Growing the mcdonalds brand

Hello!I am Vinay Yadav from IIM LucknowMy PGP id is PGP31299You can find me at pgp31299@iiml.ac.in

Courtesy:Sameer Mathur, Ph.D. (Carnegie Mellon University)Marketing Professor (IIM Lucknow)

Sources of growth for a firm

Ansoff’s Matrix

Current Products New Products

Current Markets

MarketPenetration

Strategy

Product Development

Strategy

New Markets

MarketDevelopment

Strategy

DiversificationStrategy

Mcdonald’s growth strategy

Through Ansoff’s Matrix

Facts about Mcdonald’s

Source: Business insider

× Market Saturation× Global Health Concerns× Slumping Economy

× Focus shifted on getting better not bigger.× Huge investments were made in upgrading

facilities and operations of existing stores.× 24 hour service was extended to many stores.× Menu was constantly fine tuned.× Special focus on Breakfast.

Campaign which supported above strategy

× Global expansion× Adaptation of menu

to different culturalpreferences andregional tastes

× Targeting kids andhealthy segment

McDonald’s in Japan Targeting Kids

Healthier menuBalance lifestyle platform for children.Go Active! Campaign.Endorsed by Oprah Winfrey’s personaltrainer and Ryan Mcdonalds.

Premium coffeePremium hamburgers

Icre cream and desert shop Gourmet coffee shop

Mcdonald’s“Open declaration” campaign

Mcdonald’s facebook page

McDonald’s sponsoring Rio Olympics and promoting itself as a healthy restaurant

McDonald’s targeting the pyschological segment by showing the importance of sharing on Valentines day

Mcdonald’s facebook page

McDonald’s promoting itself as a healthy food joint

McDonald’s promoting its coffee shop by linking it to happiness

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Mcdonald’s India web pageMarket Penetration strategy is followed in India too with Drive thru offers

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Mcdonald’s India web pageMarket development strategy is followed by targeting Indian kids through Happy Meal

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Mcdonald’s India web pageMarket penetration strategy by promoting breakfast meal of McDonald’s

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Mcdonald’s India web pageMaharaja Mac was launched in India in response to ban on beef

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