4 Reasons why McDonald’s is succeeding in India

Sameer Mathur, PhD ( http://smathur.com ) MCDONALDS IS SUCCEEDING IN INDIA 4 REASONS WHY…

FREE TEACHING RESOURCES ON MARKETING MANAGEMENT AT WWW.SMATHUR.COM OVER 130,000 VIEWS FROM 96 DIFFERENT COUNTRIES These presentations are part of Sameer Mathur's teaching portfolio. They are free to view or download for non-profit, academic use. Disclaimer: These teaching materials have been compiled from multiple, non-credited sources for non-profit, academic use. Copyright is retained by the original content creators. Sameer Mathur , Ph.D . Assistant Professor (Marketing) Web: www.smathur.com Email : [email_address] Twitter: @ProfessorMathur Facebook: Click Here

Overview
Why is McDonald ’ s succeeding in India, whereas other fastfood giants (e.g. KFC) have not done well?
4 Reasons
Sensitivity to local taste (no beef or pork)
Affordable Prices
Promoting a family-dining experience
Innovative practices (e.g. Home-Delivery)

‘ Localization ’ as a Marketing Policy in India
No beef products
Restricted to chicken, fish, lamb and vegetarian products

Common Sense Approach “ It really doesn’t make sense to sell beef in a country where 85% of the population doesn’t eat it or will even shun a restaurant where beef is served” – Vikram Bakshi, Managing Director, McDonald’s India

Affordable Prices 1 US$ ~ Rupees 45

Indians like eating with families and friends
TV ad: ‘Toh Aaj McDonald’s Ho Jaye’ (Let’s go to McDonald’s today)

Innovative: Home Delivery quite unlike the United States..

The Early Days
First India McDonald ’s opened in 1996
Critics were apprehensive:
Attracting Indians to American pattern of food consumption appeared daunting
Multinationals: perceived threat to local economy & native culture
Food: a family affair, eating out was less common

More recent numbers..

McDonald’s 42% Market Share
International brands (e.g. KFC ) have not done well

Summary
McDonald ’s is the most successful fast food franchise in India with ~40% market share
4 Reasons for McDonald ’s success in India
Sensitivity to local taste (no beef or pork)
Affordable Prices
Innovative practices (e.g. Home-Delivery)

FREE TEACHING RESOURCES ON MARKETING MANAGEMENT AT WWW.SMATHUR.COM OVER 130,000 VIEWS FROM 96 DIFFERENT COUNTRIES These presentations are part of Sameer Mathur's teaching portfolio. They are free to view or download for non-profit, academic use. Disclaimer: These teaching materials have been compiled from multiple, non-credited sources for non-profit, academic use. Copyright is retained by the original content creators. Sameer Mathur , Ph.D . Assistant Professor (Marketing) Web: www.smathur.com Email : [email_address] Twitter: @ProfessorMathur Facebook: Click Here

http://www.smathur.com	219
http://smathur.com	85
http://translate.googleusercontent.com	3
http://www.google.com	1

4 Reasons why McDonald’s is succeeding in India

by Sameer Mathur on Jun 18, 2011

Accessibility

Categories

Tags

Upload Details

Usage Rights

4 Embeds 308

Statistics

4 Reasons why McDonald’s is succeeding in India — Presentation Transcript