Branding & Advertisement Management

Brand Selection Synopsis

McDonalds Pakistan

Group Members

Daniyal Naseer
Hafsa Khalid
Hannan Haris
Ruqa Fatima
Taimoor Hussain

Submitted to

Saad Shahid

Dated: 8th March, 2017

Lahore School of Economics

Brand: McDonalds Pakistan
Category: Fast Food

Reasons for choosing this brand are;

1) Brands History & Success;

The net worth of McDonald's is $104.42 Billion making it the most successful fast food brand in
the world. In 1955, McDonald's Corporation opened the first restaurant in Des Plaines, Illinois.
And it grew into the largest restaurant organization in the world. Today, there are more than
34,000 McDonald's restaurants serving 69 million customers each day in over 119 countries.
McDonalds first restaurant opened its door to the people of Pakistan in September 1998 in
Lahore and has since been successful in being one the most preferred and widely visited fast
food option for the not only Pakistani customers but globally as well.

2) Advertising on National Level;

Another reason of choosing this brand is its brand presence and the marketing efforts that they
carry out on a national level. People from all income groups are more or less aware of the brand
McDonalds. There are now 44 restaurants in 16 major cities of Pakistan. (Karachi, Hyderabad,
Lahore, Multan, Faisalabad, Kala Shah Kaku, Sialkot, Gujranwala, Gujrat, Islamabad,
Rawalpindi, Jhelum, Peshawar, Quetta, Sahiwal and Bhera)

3) Competitive Market;

The fast food sector is a very competitive market. Various local and International players are
competing in the fast food sector in Pakistan. Competitors like Hardees come up with unique and
unconventional marketing campaigns which have been able to attract the markets attention and
have been very successful, the reason of choosing McDonalds within the fast food sector is to
see how McDonalds Pakistan responds and successfully sets itself apart from the rest.

4) Brand Category;
One of the major reasons of selecting McDonalds Pakistan is that no other group has gone for
the fast food sector.

5) Multiple Marketing Channels;

McDonalds advertises its brand using various marketing mediums such as TVCs, Radio
advertisements, Print Media such as advertisements in weekly magazines and newspapers,
Billboards, Digital Marketing, Sponsorships and other marketing channels.

6) 360 Marketing Campaigns;

McDonalds use of "360 campaign" allows them to make a marketing plan that is both online and
offline, on social media, and more.

7) Brand Loyalty;

Today millions of Pakistanis place their trust in McDonalds to provide them with food of a very
high standard, quick service and value for money and we as individuals being foodies who are
just lovin it, decided to go for this brand.

8) The McDelivery TVC;

The ad campaign for McDelivery TVC breaking the stereotypes and offering uniqueness and
humor was our personal favorite. Plus, it endorsing Mehwish Hayaat & Hamza Ali Abbasi,
which happen to be one of the favorite celebrities, is also a minor reason for opting this brand.

9) Quality Product & Open Door Policy;

McDonalds allows its customers to book a tour and visit their kitchen as their own. This assures
the high quality aspect that the brand has to offer and was an important driver in the brand
selection.

10) Social Responsibility;

Being a responsible corporate citizen, McDonalds firmly believes in giving back to the
communities it operates in. It has a proactive approach to charities and sponsorships. Including
the McSaviors Public Awareness Program, Walk for Cruelty against Animals Campaign,
Support for Thalassemia Society Pakistan and many many more.