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M MM C D O N A L D ’ S B R A N D E Q U I T Y
U N D E R T H E G U I DA N C E O F
C R E AT E D B Y:
G A Z A L J A L A N
W H AT I S B R A N D E Q U I T Y ?
• It is the added value endowed on products and services.
• Reflected in the way customers think,feel and act with respect to the brand.
R O L E O F B R A N D I N G
• identify maker
• simplify product handling
• legal protection
• secure competitive advantage
• secure price premium to the firm
• signify quality
B U I L D I N G B R A N D EQ U I T Y
• initial choices for brand elements : name, logo,slogan etc • product and service and accompanying marketing activities • other associations by linking brand to some other entity
B R A N D E L E M E N TS O F M C D O N A L D S
Brand name : McDonald’s
Brand slogan : I’m loving it
Brand color : Red and Yellow
• Memorable
• Meaningful
• Likeable
• Transferrable
• Adaptable
• Protectable
Thus it is :
FA C TS A B O U T M C D O N A L D S
• World’s largest chain of hamburger fast food restaurants
• serves 68 million customers daily
• operates in 119 countries across 35,000 outlets
• Annual revenues of $27.5 billion, profits of $5.5 billion in 2015
B R A N D I D E N T I T Y
• Almost everyone can identify the McDonald’s slogan “ I’m loving it”
• 41% say the synonym of “BURGER” is “McDonald’s”
• Consumers link to McDonald’s when they want to eat something tasty,fast & clean
• More than 60% think of McDonald’s when they want a quick bite
B R A N D P E R F O R M A N C E It effectively meets the functional needs of its customers.
C O N S U M E R T O B R A N D C O N N E C T I O N H I E R A R C H Y
• rewards/indulges me
• lets me be myself
• sets the pace
• reflects my style
• convenient locations
• easy dining
• affordability
M A R K E T I N G M I X E L E M E N TS O F M C D O N A L D ' S
1. Product : Diversified product range
2. Price : Affordable & low priced
3. Promotion : Advertising, sales promotions, point of sale display, merchandising
4. Place : Accessible and evenly spread
5. People : Keeps employees happy, customer friendly
6. Process : Manufacturing process is transparent, hygienic
B R I E F S N A P S H O T O F M C D O N A L D ’ S
D I D Y O U K N O W ?
O T H E R A S S O C I AT I O N S O F M C D O N A L D ’S
• Associated with global charity to improve lives, health and well being
• Children's advertising
• Sports awards and honours
• Offers free wifi @24*7 and drive -thru location specific
• It has consumers of all age groups
• 14% people say that McDonald’s is Fun, efficient and convenient
I N T E G R AT E D A C T I V I T I E S
McDonald’s focuses on consistency, innovation and resiliency.
• Developing strong, efficient processes and procedures and remaining consistent on them allow for businesses to develop consumer confidence in the brand.
• Having the foundation of consistent processes allows businesses the flexibility to innovate and adapt to consumers' concerns, and improve the brand with minimal disruption.
T H U S K E Y H I G H L I G H T S O F M C D O N A L D ’ S A R E … . .
U N K N O W N FA C TS A B O U T M C D O N A L D ’S
• It is the largest toy distributor in the world
• It opens a new restaurant every 14.5 hours
• It feeds 68 million people every day
• Its golden arches are recognised by more people than the cross
• It has unique items in every country
D I D Y O U K N O W ?
I N T E R N A L B R A N D I N G
• educates and trains employees
• performance appraisal schemes
• keeps them motivated
• rewards them
• focus is on providing quality
service to customers
B R A N D R E I N F O R C E M E N TReinforces brand equity by :
• story telling and meaningful brand experience
• innovation
• introducing new product lines
• making superior products
• relationship building with kids,adults and teens
C R E AT I V E A D S
B R A N D I N G S T R AT E GY
• develop new brand elements for new products
• apply existing brand elements
• combination of new and existing brand elements
L I N E E XT E N S I O N Parent brand covers a new product within its product category.
C AT E G O RY E XT E N S I O N
Marketers use parent brand to enter a different product category
S T R E N GT H S
• Diversified income streams
• Brand Equity…world-wide
• 42% of US fast-food hamburger business
• Consistency of food
• Successful items: Fries, Happy Meal, Big Mac, Egg McMuffin, Promotions
• Overseas market
• Balance sheet position
W E A K N E S S E S
• Declining market share
• Weak product development
• Disgruntled franchisees
• Quality and taste of products
• Slowed revenue and income growth
T H R E ATS
• Mature/overstored industry
• Strength of competition
• More health-conscious consumers
• Changing demographics
• Fluctuation of foreign exchange rates; Economies
• Recession or down turn in economy may affect the retailer sales
O P P O R T U N I T I E S
• Better locations for franchisees
• Strengthen its value proposition and offering
• International expansion
• Growing dining-out market
• Joint ventures with retailers
• Continued focus on corporate social responsibility
T H A N K Y O U !
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