Where Do We Want To Be

Im Lovin It was translated into Love Ko To when the campaign entered in the Philippine

market. Its no secret that Filipinos are loving, most especially to their families. The Love Ko To

campaign aims to promote all kinds of love among individuals and families, at the same time,

through this campaign, McDonalds becomes a part of the Filipino family.

Short-term Objective:

To initially penetrate the market with children as the primary target market - introduction of

Happy Meals

Long-term Objective:

To become the number one fast food chain in the country

In Market Place Terms

Increase market share within the next five years

Gradual growth in profit for shareholders every two years

Open more branches nationwide with the next ten years

Decrease the cost of raw materials while maintaining standard product prices

Upsurge number of bidders for future franchise

Cultivate partnerships with other brands in the market that can contribute to added awareness

Develop a good working relationship with suppliers of products to conserve the same quality

of goods

In Consumer Terms

Establish brand loyalty among current customers

Gain new patrons

In the long run, upsurge the target market to adolescents and eventually to adults

Increase brand awareness by making Love Ko To as the trademark of Mcdonalds

Launch programs that will upturn the cognizance of consumers specifically the target market