7 Golden Words of Marketing

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  • 1. Sameer Mathur BuddingMarkets.com Indian Institute of Management, Lucknow Marketing Professor 2013 – Marketing Professor 2009 – 2013 Ph.D. and M.S. (Marketing) 2003 – 2009
  • 2. 4. PRODUCT 5. PROMOTION 6. PLACE
  • 3. Demographic Segmentation Age Gender Occupation Education Marital Status Religion Family size Race Income
  • 4. Demographic Segments
  • 5. Geographic Segmentation Where should McDonald’s expand?
  • 6. Behavioral Segmentation • Low Price • Service Quality Benefits Sought • Light • Heavy Usage Rates • None • Medium Loyalty
  • 7. Behavioral Segmentation The McDonald’s Loyalty Card
  • 8. Behavioral Segmentation A quick, cheap lunch?
  • 9. 4. PRODUCT 6. PLACE 5. PROMOTION
  • 10. Product What is the most salient difference between McDonald’s burgers sold in India and USA?
  • 11. Product
  • 12. Product What is the most salient difference between McDonald’s burgers sold in India and USA? India USA No Beef in India, More Vegetarian Choices
  • 13. Product “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 No Beef, Richly Vegetarian
  • 14. McRice Burger (Southeast Asia) Product India New Zealand Localization Around the World.. McLaks Burger (Norway) Black & White Burgers (China)
  • 15. Product India USA
  • 16. Promotion Promoting the ‘Happy’ Price Menu
  • 17. Promotion Agent Vinod eats at McDonald’s
  • 18. Place McDonald’s Franchises Across Mumbai
  • 19. Place McDelivery.co.in
  • 20. Place Fake Indian McDonald’s
  • 21. Price Affordable
  • 22. Most Successful Fast Food Chain Market Share: 42% in 2008; Over 50% in 2013
  • 23. 4. PRODUCT 6. PLACE 5. PROMOTION
  • 24. Background Reading “This book is the bible of Marketing” Prof. Sameer Mathur
  • 25. Over 1 Million views from more than 100 countries Prof. Sameer Mathur Top 1% most viewed Over 250 presentations on Marketing www.BuddingMarkets.com