McDonald's used several strategies to change consumer attitudes: 1. It addressed myths about its food quality and production processes through educational video campaigns and fact-checking websites. 2. To improve perceptions around workers' rights, McDonald's implemented employee recognition programs and incentives to reward and retain key staff. 3. By adapting menus to local tastes in countries like India, Germany, and others, emphasizing vegetarian options, McDonald's was able to better cater to cultural and dietary preferences in different markets.

1. VPM’s
Dr VN Bedekar Institute of Management
Studies
Under the guidance of
Prof. Kala Mahadevan

2. STRATEGIES USED BY BRAND to change
the attitude of consumers towards it.

3. Consumer Attitude
Consumer attitude basically comprises of beliefs towards, feelings towards and behavioral intentions
towards some objects.

4. TRI-COMPONENT MODEL OF ATTITUDE.
o Cognitive
o Affective
o Conative

5. FUNCTIONS OF ATTITUDE.
ADJUSTMENT EGO DEFENSIVE VALUE EXPRESSION KNOWLEDGE

6. What is Brand ?
The term brand refers to a business and
marketing concept that helps people identify a
particular company, product, or individual. Brands
are intangible, which means you can't actually
touch or see them..

8. STRATEGIES USED BY McDonald's
to change the attitude of consumers
towards it.

9. SUPERSIZE ME
What would happen if you ate
nothing but Fast Food for an entire
month ?
For Breakfast_Lunch_Dinner
MORGAN SPURLOCK

10. Promoting Unhealthy Food
o Junk food
o Greater risk of heart disease & other diseases
o Food poisoning incidents
o Contains many chemical additives

11. o The “Always Working” campaign
o A hot Fruit & Maple Oatmeal
o Healthy breakfast - Egg McMuffin
o Nutritious sweet treats
McDonalds Solution

12. Myths about McDonalds Food
o The McRib is made from pink slime
o McDonalds Chicken Nuggets contains putty
o McDonalds served a dead mouse to customer
o McDonalds Fries will increase fertility

13. o FAQ web page called “Our Food. Your Questions.”
o McDonald’s produced a video campaign where former MythBusters host Grant Imahara
visited restaurants and food production sites.
o YouTube star Raphael Gomes video countered myths about the way McDonald’s
produces its McNuggets.
o McDonald’s beef sustainability campaign took viewers to Albertan farms to show how
cattle are raised.
McDonalds Solution

14. EXPLOITING WORKERS
o Low wages.
o Do not pay overtime rates even when employees work
very long hours.
o Pressure to keep profits high and wage costs low
results in understaffing, so staff have to work harder
and faster.

15. o Employee Recognition Program
o Long term incentives are granted to eligible employees to both reward and retain key
employees who have shown sustained performance and can impact long-term value
creation.
o Medical Insurances, Mc$ave , McDirect Shares & beyond work.
McDonalds Solution

16. Customer Experience
o Inaccurate orders
o Long waiting times for food
o Rude employees
o Dirty restaurants

17. o Employee Loyalty
o “ask, ask, tell” approach
o Skill Maximization
o Listen to Employees & Respond accordingly
HAPPY EMPLOYEES = HAPPY CUSTOMERS APPROACH
McDonalds Solution

18. PROBLEM FACED BY McDonald in INDIA
o Family & Cultural Value
o Beef ingredient
o Vegetarian Population

19. o Adapting McDonald’s menu to Indian
taste
o Substitute for Beef
o Vegetarian Menus
McDonalds Solution

20. How McDonalds changed peoples perspective in
different countries according to their preferences:
o Germany
o Indonesia
o Morocco
o Japan

21. THANK YOU