2. Introduction
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McDonald's is one of the best-known brands worldwide. This case study shows
how McDonald's continually aims to build its brand by listening to its
customers. It also identifies the various stages in the marketing process.
Branding develops a personality for an organization, product or service. The
brand image represents how consumers view the organization.
In 1994 McDonald’s opened its first two restaurants simultaneously in the Cairo
district of Heliopolis and Mohandeseen.
Today over 40000 customers are served under the golden arches at over 59
outlets throughout the country, everyday.
Since the idea of offering great food fast first occurred to MacDonald’s founders
over 50 years ago, Macdonald’s has grown into global restaurant to become the
place where customers can enjoy their favorite meal wherever they are.
3. Mission
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To be our customers' favorite place and
way to eat. Our worldwide operations
are aligned around a global strategy
called the Plan to Win, which center on
an exceptional customer experience –
People, Products, Place, Price and
Promotion. We are committed to
continuously improving our operations
and enhancing our customers'
experience.
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5. Insight
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McDonald’s understand what makes their family
customers smile and how to make those smiles even
broader.
McDonald’s Egypt has received a number or awards
over the years, not only on operation excellence, put
more importantly for dedicated involvement in
community initiatives such as supporting education
and children in need.
6. Marketing mix
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Product:
McDonald's places considerable emphasis on developing
a menu which customers want. Market research
establishes exactly what this is. However, customers'
requirements change over time. What is fashionable and
attractive today may be discarded tomorrow. Marketing
continuously monitors customers' preferences.
McDonald's has introduced new products and phased
out old ones, and will continue to do so. Care is taken
not to adversely affect the sales of one choice by
introducing a new choice, which will cannibalise sales
from the existing one (trade off). McDonald's knows
that items on its menu will vary in popularity. Their
ability to generate profits will vary at different points in
their life cycle.
7. Marketing mix
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Price:
The customer's perception of value is an
important determinant of the price charged.
Customers draw their own mental picture of
what a product is worth. A product is more than
a physical item, it also has psychological
connotations for the customer.
McDonald’s offer reasonable price for Egyptian
Citizen and keep its image to the customer.
8. Marketing mix
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Place:
not just about the physical location or
distribution points for products. It
encompasses the management of a range of
processes involved in bringing products to the
end consumer.
Fastest delivery in Egypt advertising
campaign in Egypt has great echo in the
Egyptian culture.
McDonald’s offer wifi service for their
customer free for more communication and
comfortable media.
9. Promotional mix
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T.V Ads:
They serve and support their message through TV ads through fastest delivery
in Egypt and their slogan “I’m love in it”.
Ads through
http://www.youtube.com/watch?v=y9ajRIgTJNA
http://www.youtube.com/watch?v=MIHMvSz1L7s
http://www.youtube.com/watch?v=potmcPIDo14
http://www.youtube.com/watch?v=YYpzJ8G7dKI
10. Promotional mix
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Radio:
Run their advertising in clusters or sets, scattered throughout the broadcasting
hour.
http://www.youtube.com/watch?v=nc7kPK6UHuU
Radio campaign serve the same message of Mac.
11. Promotional mix
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Web site Ads:
McDonald’s Web site serve the same
message of the company “I’m love in it”,
offer company portfolio, kid zone, food,
community, store locator and Mac
delivery 19991 through this number for
communicate with customer as hot line.
Offer for kids zone of fun, offer ice cream
and offer birthday organization for kids.
Interest in kids to create future customers
and implement the concept of Mac in kids
mind.
You can achieve more details through
company web site
http://www.mcdonaldsegypt.com/loader.
html.
12. Promotional mix
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Web site:
McDonald’s communicate with youth and
teenage through FACEBOOK to know more
about customers and about their comments to
develop McDonald’s message.
14. Promotional mix
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Public relation:
New concept from McDonald’s to support
clean energy and save environment by Cooperation with Egyptian government after
revolution under name of “going green”.
McDonald’s trade name on Pedestrian
crossing.
15. Promotional mix
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Public relation:
Help to keep environment clean with
more concern to community.
Share in support disabled people to
overcome their problems.
Support to build new schools in village
concerning in importance of education
for every Egyptian citizen.
16. Promotional mix
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Public relation:
They serve poor people to improve their
quality of life through education or though
material benefit.
Sponsor for world wide events as Olympics
and in the same ads they use hot line number
for communication.
