1. 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

2. 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

3. •Health conscious
customers – Obesity Issue
•Wide variety of fast food
brands leading to easy
switch
•Better, not just bigger.
Brand Audit : McDonalds - Challenges

4. 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.

5. Brand Elements & brand mantra
Elements – Logo, Ronald McDonald, I’m luvin it!
Mantra - “Food, Folks, and Fun”

6. Brand architecture
McDonald
s
McCafe
Burgers &
Sandwiche
s
Salads
Snacks &
Sides
DessertChicken
Breakfast
Menu

7. 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.

9. •McDonalds as a place for all.
•Positioning by Brand Endorsement
•Positioning by cultural symbol – Ronald McDonald
•Customer Focused Brand Positioning
•Repositioning required

10. •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.

13. 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

14. 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

15. 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

16. Source: Interbrand

17. 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.