STRATEGIC BRAND MANAGEMENT

Presented to: Ms Kokil Jain

Presented by: Ankita Kapoor, Aanchal Chopra, Karan Godinho, Kirnoor Brar, Mrinal Vijaywargiya, Ankit Jain & Harshita Baranwal

Brand Audit :McDonald’s

Overview Bulls-i Consultancy

• Delhi based firm www.bulls-i.webs.com

• Services – User Experience Design, Customer Experience Design,

Brand Experience Design, Brand Audit etc

• Bulls-i conducts Brand Audits to take stock of existing brands

• We begin by getting to the core of what your brand is and

should be by measuring the perceptions of corporate executives

and other key stakeholders.

• Through confidential brand audit surveys, one-on-one

interviews and small-group sessions

•Health conscious

customers – Obesity Issue

•Wide variety of fast food

brands leading to easy

switch

•Better, not just bigger.

Brand Audit : McDonalds - Challenges

BRAND MISSION To be our customers' favourite place and way to eat.

BRAND PROMISE

To provide Simple Easy Enjoyment to every customer at every visit.

VALUES McDonald's mission is to be customers' favourite place and way to eat – with inspired people who delight each customer with unmatched quality, service, cleanliness and value every time.

Brand Elements & brand mantra

Elements – Logo, Ronald McDonald, I’m luvin it!

Mantra - “Food, Folks, and Fun”

Brand architecture

McDonalds

McCafe Burgers & Sandwiche

s Salads

Snacks & Sides

Dessert Chicken Breakfast

Menu

Brand extension

The most recent McDonald’s brand extension is into the gourmet coffee outlet industry through its McCafé

concept

•Core/ Kernel

Fun based, family oriented fast food chain.

•Spontaneous Association

Cheap priced & quick service restaurants

•Latent Association

Quality, Image, Experience And Variety.

•No Go Areas

The core brand attributes of McDonalds make it easy to understand/logical in the eyes of consumers for

McDonalds to extend its brand into another restaurant concept, however not easy to understand/ logical the eyes

of consumers for McDonalds to open a chain of grocery stores, weddings, water parks etc.

•McDonalds as a place for all.

•Positioning by Brand Endorsement

•Positioning by cultural symbol – Ronald McDonald

•Customer Focused Brand Positioning

•Repositioning required

•People usually have an unhealthy perception about McDonalds

•McDonalds is now facing changes due to consumers new tastes and health concerns.

•McDonalds has to overcome this issue by firstly changing its image from junk food restaurant to a healthy

food restaurant as this will attract health conscious customers and enlarge the market scope. Secondly , by

changing the behaviour of the existing customers by persuading them to buy balanced meal with McDonalds

new healthy foods.

STRENGTHS

Affordable menu options.

Very socially responsible.

Global operations all over the world.

Cultural diversity in the foods that are provided based on location of the restaurant.

Excellent locations in theme parks, airports, Wal-Mart stores, and along most well traveled roads.

Food safety guidelines are strictly adhered to.

WEAKNESSES

Strong competition from similar businesses.

Training costs are elevated due to high turnover.

Very minimal concentration on providing organic foods.

Quality concerns due to franchised operations.

Focus on burgers and grease fried foods thus aggravating the problem of obesity.

OPPORTUNITIES

Opening more joint ventures with several different retailers.

Being more responsive to the social changes to healthier options

.Advertising the capabilities of Wifi internet services in the branches.

Creating more play places for the children in more of the restaurants.

Continue to venture into more enticing beverage choices.

THREATS

Their marketing strategies that entice people from small children all the way to adults and the criticism that they take

because of it.

Lawsuits for offering unhealthy foods that have alleged addictive additives.

The vast amount of eat in fast food restaurants that are open as competition.

Social changes to a more balanced meal including fruits and vegetables in servings of five per day.

Focus on healthier dieting by consumers.

SWOT

Attributes McDonalds' Subway Subway Wimpy

TASTE 8 8 7 4

FRESHNESS 9 9 7 7

QUALITY 9 8 7 5

HEALTHINESS 5 9 5 5

DESIRABILITY 9 9 6 6

Total 40 43 32 27

Strategic brand management recommendations

• Determine nutrition values and manage

changes in ingredients that would affect nutrition

profiles. International experts guidance.

• Revamping the brand.

• Innovation without customer confusion.

• Stick to the mission statement

Source: Interbrand

conclusion

• No. 1 Food Brand

• The role of McDonald’s brand is to keep customers engaged in the brand.

• McDonald’s was also able to shape the entire generations what created a devoted audience of potential

customers

•World is changing, and so is McDonald’s. Even though there were attacks on McDonald’s brand image, wise

usage of branding strategies allowed to get away in one piece.

• Future of the Golden Arches may not be easy, but it definitely is promising among other because of careful

brand building.