mcdonald.pptx brand audit

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Brand Audit (McDonald’s) Presented: Bhavna Kumari Roll No: 21

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Page 1: mcdonald.pptx Brand audit

Brand Audit(McDonald’s)

Presented: Bhavna Kumari Roll No: 21

Page 2: mcdonald.pptx Brand audit

McDonald’s

McDonald's is the leading global foodservice retailer .Ray Kroc is the founder of the McDonald.Enter in India Oct. 1996.Forty eight year down the line, they are the world’s largest food

service chain with more than 30,000 restaurant in 100 countries, serving 46 million customer every day.

McDonald’s in India developed a range of 100% pure veg. food, along with non veg. range.

Page 3: mcdonald.pptx Brand audit

Brand Elements Of McDonald’s

Logo:

a) Elegance, significance and solid corporate character are clearly depicted by the golden arches of the McDonald’s logo.

b) McDonald’s logo encompasses the durable characteristics of the food chain. 

c) The McDonald’s logo possesses a simple golden colored “M” which reflects the name of the food chain.

Name:

a) Easy to spell and pronounce.

b) McDonald is not a popular first name for men and an equally uncommon surname or last name for all people.

Page 4: mcdonald.pptx Brand audit

Slogan:

a)I m lovin’ it is the slogan use by McDonald.

b) I'm lovin' it is a key part of McDonald's business strategy to connect with customers in highly relevant, culturally significant ways around the world”.

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Services:

1) Accuracy in order taking, knowing needs, quality needs.

2) McDonald also provided hostesses who would keep on circulating in the lobby by providing napkins, soufflé cups, helping children, tissue paper assistance required.

Page 6: mcdonald.pptx Brand audit

Brand Attributes

Speed: McDonald Position itself as a speedy way to get an all customer meal.

Kids: it’s a kids friendly place. Advertising is directed mainly to kids.

Family Place: A place where parent could feel comfortable bringing their kids.

Marketing Segment: KidsYoungsterParents

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Promotional Strategy

The various promotion channels being used by McDonald’s to effectively communicate the product information, like advertisement,etc.

There are three main objectives of advertising for McDonald’s are to make people aware of an item, feel positive about it and remember it. The right message has to be communicated to the right audience through the right media.

McDonald’s does its promotion through television, hoardings and bus shelters. They use print ads and the television programmers are also an important marketing medium for promotion.

Some of the most famous marketing campaigns of McDonald’s are:

“You Deserve a break today, so get up and get away- To McDonald’s”

“Aap ke zamane mein ,baap ke zamane ke daam”.

“Food, Folks, and Fun”

“I’m loving it”

Page 8: mcdonald.pptx Brand audit

Competitors

McDonald’s competes with fast food chains like Pizza Hut, Domino’s Pizza, Papa John’s, Nirula’s and KFC in India.

Page 9: mcdonald.pptx Brand audit

Recall and Reorganization

1. McDonalds is the brand that comes first to my mind when I think of any Food Service.

2. “I m Lovin’ it” is the tag line of McDonald.

3. I resonates color Yellow with McDonald.

4. Log of McDonald represent the ‘Happy Meal’.

5. Meals in McDonald available in the Range of Rs 25- Rs 200.

There were 10-20 respondent and almost every one easily able to recall and recognized.

Page 10: mcdonald.pptx Brand audit

Brand Strength

Outstanding IT capabilities and utilization, efficient supply chain management.

Offer consumer product value, convince and huge selection.

Expertise in Fast Food industry.Brand Equity world wide.Consistency of food.

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Brand Weakness

Some people consider McDonalds is not a good place for healthy diet, that serve nothing but deep fried garbage.

Contributes to obesity.

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Thank You

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References:

www.google.comwww.mcdonald.comwww.wikepedia.com