Mcdonald's brand equity by Gazal jalan

1. MMM C D O N A L D ’S B R A N D
EQ U I T Y

2. U N D E R T H E G U I DA N C E O F

3. C R E AT E D BY:
G A ZA L J A L A N

4. W H AT I S B R A N D EQ 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 th
brand.

5. ROLE OF BR AND ING
• identify maker
• simplify product handling
• legal protection
• secure competitive advantage
• secure price premium to the firm
• signify quality

7. BU I LD ING BR AND EQU ITY
• 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

8. BR AND E LEM ENTS OF
MCDON ALDS
Brand name : McDonald’s
Brand slogan : I’m loving it
Brand color : Red and Yellow
• Memorable
• Meaningful
• Likeable
• Transferrable
• Adaptable
• Protectable
Thus it is :

9. FA CTS ABOU T MCDON ALDS
• 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

10. BR AND IDENT ITY
• 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

11. BR AND P E R FOR M ANC E
It effectively meets the functional needs of its customers.

12. C ON SUM E R TO BR AND
C ONN ECT ION H IE R AR CHY
• rewards/indulges me
• lets me be myself
• sets the pace
• reflects my style
• convenient locations
• easy dining
• affordability

13. M AR K ET ING M I X
E LEM ENTS OF MCDON ALD 'S
1. Product : Diversified product range
2. Price : Affordable & low priced
3. Promotion : Advertising, sales promotions, point of sale disp
merchandising
4. Place : Accessible and evenly spread
5. People : Keeps employees happy, customer friendly
6. Process : Manufacturing process is transparent, hygienic

14. B R I E F S N A P S H O T O F
M C D O N A L D ’S

15. D ID YOU K NOW?

16. OTH E R A S SO C I AT ION S OF
MCDON ALD ’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

17. INTEG R ATED A CT I V IT IES
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.

18. T H U S K E Y H I G H L I G H TS O F
M C D O N A L D ’S A R E … . .

19. UN K NOWN FA CTS ABOU T
MCDON ALD ’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

20. D ID YOU K NOW?

21. INTE R N AL BR AND ING
• educates and trains employees
• performance appraisal schemes
• keeps them motivated
• rewards them
• focus is on providing quality
service to customers

22. BR AND R E INFOR C EM ENT
Reinforces brand equity by :
• story telling and meaningful brand experience
• innovation
• introducing new product lines
• making superior products
• relationship building with kids,adults and teens

23. CR EAT I V E ADS

24. BR AND ING ST R ATEGY
• develop new brand elements for new products
• apply existing brand elements
• combination of new and existing brand elements

25. LIN E E XTEN SION
Parent brand covers a new
product within its product
category.

26. CATEG ORY E XTEN SION
Marketers use parent brand to enter a different product category

27. ST R ENGTHS
• 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

28. WEAK N ES SES
• Declining market share
• Weak product development
• Disgruntled franchisees
• Quality and taste of products
• Slowed revenue and income growth

29. TH R EATS
• 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

30. OP P ORT UN IT IES
• 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

31. THAN K YOU !