Brand Positioning and Values

Turnitin Originality Report

Assignment_1892c66a-d5d6-47d5-974c-921cfc0edc00_41549

From Assignment_1892c66a-d5d6-47d5-974c-921cfc0edc00_41549 (Assignment_1892c66a-d5d6-47d5-974c-921cfc0edc00_41549)

· Processed on 16-Jun-2016 16:25 CDT

· ID: 684560686

· Word Count: 2489

 

Similarity Index

44%

Similarity by Source

Internet Sources:

40%

Publications:

0%

Student Papers:

36%

sources:

1

20% match (Internet from 26-Mar-2015)

http://www.slideshare.net/farahzaidi165033/thesis-25333090

2

4% match (student papers from 15-Mar-2016)

Submitted to The Art Institute Online on 2016-03-15

3

4% match (Internet from 10-Dec-2012)

http://www.peopalove.com/brandtalk/2011/dec/brand-chat.html

4

3% match (student papers from 28-Apr-2012)

Submitted to Robert Morris College on 2012-04-28

5

2% match (student papers from 30-Sep-2012)

Submitted to Laureate Higher Education Group on 2012-09-30

6

1% match (student papers from 28-Sep-2012)

Submitted to Varsity College on 2012-09-28

7

1% match (student papers from 20-Nov-2015)

Submitted to Grafton College of Management Sciences on 2015-11-20

8

1% match (Internet from 25-Apr-2015)

http://www.marketing91.com/marketing-mix-McDonalds/

9

1% match (student papers from 12-Oct-2011)

Submitted to Segi University College on 2011-10-12

10

1% match (student papers from 26-Sep-2012)

Submitted to Union University on 2012-09-26

11

1% match (Internet from 24-Jun-2012)

http://www.franchisehelp.com/industry-reports/fast-food-industry-report

12

1% match (student papers from 21-Jan-2015)

Submitted to South London College on 2015-01-21

13

1% match (student papers from 12-Aug-2015)

Submitted to London School of Marketing on 2015-08-12

14

1% match (Internet from 20-May-2016)

http://www.slideshare.net/harshitabaranwal/brand-audit-mc-donalds

15

< 1% match (Internet from 14-Jan-2015)

http://annualreport.deloitte.co.uk/audit-transparency-2014/at-report-2014.pdf

16

< 1% match (student papers from 12-May-2014)

Submitted to The Manchester College on 2014-05-12

17

< 1% match (Internet from 20-Mar-2015)

http://www.marketresearchtimes.com/analysis-of-fast-food-industry-in-2013/

paper text:

Running head: McDONALD BRAND The McDonald’s Brand Professor: Shalonda Warren 6/16/2016

