McDonald's is the world's leading hamburger fast food chain, founded in 1940 and expanded globally since 1955 under Ray Kroc. It has over 34,000 restaurants in 119 countries, serving 70 million customers daily. McDonald's emphasized consistency, quality, service, cleanliness and value. It targeted children through Ronald McDonald and happy meals. While very successful, McDonald's faces risks from health concerns over obesity and changing tastes demanding healthier options. It has responded by adding healthier foods and emphasizing affordable prices, quality, and a good customer experience.

1. MCDONALD’S MINI CASE
STUDY

2. HISTORY
• Founded in 1940 by Richard and Maurice McDonald
• Ray kroc , a multi-mixer salesman ,franchised hamburger restaurant fom
Mcdonald brothers in 1955.
• The worlds famous golden arches were incorporated in 1962 and mascot
Ronald McDonald was introduced in 1967

3. The Success
Story !!

4. In 1952,Ray Kroc bought the hamburger restaurant
from McDonald’s brothers and named it McDonald’s.
Since then it has been growing rapidly around the
world, adding 1000s of McDs every year.

5. McDonaladization
•The company is found
in 119 countries ,more
than 34,000 restaurants
Serving 70 million
consumers ,
Employing 42000
people

6. REASON FOR SUCCESS
 Consistency in quality,service,cleanliness and
value.
 Innovation in the products to stay updated.
 Affordablity of product attracts masses.
“We provide food that customers
love day after day. People just want
more of it”- RAY KROC

7. 2003 SRATEGY

8. Brand revitalization through brand extension
Local restaurants to adapt regional tastes

9. Competition
McDonald’s

10. Miles Ahead Of Competition
0
5
10
15
20
25
30
35
40
McDonalds BurgerKing Starbucks Dominos Subway KFC
SystemWideSales(billion
$)

11. REVENUE
•Sales continued to increase and in 2012 McDonald’s
experienced record revenue of $27 billion.

12. Building BRAND Equity

13. 1.Smart choice of brandelements
Using Ronald McDonald as the
brand character
to attract children.
Brand Slogan
connects with McDonald’s
large customer base.
Use of bright colours and golden
arches appeals to the customers.

14. Social Cause
Marketing
Sponsorship
HOLISTIC MARKETING
ACTIVITIES

15. McDonald’s Advertising Campaign
• promotes the idea of Sharing with friends
•Targeting family ,kids and youngsters with Happy Meal

16. RISKS…

17. Health conscious consumers
may shift to other brands.
Competition from
Changing customer’s
tastes and preferences.
Fail to train employees rapidly
and effectively during
expansion drives.

18. McDonald's Response
•The company included healthy foods in menu
• Making products more affordable, refurbishing restaurants

19. What are McDonald’s core brand values ? Have
these changed over the years?
• Easy and enjoyable food experience for its customers
• Proper geographic and demographic segmentation to
lure customers
• Believes that a well trained individuals can work
effectively to serve better.
• quality, service, cleanliness and value
• fairness ,honesty and integrity and high moral ethics.
• Virtue of social responsibility ,runs Ronald Mcdonald
charitable house.
• Affordable products for all class of consumers.
• Innovation to enhance customer experience.

20. SUMMARY
 World’s leading hamburger fast food chain.
 Ray kroc franchised it in 1955 and expanded it worldwide
 Reinforced cleanliness, service, quality and value.
 Targeted children and youngsters
 Opened Ronald Mcdonald house to help fight lukemia.
 Expansion lead to a decrease in quality
 2003 implemented Plan to Win.
 Local restaurants for regional taste.
 obesity leading people to avoid fat product ,serious concern
for company.
 Created brand equity though brand elements and brand
extension.
 I’m lovin it campaign running currently.

21. SUBMITTED BY – ARPAN HALDAR
(MIT MANIPAL)
UNDER MARKETING INTERNSHIP BY
PROF.SAMEER MATHUR (IIM LUCKNOW)