How It All started ?
“If you’re not a risk taker. You should get the
hell out 0f business.”
-Ray Kroc

Mc DonalD’s targeteD segMent?

WHAT IS BRAND EQUITY?
HoW DID Mc DonalD’s BUIlD It?
BRAND EQUITY:
Brand Equity
is the added value
endowed on products
and services

Choosing Brand elements
Evolution of packaging
Evolution of logo

MC DONALD’S POPULAR ADVERTISEMENTS
Mc Donalds commercial ads Baby advertisement

Ronald McDonald
Ronald McDonald is
a clown character used as
the primary mascot of
the McDonald's fast-
food restaurant chain

Ronald McDonald House Charities

Fall of Mc Donald’s
Agrassive Expansion

+ PEOPLE
4 P’S + 1 P = 5P’S
Plan to win

soMe Major strategIes IMpleMenteD By Mc DonalD’s
Drive-through
I’m lovin’ it campaign

Re-designing the restaurents to zones
Dollar one menu

WHAT ARE MCDONALD’S CORE BRAND VALUES?HAVE
THESE CHANGED OVER YEARS?
Quality Service
ValueCleanliness

Due to aggresiive expansion of company in 1980s they
compromiosed on brand values which led to fall of
company after implementing plan to win strategy they
haven’t compromised on their brand values and providing
higher quality consumer experience rather than quick and
cheap fast food option

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?
Increasing targeted
customers
Brand extensions

Geographical
segmentation
Demographical
segmentation

WHAT RISKS DOYOU THINK MC DONALD’S WILL FACE IN
FUTURE?
Health conscious people

Poor maintainance due to
global expansion
Heavy Competition

SUMMARYsummary

DISCLAIMER
presented by pogiri venkata sai sasidhar,
nit silchar,under the guidance of Prof.
Sameer Mathur