Resurrection of the fast food king emperor by adarsh sharlet
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Transcript of Resurrection of the fast food king emperor by adarsh sharlet
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RESURRECTION OF THE FAST FOOD KING-EMPEROR
I’m lovin’ it
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CORE BRAND VALUES
Quality
Service
Cleanliness
User
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ICONIC ITEMSBig Mac
Happy Meal
Egg McMuffin
Filet-O-Fish
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LOGO & RONALD
Logo : Big golden arches Ronald.? You know him !!
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MCDONALD’S RESTAURANTS
Spectacular architecture & mood-enhancing lightening
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BRAND EQUITY
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1. FRANCHISE RESTAURANTS
More than 40% owned & operated by franchisees.
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2. INTERNATIONAL EXPANSION
INDIA AUSTRALIA
FRANCE DUBAI
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3. LOW PRICE & MEAL SIZE
1$ Coffee Different size available
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4. Tie ups & Sponsorships
McDonald’s near Disney’s Animal Kingdom theme park
McDonald’s & Dreamworkers
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WHY REBRANDING ?
Basically, to create a destination restaurant image.
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1. SAGGING REVENUE CURVE
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2.HEALTH CONSCIOUS PEOPLE
Quality of food made available in website
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3. COMPETITIONStarbucks, Panera Bread,
Chipotle, Burger King
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WHAT CHANGED ??
‘Plan to win’ strategy & play book for strategic insights
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1. CUSTOMERIZATIONAdopted a ‘build your own burger with an
iPad’ concept
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2. GLOBAL, BUT LOCAL
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3. OLD AND NEW MENU
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RESULT ?
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CONCLUSION
• Hold onto core brand
values.
• Measure & interpret brand
performance.
• Develop, maintain & protect
brand equity.
• Grow & sustain brand value.
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DISCLAIMERCreated by Adarsh Sharlet, College of Engineering
Trivandrum, during a marketing internship by Prof. Sameer
Mathur, IIM Lucknow.
Adarsh Sharlet Prof. Sameer Mathur