MINAL BAFNA-O3 SHIVANGI BARANWAL-06 DRASHTI BHATT-09 DRASTI DOSHI-13 SHRUTI KURUP-23 SNEHA PALLAVI-30 BINAL RAJPOPAT-34

Started in 1940, when two brothers, Dick and Mac McDonald opened the first McDonalds restaurant in California. In 1948, the brothers closed and reopened the restaurant to sell only hamburgers, milkshakes and French fries. The restaurant gradually became famous and the McDonald brothers begin franchising their restaurant in the year 1953.

BACKGROUND

INTRODUCTION

In 1996, the first Indian restaurant was opened. McDonald's and Disney announced a deal giving McDonald's exclusive rights to use characters from Disney films in its promotions around the world for 10 years. In 2003, the company launched the Im lovin it campaign. In 2005, McDonalds started its McDelivery service in Singapore.

In 2006, the chain announced that it will publish nutritional information on its packaging of all its products, for the benefit of the customers Today, the McDonalds franchise exceeds 30,000 restaurants globally and serves over 50 million people in more than 100 countries each day.

PUBLIC RELATION ACTIVITES

MC DONALDS AS A SPONSORMcDonald's is upping the ante in its PR battle against critics who link its food with childhood obesity by funding the training of 10,000 community football coaches across the country. McDonald's prefers a low key approach, advertising on noticeboards about local football teams in its outlets rather than through a advertising campaign. The coaching programming is one plank in McDonald's PR strategy in the obesity debate.

The coaches wear tracksuits with McDonald's logos and use 16 footballs supplied in two kit bags that are branded with the McDonald's logo. The programme has generated good PR for the brand. January pop singer Justin Timberlake, who sings the global McDonald's jingle I'm Lovin' It, dropped in on Berryhill Primary School in Scotland with Kenny Dalglish, the head of McDonald's Scottish football, for a coaching session.

MC DONALDS PR PUSHIn an effort to change the longstanding career image of the low-paying, dead-end work ,McDonalds had announced National Hiring Day. According to the, press release McDonalds used the nationwide recruitment to educate potential applicants that the McJob is one with career growth and endless possibilities. The campaign appeared in print magazines such as People, Us Weekly, Ebony and various ethnic publications, on the fast feeders social-media and digital channels, local radio spots, and as point-of-purchase, in-store marketing and on packaging on certain items

Interestingly, TV will not be a component for the campaign. As part of the social media push, short videos starring employees of varying ranks from cooks to corporate will reveal why they love their jobs, in an effort to promote a positive image of working at McDonalds.

THE WORST PR YEAR FOR MC DONALDSIn April, New York photographer Sally Davies purchased a Happy Meal for an art project. Photographed them every day for six months as an art project, only to discover that the Happy Meal looked exactly the same six months later -- no mould, no decomposition, nothing. Her "Happy Meal Project" started garnering attention from the media and time lapse video of it appeared on YouTube.

The project led to speculation about the meal's composition, nutritional value and health effects In November the City of San Francisco effectively banned Happy Meals after it passed a law prohibiting restaurants from offering free toys with meals that contain excessive amounts of calories and fat.

LITTER CAMPAIGNFast food outlets are often blamed for food waste and litter strewn across our city streets. Trevor Smith, local business man and franchise owner of all three McDonald's restaurants in Worcester was quick to respond to the 'Take Pride in Worcester' campaign run by Worcester City Council in partnership with the Worcester News newspaper. Since the 2011 litter campaign launched in June, McDonald's staff have been out in force and taken part in two separate litter picks around Hylton Road and Blackpole over two consecutive weekends.

MCDONALDS AND FIFAMcDonalds renews as FIFA World Cup Sponsor until 2014 : signing of McDonalds as a FIFA World Cup Sponsor from 2007 to 2014 Our support of the FIFA World Cup at both the global and grassroots levels also demonstrates our ongoing commitment to promoting balanced, active lifestyles for customers around the world. As a local family restaurant, McDonalds encourages thousands of families and children to participate in community football activities, including youth football schools and junior tournaments.

