UNIVERSITI TENAGA NASIONAL

COLLEGE OF ENGINEERING
DEPARTMENT OF MECHANICAL ENGINEERING

MECHANICAL DESIGN PROCESS

ASSIGNMENT 1

GROUP MEMBERS:
1. ID: ME095512 NAME: MITHRANDASSA NAIR A/L DHAMODHARAN
2. ID: ME094704 NAME: DARYL IAN PALIATH
3. ID: ME096035 NAME: MANIMIT SINGH
4. ID: ME096733 NAME: NOR AMINUDIN IRFAN BIN ABDUL RAHMAN
5. ID: ME096005 NAME: NOR SYIFAA BINTI BAKAR
6. ID: ME095566 NAME: PRAGASRAU A/L APALASAMY

SECTION : 03 GROUP: 4

LECTURER : MR. CHUA YAW LONG

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 TABLE OF CONTENT

NO CONTENT PAGE

1.0 Introduction 3-5

2.0 Case Studies 6-28

3.0 Case Studies Overview (Table) & Discussion 29-38

4.0 Conclusion 39-43

5.0 Gantt Chart 44

6.0 Reference 45-48

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1.0 INTRODUCTION

Having an influential brand recognition is a crucial achievement for an organization. A

brand that resonates well in the customers mind can have a miraculous effect on the value of
the organization, and thus the process of creating a positive and vivid imagination of a brand
in the customers mind is an important feat that every company strives to achieve. For
instance, once a customer is attracted to a brand and used to it, he is less likely to complain
about the service or resist to any price hikes. At the same time, brand loyalty is known to be
one of the most crucial factor in the expansion of a brand across states, as the word of mouth
of patrons prove to be more beneficial than any other type of advertisement.

Through much dedication and continuous branding efforts, a number of influential

organizations around the globe have achieved prestigious brand recognition and are thriving
both economically and socially. For instance, Apple positions itself as a premium phone
maker and through various techniques such as having well designed stores in Posh areas have
appealed to the upper class working people and thus Apple has successfully established its
brand as premium brand across the globe, and is now one of the leading smartphone
retailers in the world.

Similarly, in the world of fast food chains, McDonalds has never failed to impress its
board of directors with its outstanding revenue generation throughout its chain of franchisee
restaurants. Through simple principles of quick-service, standardized menu and unity-
McDonalds has won the hearts of its patrons since its inception in 1955 [1]. Ever since,
McDonalds have used the same principles to all of its stores and have grown worldwide and
is a renowned brand today. Effective management and Corporate Social Responsibility (CSR)
programmes spearhead the development of McDonalds in the community the same
community that will dine in McDonalds and contribute to revenue generation.

In short, one can define brand as a distinguishable mark that distinguishes a product
with two or more similar products and stand out clearly when compared to other brands. This
brief definition is suggestive that when a customer is presented two items of similar
composition, weight and price, he or she will pick a product with a brand they feel
comfortable with, perhaps due to positive experiences or due to emotional bonds, which is

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particularly true for brands that have been around for more than two generations. This can be
portrayed by a simple fact that daughters tend to buy the same soap brand as their mothers
preference or even grandmother which illustrates strong emotional connection to brands.

PCDL MODEL: A CONCEPTUAL MODEL FOR BUIDLING BRANDS

POSITIONING THE BRAND

Positioning a brand simply refers to highlighting the distinctive characteristics that make a
product different from its competitors and appealing to the public in a more convincing
manner. Positioning is crucial as customers are very particular when comparing between
brands, and hence having a strong Branding is necessary. This makes positioning the brand
a pivotal part of the selection process. By strategically positioning the brand it in the minds of
the target audience, the company can build a strong identity or personality of the brand in the
minds of the customers.

COMMUNICATING THE BRAND

A company needs to imagine the perspective of a target customers towards the brand. The
challenges faced by companies in building brands are to be noticed, to be remembered, to
reinforce attitudes, and to create deeper customer emotions towards the brand. Thus in order
to be well known and perceived, companies often rely on general media such as newspapers
advertorials as well social media as effective ways to communicate directly to target
customers.

DELIVERING THE BRAND PERFORMANCE

Companies need to constantly monitor their brand performance against those of competing
brands, especially in the face of aggressive competition. Companies should be wary on their
brand perception and to take corrective actions if needed, and to have the knowledge of the
impacts of certain market interventions that may affect brand performance. Progress can be
monitored by means of several key indicators such as sales volumes, brand defects and
advertising effectiveness. This approach will enable brand marketers to assess the

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effectiveness of marketing campaign in influencing the target consumers. In products driven
companies, service quality is an important aspect of the brand experience as service quality is
linked with customer satisfaction. Progressive organizations nourish its brand philosophy
across functional lines throughout the organization, evaluates all contact points with
customers, and streamline organizational processes to meet customer demands and ultimately
delivering a positive brand experience. A manufacturers existing brands are potentially
vulnerable to successful new brands and products from competitors, which may offer better
value and performance. It is therefore logical that a manufacturer to adapt to the environment
by continuously upgrading their performance in order to satisfy the demands of customers

LEVERAGING THE BRAND EQUITY

Leveraging the brand equity refers to linking the brand to some other entity that creates a new
set of associations from the brand to the entity as well as affect existing brand associations.
Organizations often employ different strategies in leveraging their brands through line-
extensions, brand extensions, ingredient branding and co-branding. In ingredient branding,
key attributes of one brand are incorporated into another brand as the said ingredient has been
gaining from increasing popularity. Essentially, ingredient branding enhances the
differentiation of the host brand from competition by characterizing the ingredient attribute in
the host brand more specifically. This results in establishing brand alliances between a
numbers of firms as they link through their products/services or marketing activities. In brand
extensions, the parent brand experience appears to have little impact on long-term repeat
purchasing of an extension across a range of cases in which perceived similarity between the
parent and extension categories vary considerably. If the brand extension fails, it can harm
the brand equity of the parent brand by producing negative tailwind effects.

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2.0 CASE STUDIES

Case studies of 4 fast food restaurant brands (McDonalds being the main comparison) were
compared to describe the approach for brand building adopted by them. In a way to attract
customers and keep the product in the market. The data collected were based on the
references and thoroughly analyzed. The following suggested through case studies reinforced
the proposed PDCL model for brand building.

2.1 McDONALDS

POSITIONING THE BRAND

Positioning

Brand positioning is an important aspect of a company as the right brand perception of the
company can do wonders in the perspective of the customer. In the case of McDonalds, there
are several factors that have led to McDonalds to become the leading fast food franchise in
the world with more than 36000 restaurants across the globe [2]. Despite the sheer number of
restaurants, McDonalds sees their restaurants as one as the brand is well known, and
McDonalds takes advantage of this fact.

