women
13. Market Development Strategy
Teriyaki Burger
in Japan
Vegetable
McNuggets in
England
Maharaja Mac
in India with
mutton instead
of beef
McMasala &
McImli sauces
in India
Specialized Menu Items
14. Menu items - India
• More veg options were added
• Indian spicy flavors were
introduced
15. Product Development Strategy
Issues related to
poor health and
obesity
Healthier options were introduced
Fresh salads
Healthier Happy Meals for kids
Bottled water and pedometer in adult Happy Meals
Other health initiatives
Balanced Lifestyles platform for children
GoActive! Campaign promoted by celebrities
Ronald McDonald re-casted as sports enthusiast
Brand
Repositioning
18. Diversification Strategy
Golden Arcs Hotels
• Failed in Switzerland
Wedding packages in Hong Kong
• Warm and Sweet Wedding
• 50 guests for $1,300
• Additional $165 for rented gown
19. Financials
Sales decline due to health
issues
Gained back by taking new
measures
Growth has slowed down
due to price pressure
21. Advertising – Ads promoting friendship
• Mac Maharaja – Social Burger
• “Familiarity Test” in India
• It suggested spending more time
with your near ones and know
them better
• Slogan – “Thoda Time Aur”
25. Recent News
Washington Post : “Why you might want to be
skeptical of McDonald’s latest food changes”
• Remove artificial components
• Overcome losses
TechTimes: “McDonald's Latest Attempt To
Make Happy Meals Seem Healthy Has Backfired”
• Skin irritation on wearing device
• Device perceived as toy by children
• A very late move
Failed Brand
Repositioning
26. Sustaining Number 1 position - Laddering Up
Listening to Stay on Trend
Customer centric
Remaining Authentic and Transparent
Personal social engagement
Quality service
27. Conclusion
Growth - Reached Maturity
Continues to grow with
• Innovation
• Flexibility
• Diversification
• Maintains standards
28. Disclaimer
• Created by Khushboo Solanki,
IIM Lucknow
• For Brand Management Course
• Under the guidance of Prof.
Sameer Mathur, IIM Lucknow