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The story of McDonald s started in 1954, when

itsfounder Raymond Kroc saw a hamburger stand
inSan Bernardino, California and envisioned
anationwide fast food chain. Kroc proved himself as
a pioneer who revolutionized the
Americanrestaurant industry. Today McDonald s is
theworld s largest fast food chain serving 47
millioncustomers daily. McDonald s is now one of
themost valuable brands globally, worth more
than$25 billion. The Golden Arches and its
mascotRonald McDonald have gained
universalrecognition. Though the company has roots
in theUS, McDonald s today has become an
acceptedcitizen of the world.Year McDonald s
opens in India, the 95 th country.
Mr.Raymond Kroc1902-1984Founder ± Mcdonalds
„ „

1955
Ray Kroc opens his first restaurant. McDonald s
Corporation is created
1957
Quality, Service, Cleanliness and Value (QSC & V)
becomes company motto
1963
Ronald McDonald makes debut
1965
The company goes public
1968
Big Mac is introduced`
1974
Happy Meal is launched
1996
McDonald s opens in India, the 95th country
nly 15% of the total number of restaurants is
ownedby the Company. The remaining 85% is
operated byfranchisees. The company follows a
comprehensiveframework of training and
product taste andquality monitoring of its franchises
to ensure that they adhere to the Quality,
Service,Cleanliness and Value propositions offered
by thecompany to its customers.

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By developing a sophisticated supplier

networkedoperation and distribution system, the
company has been able to achieve consistent across
geographies
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?i'm lovin' it is an international branding campaign
byMc Donalds Corporation. It was created by
Heye & Partner, a longtime Mc Donald's
agencybased in Unterhaching,Germany , near
Munich, and a member of the DDB Worldwide
Communications Group, Inc.
?McDonald'sselected 24 people to appear as part of
the campaign. Images of those chosen, who had
submitted a story and digital photograph
which"captured ... themes of inspiration, passion
and fun," appeared on McDonald'spaper bags and
cups worldwide.
?In Fall 2008, McDonald's introduced new
packaging, eliminating the previousdesign stated
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above with new, inspirational messages, the i'm
lovin it" slogan.(appearing only once on most
packages).
? McDonald's also updated their menu boards with

darker, yet warmer colors,more realistic photos

of the products featured on plates and the drinks
in glasses.In 2009, Mc Donald's expects to have
all of this nationwide.

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?during the last five decades of its existence,
McDonald's has conducted and carriedout a
great number of advertising campaigns and has
created many of greatadvertising slogans.
Starting with only two new slogans per decade,
McDonald's hasreached the mark of coming up
with ten new advertising slogans per decade.
?McDonald's advertising campaigns were
inseparably connected with its brand imageand
marketing strategy. McDonald's is much more
than place, where people get theirfood, but it is
rather a place, where people spend time with
their families or friends.At least, that is the
concept and perception, which McDonald's
attempts to communicate through all its
marketing and advertising messages.

McDonaldsad programs name in

INDIA :

i.McDonald's mein hai kuch baat.( ct. 13,

1996 1999)

ii. To haaj, Mmmmmmmmmm! McDonald's ho

jai. (1999 2003)

iii. I'm lovin' it (2003 present)

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In october 1996, Mcdonalds operated its first

restaurant in india, today more than 27 lakh
customers put their trust on this brand everyday,
trusting the food provided to be of the highest
quality and great value for money. Celebrating 15
years of leadership in the country and over 123
outlets across thecountry

ACHIEVEMENTS
1996
Mcdonalds launched itsfirst store in India,
Delhi 13th ctober 1996
Mumbai 21st october1996
New Products Launched
Maharaja Mac, McVeggie, Mc Aloo Tikki
1997
Launch of Happy Meals
2000
New Product Launches
Chicken Mc Grill, Mc CurryPan

First TV AD launches in Pune

2001-
First Drive Through atKalamboli

2002
New product launcheschicken mexican wrap,
Chinese burger, pizzamcpuff. utlets open in
Baroda,Ahemdabad

2004
Mc Delivery Starts Launch of the Happy PriceMenu,
Launch of the I m lovin it campaign in Bangalore,
2005
Scratch card offerintroduced with assuredgifts such
as family holidaysabroad, cars etc
2007
Ranked 19th in the top 25 companies in theworld In
the best employers survey. Have received the CNBC
AWAAZ consumerschoice awards for 2 years
consecutively.