McDonalds has been able to achieve this fame by a number of factors, such as having an
extremely efficient service procedure, having a vast menu of fast food items such as

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hamburgers, fries and pies as well as by having constant promotional advertorials that reflect
the brands positive image.
McDonalds also believes in their Unique Philosophy, which is essentially providing food
with consistent high quality and uniform methods of preparation around the globe by
following a unique path of convincing both franchisees and suppliers to believe in the slogan
and to work along McDonalds, promoting a spirit of inclusiveness throughout its supply
chain, and standing out against competitors, giving McDonalds the edge in positioning. [3]

Brand associations

Brand association is another key aspect of companys core values. For instance, in the case of
McDonalds, the word Mc in the menu items is a standard word throughout the globe,
signifying the relation of every food item with McDonalds, which is an important connection.
McDonalds uses this very connection to promote items, and goes to connect them with their
promise of good food and good people slogans [4]. In short, the moment a customer orders an
item with Mc over the counter, the two positive elements of the company are in the mind of
the customer which are positive brand associations.

COMMUNICATING THE MESSAGE

Promotion
McDonalds uses various media to promote their existing and new items, such as through
newspaper advertisements, billboards along the road, radio advertisements and aggressive
upselling in their stores. For instance, the moment a customer enters the store, he/she is
overwhelmed with tempting illustrations of new items in the menu, and sometimes
accompanies with the words Limited time availability to further tempt the customer to buy
the new product. This is one of the most effective ways of promotion, as the customer who
enters the store is already a regular customer, and will want to try a new item.

Campaign
McDonalds has various campaigns throughout the world, most of the times to help those in
need via community programs [5]. McDonalds has always been concerned about the
community, and this perhaps what makes them different from competitors. In the case of
Malaysia, McDonalds is currently hosting the Small change, Huge Impact campaign, which

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is a campaign to transform the life of underprivileged children in areas of health, education
and welfare [6]. Basically, there are small boxes with the words Ronald McDonald House
Charities (RHMC) in front of cash registers where customers can donate any amount of
money. In addition, when customers purchase certain merchandise such as socks, a small
percentage of the sum is donated to the organization. The funds are then channelled to the
charitable organization and used to fund activities and other charitable causes.

This programs are under the Corporate Social Responsibility (CSR) initiatives, where
McDonalds is involved in giving back to community. Apart from finding ways of raising
funds, McDonalds Malaysia is also the largest corporate donor of RHMC, and funds the
operations of RHMC as well providing general donations to the RHMC as well from their
yearly profits [7]. This definitely gives McDonalds an edge over competitors, as customers
are more comfortable to dine with an organization that truly gives back to society such as
McDonalds.

DELIVERING THE BRAND PERFORMANCE

Generally, all the leading Companies need to consistently track their brand against the impact
of rivalry, particularly despite forceful rivalry in order to sustain in the latest market
competition. They must be careful to identify their advance in the matter of how their brand
is commercially successful and there are several ways to sustain their brand equity in market.
In the case McDonalds, they had several strategies to maintain their brand performance in
market which divided into certain categories like product performance, service performance
& distribution coverage, customer care, and customer satisfactions.

Product Performance
First and foremost, McDonalds focus in product performance is producing Good
Food. They defined the phrase of Good Food as great taste, modern choices, and real
ingredients. In addition, their concept for attract customers to their fast food stall is by
serving nutritional elements in their foods for all age group people such as include
vegetables, fruits, low-fat dairy, whole grains, reduce salt and sugar, saturated fat and low
calories in all the menu. [8] They also implement nutritional menu for children with Happy
Meal Menu Boards as a children attract marketing. [9]

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 Moreover, McDonalds also very particular in producing quality food in order to
achieve customers satisfaction. This is because the they knew that customers are very
concern about their health, so as another attracting element they promote quality food by
producing food based on nutrition calculator and avoiding preservatives, fillers, additives and
etc. [10] McDonalds also follow some food philosophies like Less is more and The
simpler the better and keep on innovate the food menu to sustain in market. [11]

Service Performance & Distribution Coverage

McDonalds does business in more than 100 countries worldwide and continues to be
named as one of the famous franchising company in the world. More than 80% of the
McDonalds restaurants are owned and operated by franchisees. McDonalds also have been
listed as one of top franchises in many popular magazines. [12] McDonalds also serves in
more than 36000 locations worldwide at middle-east, Africa, Asia pacific, Europe, North and
Latin America. More than 1.9 million people work for McDonalds and its franchisees.
McDonalds first international restaurants opened in Canada and Puerto Rico in 1967.
In service performance, McDonalds shows a very good standard to satisfy customers.
McDonalds always pay attentions for customers convenient to delight them to grab full
customer attraction and maintain good business. For example, McDonalds is one of the very
first companies which implement Drive-thru service to ease the customers. Then, recently
they came up with a new idea which is Arch Card services which is a prepaid card that
gives customers quick and convenient way to pay at McDonalds. [13]
Furthermore, they also provide a very clean, tidy, and quick services at all restaurants
which pleasant the customers. These are the few samples of good service performances from
McDonalds which made them still sustain in competitive fast food market with other rival
companies.

Customer Satisfaction and Customer Care

The initiatives of McDonalds on customer care and satisfaction can be seen clearly in
few of their creative promotions in restaurants. For example, they provide a strong free Wi-Fi
at most of the restaurants. So, the customers can access the internet using their laptop and
mobile devices without any charge. Moreover, McDonalds also provide play places for kids
at some restaurants, this because to provide entertainment the kids and also to make the

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parents stress free. This promotion is a great idea to pull family customers to McDonalds.
[14] This shows customers satisfaction is their main priority.

LEVERAGING THE BRAND EQUITY

Leveraging process is defined as connecting the brand to some other element that
makes another arrangement of affiliations from the brand to the element and also influence
existing brand associations. Normally, the companies will undergo some strategies in
leveraging the brand such as line extension, brand extension, Ingredient branding, Co-
branding, Brand alliances, and social integrations.

Brand Extension
Recently McDonalds planned to have brand extension to give a boost to its revenue,
so they are trying to focus on innovation and brand extension like McCafes and delivery
business. This is because to face the competition from the other rival fast food companies like
burger king, Pizza Hut, Dominos pizza and KFC. So, their quick service restaurant and
punctual home-delivery format is very useful to overcome the tough competition. Then, the
McCafes implementation also can be said as one of the great idea to impress customers with
all new type of foods. [15]
On the other hand, McDonalds also merge with some soft drink companies as a
strategy path for brand extension. For example, Coca-Cola, Pepsi, F&N, Nescafe and some
other companies are collaborating with McDonalds to obtain mutual benefits.

