Marketing Internship under Prof. Sameer Mathur, IIM Lucknow

1. CASE STUDY

2. It was founded in 1940 as a barbecue restaurant
operated by Richard and Maurice McDonald, in San
Bernardino, California. In 1948, they reorganized their
business as a hamburger stand, using production line
principles.

4. McDonald's
is the world's
Largest restaurant
chain, serving
approximately
68 million
customer daily in
120 countries
across
approximately
36,900 outlets.
TODAY

5. REASONS FOR

6. • Concentrates on maintaining quality of food product
• Maintained its safe , clean store image
• McDonald’s is heaviest advertiser
• Has maintained its price Value
• Regional taste and menu
• Increasing demand of fast
food over the world

8. BRANDING
McDonald’s is an example of brand franchising. Restaurants are run in
accordance with McDonald’s standards of
a. QUALITY
b. SERVICE
c. CLEANLINESS d. VALUE

10. BUILDING BRAND EQUITY
• BRAND EXTENSION
•LOCALIZED PRODUCT AUTONOMY

11. •AFFORDABLE PRICES
•MARKETING
CAMPAIGN

12. • HEAVY ADS AND PROMOTIONS

14. 1. Successful Advertisement
and Brand name
2. Clean Environment and
Play Space for Kids
3. Professional Training for
Employees
4. Competitive Price
1. Weak Product Development
2. Management of Franchise/
Joint Venture

15. 1. Internationalization (Serving
only 1% of Population)
2. Growing Dining Out Market
1. More Health Conscious
Customer
2. Threat from local Competitors
in Different Countries
3. Global Economic Recession
4. Playing in a Mature and
Saturated Industry

17. What are McDonald’s core brand values?
Have these changed over the years?
• Core brand values include quality, service, cleanliness and values.
• Since 2003, McDonalds focuses on offering a better, higher
quality consumer experience rather than quick and
cheap fast food option which is a part of its
strategic effort known as “plan to win”.

18. 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.
•McDonald’s created its brand equity by continuously responding to
customer needs including convenient location, easy
dining and affordability; by being technologically
innovative and plan to win strategy, by good
marketing strategies and marketing
campaigns, by consistency of values and
continuous trust build-up among
customers. And yes, McDonalds
allows local restaurants to adapt to
different environments and cultures.

19. What risks do you feel McDonald's will face
going forward?
• Increasing health conscious consumers are opting for
natural/healthier products
• Increasing competition in the fast
food sector
• Wider options for consumers
to reach out for other than
just burgers and fries.

20. Summary
• It was founded in 1940 by Richard and Maurice McDonald
• Today McDonald's is one of the world's Largest restaurant chains
• McDonald’s is an example of brand franchising
• Innovative marketing campaign along with good
quality and affordability of both services and
and products ad localization fuelling growth
• Increasing health conscious consumers are
opting for natural/healthier products
• Needs to introduce healthier options
and control its expansion to maintain
lead in the fast food industry

21. DISCLAIMER
Created by Nandita Biswas, Jadavpur University, during a marketing internship
By Prof. Sameer Mathur, IIM Lucknow.