Overview
McDonald's Corporation is one of the world's largest chains of hamburger fast food restaurants, serving nearly 47 million customers daily.
According to shareholder.com, in addition to its signature restaurant chain, McDonald’s Corporation was a major investor in the Chipotle Mexican Grill until 2006, owned the restaurant chain Boston Market until 2007 and held a minority interest in Pret A Manger until 2008.
McDonald's restaurant is operated by either a franchisee, an affiliate, or the corporation itself. The corporation's revenues come from the rent, royalties and fees paid by the franchisees, as well as sales in company-operated restaurants.
McDonald's generally sells hamburgers, cheeseburgers, chicken products, French-fries, breakfast items, soft drinks, milkshakes, and desserts. In response to obesity trends in Western nations and in the face of criticism over the healthiness of its products, the company has adjusted its menu to include healthier alternatives such as salads, wraps and fruit.

Countries with McDonald’s stores: History
Birth of McDonald’s McDonald’s was founded as a self-service drive-in restaurant by Dick and Mac McDonald in 1948. There were only nine items in the menu at that time and the highlight menu was 15 cents hamburger.
Opening a drive-thru restaurant in San Bernardino, California was one of the first steps which Dick and Mac McDonald cooperated, and after a while, McDonald's gradually gained more and more reputation and captured people's interest. And obviously, the legend of McDonald's began.
Development of McDonald’s McDonald's Corporation was founded on April 15, 1955, in Desplaines, Illinois, when Mr. Ray A Kroc opened the first franchised McDonald's hamburger Restaurant. In 1961, Hamburger University opens in the basement of Elk Grove Village, Illinois, McDonald’s restaurant. The first national television commercial of McDonald’s was the introduction of Ronald McDonald who appeared in the commercial.
McDonald’s Goes International The first international McDonald’s restaurants open in Canada and Puerto Rico in 1967. The 5,000th Restaurant opens in Kanagawa, Japan. There were McDonald’s restaurants in 32 countries and 7,778 restaurants at 1983 year end.
McDonald's, now, is one of the Top 10 most valuable brands in the entire world and is the leading global food service retailer and company with over 32,000 locations in more than 100 countries around the globe.
McDonald’s Today “I’m lovin’ it.” is now the main theme of McDonald’s restaurant. The restaurant also offers visitors free Wi-Fi in the US in over 11,000 restaurants.
McDonald’s in Thailand
The history of McDonald's in Thailand goes back to the late 60s when McThai President, Dej Bulsuk went to study in America on an AFS Scholarship. His first encounter with McDonald's planted the seeds of a great idea.
McDonald's restaurant, Amarin Plaza branch, is the first branch in Thailand that was opened in 1985. Currently, there are over 100 McDonald's restaurants nationwide. Moreover, there are many services for customers such as breakfast meals from 5.00-11.00 am., Drive-Thru, Dessert Kiosk, and even McCafé. Its McDelivery service always impresses customers with very fast service on call center 1711 which runs 24/7.
McDonald’s Logo

When McDonald’s extended its business worldwide, it required and utilized a logo design that guarantees the products’ value globally. The logo was created by Jim Schindler in 1962 and was labeled as “part of Americanization and American cultural imperialism”.

Shape of McDonald’s Logo
The two golden arches were initially designed to resemble the new arched shaped symbols on the side of the newborn restaurant. Later, the designer of the McDonald’s logo merged the two arches to outline the famed “M” now identified globally. The McDonald's name was added to the logo in 1968.
Color of McDonald’s Logo
The red is believed to be the color of aggressiveness, passion, vitality, and strength. Furthermore, it is known to raise blood pressure and evoke hunger.
Yellow represents sunshine and happiness. It is bright and highly visible which is why it can often be found on caution and other road signs. Yellow is often used in logo design to get attention, create happiness and warmth.
Font of McDonald’s Logo
In spite of the “M” on McDonald’s logo, the insignia also grips the name of the food chain. “McDonald’s” has been imprinted in a thoroughly simple font which defines the bold picture of the firm. The simpler the font of the logo, the more radiant it becomes for the spectator.
Brand Equity 2005 - 2009
A brand is a name or symbol used to identify the source of a product. The brand can add meaningful value when it is well recognized and has positive associations in the mind of the consumer. This concept is referred to as brand equity. Another way of putting it is that, Brand Equity is a set of brand assets and liabilities linked to a brand.
For the past five years, 2005 to 2009, McDonald’s brand ranking averaged around 8 with its highest rank in 2009 at 6; a two-spot jump up from the previous year.