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SUMMARY
POSITIONING THE BRAND PERFORMANCE
Positioning
- Unity in operations
- Quick service

Brand associations
- Product name have standardized prefix Mc
COMMUNICATING THE BRAND MESSAGE
Promotion
- Advertorials in various media
- Aggressive instore advertisement techniques

Campaign
- Community orientated programs
- Small Change, Huge Impact campaign to assist underprivileged children in
Malaysia
- CSR initiatives such as RHMC

DELIVERING THE BRAND PERFORMANCE

Product Performance
- McDonalds focus in product performance is producing Good Food
- Serving nutritional elements in their foods for all age group people
- Very particular in producing quality food in order to achieve customers satisfaction.
- Producing food based on nutrition calculator and avoiding preservatives, fillers,
additives and etc.

Service Performance & Distribution Coverage

- McDonalds does business in more than 100 countries worldwide
- Came up with a new idea which is Arch Card services which is a prepaid card
- Also provide a very clean, tidy, and quick services at all restaurants which pleasant
the customers.

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Customer Satisfaction and Customer Care
- Provide a strong free Wi-Fi at most of the restaurants.
- Provide play places for kids at some restaurants

LEVERAGING THE BRAND EQUITY

Brand Extension
- Brand extension like McCafes and delivery business.
- Quick service restaurant and punctual home-delivery format is very useful
- Merge with some soft drink companies as a strategy path for brand extension

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2.2 KFC

POSITIONING THE BRAND

KFC is the worlds second largest restaurant chain with more than 18,000 KFC outlets
in 120 countries and territories around the world. It is market leader in Non-veg food joints
categories in majority of countries it is in. It is the subsidiary of Yum! Brands, a restaurant
company that also owns the Pizza Hut and Taco Bell. Yum! Brands, the fortune 500
company, is one of the worlds largest fast food restaurant companies in terms of system units
more than 41,000 restaurants around the world in over 125 countries & it help individual
brands in optimizing its resource usage. Although KFC is known for its finger licking
Chickens menu but recently they ventured out in Vegetarian category which is helping them
in increasing their business & attracting both veg & non-veg preferred customers. Sanders
Original Recipe of 11 herbs and spices is one of the most famous trade secrets in the
catering industry. A copy of the recipe, signed by Sanders, is held inside a safe inside a vault
in KFCs Louisville headquarters, along with eleven vials containing the herbs and spices
[16].

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COMMUNICATING THE BRAND

KFC has been an extensive advertiser since the establishment of the first franchise in
1952. Founder Harland Sanders initially developed his "Colonel" persona as a low-cost
marketing tool. The Colonel image is still used extensively in the chain's advertising.

The chain is well known for the "finger lickin' good" slogan, which originated in
1956. Moreover, KFC has marketed with NASCAR, sponsoring several cars on a limited
basis throughout the years. KFC's first appearance in NASCAR was in 1997 Cup competition
with Darrell Waltrip Motorsports, as part of a one-race attempt for Rich Bickle and the #26 in
the 1997 Brickyard 400. Several years later in 2004, KFC sponsored Dale Earnhardt Inc.'s #8
for some Busch races with Martin Truex, Jr. and a Busch race at Daytona International
Speedway with Dale Earnhardt, Jr. [17]

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The brand makes use of modern digital media and social media platforms. KFC mobile app is
available, and social media campaigns are often used to entice users to vote for their favorite
items, increasing brand awareness to consumers. [18] KFC does promotional activities by
offering add-ons to the existing menu, gift coupons, T-shirts, Kids meal and many more.
Other than that, KFC promotes its products through LCD displays kept inside its outlets
which promotes their products and kindles desires among consumer. India being the country
with largest youth population has favored the growth of KFC and it has become the fastest
growing fast food chain in India. [19]

DELIVERING THE BRAND PERFORMANCE

Product Performance
KFC is one of the biggest fast -food restaurant in the globe. It made American citizens obese
for a reason. Kidding! It is finger lickin good for a reason too. KFC fried the best part of the
chicken (drumstick, thigh, breast and wings). These chicken parts are all time favourites.
They made surveys in order to meet customer needs. [20]
The restaurant discard any of their meal after 90 minutes if the meal is not sold. This is one of
the restaurants initiative to maintain quality of their product. KFC has one of the most
rigorous health and safety procedures in the world when it comes to cooking chicken. [21]

Service Performance
KFC is devoted in adjusting to local needs. The fast food restaurant is committed in creating
various flavours of the well-known deep fried chicken. KFC adapts to local taste. KFC has
gone world-wide since the 1970s, of course the original Colonel Sanders recipe is still in the
menu and to make it relevant in different market to fit local taste. Certain region in Islamic
countries they have to make it halal in order to sale their product. Example in most Asian
country KFC outlet introduce a spicy Kentucky fried chicken in their respective region or in
the case of Malaysia a little bit of sambal spice. It is the fast food chains initiative of
adapting to local taste. [22]
Other than that, KFC has adopted the drive-thru system where most fast-food restaurant are
currently doing. This is to keep up in the market. Plus, the drive-thru system is really
convenient in the era where consumers prefer a touch and go services.

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LEVERAGING THE BRAND EQUITY

Social Integration
KFC believe in contributing to society too. The fast food restaurant felt responsible in
improving the quality of their customer. In Malaysia, Projek Penyayang KFC was
developed to provide food 150++ homes every quarter. This project was founded back in
1995 where it serves to feed orphans and underprivileged children across the country. This in
turn, was followed by Tabung Penyayang, a charitable fund also in Malaysia whose sole
purpose is to provide funds for the orphanage. KFC continue to extend its charitable work till
this day. [23]

SUMMARY
POSITIONING THE BRAND PERFORMANCE
- KFC is market leader in Non-veg food joints categories in majority of countries it is
in.
- It is the subsidiary of Yum! Brands, a restaurant company that also owns the Pizza
Hut and Taco Bell.
- They ventured out in Vegetarian category which is helping them in increasing their
business & attracting both veg & non-veg preferred customers.
- Sanders Original Recipe of 11 herbs and spices is one of the most famous trade
secrets in the catering industry

COMMUNICATING THE BRAND MESSAGE

- KFC does promotional activities by offering add-ons to the existing menu, gift
coupons, T-shirts, Kids meal.

- Founder Harland Sanders initially developed his "Colonel" persona as a low-cost

marketing tool. The Colonel image is still used extensively in the chain's advertising.

- The chain is well known for the "finger lickin' good" slogan, which originated in
1956.
- KFC has marketed with NASCAR, sponsoring several cars on a limited basis
throughout the years.

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 - KFC mobile app is available, and social media campaigns are often used to entice
users to vote for their favorite items, increasing brand awareness to consumers.

