Post on 04-Nov-2014
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“One world, One Burger”- McDonald’s
Welcome to McDonald's India!!
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One’s upon a time
When I was Baby
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History….
• Founded in 1940• By Dick and Mac McDonald in
California• Introduction of “speedee service
system” in 1948• Ronald McDonald introduced in 1963• Ray Kroc gives the idea of
franchising.
McDonalds-global Fast Food Powerhouse
• 2004-world’s largest marketer of fast food
• Serves in 120 countries• 31,000 restaurants• Employs 360,000• 47 million customers per day
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Company’s objectives• Customer driven, global oriented• Achieving sustainable ,profitable
growth• Designed to increase restaurant
visits and grow brand loyalty among new & existing customers
• McDonalds is committed to maintaining and developing the best food products in the quick service restaurant market.
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• In order to deliver this, the company has made a number of commitments to food safety and nutrition.
• Further build financial strength• Complete commitment to
quality,service,cleanliness and value
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• Entered in India 1996
• McDonald's India is a 50 – 50 JV partnership between MCDONALD’S CORPORATION (U.S.A) and two Indian businessman Amit Jatia and Vikram Bakshi
• Trained extensively with their Indian management team in Indonesia and US before launch
• The entire menu was changed
McDonald's History INDIA
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• 90% of McDonald's business is owned and run by independent franchisees in India
• Actively Involver in many social activities like CHILD EDUCATION, PULSE POLIO etc.
McDonald’s History INDIA
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Product adaptation-the Indian challenge
• 40% vegetarians selections to suit Indian tastes.
• Respect for local culture-no beef or pork served.
• Soft serves and mc shakes are eggless
• Re-formulated own products using spices favored by Indians.
• Only vegetable oil used as cooking medium.
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Its outlets…• There are 132 family
restaurants in India employing about 5,000 people
• 79 restaurants in north and east India with 33 in Delhi itself
• 53 restaurants in south and west India
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First McDonal
d’s at India
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Initial focus on metros
Relatively high incomes
Exposure to western food and culture
Moves to smaller
satellite town
Positive spillover effects of reputation
Jaipur & Agra –to attract foreign
customers
TARGETED MARKETS….
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Marketing research
McDonalds
Economic changes
(rising living standards)
Legal changes(laws
about packaging)
Social changes(change
in patterns of living standards)
Technological changes(new
food production techniques)
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Segmentation, Targeting and Positioning…
• The main target segments are children, youth and the young urban family.
• Targeted audiences ; -children -teenagers -adults
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• Children -happy meal toys -play place• Teenagers -price sensitivity -varieties offered• Adults -right ambience -products worth the money -healthy
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Branding strategiesMcDonald's has placed considerable emphasis on
enhancing its brand positioning through sponsorship of events and sports.
• It was one of eight corporate sponsors of the Millennium Dome Experience, investing £8 million in the Dome's community programme and learning experience.
• It has been a major sponsor of international football, including the World Cup since 1994 and the Champions League from 1996 to 2000.
• It has sponsored British athletics since 1993, notably the McDonald's Young Athletes' League, training 11 to 17 year olds.
• It has sponsored Child Safety Week since 1994.• Logo Represented by the golden arches
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Marketing mix
The marketing mix is a term used to describe the four main marketing tools (4Ps):
• product• price• promotion• and the place through which products
are sold to customers.
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Product• Product is the physical product or service
offered to the consumer. Product includes certain aspects such as packaging, guarantee, looks etc.,
• It dropped ham, beef and mutton burgers from the menu. India is the only country where McDonalds serve vegetarian menu
• McDonalds continuously innovates its products according to the changing preferences and tastes of its customers
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Place• The place mainly consists of the
distribution channels.• It is important so that the product is
available to the customer at the right place, at the right time and in the right quantity
• McDonalds offers hygienic environment, good ambience and great service.
• Delivery services are also available now
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Price• This is the most important part of the
marketing mix as this is the only part which generates revenue.
• McDonald’s came up with a very catchy punch line “Aap ke zamane mein ,baap ke zamane ke daam”. This was to attract the middle and lower class consumers
• McDonalds has certain value pricing and bundling strategies such as happy meal, combo meal, family meal etc to increase overall sales volumes.
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Promotion.• There are three main
objectives of advertising for McDonald’s are to make people aware of an item, feel positive about it and remember it
• McDonald’s does its promotion through television, hoardings and bus shelters. They use print ads and the television programmes are also an important marketing medium for promotion.
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Some of the most famous marketing campaigns of McDonald’s are:
• · “You Deserve a break today, so get up and get away- To McDonald’s”
• · “Aap ke zamane mein ,baap ke zamane ke daam”.
• · “Food, Folks, and Fun”• · “I’m loving it”.
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SWOT analysis
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PLC of McDonalds
Criticism• Ecological damage • Selling unhealthy food, • Contributing to suffering and
exploitation of livestock. • McDonalds=junk food, high calorie
food?
Strategies • Quicker service• Quicker delivery • More beverages & change in menu• More outlets• Target the two and three tier cities• Introduction of a new low calorie
healthy burger
Achievements.• Ranked as the 8th best employer• Ranked the best fast food chain of
restaurants • Ranked the 8th healthiest fast food
eateries • Ranked 2nd for customer satisfaction
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BYE BYE SEE U AT McDonald’S