McDonald's case study, provides the brief intro about the companies journey since its inception, this content also covers mini question asked in Kotler's 15th edition from the chapter creating brand equity.

2. Where & when it all began
It was founded in
1940 as a small
restaurant
First restaurant
was operated in
San Bernardino,
California, USA.

3. Where it has reached till now…!!!
It has reached in more
than 120 countries
It serves on an average
68 million customers
each day
It operate 36899
restaurants worldwide

4. Quality
Service
Cleanliness
Values

5. Success factors…!!!!

6. Same Quality Throughout
the World
Introduction of Innovative
Products
Affordability of Product
Attracted People
Core Values of Utmost
Importance

7. Localization
Of
Products
Holistic
Marketing
Activities
Smart Choice
of
Brand Elements
Paneer Salsa Wrap
McVeggie

8. Brand Reinforcement through advertisements
Sharing is Caring

9. Brand Reinforcement through advertisements
Targeting Family and Children’s

10. Co
re
Va
lu
es

12. Where McDonalds lost track...???
Faced strong competition
because of healthier products
from competitors
During overseas
expansion around
1980s, it lost focus on
offering core values
Its most products were linked to
obesity because of which
consumer shifted to its
competitors

13. How did it come back…!!!!
Refocused in providing better
consumer experience
It came up with more
healthier options for its
target audience
It controlled its expansion plan to
focus on its core values

14. Brand
Extension

15. Benefits
of
maintaining
brand
image
During recession,
it was one of the
two companies
whose share
prices rose up
It experienced record
revenues of $27 billion in
2012

17. How has McDonald’s
grown its brand
equity over the
years ? How has it
changed in
different economic
times and in
different parts of
the World? Explain
• By focusing on its Target Audience to
satisfy their need
• Successful Campaigns like “Plan to Win” &
“I’m lovin’ it” helped it to build strong
brand image
• By offering products at affordable prices
• Continuous improvement in services
During recession, it performed very well
which was the achievement in those crucial
economic times.

18. What are
McDonalds core
brand values?
Have these
changed over the
years?
• Hot & high quality food
• Customer Centricity
• Customer loyalty
• Products for every customer
• Make available its products to everyone
• Changes in its values started around
1980s where because of expansion.
• Later time it realized and became more
customer centric to maintain customer
loyalty

19. What risks do you
think McDonald’s
will face in the
future?
• Competition from local food chain vendors
• Shifts by health conscious consumers because
its healthy products are available at premium
price
• Direct competition from the same segment
companies like Burger King, Subway
• Brand dilution because of lots of product in the
same product category with little variation
which might confuse consumers.

20. S u m m a r y

21. DISCLAIMER
Created by Akhil Yash Tiwari, Welingkar Mumbai, during a
marketing internship by Prof. Sameer Mathur, IIM Lucknow