McDonald's uses public relations strategies to maintain its brand image and reputation. It communicates with customers through its website, blogs, and social media to improve public relations. McDonald's also increases sales through targeted advertising to families and minorities, offering discounts and coupons, and generating publicity through charitable work. McDonald's applies the marketing mix - product, price, place, promotion, and people - as well as SWOT analysis to guide its business strategies.

1. PR Activities of McDonald’s
Submitted By: Krishnav Ray Baruah

2. What is McDonald’s?
• McDonalds Corporation is one of the best restaurant chains
of Hamburgers and fast food restaurant in all over the
world is providing their best services to 58 million
customers daily. The business was started in 1940, with a
restaurant opened by brothers in Bernardino and
California. They gave introduction about the 'Speedee
Service System' in 1948 established the model of modern
Fast-Food Restaurant. McDonald's first filed for USA
Trademark on 4 may on description 'drive in restaurant
services' which was continue through the end of Dec 2009.
In Sep 1961 Company filed a Logo trademark overlapping a
double arched 'm' symbol is temporarily disfavoured in
1962 in USA, Canada, Netherlands, Germany, France, and
Sweden in the term of order opening

3. Introduction
• The definition of public relation from Wikipedia is “the
practice of managing the spread of information between an
individual or an organization and the public. Public relations
may include an organization or individual gaining exposure
to their audiences using topics of public interest and news
items that do not require direct payment.” In marketing
studying, public relation is a tool that the company can set
up the reliance of this brand.
• Every successful company has a good public relation team
to control the public relation activities to gain the benefit.
McDonald’s is one of the most successful companies, which
keep the good public relation to keep, even gain from this
relation. As the founder of McDonald’s Ray Kroc said:” good
public relations meant good business.”

4. Missions : McDonald’s
McDonald’s major mission of public
communication is sustainable development of the
enterprise, even to maintain the value of brand.
For McDonald’s the most important thing is
brand image, this is what makes McDonald’s
outstanding of entire industry. Actually in
McDonald’s history, public relation development
is earlier than advertising. In 1995 the Ronald
McDonald already become the spokesperson and
Children goodwill ambassador.

5. Marketing Strategy : McDonald’s
McDonalds has become a world wide best
brand for its marketing strategy''. McDonalds
is continuously built its new brand by listening
the suggestion of the customers and by
identifying the various steps in the business
marketing. Branding system of the McDonald
always help to develop their personality
Product or Services. The brand image present
that how the customer's view about the
organization.

6. • Nowadays, they start to use the social media
to develop and maintain the public
communication between company and
customs. They try to use the social media to
change that perception through the
McDonald’s website, blogs.
• McDonald establishes a bridge to
communicate with consumers, so that their
public relations will be improved.

7. Marketing Ways : Advertisement
McDonald's has from many years maintained an
extensive advertisement in addition by using
Television, Radio and Magazines, Newspaper,
Internet etc. The company make significant
Billboards and signage by sponsoring events like
as Olympic Games, Football match,
Commonwealth Games and make cooler of
Orange drink with their logo available for local
events. Television is playing central role in the
McDonald's advertisement strategy. McDonald is
using 23 slogans few other slogans are selected
count.

8. Marketing Mix : McDonald’s

9. Product
• McDonalds always try to remember where
offering a menu to the potential customer a
large amount of choice available for the
customers of with regard how and where they
will spend their money. Therefore McDonald's
giving fully concentration on developing a
menu.
• McDonald's is producing new products and
out old ones over time introducing new option
help to increase its sale.

10. Price
• McDonald's general pricing policies is followed
for the product group in the market segment.
• The most important thing for the customer is
price charged before buying any product. They
draw a picture in their mind that the price of
product is worth.
• The consequence of price rising mean that the
competitors match the low price mean no
extra demand.

11. Promotion
• McDonald's promotion aspect of marketing mix is covering
all type of marketing communications. Promotion is the
general policies of the McDonalds for Communicating with
the customers such as Advertising, Sales promotion,
exhibition, Public Relation, Direct mail, The Internet etc.
• Promotion of the McDonald's depends upon various
methods one from those is employed is advertising by the
positive word of mouth. Advertising is presented on TV,
Radio, In Cinemas, on line, Using Website, Using Poster site
in the Newspaper, Magazines, and Slogans, Loyalty scheme,
bus shelter, Demonstration etc. Promotion method is using
by McDonald's is for providing effective result of their
services.

