3. • In 1940 started by Richard and Maurice McDonald
with hotdogs!
• Ray Kroc, a multi mixer salesman, franchised
hamburger restaurant from McDonald’s brothers in
1955.
4. • Majority of the restaurants
are owned through franchise.
• 3200 restaurants in over 119
countries.
6. Strengths
80% of McDonald’s are owned by franchisees Consistency in quality, cleaning
and servicing
“We provide food that customers
love, day after day after day. People
Just want more of it.”
-Ray Kroc
15. What risks do you feel McDonald's will face
going forward?
• Growing Health conscious. People avoid to consume fat
products(Obesity)
• Competitors offering low prices with healthier products
• Large expansion leads to poor service quality
16. What are McDonald's core brand values?
Have these changed over the years?
• Core values of McDonalds are cleanliness, quality and service.
• Low Priced Products.
• Best Geographic and demographic segmentation.
• McDonald’s in China is growing faster than USA
17. How has McDonald's grown its brand equity over
the years? Has McDonald's changed in different
economic times or in different parts of the world?
Explain.
• Smart choice of brand element- Ex: Happy meal targeted children
• Holistic marketing activities.
• Brand Extension-McCafe
• “I’m loving it campaign”.
• Plan to win strategy
• Refurbished restaurants and 1$ pricing.
18. Summary
• Worlds largest leading hamburger food chain.
• Target market-Children, Youngsters.
• Over expansion leaded to decrease in quality.
• Current campaign-I’m loving it.
• Local restaurants for regional taste.
19.
20. Disclaimer
This presentation was made by Guru Vishnu Kavali,
Amrita Coimbatore, under the guidance of
Professor Sameer Mathur, IIM
LUCKNOW, During a Marketing Internship.