DELIVERING THE BRAND PERFORMANCE

- Chooses best part of the chicken
- Discard unpurchased food after 90 minutes of cooking
- Maintains quality
- Adapt to local taste
- Making it halal to market
- Kiosk and drive-through

LEVERAGING THE BRAND EQUITY

- Contributes to society
- Believes in improving the quality life
- Charity

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2.3 A&W

POSITIONING THE BRAND PERFORMANCE

Positioning
The brand's positioning is the place in the purchaser mind that you want your brand to own. It
is the benefit you need your customer to see when they think about your brand. A solid brand
position implies that the brand has an exceptional, dependable and manageable position in the
mind of the customer. In A&W Restaurants case, the first thing that will come up to our mind
is their iconic root beer. The company became famous in the United States for its "frosty
mugs", where the mug would be kept in the freezer prior to being filled with root beer and
served to the customer. Today it has franchise locations throughout much of the world,
serving a typical fast-food menu of hamburgers and French fries, as well as hot dogs. In
1962, the first overseas A&W restaurant opens in Guam. The international division quickly
expanded to the countries of the Philippines and Malaysia in 1963 [24].

Yum Brands subsidiary

In 1995, Taubman sold A&W to Sidney Feltenstein. A&W merged with Long John Silver's
to form Yorkshire Global Restaurants based in Lexington, Kentucky. Yorkshire in 2000
agreed to test multi branded locations with Tricon Global Restaurants. In March 2002, Tricon
Global announced the acquisition of Yorkshire and name change to YUM Brands [25].

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A&W opened its first outlet in Bangladesh on 15 December 2010. The food served is 100%
halal and is very popular with the local youth population, with root beer being the driving
force of the large number of sales. A&W Bangladesh serves an "All you can eat offer" during
the Muslim holy month of Ramadan and "Boishakhi Bonanza" during the Bengali new year
[26].

COMMUNICATING THE BRAND MESSAGE

Promotion
A&W Restaurants developed a three type of communication like emotional, functional, and
promotional. The emotional positioning strongly taps into boomers memories of their youth
at A&W, with the objective of creating smiles and goosebumps. The functional positioning
focuses on the simple indulgence of a great burger just like it was in 1956. The promotional
positioning reflects great value for a premium product. Every year A&W makes 4 to 5
commercials. They also use direct mail coupons on a monthly basis.

Mascots
Rooty, the Great American Root Bear, originated in Canada in 1974 and first appeared in the
United States in 1976. Throughout the 1970s, '80s, and '90s, Rooty was the face of A&W,
both the bottled drinks and the restaurant chain, on television and print advertising. His
presence all but disappeared in the late 1990s, but in 2011, under new ownership, Rooty has
come out of retirement. He has since been featured in print ads, on A&W's website, as the
voice of their official Twitter account, and in a variety of YouTube and Vine videos. In 2013,
Rooty became the first mascot to have an official Linkedin profile, which was quickly shut
down as Rooty was not considered "real" by the authorities at Linkedin. In 1998, the
characters from the comic strip "Blondie", including Blondie and Dagwood Bumstead, were
licensed for use at A&W franchisees as part of an "All American Food" campaign [27]. In
1963, A&W introduced four choices of hamburgers and their corresponding Burger Family
members: Papa Burger, Mama Burger, Teen Burger, and Baby Burger. Each burger had a
wrapper featuring a cartoon image of the corresponding character. Many locations featured
fiberglass statues of the family in front of their stores [28].

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DELIVERING THE BRAND PERFORMANCE
Product Performance
Our core beliefs are simple; deliver high quality food, provide an excellent working
environment and above all create an enjoyable All-American family experience Paul
Hollands, CEO [29]
Based on our findings this is the how brand A&W keep their market high up and compete
with other fast food restaurants. The brand was originally set up in America where its aim
was to deliver good food (American-good-food of course). Similar like any other fast food
restaurants, A&W have their own signature drink which is the A&W Root Beer. This
signature drink is the reason customer return to the restaurant plus it was the number 1 Root
Beer back in day. Other than the franchise prominent A&W Root Beer (non-alcohol, it is
made from real cane sugar and a proprietary blend of herbs), they also serve sweet treats like
waffle and ice-cream. Throwback a decade ago, waffle with a scoop of any ice cream flavour
would melt your sorrows away. [29]
Customer Satisfaction
A&W introduce Burger Family where serves as a purpose to attract family to dine in their
restaurant. Where they name their burgers ; Papa Bear, Mama Bear, Teen Burger and Baby
burger. This move is a great idea where they keep their All American Family Food

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propaganda alive plus kids like cartoons and bears. The burger family was a hit. They even
had burger wrappers of the characters corresponding to the meal itself.
Not long after that A&W introduce Rooty the Great American Root Bear. It is original from
Canada and appeared in USA 1976. For 30 year onwards Rooty was the face of A&W
holding a frosty mug of root beer. Rooty was the main attraction of children at that time. [30]

LEVERAGING THE BRAND EQUITY

Line Branding
Over a decade, A&W has not been competing properly in the market. The brand has been
passive compare to other fast-food chain restaurant like McDonalds, Dominos Pizza and
KFC which has been updating their meal actively. For instances, McDonalds has introduced
McCafe where they sell coffee, tea and cupcakes to compete in the industry. McDonalds
made this move to stay competitive in the industry where as A&W has been sticking to their
Root Beer easily over a decade without any changes. In short, A&Ws branding has no
strength to state the customers mind, A&W is easily being replace by other fast food
restaurant that always do all sorts of propaganda. [31]
Ingredient Branding
A&W introduce few latest ingredients too with the help of their mascot Rooty the Bear. They
made a social media account for Rooty in Twitter and LinkedIn to promote their new product.
They called it Mini Polar Swirls, it is basically ice-cream and had cookies in it almost similar
to McDonalds McFlurry. The restaurant promote their new product on these social accounts
to notify their loyal customers. [32]

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SUMMARY
POSITINING THE BRAND PERFORMANCE
- iconic root beer
- famous in the United States for its "frosty mugs"
- The food served is 100% halal and is very popular in Malaysia
- A&W Bangladesh serves an "All you can eat offer" during the Muslim holy month of
Ramadan and "Boishakhi Bonanza" during the Bengali new year

COMMUNICATING THE MESSAGE

Promotion
- three type of communication like emotional, functional, and promotional.
- The emotional positioning strongly taps into boomers memories of their youth at
A&W
- The functional positioning focuses on the simple indulgence of a great burger
- The promotional positioning reflects great value for a premium product.

