8kAND kLCk1 CAkD LkLkCISL

Delivering on Customers` desires

1. 4 - McDonald`s started out with the "Speedee Service System" in 1948 and has Iocused on
delivering quality Iood quickly redeIining the concept oI Iast Iood. Hence it has uncovered the
unmet consumer needs and wants to a great extent

2. 4 - McDonalds`s has come up with separate sections Ior celebration oI birthday parties and other
events and even playgrounds in some countries adding up to the customers` experience oI having
a good time along with the meals.

3. 2 The concept oI Ieedback Iorms is not really prevalent across the chains. So the system oI
getting comments Irom customers can be taken up on a priority basis to boost up the growth.

4. 4 The customers want good quality Iast Iood at economical rates while enjoying with Iriends and
Iamily. McDonald`s provides all oI these and hence is one oI the biggest Iast Iood chains across
India

Relevance
1. 4 The additions oI Happy price menu is a great initiative that has leveraged the brand. It
adds a lot oI value and boosts up the sales as the TG can be extended even to the middle
class.
2. 4 It recently came up with the additions oI Spicy Paneer/Chicken burgers. So it is
continuously evolving its menu and in touch with the customers tastes.
3. 4 It is giving a tough run Ior it`s competitors like Jumbo King or KFC by being in touch
with the market.
4. 3 OI late, the Indian consumer has become more diet conscious which has led
McDonald`s to come up with healthy breakIast menus. So the new trends do play a role
in its oIIerings.
5. 4 A major chunk oI the marketing decisions are based on the consumer`s tastes and the
current trends. It tries to capture the TG oI children by oIIering them toys along with
Happy meals
6. 4 The brand stays relevant on the Food and Beverage segments. Though Ray Kroc, had
Iamously quipped that his main business is in real estates, McDonald`s is actually a world
leader in the burger segment even as other brands like Subway have Iailed to make a
mark.
Value
1. 4 The optimization oI price, cost and quality has been done quite eIIectively. While the
burgers in other parts oI the world might be costly as compared to India, but the quality has
been uniIormly maintained. A concept like Happy price menu has boosted up the sales.
People preIer to eat a McAloo Tikki instead oI a wada pav because oI its pricing strategy
2. 3 There are tieups with research companies which help McDonalds to understand the
customer`s perception. Also it keeps a tab oI the most popular products which help to
understand the customer`s perception about the brand.
3. 3 The brand indeed adds a lot oI value to the product. Being an international brand with high
quality process, it is bound to add value to the product. The customers appreciate the quick
delivery which has hardly been emulated by other Iast Iood brands.
4. 3 The pricing has been economical right Irom the start though it does have a Iew high-end`
products. The oIIerings like Spicy Paneer/Chicken tikka burger are more costlier as compared
to its economical cousin like the McAloo tikki. But the most popular burger oI McDonalds`s
is still McVeggie which is priced midway. So the pricing strategy has been quite eIIective.


Positioning

1. 3 The points oI parity oI taste and quality has been a worked on pretty well by
Mcdonalds. While KFC burgers are Iocusing on the concept oI its chicken burgers,
McDonald`s caters to the overall market. As a result iI KFC has a Zinger burger,
McDonald`s has the chicken nuggets along with McChicken Ior its customers
2. 4 The biggest point oI diIIerence is its competitive pricing as compared to the other
Iast Iood joints. Even with an economical pricing strategy it caters to most oI the
middle class and even the upper middle class as its TG.
3. 3 The brand is consistent in its oIIerings as it rarely shiIts Iocus to other products.
4. 4 Even though it promotes the burgers and Iries which are not healthy and the
breakIast meals which are supposed to be healthy, it doesn`t send out conIlicting
messages as the Indian consumer doesn`t think twice on the calorie chart. Taste and
price are still the biggest Iactors in the Iood sector.
5. 3 The positioning was earlier Ior the children but now it is gradually including the
entire Iamily and positioning itselI as a Iamily restaurant.
6. 3 The brand is properly positioned wrt the Iamily and the children are concerned. The
corporate segment is yet to be taken seriously as it can provide a big market Ior
McDonalds.

PortIolio
1. 2 Mcdonald`s have come up with playgrounds and hotels but they have not really been a huge
success
2. 2 Apart Irom the restaurants , even the drive in joints are yet to create a niche in the market
3. 3 The market coverage has been maximized Ior the restaurants. There are restaurants in almost
every part oI India.
4. 3 Considering its main business is in the Food and Beverage section, there is not much oI a brand
hierarchy
5. 3 The brand hierarchy concept is not really applicable here as most oI the products are sold under
the brand McDonald`s, which is the parent brand.