MCDONALDS AND OLYMPICS

In 2004, McDonald's announced the continuation of its TOP sponsorship for the next eight consecutive years through the 2012 Games. A longstanding commitment to the Olympic Movement.

PRESS RELEASES

Gujarat, August 2009: Hum Dono Hai Alag Alag. Bangalore, 31st March 2010:Navibbaroo Bere- Berene. McDonalds India roll out initiative to highlight segregation of Veg and Non Veg processes. Mumbai 13th January, 2011: McDonalds and Mumbai Police come together for the Traffic Safety Awareness. Mumbai 26th July ,2011 :Celebrates Voice of McDonalds a singing contest organized for its employees, attended by renowned singers Kailash Kher and Hard Kaur. Mumbai/ Pune , 6th September 2011: McDonalds ties up with Symbiosis Institute to provide a 2 year Executive Post-Graduate Diploma in Business Management, Exclusively for McDonalds employees. Mumbai ,23rd December 2011: McDonalds India & RAI held the first Industry Academia Symposium :To promote Education and dignity of labour in Retail industry in India .

Ethics and Social Responsibility

McDonalds launched several pro-green advertisements such as We love Green and funded community related activities including Keep our city clean. Sponsored Olympic Day Run in 2005. Litter Patrols to ensure a cleaner neighbourhood. Huge donations to Latur / Bhuj / Gujarat earthquakes. Maintaining gardens, parks, heritage structures.

CONTINUED..

Interschool arts competition and raised funds for charity on World Childrens Day. Celebrated Childrens week every year from November 14-20. Supported educational programs for girl-child. Partnered with local health organizations to make India Polio-free. By using their strong brand McDonald's are committed to being socially responsible, talking to children about health issues.

NEGATIVE PRProblems as a result of eating Mc Donalds food Decline in the profitability Mc Donalds opted for a public relation for a turn around

REBRANDINGMc Donalds uses the strategy of Plan to win. Mainly changed the operational level functioning.. Targeted the youth and had Justin Timberlake sing the tagline Im Loving it..

Entertain people Provides opportunitie s for consumers to ask questions Why is the company using social media?

Give social media content some personality

Managing social mediaMake sure measureme nt jibes with the strategic goals

Employ different strategies for different platforms

Get organised

FACTS

is complicit in Third World starvation; buys from greedy rulers and elites and practices economic imperialism; wastes vast quantities of grain and water; sells unhealthy, addictive junk food; alters its food with artificial chemistry; exploits children with its advertising; is responsible for torture and murder of animals; poisons customers with contaminated meat; exploits its workers and bans unions.

HIGH COURT JUDGEMENT

The judges ruled that it was fair comment to say that McDonald's employees worldwide 'do badly in terms of pay and conditions' and true that 'if one eats enough McDonald's food, one's diet may well become high in fat etc., with the very real risk of heart disease.'

GO ACTIVE MEALThe McDonald's Balanced Lifestyles platform promotes the importance of balance and includes significant efforts in the areas of food choices, physical activity and education. The "Go Active" meal has been designed to promote the importance of food/energy balance.

McDonald's dominates this category with over 7,000 website pages and close to 16,000 inbound links. Mc Donalds uses Twitter for general communication, customer satisfaction, and building awareness.

Instead of posting nothing more than updates (or, God forbid, linking their Twitter feed to the Facebook page), set out to entertain their audience, they poll them about current events, post funny pictures and videos, and share stories about the brand on Facebook.

McDonalds is crowdsourcing 10 mini movies that it will post online in January when it launches McBites on You Tube n other sites. View some of the sites at www.mcdonaldscloppenburg.de, www.mcdonalds-augsburg.de and www.mcdonalds-elster.de

CONCLUSIONFocus on significant increase in number of drive-through outlets. McDonalds that plans to have a very strong strategy for the 2012 Olympic Games in London. To give up the personnel and all the orders to be made digitally. McHappy Day is an annual event at McDonald's, where a percentage of the day's sales go to charity.