9 failed products of mcdonalds

1: mc lean deluxe
2: mc africa

3: mc pizza
In the mid-nineties, McDonald sdecided to go into
the pizza business;the resulting pizza was bland.
Thecompany and its frachisees were lefton the hook
for expensive new ovensand widened drive through
windowsthat weren t needed.Even saturation
marketing wasn t enough to changethe pizza habits
of ordinary Americans,and McPizza was gradually
abandoned,and generally forgotten. Why did
thisproduct fail? In short, people didn tassociate
McDonald s with pizza andthey could get better
pizza elsewhere.
4: mc hot dogs
In his 1977 autobiography CE RayKroc prohibited
the company fromselling hot dogs, regardless of
potential demand, as he regardedthem as unhygienic;
however, hotdogs were introduced in the late1990s
at some midwestern locatedstores. UK Stores sold
Hot Dogsduring the late nineties on theMcChoice
menu. In Tokyo locationshot dogs were available in
2001, andhave been reintroduced for 2009,dubbed
the McHot Dog. Despitemany attempts to revive
theMcHotdog, it just never succeeded

7. Arch Deluxe
McDonald s positioned the Arch Deluxe as a
hamburger for adults with a sophisticated,
grown up taste. Arch Deluxe ads showedkids
making yucky faces, turning up their noses at the
new adultburger. A major management shake-up
followed shortly thereafter.
8. McDLT
The McDLT (McDonald s Lettuce and Tomato)
was sold in a novelform of packaging. The meat and
bottom half of the bun wereprepared separately from
the lettuce, tomato, American cheese,pickles, sauces,
and top half of the bun. Both were then packagedinto
a specially designed two-sided container. The
consumer wasthen expected to finalize preparation
of the sandwich by combiningthe hot and cool sides
just prior to eating.

9:Hulaburger
The Hulaburger was the mostfamous flop of Ray
Krok (theman who bought the smalltime
McDonald s companyand turned it into the mega-
franchise we know today).The burger was created
in1963 was aimed at RomanCatholics who
wereforbidden to eat meat onFridays. It was
basically acheeseburger but with a sliceof pineapple
instead of meat.The burger tuned out to be adisaster.

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By going through the whole project on PR of McDonalds we are
in a kindof soup there is strange behavior on both sides. People
do like policy andpractices quite clearly yet the business is
expanding till the extent that itreceives an award for growth
ACG Chicago Honors McDonald's Corporation with
utstanding CorporateGrowth Award ak Brook-based
McDonald's honored for resurgent growth.
Chicago, IL, February 07, 2008 --(PR.com)-- The Association
for CorporateGrowth Chicago (ACG Chicago) today announced
that it has selectedMcDonald's Corporation as recipient of the
utstanding Corporate GrowthAward for 2007-2008. ACG
Chicago the premier professionalorganization focused on
corporate growth, corporate development andmergers and
acquisitions selected McDonald's for its iconic status in
theChicago business community and its global resurgence
before this we had N doubt PR is important formere existence
but after what we have seen inMcDonalds we have to consider
that PR is an exerciseto keep the image clean rather that to
communicatethe truth. We also want to mention that the above
cases maybenothing more than false accession for financial
gainsand have cause grave damage to company but stilleven
after so much damage the mere existence of company cases us
to think if PR is make a image or toclean it?

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We thank Ms. Neha Singh on behalf of thewhole
group for providing us with such awonderful and
interesting topic to work on.
We have gained a lot of knowledge andexperience
and have learnt a lot after doingthis project and we
hope so to do many moreas such in future.

Mcdonalds
Name: bhaskar p. Gogoi
Class: sy bms
Roll no :16
Mcdonalds