The McDonald’s Brand Introduction

The McDonald’s 10Corporation has spread across the world, and emerging markets are one of the fastest-growing areas in the industry (Malachowski, 2009). But the McDonald’s is not without its challenges, especially in the United States.4The purpose of this paper is to identify service areas where McDonald’s is having issues and suggest a robot-based technology service to solve some of the fast food service delays. Product 12Fast food franchises focus on high volume, low-cost, and high-speed item. As often as possible nourishment is preheated or precooked and served to-go, however, numerous areas likewise offer to seat for on- site consumption. For stands, kiosks or11sit-down locations, food are standardized and shipped from central locations. Familiar meals and menus are what attracts and excite the consumers (McDonalds, 2010). 11There have been challenges for the fast food industry in recent years that have been pressuring profit margins. Price. McDonalds goes ahead to say that the Business should also to consider the probable reactions from its competitive and rivalry companies as they are likely to set low or high prices as a strategy to wither them out. Therefore, they have to consider when it comes to pricing (McDonalds, 2010). The McDonalds categorized its products in India 16into two sets namely the branded affordability( BA) and the Branded core value products (BCV). Comprising of 8the McVeggie and McChicken burgers that Rs 50-60 and the BA products include McAloo Tikki and Chicken McGrill burgers which cost Rs20-3 This has been done to satisfy consumers which different price perceptions. Distribution Distribution involves outlet and channel of the business, across the world. McDonald’s channels extent throughout the municipality is making them very available. In United States McDonald’s outlets are distributed about three minutes away from each other, and that is almost 50% distribution in the states. There is a precise 13level of pleasure and fun that McDonalds gives to its clients. It provides value position based on their requirement of the consumer (McDonalds, 2010). This one of the strategies that most companies do ignore is failed to incorporate into the other market mix, the probability of failure is very high Promotion. The confirmation activities implement by McDonalds Company communicates effectively with the potential customers. There are several ways of making the promotion of a product such TV, advertisement, billboard and posters (McDonalds, 2010). The prime focus at McDonald’s is 6targeting children. In happy meals aim at children, small toys along with the food. Apart from this, various schemes for winning prices by way of lucky draws and also scratch cards are given when someone places an order on the different mean combos. Brand background McDonald’s name is famous, and this 9is the most important factor when designing a brand and to remain viable in the market 1.McDonald’s Name is famous, recognizable and cannot be mistaken with any other company in the market, 9from the- the very first moment it is spotted and knows what it stands for, Furthermore, being a yellow name it’s always easily noticeable, and its bright colors attract our attention instantly (Ferrel, 2005). The McDonald’s logo have a connection to the brands name which is strong 1.Capital “M” sometimes called the Golden Arches, with its distinctive, charming shape, looks the unchanged as the one in the name. The kind of smart connotation increases uncommonness and acknowledgment of the brand. Direct joining between them which leaves no room for inaccuracy (Ferrel, 2005). Open-mindedness 1on putting it on any product presented or in any form of announcement invented is a significant brand-building factor. Simple and a unique shape, color and 1logo allow legal protection that does not need another exceptional effort (Ferrel, 2005). The character is another invention that the McDonald uses to factor in the brand-building element. 1A slim prankster, with typically enormous red shoes, yellow clothes, red hair and big smile is a character no child, after seeing it once, can forget. Distinguishing friendly look makes it very easily to like him. Nevertheless, it might seem tilted toward children; McDonald presents himself as a friend of children and adults. McDonald is placeable in any restaurant because of his neutral appearance (Ferrel, 2005). 1Towards children, McDonald’s present him as a friend of children and adults.The big smile om 1his face suggests that after eating you will feel relaxed and happy (Ferrel, 2005). The McDonald’s slogan characteristics, which are “ I love it “ is unchanged since its introduction in 2003 (Ferrel, 2005). Easily memorized, 1nice to hear and more likable. Using “I’ m” as a subject suggests that it applies to everybody, and the word“love” concerns the feeling connected to the last part of the slogan “it”. I. 1“it” means, is it the food, is it the restaurant, is it the experience, or is it the brand. By using such a universal word, the slogan allows for every consumer to put in his mind a word that suits best for him or her. McDonald’s packaging is another element used. 1Always with the logo and slogan, distinct for different items (Ferrel, 2005). Having a product in hands, it is not easy to mistake that product with the competitors product. Using 1packages with colors, logo and brand specific appearance, we feel that after making the purchase we are still connected with the restaurant. According to Ferrel, (2005), signage is a vital element when creating an image to the consumers that they will always remember and McDonnnald uses signage to increase remembrance among its customers, effectively discernible, drawing in 1yellow neon McDonald's is constantly simple to notice (Ferrel, 2005). The attention instantly focuses to this logo. Positioning 1it on the roof of every McDonald’s restaurant, nevertheless, the geographic location it is always unchanged, and so the sign itself. Likewise, the logo of McDonald's, Golden Arches, when set on considerable tallness is perceptible from long separations effortlessly. Subsequently. Thus, the function makes the brand exceptional. Together with accurate colors and shape of the building, there is no chance for a mistake (Ferrel, 2005). Even if some element is not memorizing entirely, there are other which will make customer aware of the brand. Lastly, web pages help in brand building. 1In the era of internet contact with every company finding information about it, The Internet is most likely to be used if the brand building is rather not performed personally. 1McDonald’s offers very extensive website, where all information needed can be found, and if not, there is a place to ask them. McDonald’s website promotes the brand very well (Ferrel, 2005). The appearance suggests that McDonald’s know how to make everything smooth and well connected. The domain mcdonalds.com is easy remembering since it is no different from the brand name. Even though making a type can result in going to the different website, McDonald’s is monitoring the web for unlicensed use of their unique brand watchfully (Ferrel, 2005). History and overview 2of the brand The fast food industry, also known as Quick Service Restaurants (QSR), has been serving up tasty morsels for as long as people have lived in cities. The modern system of fast food franchising is believed to have started in the mid-1930’s when Howard Johnson franchised his second location to a friend as a means to expand operations during the Great Depression. As cars became commonplace, the drive-thru concept brought explosive growth to the idea of food-on-the-go. “Fast Food” was added to the Merrion-Webster dictionary in 1951 and U.S. fast food companies are now franchised in over 100 countries. In the U.S. alone there are more than 200,0007eatery areas. Income had developed from $6 billion in 1970 to $160 billion a year ago, an 8.6% annualized rate. The McDonald brand franchise 17focuses on high volume, low-cost, and high-speed.7item. As often as possible sustenance is preheated or precooked and served to-go, however, numerous areas additionally offer to the seat 4for on-site consumption. For stands, kiosks or sit-down locations, food are standardized and shipped from central locations. Consumers enjoy being able to get a familiar meal in each location, and menus and marketing are the same in every location. There have been challenges for the fast food industry in recent years that have been pressuring profit margins. Competition (Source: Kotler, 2011). The graph explains 1that McDonald’s in not the only establishment in fast food service, which has the strong brand. It is worth saying that the assessment of brand equity of competitors shows that they score higher in the Exceptionality dimension while being very close to McDonald’s in the other three Pillars. Parity in the competition structure of the market is evidence from the graph where from the graphs McDonald’s does not get the lion share in all the sections of the market, Awareness all the companies in the market score highly regardless of its brand (Kotler, 2011). The customers seem to like the products being offered both by the McDonald and the Subway and also KFC is not in a worse position for consideration by some customers. The competing organizations in the market set up seen to be all affordable to customers, and this puts all of them in a position to keep improving (Kotler, 2011). McDonald, KFC, and Subway have a vast margin when it comes to its differentiation. Each one of them offers a unique set of products that are very inimitable. McDonald packages his products which differentiate it from other competitors in the market, and the same case applies to other Organisations in the market (Kotler, 2011). The competitive edge acquired by McDonald’s brand is applauded day in day out for using a 100% biodiesel Technology. This technology has aided to minimize carbon emissions from the trucks making the deliveries. In efforts to realize this, Keystone Foods, McDonalds meat suppliers have worked very closely with a UK fuel which has been working together to facilitate the initiative reducing CO2 emission by using biodiesel each year. McDonald’s brand competitors such as KCF and subway are overruled because technology is, being used in McDonald’s brand in different ways to assist the restaurant in performing its tasks at an unfailingly high level. The technology now spans from