Branding strategy

McDonald’s is the largest fast food that is very popular brand around the word. Exactly, there are many key successful factors in successful branding strategy of McDonald’s brand.

1. McDonald’s is the leader in strong branding strategy. Therefore, McDonald’s always has new marketing strategy which is harmony with world situation such as global warming, so McDonald’s is a partner with EDF or Environment Defense Fund to save the environment by creating new packaging that can save the environment. This is the strength point of in positive brand in the customer’s view.

2. McDonald’s always develop their strategy quickly to conform to the customer’s trend.

3. Exactly, McDonald’s concentrate the customer’s satisfaction by adapting the menu to appropriate with each the cultural local harmoniously.

4. McDonald’s change the marketing strategy by using the Brand Journalism, so it means telling the story or position in various viewpoints. Therefore, there are 3 good brand Journalisms that is:

- Surprise is building the extremely wonder and interesting brand.
- Delight is customer’s satisfaction for the Brand.
- Unique is the unique of McDonald’s, there are many McDonald’s unique that the bulk of people around the world are satisfied such as Big Mac, French fire, golden arches, Ronald McDonald, Happy meals. Actually, these are McDonald’s unique.

5. McDonald use Tie-in or co-promotion with the product from Walt Disney to attract the children group.

6. McDonald’s build the brand cooperate identity that the yellow is the same tone around the world.

7. McDonald’s change the brand image from children brand into adult brand because the customer become teenager or adult, so the McDonald always change brand image to save the customer loyalty.

8. Forever young is the attitude that McDonald’s believe Ronald is the creator of the happiness.

9. McDonald’s build good image in the customers’ mind concisely, and it also make the fast food is accepted from the customer. From the survey found that the McDonald’s logo is the logo that is memorized mostly.

10. Speedy service because the first objective of McDonald is responding the customer who has less time. Thus, Time is importance of McDonald’s service.

11. Cleanliness of product and the climate inside the restaurant is the main heart that the customer’s McDonald’s can touch when they come to McDonald’s restaurant.

Unique Selling point (USP)

The origin unique selling of McDonald’s brand is speedy that more facilities by drive-through service and dessert kiosk. However, there is more unique selling point in the recent time. Delivery service and fun place to eat are also unique selling points of McDonald’s.

Now, McDonald’s extend new product line that is McCafe. It is the excellent in-line counter at McDonald’s restaurant and as a coffee outlet that serve premium coffee especially espresso coffee. The unique selling point of McCafe is the new experiences for coming at McCafe by offering free Wi-Fi internet ,and all day service .

Key Success related to the product

“According to Mr.Dej Bulsuk ,President of McThai Co.,Ltd.,McDonald's business strategies that attempt for the goal of "To Be the Best " have been successfully implemented. "In the area of Quality, we have been working closely with our key suppliers to continuously upraise the world-class McDonald's standards while adding menu up to date that satisfy Thais' palate. Such a strong partnership has enabled us to respond quickly and effectively to consumers' need/demand as well as to the ever-changing, competitive market. Our success and growth is the result of such strong cooperative”, said Mr.Dej.”

From this information shows that the important successful factor of McDonald's product is “think global act local". It means that McDonald's business operation is global, but the marketing action is adapted in each local because the main heart of McDonald’s is responding the customer's satisfaction and need. Actually, McDonald's always adapts menus to match with that cultural local though taste, design. For example, there is Samurai Pork Burger in Thailand but there isn’t this menu in America because of cultural factor.

From this, the main key success of McDonald’s is the slogan “Think Global Act Local in Thailand and all restaurant chains around the world, and it also is the strength point of McDonald’s.

McDonald's Logo

Golden Arches in McDonald’s logo represent style, significance and a strong corporate identity. It was created by Jim Schindler in 1962, and the idea was introduced by Dick and Mac McDonald as arch shaped signs on the sides of their, then ‘walk-up hamburger stand’. From an angle, those arches looked like the letter “M” and thus, were incorporated in the McDonalds logo as a combine of the two golden arches together. The “McDonald’s” name was later added to the McDonalds logo in 1968. While the physical arches were dropped out from all the restaurants’ building design, The Golden Arches have ensured in the McDonald’s trademark, and have branded the company

Thanks useful information from: http://www.logoblog.org

Target group and Positioning

McDonald’s uses demographic segmentation strategy with age and income as the parameter. The main target segments are aparent with two children, children, business customer and teenagers as the information below:

Target Segment and What is the reason for coming to McDonald’s restaurants?

A parent with two children : Visit McDonald’s to give the children a treat.Children : Want to visit McDonald’s as it is a fun place to eat.

A business customer: Visit McDonald’s during the day as service is quick, the food tastes great and can be eaten in the car without affecting a busy work schedule.

Teenagers : Are attracted by the saver Menu which is affordable, and the internet access available in restaurants.

As shown above, each group is different reasons in for coming to McDonald’s restaurants. Actually, McDonald’s has happy meal which toys ranging from hot wheels to various Walt Disney characters to attract the children segment. From this, they have a tie-up with Walt Disney. At several McDonald’s restaurant, it also provides special facilities like “Play Place” where children can play archway games, etc. This strategy is aimed at making McDonald’ a fun place to eat. Besides, it also attracts the young urban family wanting to spend some relaxing time while their children have fun at McDonald’s restaurants. For the teenager, McDonald’s uses several prices in several products, keeping in mind the different price to attract this customer group. Furthermore, Wi-Fi is provided for the customer to the McDonald’s restaurants.