Growing the mcdonalds brand
Growing the mcdonalds brand
Hello!I am Vinay Yadav from IIM LucknowMy PGP id is PGP31299You can find me at [email protected]
Courtesy:Sameer Mathur, Ph.D. (Carnegie Mellon University)Marketing Professor (IIM Lucknow)
Sources of growth for a firm
Ansoff’s Matrix
Current Products New Products
Current Markets
MarketPenetration
Strategy
Product Development
Strategy
New Markets
MarketDevelopment
Strategy
DiversificationStrategy
Mcdonald’s growth strategy
Through Ansoff’s Matrix
Facts about Mcdonald’s
Source: Business insider
× Market Saturation× Global Health Concerns× Slumping Economy
× Focus shifted on getting better not bigger.× Huge investments were made in upgrading
facilities and operations of existing stores.× 24 hour service was extended to many stores.× Menu was constantly fine tuned.× Special focus on Breakfast.
Campaign which supported above strategy
× Global expansion× Adaptation of menu
to different culturalpreferences andregional tastes
× Targeting kids andhealthy segment
McDonald’s in Japan Targeting Kids
Healthier menuBalance lifestyle platform for children.Go Active! Campaign.Endorsed by Oprah Winfrey’s personaltrainer and Ryan Mcdonalds.
Premium coffeePremium hamburgers
Icre cream and desert shop Gourmet coffee shop
Mcdonald’s“Open declaration” campaign
Mcdonald’s facebook page
McDonald’s sponsoring Rio Olympics and promoting itself as a healthy restaurant
McDonald’s targeting the pyschological segment by showing the importance of sharing on Valentines day
Mcdonald’s facebook page
McDonald’s promoting itself as a healthy food joint
McDonald’s promoting its coffee shop by linking it to happiness
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Mcdonald’s India web pageMarket Penetration strategy is followed in India too with Drive thru offers
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Mcdonald’s India web pageMarket development strategy is followed by targeting Indian kids through Happy Meal
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Mcdonald’s India web pageMarket penetration strategy by promoting breakfast meal of McDonald’s
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Mcdonald’s India web pageMaharaja Mac was launched in India in response to ban on beef
THANKS!