A case study of McDonald's

20. Summary
• What is McDonald’s history and global position?
• McDonald’s products
• Development of McDonald’s brand elements – Ronald
McDonald and the “Golden arches”
• McDonald’s target market – Family and Children
• McDonald’s product and service innovations
• McDonald’s advertising and market segmentation
• McDonald’s core identity
• Plan to win – “I’m Lovin it” campaign
• McDonald’s risks and possible future strategy

21. DISCLAIMER
Created by Shubham Agnihotri, IIT(BHU), Varanasi
during a marketing internship by Prof. Sameer Mathur, IIM
Lucknow.