How brand extension may be used to grow McDonald's brand.

1. Growing the
McDonald’
s Brand
THE GAME OF FRIES

2. Evolution of MCDONALD’S logo

3. History of MCDONALD’S
1937: Dick
and Mac
McDonalds
created the
first
restaurant
1952: Ray
Kroc
bought the
restaurant
and
launched
McDonalds
company
1965: Stock
market
listing
1967: Goes
internation
al
1969: New
logo
1975: First
drive-
through
1996:
McDonalds
.com
launched
Today:

4. Competition faced by MCDONALD’S

5. Problems faced by MCDONALD’S
Market Saturation
Global health concerns
Slumping economy
Emergence of global competition
Tag of unhealthy food

6. Ansoff’s Growth Matrix
Market
Penetration
Product
Development
Market
Development
Diversification
Current Products New Products
Current Markets
New Markets

7. Market Penetration Strategy by
MCDONALD’S

8. MCDONALD’S Website: Market
Penetration Strategy

9. Market Development Strategy by
MCDONALD’S

10. MCDONALD’S Website: Market
Development Strategy

11. Product Development strategy by
MCDONALD’S

13. MCDONALD’S Website: Product
Development Strategy

14. Diversification Strategy by
MCDONALD’S

15. MCDONALD’S Website: Diversification
Strategy

16. MCDONALD’S Facebook page

17. MCDONALD’S Twitter/ Instagram page

18. Recommendations for MCDONALD’S
Attract different customers
New advertisement campaign
Change image
Use digital medium
Theme hotel
Scope in Asia-Pacific
You’re alright

19. References
 https://www.youtube.com/watch?v=9LzMtL6cT4I
 https://www.bloomberg.com/news/articles/2016-12-05/mcdonald-s-
revamps-4-billion-mccafe-brand-as-it-lags-starbucks
 http://corporate.mcdonalds.com/mcd.html
 https://www.mcdonalds.com/us/en-us.html
 https://in.pinterest.com/mcdonalds/
 https://www.facebook.com/McDonalds/
 https://twitter.com/McDonalds
 https://www.instagram.com/mcdonalds/

20. Summary

21. Disclaimer
Created by Rahul Javkhedkar, IIM Sirmaur, during a marketing internship by
Prof. Sameer Mathur,IIM Lucknow.
(See www.IIMInternship. com )