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  • Mcdonald'S: Evolution of Marketing Strategy: Presented by Irshad Sunil Feroz

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    McDonald's has evolved its marketing strategy over time. In the 1990s and 2000s, McDonald's focused on maintaining a consistent product quality across franchises through strict standards and remodeling stores. It also launched various marketing campaigns targeting demographic segments like children and families to build its brand image and compete against other fast food chains. More recently, McDonald's conducted market surveys that showed customer preferences placed it sixth among fast food competitors. It continues using strategies like segmentation, positioning, and targeting in its marketing mix.

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    McDonald’s

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    McDonald's has evolved its marketing strategy over time. In the 1990s and 2000s, McDonald's focused on maintaining a consistent product quality across franchises through strict standards and remodeling stores. It also launched various marketing campaigns targeting demographic segments like children and families to build its brand image and compete against other fast food chains. More recently, McDonald's conducted market surveys that showed customer preferences placed it sixth among fast food competitors. It continues using strategies like segmentation, positioning, and targeting in its marketing mix.

    Copyright:

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    119 views6 pages

    Mcdonald'S: Evolution of Marketing Strategy: Presented by Irshad Sunil Feroz

    Uploaded by

    irshad69
    McDonald's has evolved its marketing strategy over time. In the 1990s and 2000s, McDonald's focused on maintaining a consistent product quality across franchises through strict standards and remodeling stores. It also launched various marketing campaigns targeting demographic segments like children and families to build its brand image and compete against other fast food chains. More recently, McDonald's conducted market surveys that showed customer preferences placed it sixth among fast food competitors. It continues using strategies like segmentation, positioning, and targeting in its marketing mix.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
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    Download as pptx, pdf, or txt
    of 6

    McDonald’s : Evolution of Marketing

    Strategy

    Presented By
    Irshad
    Sunil
    Feroz
    Introduction- About McDonald’s
    • Founder-Dick and Mac McDonald, McDonald's restaurant
    concept May 15 1955.
    Ray Kroc, McDonald's Corporation founder. In 1961.
    • CEO - James A. Skinner.
    • Headquarters- Oak Brook,Illinois, USA.
    • Industry - Restaurants.
    • Products- Fast food.
    • Revenue-▲ US$ 22.6 billion (FY 2008).
    • Employees -400,000 (2008).
    • Number of locations -31,000+ worldwide..
    Marketing Strategies Adopting by
    McDonald’s between 1990-2003
    • Franchise Model
    Only 15% (owner)&85%(Franchise)
    • McDonald’s entered into an agreement with Wal-Mart
    stores & Disney’s parks.
    • Joint venture with Fazoli’s Italian restaurents.
    • Asian financial crisis and Mad Cow Disease.
    • Cantalupo cut the store from 1000 - 360 and closed
    more than700 underperforming store.
    • Under Greenberg company spend $500 on store
    remodeling.
    Cont…
    • Product Consistency
    • (Achieve consistent product taste and quality across
    geographics).
    • Build on the self- service concept.
    • Formed a separate real state company in 1956.
    • Launched no.of menu but not focus on variety to beat
    competitors.
    • Provide toll free number to customers for complaints.
    Market Survey on Customer Preferences by
    McDonald’s

    S.N. Restaurant Chain Scale (1-100)

    1 Papa John’s 78
    2 Domino’s Pizza 73
    3 Wendy’s 72
    4 Pizza Hut 71
    5 Little Caesar 70
    6 Taco Bell 66
    7 Burger King 65
    8 Kentucky Fried Chicken 63
    9 McDonald’s 62
    Segmentation, Positioning and
    Targateng
    • Use Demographic Segmentation (children,
    youth and youth urben family).
    • Apply Marketing Mix (5P’s).
    • Some famous marketing campaigns by
    McDonalds are.
    1-I’m loving it.
    2- Food, Folks,and Fun.
    3- Aap ke zamane mein,bap ke zamane ka
    daam.

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