McDonald's - The Rise of a Global Fast Food Giant
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Presentation on McDonald's Marketing Strategy. Slide 17 uses a YouTube video link given below for reference https://www.youtube.com/watch?v=PNmJcWP7R08&t=4s
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McDonald's - The Rise of a Global Fast Food Giant
- 1. Look for the Golden Arches!!
- 2. McDonald’s - The fast-food giant World’s leading hamburger fast-food chain More than 36000 restaurants ….in over 119 countries 70 million+ lovin’ it daily
- 3. McDonald’s–The foundation….. RICHARD McDONALD & MAURICE McDONALD The restaurant was started as ‘McDonald’s Bar-B-Q’, a Drive-In restaurant by two brothers Richard & Maurice in San Bernardino, California, USA in 1940.
- 4. McDonald’s– owned by Ray Kroc Ray Kroc, a simple multi-mixer salesman franchised a restaurant from the brothers and named it McDonald’s in 1955. They offered simple foods such as the famous ‘15-cent hamburger’.
- 5. McDonald’s– The promise… Quality Service (30 sec delivery) Cleanliness Value
- 6. Building Brand Equity Building the right brand knowledge with right consumers i.e. families and kids.
- 7. Building Brand Equity Choosing Brand Elements LOGO MASCOT TAGLINE Appealing, likeable, memorable, short, protectable
- 8. Building Brand Equity Leveraging Secondary Associations used as remembrance factors
- 9. Building Brand Equity Internal Branding The brand promise can’t be delivered unless every employee lives the brand
- 10. Measuring Brand Equity Brand Valuation 9th Most Valuable Brand 2016 as per Forbes Magazine
- 11. Managing Brand Equity Brand Reinforcement Consistently convey the brand’s meaning in terms of its products, core benefits and audience, needs satisfied and its power. ‘Less is more..’
- 12. Managing Brand Equity Brand Revitalization “..we got distracted from the most important thing: hot, high-quality food at a great value at the speed and convenience of McDonald’s”
- 13. Back-to-the-basics after restaurant expansion and brand value started failing. Refocus on core value delivery at every step of service. Greater emphasis on satisfying customer needs and customer needs only. Managing Brand Equity Brand Revitalization
- 14. Global Market Growth Strategy Franchising In 1980s and 1990s, the company was opening around 2000 restaurants per year all over the world !!
- 15. Brand Strategy Product Line & Category Extensions Within the current serving category Brand entering different product category Also Adapting to local tastes, cultures and environment
- 16. Risks to the brand Emerging Competition
- 17. Health risks
- 18. Side-effects of franchising Indirect Dilution of brand value Servicesbelow specifiedstandards Untrainedand unskilledstaff
- 19. Thank You
- 20. Summary
- 21. Disclaimer This PowerPoint presentation has been created by Pratyush Singh, MIT Manipal during an internship in Marketing under Prof. Sameer Mathur, IIM Lucknow