INTEGRATED MARKETING ACTIVITIES
1) 5 To maximise brand awareness the brand has chosen 'M' as the brand logo which stick to the
minds of customers. n 2006, McDonald's introduced its "Forever Young" brand by redesigning all
of its restaurants. The design includes the traditional McDonald's yellow and red colours, but the
red is muted to terra cotta, the yellow was turned golden for a more "sunny" look, and olive and
sage green were also added. To warm up its look, the restaurants have less plastic and more
brick and wood, with modern hanging lights to produce a softer glow.
2) 4 The brand promotes itself through various marketing activities such as advertisements on
television, promoting and sponsoring competitions of various types such as basketball and quiz
competitions. t also sponsors the college events. n addition to the usual media (television,
radio, and newspaper), the company makes significant use of billboards and signage, sponsors
sporting events ranging from Little League to the Olympic Games, and makes coolers of orange
drink with its logo available for local events of all kinds. Nonetheless, television has always played
a central role in the company's advertising strategy. To date McDonald's has used 23 different
slogans in United States advertising, as well as a few other slogans for select countries and
regions.
3) 4 1he managemenL of mc uonald's ls very cooperaLlve and dlsclpllned and people are aware
of each oLher's acLlvlLy

4) 4 1he brand has used each medla of communlcaLlon Lo promoLe lLs brand such as Lelevlslon
radlo newspaper eLclL ensures LhaL Lhe meanlng of brand ls conslsLenLly represenLed

Cverall4
1o bulld brand equlLy Lhe brand has used all Lhe communlcaLlon medla and creaLed an lmage of
a healLhy and fresh resLauranL wlLh fasL servlce


,ff
) 4 1he markeL surveys conducLed by lL Lracks Lhe llkes and unllke of consumer lL has lLs own
webslLe of hLLp//wwwmcdonaldssurveycom whlch lL uses for geLLlng Lhe updaLes from lLs
cusLomers Looklng aL Lhe llkes and dlsllkes of cusLomers lL lnLroduced Lhe aloo Llkkl burger ln
lndla and replaced Lhe ham burger Also Lhe salads and faL mllk lnLroduced by lL worked
whlch shows LhaL Lhe brand ls aware abouL Lhe llkes and dlsllked of lLs cusLomers
2) 4 Lhe brand ls hardly assoclaLed wlLh any oLher brand or producL eople assoclaLe Lhe brand
wlLh burger 1he burgers of Mc uonald are world famous and also as a chaln of fasL food
resLauranLs wlLh cleanllness and fasL dellvery as lLs key quallLles
3) 4 Lhe brand has creaLed a deLalled research drlven porLralLs of Lhe LargeL cusLomers lL has
LargeLed Lhe young klds by seLLlng up play schools for Leenagers lL lnLroduced Lhe fasL foods llke
burgers and lce creams and oLher desserLs 1he adulLs are glven speclal klnd of food such as
salads or healLhy drlnks and frulLs 1hus lL has researched very keenly on each segmenL and lLs
producLs saLlsfy each LargeL group
4) 4 Lhe play schools for small klds and healLhy food for adulLs Also Lhe Drive-Thru, Auto-Mac,
Pay and Drive ways of delivering the products to customer are the ways which are used by mc
Donald's for brand extension and marketing programs.

Overall- 4
The brand managers are aware about the brands image in customers mind and so they keep a
track on customers demand and introduce products which satisfy their particular target
customers.

Support
1) 4 Mc uonald's ls very keen abouL lLs markeLlng so lL keeps a good eye on Lhe successes and
fallures of markeLlng programs 1hese programs are fully undersLood and Lhey sulLable acLlons
are Laken Lo remove Lhe flaws
2) 4 ln March 2003 mc uonald's added several healLhler lLems Lo lLs menu 1he brand has done a
proper research and developed producLs whlch are requlred by cusLomers and are healLhler for
Lhem such as salads and fresh apple sllces for adulLs
3) 3 Lhe new producLs such as salads faL mllk and fresh apple sllces lnLroduced by mc
uonald's ln march 2003 lncreased lLs sales by as compared Lo Lhe lasL years fall ln sales
Cverall 4
1he brand of mc uonald's glves proper supporL and lLs supporL ls susLalned over long run 1he
new varleLy of healLhy foods broughL worked and ls sLlll very popular and ln demand

MonlLorlng
) Score4 Mc uonald's has creaLed a good brand charLer LhaL deflnes Lhe meanlng and equlLy of Lhe
brand 1he symbol 'M' used by lL ls Lhe symbol for whlch lL ls popularly known for and people ldenLlfy lL
lor Lhe brand charLer LhaL deflnes Lhe meanlng and equlLy of Lhe brand Mc uonalds geL ls near
breakLhrough
2) Score4 Mc uonald's conducLs perlodlc brand audlLs Lo assess Lhe healLh of brand Lhrough a webslLe
hLLp//wwwmcdonaldssurveycom 1he brand healLh ls good and lL uses Lhe currenL Lrends and
changes for seLLlng lLs sLraLeglc dlrecLlon
3) Score3 Mc uonald conducLs rouLlne Lracklng sLudles Lo evaluaLe currenL markeL performance WlLh
Lhls Lracklng lL has launched Lhe new Mc swlrl and varlous oLher lcecreams and desserLs whlch are
demanded by cusLomers
4) Score3 Mc uonald's has bullL up huge brand equlLy lL dlsLrlbuLes brand equlLy reporLs LhaL
summarlse all relevanL research and lnformaLlon Lo asslsL markeLers ln maklng declslons
3) Score 4 Mc uonald's has bullL up huge brand equlLy and hence lL ls very keen on keeplng up Lhls
brand equlLy lL asslgns expllclLly responslblllLy for monlLorlng and preservlng brand equlLy
Cverall score 4
McDonalds has built up huge brand equity. t is the No. 1 fast-food company by sales. Thus the company
monitors its brand equity by giving good service, good innovation and product development.