Marketing_Management_14th_Edition-min

272 PART 4 BUILDING STRONG BRANDS
since 60 percent of McDonald’s U.S. business came
from drive-thrus, introducing more snack options, and
refurbishing restaurants with leather seats, warmer paint
colors, and flat-screen TVs. Initial results were staggering;
from 2003 to 2006, the stock price increased 170 percent.
Sales continued to increase through the late 2000s and
topped $23.5 billion in 2008, making McDonald’s one of
only two companies in the Dow Jones Industrial Average
whose share price rose in 2008.
McDonald’s continued to flourish in 2009, led by its
premium Angus burgers and its McCafé coffee line, which
directly targeted competitors like Starbucks with less
expensive specialty coffee drinks. McDonald’s also
launched a worldwide repackaging effort as a result of intense
consumer research. The new packaging aimed to
accomplish several tasks, including teaching consumers
about McDonald’s health consciousness and building
awareness of its use of locally grown produce. It included
bold text and full-color photographs of real ingredients like
potatoes on French fry packaging and vegetables,
cheese, and cooking utensils on hamburger packaging.
Mary Dillon, McDonald’s global chief marketing officer, explained
that the goal is to “create unique personalities for
our menu items by telling a story about each one.”
Through the years, McDonald’s has created a number
of successful marketing campaigns and slogans
such as “You Deserve a Break Today,” “It’s a Good Time
for the Great Taste of McDonald’s,” and “Food, Folks,
and Fun.” Its current campaign, “I’m Lovin’ It,” seems on
track to join the others by helping the company reach
record sales and growth despite difficult economic
times.
Questions
1. What are McDonald’s core brand values? Have these
changed over the years?
2. McDonald’s did very well during the recession in the
late 2000s. With the economy turning around for the
better, should McDonald’s change its strategy? Why
or why not?
3. What risks do you feel McDonald’s will face going
forward?
Sources: Andrew Martin, “At McDonald’s, the Happiest Meal Is Hot Profits,” New York Times,
January 10, 2009; Janet Adamy, “McDonald’s Seeks Way to Keep Sizzling,” Wall Street
Journal, March 10, 2009; Matt Vella, “McDonald’s Thinks About the Box,” BusinessWeek,
December 8, 2008; Jessica Wohl, “McDonald’s CEO: Tough Economy, but Some ‘Thawing,’”
Reuters, April 17, 2009; “McDonald’s Rolls Out New Generation of Global Packaging,”
McDonald’s press release, October 28, 2008.