Brand Equity 2005:

During the year 2005, McDonald’s dropped down one spot from 2004 and was ranked at 8 with 4% change in Brand Value, the total of $26,014 million.

Brand Equity 2006:

Once again, McDonald’s Brand Equity rank dropped to 9 in the year 2006 with 6% change in Brand value, adding the total of $27,501 million.

Brand Equity 2007:

McDonald’s made a come-back at rank 8 again in the year 2007 with 7% change in Brand Value and a total Brand Value of $29,398 million.

Brand Equity 2008:

McDonald’s is never on a pause, it keeps adapting to consumer needs as fast as its food. Moreover, it is adopting the new trend of healthy eating; its French-fries are now trans-fat free, and its offering of healthier meal options keeps increasing. Also, with baristas serving cappuccinos and lattes at a time when consumers do not want to go for expensive coffees at Starbucks, it’s a smart move. In the year 2008, McDonald’s aggressively expand its markets with 120 restaurants in China and an innovative series of smaller kiosks in India. Resulting in a stable rank of number 8 and a 6% change in Brand Value at $31,049 million.

Brand Equity 2009:

McDonald’s has performed nicely this year, now serving six million more customers each day than it did before the “I’m Lovin’ It” campaign. Due to its low prices and numerous locations, McDonald’s continue to grow its sales in a tough economy. Moreover, it even attracts new market share with its McCafé and healthier product offerings. However, the brand does face one struggle which is keeping food costs under control. Like all other restaurants, McDonald’s has been hit with higher beef and cheese costs. This year, McDonald’s ranked the highest of the past 5 years at 6, with 4% change in Brand Value and a total of $32,275 million.

McDonald’s has expanded to international markets in the face of increasing regulations in the United States and domestic market saturation. It initially entered international markets by leveraging standardized product offerings, clean and bright environments, and American brand equity. However, during the recent years, McDonald’s adapt to local regions by remodeling its retail space while changing the product line to appeal to more local tastes, such as Samurai Pork Burger in Thailand.
According to Business Week, “If you don’t fancy a Big Mac in the branch at the Piazza di Spagna in Rome, you can order pasta freshly cooked to order. In France, McDonald’s serves wine and runs an annual promotion called Le Saga du Fromage, where instead of the usual cheddar, burgers are topped with beloved French cheeses such as Reblochon.” “The Golden Arches” have become one with not just fast food but also American culture in foreign countries. Therefore, by adapting the food offerings to local tastes, McDonald’s risks losing its connection with American culture, ultimately losing brand equity.

