mcdonald's assignment 1
TRANSCRIPT
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Ray Krock, a multimixer salesman franchised a hamburger resturants from the McDonald’s brothers in 1995
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Just 10 years later, McDonald’s had expanded to more than 700 U.S restaurants.
In 2008, McDonald's, was one of the companies in the Dow Jones industrial average whose share price rose during the world wide recession.
In 2012, McDonald’s experienced record revenues of $27 billion.
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So what made it so successful?
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Demographic Segmentation
Family MealKid’s Meal
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Geographic Segmentation
Bacon roll Breakfast Sandwich, in UK
Premium Burger in France
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Psychographic Segmentation
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So
Many
Customers???
?
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Customer Knowledge
The expansion of menu over fancy stuffs.
Big MacQuarter Pounder Eggmuffin
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Customer Satisfaction
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Consumer needs$1 Menu wooohooooooo!
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The 5 p’s1. People2. Products3. Promotions4. Price5. Place
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How the Brand Equity though?
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Branding
through
Organization
Charitable Cause to help Children with leukemia.
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Branding through Service
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Man loses over four stone eating just McDonalds, becomes brand ambassador
Branding
through
People
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Major Areas of segmentation followed :
1. Geographic
2. Demographic
3. Psychographic
Scope of Branding:
1. Physical Goods2. Services3. People4. Organizations
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DISCLAIMERCreated by Ashim Aryal, VIT Vellore, during a Marketing Internship by prof. Sameer Mathur ,IIM Lukow