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HISTORY

Founded in 1955 when Ray Kroc, a multi-mixer salesman franchised a hamburger restaurant from the McDonald brothers

CLEANLINESS

QUALITY

SERVICE

VALUE

CORE BRAND VALUES

MAINTAINING THE AUDIENCE OF CONSUMERS BY REASONABLE PRICES

IMPROVISATION THROUGH YEARS

PRODUCT LINEMANAGEMENT

RONALD MCDONALD HOUSE

RONALD MCDONALD FAMILY ROOM

RONALD MCDONALD CARE MOBILE

A CHARITABLE CAUSE TO HELP CHILDREN WITH LEUKEMIA

RONALD MCDONALD HOUSE

RONALD MCDONALD FAMILY ROOM

RONALD MCDONALD CARE MOBILE

A CHARITABLE CAUSE TO HELP CHILDREN WITH LEUKEMIA

McDonalds lost focus during 1990s and early 2000s leading to poor quality food, bad customer service and dirtier restaurants

All the new food offerings were rejected

A STRATEGIC EFFORT WAS IMPLEMENTED BY MCDONALDS TO REFOCUS

PLAN TO WIN

HEALTHIER FOOD

PLACING CUSTOMER AT CORE

A LINGER ZONE FOR TEENAGERS QUICK BITEFAMILY

ATTRACTIVE DEALS

SUCCESSFUL INTRODUCTION OF MCCAFEBOOMING ENTRANCE INTO THE COFFEE INDUSTRY

PEOPLE BECOMING HEALTH CONSCIOUSMCDONALDS A REASON FOR OBESITY

LAUNCHING A NEW PRODUCT AS A RISK TO THE BRAND IMAGE

MARKETING STRATEGIES

SUMMARYHISTORYCORE BRAND VALUESMCDONALDS LOST FOCUSPLAN TO WINRISK FACED BY MCDONALDS MARKETING STRATEGIES

DISCLAIMER

Created by Aditi Maheshwari, BITS Goa, during a marketing internship, by Prof. Sameer Mathur, IIM Lucknow.