service check-outs to inventory control, preparation, research, training, supervision and office work. The kind of business by this restaurant will be much difficult without the use of technology owing to the hasty developments being made to improve industries of various sectors. Technology embracement has provided a hustle free and efficient service when consumers make meal orders. Data collection process The main data collection instruments for this research will be questionnaires. The will bear 30 questions based on the multiple-item measurement based on the secondary sources. Ten questions will evaluate product quality and customer service quality; 10 questions will gauge customer loyalty, and ten questions will assess the consumer satisfaction (Gillespie, 2009). The customer satisfaction is measured using a 5 15point scale, strongly agree, agree, neutral, disagree and strongly disagree. The following questions will guide the data collection process. The questions will be both close and open-ended, and it will be supplied to different correspondents in different questionnaires. Does 3the slogan “I’m Lovin It” belong to McDonald’s only? Can you pinpoint with McDonalds brand trademark from a distance? Can you identify McDonald’s advertisement without looking at the brand logo or name? Is it easy for other brands such as KCF and subway to copy the aspects of 3McDonald’s brand? When do you see the Golden Arches? Which brand comes in your mind? In the latest street survey shepherded on 100 Malaysians, the greatest number of them can identify McDonald’s brand almost instantly, showing us that the brand protection has indeed produced positive brand equity for Mc Donald throughout the year (Gillespie, 2009). After distributing the questions to the different respondents, the questionnaires were collected and. The results were put into different points on a five-point measurement scale. From the analysis, the following table shows the results; Results below show 3from the survey that highlight on McDonald's considerable brand data. (a )100% agreed that the slogan "I'm lovin' it" belongs only to McDonald's (b)80% can pinpoint with McDonald's trademarks, most notably the "I'm lovin' it" slogan (c)60% can identify McDonald’s advertisement without looking at its brand name or brand logo. (d)10% agreed that it is difficult for another business or brand to copy every aspect of McDonald's Scale a B c d 5 Strongly Agree 23 11 5 1 4 Agree 7 5 7 1 3 Neutral 0 4 3 18 2 Disagree 0 6 8 7 1 Strongly Disagree 0 4 7 3 Total 30 30 30 30 The first question (a), 23 respondents strongly agreed that the slogan belongs to McDonald while seven people agreed on the same which sums the correspondent to 30 giving other scales zero answers. The second question (b) gets 11 strongly agreeing correspondents, seven agree, four did not have an answer, six disagreed, and four strongly disagreed which forms 80 percentage of those agreeing. Thirdly(c), five members strongly agreed on identifying McDonald’s brand, seven agreed; three were neutral, eight disagreed, and seven strongly disagreed on the question. Lastly, a very small group agreed that it is difficult for another business copy McDonald only taking ten percentage of correspondents; 1 strongly agreeing, one agree, 18 neutral, 7 Disagree, 3 Strongly disagree giving a total of 30 correspondents. Conclusion In conclusion, The McDonald’s brand is highly acceptable in that market structure, and the consumers understand that brand over other products in the market fully. 1Managing the brand is not an easy task. However, there are certain models which are helpful and provide a decent background for an assessment of the brand. Brand building benefits are very 1overwhelming and in the case of McDonald, it shows that they help in hard times. The brand is never a 1minor part of doing business. It influences identification, practicality, loyalty and many other operations which create differences between brands. The component of a brand equity is its elements. Just 14the best organizations, like McDonald's, can utilize them to make the enchantment minute which will stay with customers for quite a while. Dynamism is a component to consider in the present world we are living as is McDonald's. Despite the fact that there were assaults on McDonald's image picture, savvy utilization of marking procedures permitted to escape in one piece. Reference Malachowski, A. R. (2009). The McDonald’s Brand. Business market and Environmental Ethics. Berlin: Taylor &Francis McDonalds. (2010, May 31). McDonald’s marketing mix and technology. Retrieved from McDonalds Sherri, D. (2013). The history and McDonald’s profile. The New York Times. Ferrel, L. F. (2005). The history of McDonald’s brand and its brand elements: Ethical Decision Making and Cases. Melbourne. Kotler Philip, N. L. (2011). McDonald’s competitive analysis: Doing the best for your company. Washington: John Wiley and Sons. Gillespie, A. (2009). The analysis of McDonald’s brand strength. Data collection techniques, Oxford University Press, USA. 51 McDonald’s Brand 2 McDonald’s Brand 3 McDonald’s Brand 4 McDonald’s Brand 5 McDonald’s Brand 6 McDonald’s Brand 7 McDonald’s Brand 8 McDonald’s Brand 9 McDonald’s Brand 10 McDonald’s Brand