Mascots
- Rooty, the Great American Root Bear, originated in Canada in 1974
- Throughout the 1970s, '80s, and '90s, Rooty was the face of A&W, both the bottled
drinks and the restaurant chain, on television and print advertising.
- In 2013, Rooty became the first mascot to have an official Linkedin profile

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DELIVERING THE BRAND PERFORMANCE

Product Performance
- deliver high quality food and an enjoyable All-American family Experience
- signature drink A&W Root Beer

Customer Satisfaction
- Burger family which attract family to the restaurant
- Mascots, Rooty the bear

LEVERAGING THE BRAND EQUITY

Line Branding
- Lack of innovation
- Creation poor

Ingredient Branding
- use social media to promote new product
- ice-cream for everyone

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2.4 Wendys

POSITIONING THE BRAND

Wendys is one of the leading international hamburger fast food restaurant chains in the
world. The companys marketing mix supports such industry position. The marketing mix
defines the strategies and tactics the company uses to implement its marketing plan, and
indicates how the business relates with the target market. Wendys marketing mix is the
companys approach to the dynamics of the fast food market. This approach changes
according to trends in the global market. The marketing mix shows how Wendys addresses
issues and needs in the market.
Wendys Products (Product Mix)
Wendys is known for hamburgers. However, the company offers many other
products.
In this component of the marketing mix, organizational outputs are considered. The
Wendys product mix are burgers, chicken sides, salads, beverages and desserts.
Place/Distribution in Wendys Marketing Mix
Wendys completes most of its transactions in its restaurants. This component of the
marketing mix identities the places or venues through which the firm transacts with its
customers. In Wendys case, the places for distributing products are restaurants,
kiosks, website and mobile phone. Wendys generates most of its revenues at its
restaurants.

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The philosophy of Quality is our recipe was developed the founder of Wendys, Dave
Thomas. He used the fresh beef and produce at the first Wendys restaurant and continuing
serve fresh ingredient today in more than 6500 restaurants [33]. Wendys had changed tagline
from Now thats Better to Deliciously Different. This happened as customers
consistently emphasize the different of beef quality compared to other competitors [34].

Communicating the Brand Message

Advertising is the primary tactic Wendys uses to promote its products.
The company advertises its products through print media, television, and online
media.
Personal selling to communicate with customers. For instance, the company
occasionally distributes discount coupons to customers.
The restaurant personnel usually encourage customers to order more products, such as
desserts or sides. Wendys applies sales promotion in the form of short-term special
offers and discounts [35]

Wendys implements public relations as a way of promoting its business and

products, such as when the company sponsors special community events to make the
brand more popular.

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 Dave Thomas appeared with many famous celebrities, including NHL star Mike
Richter, Olympic Gold Medalist Kristi Yamaguchi, and soap opera star Susan Lucci.
Because of his honesty and old-fashioned values, Dave emerged from Wendy's
advertising campaign as an American folk hero [36].

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Delivering the Brand Performance
Product performance

-Wendys has becoming the first fast-food chain to introduce the salad bar in 1979.
-Garden Sensations Salad were added on in 2002.
-In mid-2007 Wendy's began a national debut of its new breakfast menu in its U.S.
and Canadian stores.

Service performance

-Started to have online order, and can be deliver or pick up services in most of
restaurants worldwide.

Customer care

- Wendys not only focused on their customers based on foods itself but they are
concern on giving back in many different way. The idea came across as the founder,
Dave Thomas himself was adopted as a child. He carried that experience with him
throughout his life, with a strong desire to help other children in need find their
forever homes. Therefore, the community involvement has been particularly focused
on children, on their potential and on helping them develop that potential into the
realization of their dreams, whatever those might be.
- Some examples of charity programmes are:
1) Wendys Wonderful Kids.
2) Dave Thomas Foundation for Adoption.
3) Wendys High School Heisman.

Customer satisfaction and delight

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 - "Wendy's brand transformation is re-energizing all of our touch points with
consumers. From bold restaurant design to innovative food that consumers' want, to
improved customer service, this exciting evolution of our brand reinforces our
mission to position Wendy's as A Cut Above." - Emil Brolick, The Wendy's Company
President & CEO.
- All elements of Wendys brand transformation are coming together in a powerful
way in our sleek, contemporary Image Activation restaurants.
- Not only do these restaurants deliver a striking street appearance, they are designed
to greatly enhance the customer experience. Prominent features include fireplaces; a
variety of inviting seating options, including lounge chairs and booths; Wi-Fi and flat-
screen TVs; digital menu boards and more.

Leveraging the Brand Equity

Line and Brand extension

-The Wendys system includes more than 6,500 franchise and Company restaurants in
the U.S. and 29 other countries and U.S. territories worldwide.

Ingredient Branding

-Square patties had corners that stuck out so that customers can see the quality.

Social Integration

-Built partnerships with agencies and big social media platforms like Facebook,
Twitter, and Tumblr from 2011.
-The founder, Dave Thomas himself appeared in more than 800 commercials.

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3.0 CASE STUDIES OVERVIEW (TABLE)
Table 1 Brand-building characteristics.
Brand Attributes McDonalds A&W Restaurants Wendys KFC
- Unity in - iconic root beer - Wendys used - KFC is market
operations - famous in the Product Mix leader in Non-veg
- Quick service United States for which are burgers, food joints
- Product name have its "frosty mugs" chicken sides, categories in
standardized prefix - The food served is salads, beverages majority of
Mc 100% halal and is and desserts. countries it is in.
very popular in - The places for - It is the subsidiary
Malaysia distributing of Yum! Brands, a
- A&W Bangladesh products are restaurant company
serves an "All you restaurants, kiosks, that also owns
can eat offer" website and the Pizza
Positioning the Brand during the Muslim mobile phone. Hut and Taco Bell.
holy month of - The philosophy of - They ventured out
Ramadan and Quality is our in Vegetarian
"Boishakhi recipe was category which is
Bonanza" during developed by the helping them in
the Bengali new founder of increasing their

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 year Wendys, Dave business &
Thomas. attracting both veg
- Wendys had & non-veg preferred
changed tagline customers.
from Now thats - Sanders Original
Better to Recipe of 11 herbs
Deliciously and spices is one of
Different. the most famous
trade secrets in the
catering industry

Promotion Promotion - The company - KFC does

- Advertorials in - three type of advertises its promotional
various media communication products through activities by
- Aggressive instore like emotional, print media, offering add-ons to
advertisement functional, and television, and the existing menu,
techniques promotional. online media. gift coupons, T-
- The emotional - Personal selling to shirts, Kids meal.
Campaign
positioning communicate with - Founder Harland
- Community
strongly taps into customers. Sanders initially
orientated

