Customer Based Brand Equity Model

Brand – McDonald’sPresentation By - Vishal KhatokarRoll No – 2013G52

IntroductionWorld's largest chain of hamburger fast food restaurants

Started in 1940 as a barbecue restaurantOperated by Richard and Maurice McDonaldRay Kroc joined the company as a franchise agent in 1955

Annual revenues of $27.5 billion, profits of $5.5 billion in 2012

Serves 68 million customers daily

Courtesy: http://en.wikipedia.org

He subsequently purchased the chain from the McDonald brothers

Primarily sells Hamburgers, Cheeseburgers, Chicken, French fries, Breakfast items, Soft drinks, Milkshakes & Desserts

Operates in 119 countries across 35,000 outlets

Some unknown Facts about McDonald’s

McDonalds is the largest toy distributor in the world!

McDonald's first menu items were hot dogs, not hamburgers

McDonalds opens a new restaurant every 14.5 hours

McDonald's restaurants feed 68 million people every day

McDonald's' golden arches are recognized by more people than the cross

McDonald's has unique menu items in every country

McDonald's real business is Real Estate

Courtesy: http://www.factslides.com

Some unknown Facts about McDonald’s

McDonald's is not the world's largest restaurant chain!!!, But

Change in Logo’s

Brand IdentityIdentify who you are ?

100% agreed that the slogan "i'm lovin' it" belongs only to McDonald's 88% can identify with McDonald's trademarks, most notably the "i'm lovin' it”41% say the synonym of “BURGER” is McDonald‘s

Dep

thB

read

th Consumers link to McDonald's when they want to eat something Tasty, Fast & Clean.Covers broad amount of Demands More than 60% think of McDonald's when want a Quick Bite

Brand MeaningWhat are you?

48% agreed McDonald's Burger has best Taste78% say McDonald‘s is the best Fast Food ChainConsumer rate McDonalds Highest for Quality Standards & Value for MoneyMajority Consumers visit McDonalds for a Quick BiteOffers Free Wi-Fi, 24*7 & Drive-Thru Locations specific

Perf

orm

an

ce

Imag

ery McDonalds has Consumer of all Age Groups

46% never had a bad experience with McDonald’s 50% more preferred when with Friends14% eat @ McDonalds after Shopping/ MoviesMcDonald’s is Fun, Efficient & Convenient

Consumer Brand ResponseWhat about you?

63% trust McDonald's for Quality Service, Cleanliness & ValueMcDonalds is the First Choice for BurgersMcDonald’s will retain 44% consumer’s even if they start selling Pizza instead of Burgers56% Love McDonalds as a brandJu

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More than 48% feel Comfortable @ McDonald’sKids feel Excited & Happy when @ McDonald’sFun place to go with friends

Consumer Brand ResonanceWhat about you & me?

Consumer recognize McDonald’s all over the world37% go to McDonald’s once a month 31% consumer will be present for a McDonald’s event4% wont go to any other fast food restaurant L

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CBBE Pyramid

.

Famous International Fast food chain, Mostly Sells Burgers.

Widely Spread Across Locations,

Convenient & Serves Quick Burgers.

Serves All age group,Pleasant Experiences

Loved Brands stands

for quality service

Fun,Warmth, Excitement

Regular & repeat Purchase

Consumer Feedback

• Keep more burger options in veg. Continue the hygiene factor

• Burgers hv been the same for yrs without any spice! Its only the happymeal option that pulls kids not the food is wat i believe!! Guys high time u do something abt it

• Free home delivery

• Please if possible increase d quantity of d thick shakestop showing bigger burger images and give smaller burgers instead! we all know marketing

• Introduce some bio product, healthy stuff kind of wheat bread burgers

Consumer Feedback

• Stop showing bigger burger images and give smaller burgers instead! we all know marketing

• Be a cheaper hahaha

• free home delevery

• Worth visiting

• Give free sauces with McNuggets

Thank you

Note: The slides are designed based on the collected data. Hence results may not tally with other research.