The Hamburger

THE HAMBURGER

ANALYSIS

As proud to make History as we are to make burgers.

What are McDonald’s core brand values? Have thesechanged over the years?

Core Brand values

The once booming company saw a dip in sales.

Rapid “McDonaldisation” lead to distraction from the basic core values.

Awareness related to obesity forced the company to modify it’s brand values.

How has McDonald’s grown its brand equity over the years? Has McDonald’s changed in different economic times or in different parts of the world?Explain.

BRAND MANTRA• FOOD• FOLK• FUN

Augmented their branding elements

Adhered to their basic brand values

CHARITY AND SUSTAINABILITY INITIATIVES

RESPONDEDTO

DESIRE FOR

HEALTHY FOODS

CATERED TO ALL SEGMENTATIONS

What risks do you think McDonald’s will face in the future?

LOW ENERGISED DIFFERENTIATION

CHANGING TASTE PREFERENCES

INCREASING HEALTH CONSCIOUSNESSS

EMPLOYEE DISSATISFACTION

SUMMARYHistory of McDonalds.

Decline in sales.

Core brand values and the changes involved.

Potential future risks.

Building Brand Equity.

THANK

YOU!NOW, LETS GO AND GRAB SOME FRIES!

CREATED BY GURNOOR KAUR, THAPAR UNIVERSITY, PATIALA, DURING A MARKETING INTERNSHIP UNDER PROF.

SAMEER MATHUR, IIM, LUCKNOW.

DISCLAIMER