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McDonalds brand

Date post: 02-Jun-2018
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    McDonalds

    Brand Revitalization

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    Summary

    In 2005 McDonalds business performance and brand

    perceptions had reached a plateau. A combination of

    factors in the brands recent history had undermined

    consumer trust. It seemed that the nations love affairwith McDonalds might be over.

    In response, it re-focused around a clear vision and

    ambitiously overhauled just about every aspect of the

    business and the way it presented itself

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    Key Insights for Revival

    McDonalds embarked on an ambitious revitalizationof the brand following a series of events that haddamaged brand perception to improve every aspect of

    the business. Based on substantial investments in research, food

    was revamped and reinvented, restaurantsredesigned and staff morale boosted.

    The result: the UK had its best-ever year of salesgrowth in 2008 since it first opened its doors in SouthLondon in 1974.

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    Mental Map

    Fast

    Service

    Convenient

    Hygienic

    Economical

    Fun/Ki

    ds

    Tasty

    Snacks/B

    reakfastFamily

    Readily

    Available

    Mascot

    (Ronald)

    Social

    McDonalds

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    BRAND FUNCTIONS AVAILABILITY

    DESCRIPTIVE MODIFIER- AFFORDABILITY

    EMOTIONAL MODIFIER- TRUSTWORTHY

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    COMPETITIVE FRAME OF REFERENCE

    IDENTIFYING THE COMPETITION-

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    Pizza HutDine in experience for family.

    Domino`s30 minutes delivery

    Burger king: Snack time savior , value for money.

    Subway : Fresh and low calories subs.

    KFC: Unique taste of fried chicken.

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    POINTS OF PARITY

    (STIMULUS GENERALIZATION)

    TASTE

    FUN

    SOCIAL

    HYGIENE

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    POINTS OF DIFFERENTIATION

    A grown up menu for adults

    Healthier Happy Meals for Children

    Encouraging a new attitude

    Makeover for the restaurants

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    High value proposition

    Reasonabl

    e price

    Low value proposition

    High price

    * McDonalds

    Burger King

    Vada Paav

    Pizza hut

    Kfc

    Dominos

    Perceptual Mapping

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    2.11

    Customer-Based Brand Equity

    Pyramid

    RESONANCE

    SALIENCE

    JUDGMENTS FEELINGS

    PERFORMANCE IMAGERY

    4. RELATIONSHIPS =

    What about you and me?

    3. RESPONSE =

    What about you?

    2. MEANING =

    What are you?

    1. IDENTITY =

    Who are you?

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    2.12

    CBBE Pyramid

    Loyal ,

    Engaging ,

    Sincere

    Family, Easily Available, Consistent

    value for

    money ,Differentiation

    in terms of

    food,

    satisfaction

    FUN

    Trustworthy

    Affordable,

    Easily available

    An inviting look,

    Hygiene, Healthy

    4. RELATIONSHIPS =

    What about you and me?

    3. RESPONSE =

    What about you?

    2. MEANING =

    What are you?

    1. IDENTITY =

    Who are you?

    Customers

    Perspective

    Companys

    Perspective

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    Thank you


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