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 programs boomers - The restaurant
Communicating the - Small Change, memories of their
Message Huge Impact youth at A&W
campaign to assist - The functional
underprivileged positioning
children in focuses on the - Wendys
Malaysia simple indulgence
- CSR initiatives of a great burger
such as RHMC - The promotional
positioning reflects
great value for a
premium product.
Mascots
- Rooty, the Great
American Root
Bear, originated in
Canada in 1974
- Throughout the
1970s, '80s, and
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developed his
personnel usually "Colonel" persona
encourage as a low-cost
customers to order marketing tool. The
more products. Colonel image is
still used
implements public extensively in the
relations as a way chain's advertising.
of promoting its - The chain is well
business and known for the
products. "finger lickin' good"
slogan, which
originated in 1956.
- KFC has marketed
with NASCAR,
sponsoring several
cars on a limited
basis throughout the
years.
- KFC mobile app is
 '90s, Rooty was available, and social
the face of A&W, media campaigns
both the bottled are often used to
drinks and the entice users to vote
restaurant chain, for their favorite
on television and items, increasing
print advertising. brand awareness to
- In 2013, Rooty consumers.
became the first
mascot to have an
official Linkedin
profile

Product performance Product Performance Product performance Product performance

- McDonalds focus - deliver high - Chooses part of the
in product quality food and - Wendys has chicken
performance is an enjoyable All- becoming the first - Discard
producing Good American family fast-food chain to unpurchased food
Food Experience introduce the salad after 90 minutes of
Delivering the - Serving nutritional - signature drink bar in 1979. cooking

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 Performance elements in their A&W Root Beer - In mid-2007 - Maintains quality
foods for all age Wendy's began a - Adapt to local taste
group people Customer Satisfaction national debut of - Making it halal to
- Very particular in - Burger family its new breakfast market
producing quality which attract menu in its U.S. - Kiosk and drive-
food in order to family to the and Canadian through
achieve customers restaurant stores.
satisfaction. - Mascots, Rooty
- Producing food the bear
based on nutrition Service performance
calculator and - Started to have
avoiding online order, and
preservatives, can be deliver or
fillers, additives pick up services in
and etc. most of restaurants
worldwide.
Service Performance &
Distribution Coverage
Delivering the - McDonalds does
Performance (continue) business in more

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 than 100 countries
worldwide
- Came up with a
new idea which is
Arch Card
services which is a
prepaid card
- Also provide a
very clean, tidy,
and quick services
at all restaurants
which pleasant the
customers.

Customer Satisfaction
and Customer Care
- Provide a strong
free Wi-Fi at most
of the restaurants.
- Provide play

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 places for kids at
some restaurants
Brand Extension Line Branding Line and Brand - Contributes to
- Brand extension - Lack of innovation extension society
like McCafes and - Creation poor - The Wendys - Believes in
delivery business. Ingredient Branding system includes improving the
- Quick service - use social media to more than 6,500 quality life
restaurant and promote new franchise and - charity
punctual home- product Company
delivery format is - ice-cream for restaurants in the
very useful evryone U.S. and 29 other
- Merge with some countries and U.S.
Leveraging the Brand soft drink territories
Equity companies as a worldwide.
strategy path for
brand extension Ingredient Branding
- Square patties had
corners that stuck
out so that
customers can see

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 the quality.

Social Integration
- Built partnerships
with agencies and
big social media
platforms like
Facebook, Twitter,
and Tumblr from
2011.
- The founder, Dave
Thomas himself
appeared in more
than 800
commercials.

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DISCUSSION FOR QUESTION 1:

By referring to Table 1, it is observed that PCDL model has influencing Mc Donalds

to sustain in market thus able to compete with others to become No. 1 fast food chain in the
world. All the points written in Table 1 are the summary on how does Mc Donalds applying
PCDL model in real business. Generally, PCDL stands for positioning the brand,
communicating the message, delivering the performance & leveraging the brand equity
In order to position their brand in market, Mc Donalds decided to work in unity and
teamwork. As go to the service, the service will always be quick as possible, and its proven
until now. This is important to impress customers. In a way to get more attention, a creative
yet a memorable standardized prefix Mc has been put in all menus. This simple idea has
been contributing a lot to get the attention from customers.
Next is communicating the message. This section consists of two main parts which
are promotion and campaign. If these two parts happens to be deliver or communicating well,
then results should be expected to be positive. This can be proven as Mc Donalds has been
doing promotion aggressively by means of using all media sources. Lots of campaign has
been done such as Small Change, Huge Impact that aiming to assist underprivileged
children in Malaysia. This kind of community orientated programs is a good program because
the idea is to give back to the community who has been supporting directly or indirectly.
Moving to the performance, Mc Donalds delivering it brilliantly by focusing on
customers satisfaction and needs. Good food is the main concern sustaining the business
despite of other considerations. Therefore, Mc Donalds always ensure their products serving
nutritional elements, avoiding additives, preservatives at best level. Also, it is important to
ensure the products are suitable for all age group people so that the market can be broaden up.
Moving to services, all the restaurants in more than 100 countries worldwide consist of free
Wi-Fi for the ease to the customers with a warm welcoming restaurants environment for
pleasure. Not to mention, most of the restaurants providing kids section with set of
playground.
Lastly will be the leveraging the brand equity or future planning for sustainability in
market. Mc Donalds has come out with the idea to have their own franchise that is going to
focus on coffee and desserts thats called as Mc Caf. To have a different kind of product
in business, is not an easy thing but Mc Donalds take the challenge and it turn up into
success with years. Besides, Mc Donalds has providing an efficient delivery services direct

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to doorstep, in a way to ease customers and avoiding hassle. As moving forward, Mc
Donalds has merged up with some top companies such as F&N in a way to widen up the
business and for brand extension. This one step forward showed the organized planning has
been made to survive or sustain in the market for years.

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4.0 CONCLUSION

As shown in the table above, comparison of the four fast food chains, namely McDonalds,
A&W, Wendys and KFC, were established based on the PCDL model. From the four fast
food companies chosen, McDonalds Restaurants is the main company to compare their
PCDL with the other three fast food companies respectively.
First and foremost, by analysing the positioning of brand for these four fast food
companies, it is clear that McDonalds is very popular and successful. McDonalds has
accomplished this distinction by various variables, for instance by having a greatly proficient
administration system, having a limitless menu of fast food items as well as by having
constant promotional advertorials that reflect the brands positive image. McDonalds also
believes in their Unique Philosophy, which is essentially providing food with consistent
high quality and uniform methods of preparation around the globe by taking after a special
way of persuading both franchises and suppliers to believe in the slogan and to work along
McDonalds, promoting a spirit of inclusiveness throughout its supply chain, and standing out
against competitors, giving McDonalds the edge in positioning. Brand association is another
key aspect of organization's centre qualities. For instance, in the case of McDonalds, the word
Mc in the menu is a standard word all through the globe, meaning the connection of each
sustenance thing with McDonalds, which is an essential association.

