Brand Positioning Strategy-McDonald's Presented by- Ananya Saini Contents of the slide are- 1. Bullseye Model of McDonald's 2. Resonance or Pyramid Model 3. Brand Elements Under Bullseye Model, we have- 1. Target Consumer & their insights 2. Consumer Needs 3. Competitors 4. The complete Bullseye model containing Brand Mantra, Points of Parity, Points of Differences, Substantiatiors, Values/Personalities, and Visual Elements of the Brand 5. Consumer Takeaways Under Brand Resonance Model, we have- 1. Resonance 2. Judgement 3. Performance 4. Feelings 5. Imagery 6. Salience Brand Elements are- 1. Memorable 2. Appealing 3. Adaptable 4. Protected (Legally) Hope you like it. Thank You!

1. Brand Positioning
Strategy
-McDonald's
Presentation by-
Ananya Saini

2. Contents-
Bullseye Model of McDonald’s
Brand Resonance Model (Pyramid Model)
Brand Elements

3. Target Consumer
Hamburger and Fries lovers
Consumer Insight
hamburger experience isn't
upto the mark, soggy fries,
less beverage options
Consumer
Takeaway
McDonald's have
rich juicy
hamburgers and
crispy fries with
various beverage
options
Consumer Needs
A rich hamburger and fries
experience with variety of
beverages
Competitors
Fast food chains, local cafes
and bakeries, premium
restaurants
Bullseye Model- McDonald's
Brand
Mantra
Fast food,
family & fun
Points-of-Parity
Points-of-Difference
Substantiators
RTB
Values/ Personality/ Character
E
xecutional Properties/Visual Indenti
t
y
Global
fast food
chain
High
quality
standards
Happy
Meals
Variety
Variety of
beverages
Iconic
Orange sauce
Easy ordering
portals
Hygienic
environ
ment
Good
Trained
Staff
Friendly
Vibe
Iconic
Clown
Mascot
Bright
Red and
Yellow
colours
The Big Yellow (M)
Regionally
appealing
Quality raw
materials
being used
Cool and well thought dine-ins
Well
cooked
food
Quick &
Efficient
service

4. Fun filled environment.
Trendy
Comfort and excitement
Great catch ups
Feelings
Globally successful (68 million
customes daily)
Attractive offerings
Cultural and Regional Adaptations
35,000 outlets in 119 countries
Performance
Quality brand
Hygienic environemnt
Recognizable brand image
Superior than its competitors
Judgements
The iconic CLOWN mascot
Global brand: Yellow (M) with
a Red background
Strong advertising campaigns
Kids friendly
Salience
For all age groups
Highly sociable
Tasty, fast & clean
Go to place after movies or
when shopping
Imagery
Loyal following
Returning customers
Consumer friendly
Postive perception: Hapiness
and great memories
Resonance
McDonald's Resonance Model

5. McDonald's Brand Elements
Memorable- The red background and yellow M has instant
recall brand value. Consumers don't even need the
"McDonald's" or "I'm lovin' it" text to recognize the brand.
Appealing- The bold red and yellow logo with its mascot is
inviting not only to the kids but the adults as well. Be it the
rich taste of the burgers or the crispiness of fries, one just
can't look away.
Adaptable- Be it the healthy options or the mood calls for
something spicy, the variety of hamburgers and snacks has
got everyone covered. Regionally too the options vary.
Protectable- Legally protected brand with registered
trademarks.

6. Thank You!