Rona Nindya

In 1955, Ray Kroc founded the McDonald’s Corporation

In 1958, McDonald’s sold its 100 millionth hamburger

Today, it is the largest food service company with 32,000 restaurants in 117 countries

McDonald’s serves 60 million customers and employs 1.7 million people across the globe

* Data taken from McDonald’s official website

“In business for yourself, but not by yourself.” —Ray Kroc

Kroc’s philosophy was based on a 3-legged stool: McDonald’s, the franchisees, and McDonald’s suppliers.  

Kroc believed in the entrepreneurial spirit and rewarded his franchisees for their creativity

In fact, the Big Mac, Filet-O-Fish, and the Egg McMuffin were created by franchisees

“If I had a brick for every time I’ve repeated the phrase Quality, Service, Cleanliness and Value, I think I’d probably be able to bridge the Atlantic Ocean with them.” —Ray Kroc

Brand image such as fun, children, convenience, and golden arches

Innovation including new menu items

Targeting adults with McCafe specialty drinks, fruit smoothies, and fancy looking stores with wireless internet access

Targeting kids

Spending about $1.5 billion a year on advertising

i’m lovin’ it

Business strategy to connect with customers all around the world

Grammar, punctuation, and font type used represent attitudes and culture of today’s urban generation

“’i’m lovin’ it campaign is a new way of connecting with our customers and it will rekindle the emotional bond our customers have with McDonald’s through a campaign that depicts how people live, what they love about life and what they love about McDonald’s.” (Bill Lamar, Sr. V.P. and CMO of McDonald’s USA, 2003)

Advertising Public relations Sales promotions Digital Marketing

Newspapers, magazines, televisions, radios, and billboards

Wide variety of advertising campaigns in various countries, but the image and the message conveyed are the same everywhere

“Think global, act local”

Hello Kitty watches, Disney toys, fun stickers, and other toys for their “happy meals”

Sports sponsorship Ronald McDonald House Charities

“balanced, active lifestyles” phrase which includes more menu choices, more accessible information, and better health

Discounts and deals to appeal to cost-conscious people

Mobile marketing to foster a relationship with customers and to download McDonald’s free wallpaper and mobile games

Video games, such as “Sharkbait” In 2007, McDonald’s virtual campaign web

site filetofish.com was launched by Dallas-based Moroch Partners (Puhova, 2007)

Develop brand image Differentiate from competitors Define target market Establish marketing mix Introduce marketing campaign Execute marketing strategies