Body, Soul and Conscience
Body
* Quality of food; the freshness Customers can trust McDonald’s to provide them with food that is fresh and made with high quality ingredients from trusted suppliers. Due to close relationship McDonald's has with all levels of their supply chain. The ultimate goal is to give the customers the best quality and safest product there is. The fact that the suppliers are willing to share ideas with other McDonald's suppliers — like the best way to wash a tomato — goes to show you how committed they are to food safety. In fact, many of McDonald’s food safety standards and controls far exceed government regulations. * Tasty food McDonald’s offer a variety of menus to choose from, with tastes that appeal to the mass consumers. Chef Dan Coudreaut, Executive Chef of McDonald’s, and his team test an array of ingredients, spices, and flavor combinations to get to the right end product. * Variety of menus McDonald's serves a variety of burgers and other menus to choose, ranging from chicken and pork to beef and seafood. Also, McDonald’s menu around the world reflects what local customers like to eat by catering to local tastes with products like the Barbacoa Tejana in Latin America, M Burger in Europe and Ebi-Filet-O in Asia. * Quick Service One of McDonald’s advantage points is the personality of being a fast food restaurant. Fast food (also known as Quick Service Restaurant or QSR within the industry itself) is the term given to food that can be prepared and served very quickly. Nowadays, people live in a more fast-paced world, McDonald’s can quickly cater them delicious food in only a few minutes. * Fair price All McDonald's menus are considered low price and affordable, due to it being a fast food restaurant. Though McDonald’s uses highest quality meat, because it serves so many people each day, it is able to buy in bulk and then pass along the value to consumer. This enables McDonald’s to offer customers the best prices on the freshest, highest quality products. * Location Being a fast food restaurant, convenient is practically the key; therefore, McDonald’s are usually located on the corners of busy streets, in shopping malls and in popular places, especially in metropolitan cities where people live in a fast paced life.
Soul
* Happiness McDonald's is a place for families and friends to enjoy a fun-filled time together over tasty meals, enhancing positive relationship within the family with smiles and laughter. At McDonald’s, it is always a simple and enjoyable experience. For example, naming Happy Meal as one of the main menu set for children, this easily associates the feeling of happiness with eating at McDonald’s. * Warm&Cozy
McDonald’s employees treat customers like friends and families; therefore, creating a sense of closeness and familiarity. With the use of warm colors inside the restaurant, the overall atmosphere of McDonald’s becomes warm and cozy.
Conscience
* McDonald's has reduced its consumption, for example, by using lighter weight paper in straws, paper bags and other items and recycled paper and cardboard packaging. * McDonald’s committed $100 million, or one quarter of the company's annual building and remodeling budget, to buy recycled materials for restaurant construction, remodeling, and operations under a program called "McRecycle". * Currently, 82% of McDonald’s consumer packaging is made from renewable materials. * McDonald’s worked with several different environmental and nonprofit groups, such as the World Wildlife Fund and the Smithsonian Institution. * McDonald’s offers in-store flyers to educate customers about the company’s environmental management practices, policies, philosophies, and positions on particular issues such as rainforest beef and the ozone problem. * Ronald McDonald House Charity

IBP in Thailand
The key successful factor in terms of McDonald’s Promotion strategy is “Think Global Act Local”. Besides, “I'm lovin' it” is a key part of McDonald's promotional strategy to connect with customers in highly relevant, culturally significant ways around the world.

Advertisement
The aim of McDonald’s television ad is to support its sales promotion campaign, raise awareness of the brand and also maintain its relationship with customers by using reminders.

Ronald McDonald Goes Native in Thailand
McDonald’s has a wide range of McDonald’s campaign in various countries. It concentrates on standardizing their brand name but localizing their advertising campaign. For example, the picture on the right represents Ronald McDonald greeting in Thai style.

Sports Sponsorship
McDonald’s in Thailand is also a sponsor for Thai athletes to support the award for winners in sports events, such as the Olympic Games. This helps create awareness of the brand in a positive and healthy way, it shows that McDonald’s care for the health of consumers and the importance of sports.

Public Relations
McDonald’s in Thailand uses the public relation through the internet media such as MSN to update new products and latest promotions. Actually, coming up with interesting activities is a good way of promoting positive brand image. For example, “WOW! Police Fit and Firm Campaign” to promote people to take care of their health and “McDonald’s Champion Kids”. Launching events and campaigns, then inviting the media to participate can easily create public relations.

Public communities
McDonald’s concentrates on seeking solutions for children and family facing problems via the Ronald McDonald House Charities, with Ken Barun as the President and CEO. Nowadays, there are 160 local RMHCs in 27 countries around the world. The aim is to specify needs of improving the quality of life for under-privileged children. Examples of activities in Thailand is the “RMHC Care Mobile Project” aimed to promote happiness, reduce social dependence, increase learning opportunity, and create smile across the face of local youth throughout country.

Interactive Media Online social websites, such as Facebook and Twitter, is also a place where McDonald’s can easily get in touch and connect with its customers interactively. * Facebook * Twitter * Official Websites

