Customer Based Brand Equity Model

Brand – McDonald’s
Presentation By - Vishal Khatokar
Roll No – 2013G52
Introduction
World's largest chain of hamburger fast food restaurants

Serves 68 million customers daily

Operates in 119 countries across 35,000 outlets

Started in 1940 as a barbecue restaurant

Operated by Richard and Maurice McDonald

Ray Kroc joined the company as a franchise agent in 1955

He subsequently purchased the chain from the McDonald brothers

Annual revenues of $27.5 billion, profits of $5.5 billion in 2012

Primarily sells Hamburgers, Cheeseburgers, Chicken, French

fries, Breakfast items, Soft drinks, Milkshakes & Desserts

Courtesy: http://en.wikipedia.org
Some unknown Facts about McDonald’s

McDonalds is the largest toy distributor in the world!

McDonald's real business is Real Estate

McDonald's first menu items were hot dogs, not hamburgers

McDonalds opens a new restaurant every 14.5 hours

McDonald's restaurants feed 68 million people every day

McDonald's' golden arches are recognized by more people than the cross

McDonald's has unique menu items in every country

Courtesy: http://www.factslides.com
Some unknown Facts about McDonald’s

McDonald's is not the world's largest

restaurant chain!!!, But
Change in Logo’s
Brand Identity
Identify who you are ?

100% agreed that the slogan "i'm lovin' it" belongs

only to McDonald's
Depth

88% can identify with McDonald's trademarks, most

notably the "i'm lovin' it”
41% say the synonym of “BURGER” is McDonald‘s

Consumers link to McDonald's when they want to

Breadth

eat something Tasty, Fast & Clean.

Covers broad amount of Demands
More than 60% think of McDonald's when want a
Quick Bite
 Brand Meaning
What are you?

48% agreed McDonald's Burger has best Taste

Imagery Performance

78% say McDonald‘s is the best Fast Food Chain

Consumer rate McDonalds Highest for Quality
Standards & Value for Money
Majority Consumers visit McDonalds for a Quick Bite
Offers Free Wi-Fi, 24*7 & Drive-Thru Locations
specific
McDonalds has Consumer of all Age Groups
46% never had a bad experience with McDonald’s
50% more preferred when with Friends
14% eat @ McDonalds after Shopping/ Movies
McDonald’s is Fun, Efficient & Convenient
Consumer Brand Response
What about you?

63% trust McDonald's for Quality Service, Cleanliness

Judgment

& Value
McDonalds is the First Choice for Burgers
McDonald’s will retain 44% consumer’s even if they
start selling Pizza instead of Burgers
56% Love McDonalds as a brand
Feeling

More than 48% feel Comfortable @ McDonald’s

Kids feel Excited & Happy when @ McDonald’s
Fun place to go with friends
Consumer Brand Resonance
What about you & me?
Loyalty, Attachment

Consumer recognize McDonald’s all over the world

37% go to McDonald’s once a month
31% consumer will be present for a McDonald’s event
4% wont go to any other fast food restaurant
CBBE Pyramid
Regular
& repeat
Purchase

Loved Fun,
Brands stands Warmth,
for quality service Excitement

Widely Spread
.
Across Locations, Serves All age group,
Convenient & Serves Quick Pleasant Experiences
Burgers.
Famous International Fast food chain, Mostly
Sells Burgers.
Consumer Feedback
• Keep more burger options in veg. Continue the hygiene
factor

• Burgers hv been the same for yrs without any spice! Its
only the happymeal option that pulls kids not the food is
wat i believe!! Guys high time u do something abt it

• Free home delivery

• Please if possible increase d quantity of d thick shake

stop showing bigger burger images and give smaller
burgers instead! we all know marketing

• Introduce some bio product, healthy stuff kind of wheat

bread burgers
Consumer Feedback
• Stop showing bigger burger images and give smaller
burgers instead! we all know marketing

• Be a cheaper hahaha

• free home delevery

• Worth visiting

• Give free sauces with McNuggets

Thank you

Note: The slides are designed based on the collected data. Hence results may not tally with other research.