Download - Mcdonald's Mini Case Study
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cDonald’s I
Case Study
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Started as a Hamburger Restaurant…
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The Success Story !!
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In 1952,Ray Kroc bought the hamburger restaurant from McDonald’s brothers and named it McDonald’s.Since then it has been growing rapidly around the world, adding 1000s of McDs every year.
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McDonald’s is world's largest restaurant chains, serving approximately 68 million customers daily in 119 countries across approximately 36,615 outlets. It has over 1.9 million employees worldwide.
Today
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McDonald’s at a glance …
so on...
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Target Segment
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CompetitionMcDonald’s
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Brand Promise
An easy and enjoyable food experience for its customers.
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Core ValuesQualityCleanlinessServiceValue
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Have the core values changed ?In late 1900s and early 2000s McDonald’s got drifted away from its core brand values, mainly due to rapid growth in number of restaurants. New employees weren’t trained well enough, which led to poor customer service and dirtier restaurants. But now, it tries its best to stick to the core values.
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Building BRAND Equity
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1. Smart choice of brand elements
Using Ronald McDonald as the
brand character to attract children.
Brand Slogan connects with McDonald’s large customer base.
Use of bright colours and golden arches appeals to the customers.
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2. Holistic marketing activities
Social Cause Marketing
Sponsorship
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3. Secondary Associations3. Secondary Associations
Olympics and many more.
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Brand revitalization through brand extension.
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Drive- Thru
Catering to Local Tastes
Free toys for children with meal
1 $ menu (affordable)
Promotes the idea of sharing
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RISKS…
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Health conscious consumers may shift to other brands.
Competition from
Changing customer’s tastes and preferences.
Fail to train employees rapidly and effectively during
expansion drives.
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SUMMARY
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DISCLAIMERCreated by Sajal Gupta, NSIT Delhi, during a marketing internship by Prof. Sameer Mathur, IIM Lucknow