McDonald's case study presentation done during the internship under the supervision of Prof. Sameer Mathur

1. I’m lovin’ it

2. BRAND EQUITY

3. Brand equity is the added value
endowed to products and services
with consumers.

4. BRAND
EQUITY
ENERGIZED
DIFFERENTIATION
ESTEEM
KNOWLEDGE
RELEVANCE

5. HISTORY

6.  McDonald’s was started by
two brothers Richard and
Maurice McDonald in the
year 1937.

7.  Ray Kroc, a sales man
franchised a hamburger
restaurant from McDonald
brothers.

8. Core values : Quality, Services,
cleanliness and
Value.
Target market : Children and
families.
Brand Strategy : Products available
for all types of
economic classes.

9. • Idea of branch extension
through Mc Cafe
• Taking the local people
tastes into consideration

13. Campaign :
I’m lovin’ it

14. Question1:
What are McDonald’s
core brand values ?
Have those changed
over the years?

15. Providing happy meal
Consideration of local
preferences
Priority to quality,
service and cleanliness

16. Question2 :
How has McDonald’s
grown its brand equity
over the years ? Has
McDonald’s changed in
different economic
times or in different
parts of the world ?
Explain.

17. Brand elements(minions)
Holistic marketing Activities
Brand extensions(Mc Cafe)
I’m lovin’ it campaign

18. Question3 :
What risk do you
think McDonald’s
will face in future ?

19.  New entrants
 Obesity
 Unnecessary
expansion

20. Summary:
Brand Equity
McDonald’s History
McDonald’s Development
McDonald’s Campaign
Questions

21. DISCLAIMER
This presentation is done during the
marketing internship under the
supervision of Prof. Sameer Mathur,
IIM Lucknow.