In the case of A&W Restaurants, the company became famous in the United States
for its "frosty mugs", where the mug would be kept in the freezer prior to being filled with
root beer and served to the customer. Today it has franchises across the globe, serving a
typical fast-food menu of hamburgers and French fries, as well as hot dogs. On the other
hand, Wendys is well known for its hamburgers. In addition, Wendys also offers a host of
other menu items to complement the perfect meal of hamburgers. In the aspect of marketing,
organizational outputs are considered. Wendys had changed their tagline from Now thats
Better to Deliciously Different. This happened as clients reliably stress the diversity of
meat quality contrasted with different competitors. In the case of KFC, they are the market
leader in the market segment of Non-vegetarian food joints categories in majority of
countries they operate in. Recently, they have ventured in the Vegetarian category which is
helping them in expanding their business and pulling in both vegetarian and non-vegetarian
clients, giving them a bigger market share.

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 Secondly, an analysis of how these four fast food company communicate the message
was conducted. McDonalds utilizes different media to promote their current and new items,
for example, through daily paper commercials, billboards along the street, radio promotions
and aggressive upselling in their stores. This is a standout among the best methods for
advancement, as the client who enters the store is as of now a regular client, and will be
tempted to try a new item introduced by McDonalds. Besides that, McDonalds has always
been concerned about the community, and this is one of the factors that makes them unique in
relation to competitors. Basically, there are little boxes with the words Ronald McDonald
House Foundations (RHMC) in front of cash registers where clients can give any measure of
donations. Likewise, when clients buy certain merchandise, for example, socks, a little
percentage of the total is given to the organization. The assets are then directed to the
magnanimous organization and used to fund activities and other charitable causes. This
certainly gives McDonalds an edge over competitors, as clients are more comfortable to dine
with an organization that genuinely offers back to society, such as McDonalds. In the case of
A&W Restaurants, they have three type of communication like emotional, functional, and
promotional. The emotional positioning firmly takes advantage of boomer's recollections of
their childhood at A&W. The functional positioning concentrates on the basic liberality of an
awesome burger. The promotional positioning reflects extraordinary esteem for a premium
product. Rooty, the Great American Root Bear is their mascot, originated in Canada in 1974.
Throughout the 1970s, '80s, and '90s, Rooty was the face of A&W, for both the bottled drinks
and the restaurant chain, on television and print publicizing.

In the case of Wendys, their primary tactic is that the company advertises its products
through print media, television, and online media. Personal selling to communicate with
customers is also practised. For instance, the company at times disperses markdown coupons
to clients, which encourages return customers. The restaurant personnel as a rule encourage
clients to purchase more items, for example, pastries or sides dishes. Wendy's applies sales
promotion as fleeting unique offers and rebates. Unlike Wendys, KFC has been a broad
promoter since the foundation of the primary establishment in 1952. Founder Harland
Sanders at first built up his "Colonel" persona as a low-cost marketing tool. The Colonel
picture is still utilized widely as a part of the chains promotion campaigns. The chain is well
known for the "finger lickin' good" slogan, which dates back to 1956. In addition, KFC has

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been sponsoring NASCAR, with KFC's first appearance in NASCAR being in the 1997 Cup
competition with Darrell Waltrip Motorsports. This is an extremely innovative way of
promoting the brand as huge crowds visit the NASCAR event. The brand makes utilization of
current computerized media and web-based social networking stages. KFC mobile app is
accessible, and social media campaigns are frequently used to allure clients to vote in favor of
their most loved things, expanding brand attention to customers. Other than that, KFC
promotes its products through LCD billboards outside its outlets which promotes their
products and attracts customers to its stores.
Other than that, when analysing Delivering the Performance of all these companies
McDonalds always took an edge compared to the other companies because there are few
reasons behind this phenomena. McDonaldss vital aim, which is serving good quality food
around the world, as well as focusing on nutritional meals and promoting the benefits of
healthy eating to the customers. In addition, McDonalds also provides region specific menu
food items around the world which shows their commitment in focusing on specific market
segments and the desire to spread their franchise around the globe. This is a pivotal factor
behind McDonald success as other competitors are only providing limited types of food items
with little or no innovation in menus and no customization for specific markets. Moreover,
McDonalds is also very particular in producing quality food in order to achieve customers
satisfaction, and all food preparation techniques go through stringent quality checks before
they are used in the stores. This is to ensure that only high quality and nutritious food is being
served at their outlets, as customers are very concerned for their health. To address the issue
of calorie conscious customers, McDonalds is very transparent about calorie count in meals
and reassures customers that no preservatives or fillers are being used in their food.

Moreover, McDonalds also attract customers to their stores by serving nutritional

meals in their food for all age group people that include vegetables, fruits, low-fat dairy milk,
whole grains, reduced salt and sugar, saturated fat and low calories in all the menu.
Meanwhile, the other companies also have tried to deliver good product to customers, such as
A&W, who have their own signature drink which is the A&W Root Beer. This signature
drink is the reason why customer return to the restaurant and the fact it was the number 1
Root Beer back in the day, Wendys has become the first fast-food chain to introduce the
salad bar in 1979. In the case of KFC, only the best part of the chicken (drumstick, thigh,
breast and wings) is fried and these chicken parts are all time favourites. They also conduct

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surveys in order to meet customer needs. Plus, KFC restaurant discard any of their meal after
90 minutes if the meal is not sold. This is one of the restaurants initiatives to maintain quality
of their product. However, this clearly shows McDonald still has a very smart vision and
plans compared to the other companies.
Apart from that, in Delivering the Performance there is another category that must
be discussed which is Service Performance and Distribution Coverage. Based on the Service
Performance and Distribution Coverage, McDonalds seems to have better implementation
compared to others again and there are few reasons to justify this statement. McDonalds does
business in more than 100 countries worldwide and continues to be named as one of the most
famous franchising company in the world. McDonalds also serves in more than 36000
locations worldwide at middle-east, Africa, Asia pacific, Europe, North and Latin America.
More than 1.9 million people work for McDonalds and its franchisees. On the other hand,
other fast food chains such as KFC, Wendys and A&W also have a lot restaurant around the
world but McDonalds still holding the highest number of restaurant in various regions and
also having wider business market compared to others. In this case, KFC seems the toughest
competitor to McDonalds to reach higher distribution coverage. Next, in Service Performance
all the companies are trying to give their best service to customers. For example, McDonalds
and KFC both have implemented the drive-thru system which most fast-food restaurants are
currently doing in order to keep up in the market as the drive-thru system is really convenient
in the era where consumers prefer touch and go services. All these companies have also
started to have online ordering platforms which are linked to their outlets for the convenience
of customers to request for delivery or pick-up from the stores.