IBP recommendations for McThai (2-year plan)
McEvent
1. Children’s Day To most children, Children’s day is the second most important day after their birthday, McDonald’s must grab the opportunity to emphasize its family brand image and connect itself with fun activities to trigger positive thoughts from consumers. In the upcoming year, McDonalds could host “Children’s Day McEvent” at Park Paragon. The event will include McDonald’s playground area for kids, samplings, coupons, souvenirs and fun activities for children to create a memorable day. * Aerial Advertising Aerial Advertising is still considered rare in Thailand; therefore, this will be a great opportunity for McDonald’s to create buzz as well as excitement for the people. This will be used to promote the event with words like “C U at McEvent!” or “McEvent for Children’s Day!”. * 3D McPaint
We have seen creative 3D-painted road and 3D billboard in many countries; however, there is rarely 3D advertising in Thailand, it grabs full attention from the public. We will have a 3D paint competition in the “Children Day McEvent” for teenagers to participate and be creative. * McParade
In the event, we will organize a McParade where employees are dressed up as hamburgers, French-fries, nuggets and McDonald’s characters to entertain throughout the day. This will help create a fun-filled, positive and active image for McDonald’s. * McLand McDonald’s can launch an activity for children age 7 – 12. When they buy a Happy Meal, they will get a piece of land, the land is a piece of cardboard with pictures of mountains, rivers, plateaus and etc. Now, each time they buy a Happy Meal, they will randomly get small toys such as people, houses, schools, cars, roads and etc. to complete the land and build their own imaginative city. The time period for collecting will be four months, during this time we will integrate this activity with TV ads, interactive ads on official websites and social columns in magazines to report progress of the activity. After four months, McDonald’s will set a competition deadline, which will be the Children’s Day McEvent, where kids can submit in their work to win a prize. * Press Conference Press Conference will be held about the event and media kit will be distributed to target media on this day to spread the words about this fun-filled event organized by McDonald’s. * Flyers and Posters Flyers will be given in Siam Area the most and also in other shopping districts and nearby McDonald’s to promote the event. Posters pasted in Siam Area as well as other shopping districts will also help raise awareness of the event. * TV Ads * Print Ads in magazines 2. All-Year Event McDonald’s will have events every 3 months for the next 2 years to stimulate brand awareness and positive reaction towards McDonald’s as a fast food restaurant where happiness is all around.

McDonald’s Brand Promotion – to promote the brand itself * Biggest Fan Sponsorship
Sponsor “Biggest Fan” television program, which is a very popular program in Thailand, the main idea of the show is to find who knows the best about a particular subject. McDonald’s will sponsor one of the show time, to find out who in Thailand is our biggest fan. This will coordinate with product placement as we will put signs and logos in the program. The winner will receive a 2-year ticket for free McDonald’s and a 30% lifetime discount. * Sports Event Sponsorship McDonald’s should support local sports events as well, to gain popularity amongst Thai people. Famous sports events like Traditional Football Match between Chulalongkorn University and Thammasart University can be an excellent choice as it will be broadcasted on national television. McDonald’s logo will be placed throughout the event and we will have a kiosk available in the sports stadium, also, McDonald’s souvenirs will be for sale on that day, such as fans, umbrellas and hats; things essential in hot weather, those products will have our logo on as a way to promote our brand. * McEarth McDonald’s can support local suppliers by guaranteeing to buy from them as a way to help support local farmers. It is long-term sustainable agriculture that benefits both farmers and the firm itself, win-win situation. To inform all customers of McDonald’s CSR, a short story will be written on burger’s wrap or french-fries box indicating that all products of McDonald’s provides job opportunities to local people and all ingredients are organically produced under high quality control of McDonald’s restriction. This is to promote positive image of the brand as well as make consumers understand that by buying McDonald’s products, they become a part of the system, a part of giving back to the local society.

Work Cited Aeishah. “McDonald’s Project.” Scribd June 2009: Online. Internet. http://www.scribd.com/doc/16448162/McDonalds-Project (20 June 2010). “Best Global Brands.” Interbrand n.d.: Online. Internet. http://www.interbrand.com/best_global_brands_intro.aspx?langid=1000 (20 June 2010). “Branding Studies.” Interbrand n.d.: Online. Internet. http://www.interbrand.com/studies_list.aspx?langid=1000 (20 June 2010). Desotelle, Vic. “Societal Marketing: McDonald’s.” Discovery Fuel May 2009: Online. Internet. http://discoveryfuel.com/leadership-ecology/societal-marketing-mcdonalds (20 June 2010). “McDonald’s Official Website.” McDonald’s n.d.: Online. Internet. http://www.mcdonalds.com/us/en/home.html (20 June 2010). “McDonald’s.” Wikipedia n.d.: Online. Internet. http://en.wikipedia.org/wiki/McDonald%27s (20 June 2010). Sandon, Andrew. “Societal Marketing: McDonald’s.” Articles Base n.d.: Online. Internet. http://www.articlesbase.com/marketing-articles/societal-marketing-mcdonalds- 75498.html (20 June 2010).