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 !