Based on customer satisfaction category, all these companies are employing different
types of strategies to achieve customers satisfactions. In the case of McDonalds, they
provide a free Wi-Fi at most of the stores so that customers can access the internet using their
laptop and mobile devices without any charge. Moreover, McDonalds also provides play
areas for kids at most restaurants to provide entertainment for the kids and to ease the life of
parents while they dine. This facility is a great idea to pull family orientated customers to
McDonalds. Meanwhile, A&W has introduced Burger Family which serves as a purpose to
attract families to dine in their restaurant, where they name their burgers; Papa Bear, Mama
Bear, Teen Burger and Baby burger. This move is a great idea where they keep their All
American Family Food propaganda alive plus kids are attracted to cartoons and bears. The

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burger family was a hit. They even had burger wrappers of the characters corresponding to
the meal itself.
Wendy's brand transformation is re-energizing all of our touch points with consumers.
From bold restaurant design to innovative food that consumers' want, to improved customer
service, all elements of Wendys brand transformation are coming together in a powerful way
in their sleek, contemporary Image Activation restaurants. Not only do these restaurants
deliver a striking street appearance, they are designed to greatly enhance the customer
experience. Prominent features include fireplaces; a variety of inviting seating options,
including lounge chairs and booths; Wi-Fi and flat-screen TVs; digital menu boards and
much more.

Last but not least, some brands have worked well in Leveraging the Brand Equity to
sustain their business in market. In the case of McDonalds, they have planned to have brand
expansion to boost its revenue by focusing on innovation and brand expansion like McCafes
and delivery business. McDonalds has also merged with soft drink companies as a strategy
path for brand extension. For example, Coca-Cola, Pepsi, F&N, Nescafe and some other
companies are collaborating with McDonalds to obtain mutual benefits. Even though there
are some companies like KFC and A&W involved in projects for social integration and brand
extensions, McDonalds has still managed to win in this category to stabilize its market
worldwide with the McCafes which was an instant hit for McDonalds. As a conclusion,
McDonalds is having superior manufacturing and marketing tactics compared to its
competitors to sustain as the best brain in fast food chains.

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 5.0 GANTT CHART

MDP Assignment 1 ## ## ## ## ## ## ## ## ## ## ## ## ## ## ## ## ## ## ## ## ##
Project Lead: Mithran Nair,Group 4 Section 3 Oct-16 [W44] Oct-16 [W45] Nov-16 [W46]
24 25 26 27 28 29 30 31 1 2 3 4 5 6 7 8 9 10 11 12 13
WBS Task Name Resource Names Start Finish Duration Percent
M T W T F S S M T W T F S S M T W T F S S
Complete
1 Brainstorming Mon 24/Oct/16 Sun 30/Oct/16 5 100%
2 Dividing Task for PCDL Mon 31/Oct/16 Sun 06/Nov/16 5 100%
M Major component of report completed Tue 08/Nov/16 Tue 08/Nov/16 1 -
3 Gathering Information and Analysis for PCDL Mon 31/Oct/16 Sun 06/Nov/16 5 100%
M Report completed & Submitted Fri 11/Nov/16 Fri 11/Nov/16 1 -
4 Final Report compilation and review Mon 07/Nov/16 Thu 10/Nov/16 4 100%

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6.0 REFERENCE

MCDONALDS

[1] Our Business Model of McDonalds.2016.

http://corporate.mcdonalds.com/content/mcd/our_company/business-model.html

[2] Grinding it Out: The Making of McDonalds by Ray A. Kroc, Ray A. Kroc 1977.

[3] Our Aim of McDonalds.2016.

http://corporate.mcdonalds.com/content/mcd/our_company/our-ambition.html

[4] Our Communities of McDonalds.2016.

http://corporate.mcdonalds.com/content/mcd/sustainability/community.html

[5] https://www.rmhc.org.my/wp-content/uploads/2015/09/McD-Advertorial-2_010915.pdf

[6] https://www.rmhc.org.my/relationship-with-mcd

[7]. Good Food.2016. http://corporate.mcdonalds.com/content/mcd/sustainability/food.html

[8]. http://corporate.mcdonalds.com/content/mcd/sustainability/food.html

[9].GlobalGuidelinesforChildrensMarketing.pdf.2016
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es%20for%20Childrens%20Marketing.pdf

[10]Qualitycomeswithvariety.2016.https://www.mcdonalds.com/us/en-us/about-our-
food/quality-food/variety-of-choices.html

[11] Our Food Philosophy of McDonalds.2016. https://www.mcdonalds.com/us/en-us/about-

our-food/our-food-philosophy.html

[12]McDonaldsFranchising.2016.
http://corporate.mcdonalds.com/content/mcd/franchising.hml

[13] Arch Card Service of Mcdonalds.2016.

https://www.mcdonalds.com/us/en-us/services/arch-card.html

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[14] Play Places Service of McDonalds.2016

https://www.mcdonalds.com/us/en-us/services/playplaces-and-parties.html

[15]http://www.dnaindia.com/money/report-mcdonald-s-to-focus-on-brand-extension-
delivery-business-in-2016-2164078

KFC

[16] Swot analysis of KFC.2016. http://www.marketing91.com/swot-analysis-of-kfc/

[17] Advertising Promotional and corporate sponsorships.2016.
https://en.wikipedia.org/wiki/KFC_advertising#Promotional_tie-
ins_and_corporate_sponsorships
[18] What Marketing Strategy does KFC employ.2016
https://www.reference.com/business-finance/marketing-strategy-kfc-employ-
2e9ee75007da7537
[19] Marketing Mix of KFC.2016. http://www.marketing91.com/marketing-mix-kfc/
[20] http://www.kfc.ca/en/assets/pdf/KFC11834_NutritionalChart_Eng.pdf. Date of access:
8/11/16

[21] http://www.kfc.ca/en/assets/pdf/KFC11834_NutritionalChart_Eng.pdf. Date of access:

8/11/16

[22]http://www.howwemadeitinafrica.com/how-fast-food-chain-kfc-addresses-local-cultures-
and-tastes-in-africa/23478/. Date of access: 8/11/16

[23] http://www.kfc.com.my/kfc-malaysia/. Date of access: 8/11/16

A&W

[23] A&W Restaurants. All American Food.2016

https://www.anwmalaysia.com.my/about/

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[24] Tricon Global Restaurants. March 2002.
http://www.bison1.com/press_Tricon_03122002

[25] hottdhaka.com. Retrieved 27 November 2011.

http://www.hottdhaka.com/hottspots/view.php?action=view&id=21

[26] Blondie, Dagwood to pitch for A&W, Advertising Age March 4, 1998
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48 | P a g e MEMB322-Mechanical Design Process