McDonald's Mini Case Study - Created by Sucharitha Saravanan (Pune University) during a marketing internship under Prof. Sameer Mathur.

1. Mc Donald's :
Brand Story
T
H
E

2. Established in 1940 by McDonald brothers. Has
now grown to be the worlds leading hamburger
fast food chain with more than 34,000
restaurants in 119 countries, serving 70 million
customers everyday.

3. How has McDonalds been able to position itself as a
brand over the years?

4. Tagline
Through different brand elements which include
Logo
Brand Character

5. LOGO
Golden Arches. Continuous Innovation of Logo.
Designed such that it attracts the target audience.

6. Brand Character –
Introduced Ronald McDonalds to attract their target audience –
Children

7. Brand Tagline:
“I’m Lovin’ It’ – Current Tagline. To trigger
recognition and desire among target audience.

8. Keeping up with their brand promise –
Hot high quality food at great value at the
speed and convenience of McDonalds

9. Through
their
Marketing
Strategy:
Plan to win
-5P’s

10. PEOPLE
Improving 5 P’s

11. eople
• Target Audience – Children and
Families
• Healthier options targeting mom’s
• Snack options for teenagers
• Happy Meals for Children

12. roduct
• Hot high quality food.
• Zero Trans Fat Products
• Eliminated Chicken and
Introduced Beef
• New Products Released –
Bacon Roll, Premium Mac
Burger, Salads, All – White
Mc Nuggets

13. romotion
• 1966 - Introduced Ronald
McDonald in Advertisements to
lure children
• 1967 – Smile with cheese burgers of
McDonalds Campaign
• Innovative print and signage's to
emotionally connect with customers

14. • 1996 – Website Launched
• Sponsors events including –
Olympics, FIFA World Cup, National
Football League
• Spokespeople Include – Michael
Jordan, Larry Bird, Venus
Williams

15. rice
• Products for different market
segments
• Lower Income Consumers - $1
Menu
• High Income Consumers –
Premium prices with varied options.

16. lace
• Products and services
designed according to place
• Different products according
to consumers tastes of that
particular place, region or
country.

17. Internal Branding and Services
• Employees trained to improve
customer service.
• Employees explained about their
brand promise and positioning.
• 1975 – Drive Through Service
• 2010 – Free Wi-Fi
• Ronald McDonald Charity
• Refurbished Restaurants
• Leather seats, Television Screens.

18. AND RESULTED IN..

19. • Increase in 33% Revenue
• Increase in 170% Share Price
• 2012 - %27 Billion Record Revenue
• No affect in Share price during
Recession

20. Summary

21. DISCLAIMER
Created by Sucharitha Saravanan, ASM CSIT - Pune University during a
Marketing Internship under Prof. Sameer Mathur