Marketing Strategy of McDonald's (In Depth analysis)

1. MARKETING
STRATEGY

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

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

7. PERFORMANCE | IMAGERY
o Largest chain
of fast food
restaurants .
o Convenient locations
and opening hours.
o 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 purchas

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 LINEPRICING
 PRODUCT BUNDLE PRICING
 PROMOTIONAL PRICING
VALUEPRICING

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

16. WEAKNESS

17. OPPURTUNITIES

18.  THREATS
Foreign currency fluctuation

19. McDonald’s

20. GRACIAS

21. Created by Prateek Chatterjee, Vellore Institute Of Technology, during an
Internship under Prof. Sameer Mathur, IIM Lucknow!