12. Place
The place is the general policy for channel and
customer service levels. McDonald's is located in a
prime place almost in big cities at big malls and near
the residential area. Place where the business of the
McDonald's is running is very important element the
concept of place is not only related with the physical
location and the distribution point of product. It
contents the McDonald's management of the wide
range processes including bringing product and to the
end customers. Its very significant factor for the
McDonalds that Product must be on the right Place, on
the right time and in the right quantity, while keeping
storage.

13. People
People are the key asset of McDonald's. It is
people who are providing their best services,
manners, knowledge, ability, good dealing, and
body language can have a deep effect on the
customers experience and on creating the
customer interest towards their own product by
the positive word of mouth and producing
excellent fast friendly services, cleanliness and
suitable environment for all their customers
because of this McDonald's employees are
playing very important role in the management of
decision making.

14. Process
• Process of the McDonald's has a major impact
on the quality of services provider and on the
over all experience of the customers
• McDonald's is using same tradition in the food
from many years for services, Taste and for the
better distribution in the market segment.

15. Physical Evidence
McDonald's product, quality, services, pricing
etc. If any customer goes to McDonald's the
first choice of every customer will be
Cleanliness, Friendly dealing, Environment
friendly product and Good product. Physical
evidence is a very significant part of the
service mix McDonald's always give more
focus on the clean and hygienic.

16. SWOT Analysis : McDonald’s

17. Strengths
Globalization, Public Relation & Advertising
• McDonald's is the world's largest hotel chain of fast food
restaurant. McDonald's a market leader in the both domestic and
international market.
• With the huge expansion into the market company has become a
symbol of globalization and spreading an American way of life.
• McDonalds have 31000 restaurants in 119 countries and they have
a1.5 million employees and providing their best services to 8 million
people daily.
• McDonald's have a good public relation with their customers. It is
doing marketing by advertising and using electronic media and print
media etc.

18. Weakness
• McDonalds is using advertising its main target is
children not the young and old age people.
• McDonald's is dealing with looming marketing it could
make it to difficult to make it new outlets.
• McDonald's have a pricing war with so many
competitors which are creating a threat for the
progress of McDonald's
• Lack of the product innovation is another weakness of
the McDonald's

19. Opportunities
• Use of CRM database to more accurately market to its customers
target group it could identifying the Customers, Profile of Shoppers
and Analysing switching cost of the product.
• McDonald's is continually giving focus on the corporate
responsibility and reducing the impact on the environment and
community linkage.
• McDonald's is increasing international expansion and opening a
new restaurant into the emerging market of China and India.
• The new Format Mc cafe has an internet wifi link which in the
attracting segment of McDonald's

20. Threats
• Changing Trends are a big threat for the McDonald's
like as Government rules and regulation, weather,
Inflation, Recession.
• Focus by customers on nutrition and healthier lifestyle.
• Competitor's pressure and new entrance into the
market they are offering a great and healthier product.
• Recession is another big threat for the McDonald's
during recession rise in the economy, Income, Budget
and Spending of the people all decrease.

21. How does McDonald’s increase sales?

22. • Gears advertising to target market of families with kids,
and minorities
• Offers freebie and discount coupons for products
they're trying to push. (They ran an expensive print ad
campaign late summer/early fall with freebie coupons
for their new, "healthful" chicken sandwiches. They
recently sent out little coupon books with buy-one-get-
one free offers.)
• They stay in the public eye with benevolent work,
particularly the Ronald McDonald houses.

23. Conclusion
McDonald's which have huge fast food
restaurant chain in all over the World is doing
marketing by Advertising their product on
Television, Radio, Internet, Using Slogan, And
sponsor events like Football and Cricket
match. For running their business smoothly
it's using Swot and marketing mix strategy
which is suitable for the needs of marketing
and internal and external environment of the
McDonalds.