McDonald's is the world's leading fast food retailer with over 30,000 restaurants across 119 countries. It is known for its quick service restaurants that serve informal, affordable meals to about 47 million customers daily. McDonald's has built a well-known and valuable brand through consistent quality, cleanliness, service and value across its large global franchise network. It focuses on family-friendly positioning and uses strategies like Ronald McDonald and appealing menu items for children, teens and families to drive strong brand recognition and loyalty around the world.

2. Worlds leading food
service retailer
30,000 restaurants
119 countries
47 million people
Well known &
valuable brand
Quick service
Informal eating out
markets

3. Richard James "Dick" McDonald Maurice James "Mac" McDonald
American fast food pioneers who
established the first McDonald's restaurant
at 1938 North E Street and West 14th Street
in San Bernardino, California in 1940.

4. BRANDING
McDonald’s is an example of brand franchising.
Restaurants are run in accordance with McDonald’s
standards of quality ,cleanliness, service and value.
Cooking processes broken into small
tasks enabling staff to become highly
efficient and adept in all tasks , and no
warming trays, only cooked after order is
taken.

5. BUILDING BRAND EQUITY
A modern progressive burger company.... delivering a
modern customer experience.

6. SALIENCEDEPTH
Logo with the yellow ‘M’.
RONALD the laughing clown for kids
Famous/top of mind.
Tag lines such as “I’m Loving It”.
Childhood memories.
BREADTH
Consumers link to McDonalds
When they want to eat something
tasty and clean .
Covering broad amount of
demands.
Breakfast/coffee.

7. PERFORMANCE | IMAGERY
Largest chain
of fast food
restaurants .
 Convenient locations
and opening hours.
 Speed , accuracy and
accessible prices.
User profiles
-Aimed at
everyone.
Fun, efficient, and pervasive
Great past experiences and
meeting place for young
adults.

8. JUDGEMNETS | FEELINGS
 Response
What about you?
 OBJECTIVE
To reach positive,
accessible reactions.

9. RESONANCE
Relationships: What about you and me?
Consumer recognition-known all over the world
-always a choice
 Intense, active loyalty-regular, repeat purchases
and rewards for its customers.

10. MARKET SEGMENTATION
 GEOGRAPHIC
McDonald’s sells
burgers aimed at
local markets.
INDIA-Lamb for beef
due to religious issues
MEXICO-More chilli
sauce
Teriyaki burger in Japan

11.  DEMOGRAPHIC
 Children: Happy meals ,toys , playgrounds
 Young Adults: WIFI
Women: Low calorie items
AGE:
INCOME:
Prices are listed by analysing
people’s income in a particular
region.

12.  Psychographic
Children-Fun Place Businessman-Quick Service Teenagers-Savings
 BEHAVIOURAL
 Reason & occasion
 Frequency & quantity
 Product usage
 Source of purchase

13. POSITIONING
McDonald’s positioning strategies focus on:
 Kids via “RONALD McDonald”.
Family via “I Am Loving It”.
Teenagers via introduction of McCafe.
Sponsors for international and national
Events
Hellenic world foundation for children

14. PRICING STRATEGY
 PRODUCT LINE PRICING
 PRODUCT BUNDLE PRICING
 PROMOTIONAL PRICING
 VALUE PRICING

15. S.W.O.T ANALYSIS
 STRENGHTS Most
Recognised
“Fabulous marketing strategies”

16.  WEAKNESS

17.  OPPURTUNITIES

18.  THREATS
Foreign currency fluctuation

19. McDonald’s
CONCLUSION

20. GRACIAS

21. Created by Nitesh Nair, NIT Surat , during a
marketing internship by Prof. Sameer Mathur,
IIM Lucknow.