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Marketing McDonalds
 

Marketing McDonalds

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    Marketing McDonalds Marketing McDonalds Presentation Transcript

    •  
    • The Beginning
      • 1954, Ray Kroc, 52, a distributor of milk shake maker – Multimixer, heads west on hearing about the McDonalds Bros hamburger stand in California
      • Seizing the opportunity, he pitched the idea of opening up several restaurants to the McDonalds brothers.
      • “ Who could we get to open them for us?” they asked “Well”, Kroc answered, “What about me?”
      • Ronald McDonald, introduced 1963, second only to Santa Claus in terms of recognition.
      • Philosophy and Vision:-
      • McDonalds complete commitment to Quality, Service, Cleanliness and Value (QSC&V)
      • “ We take the burger business more seriously than anyone else” Ray Kroc
      • “ If you’ve got time to lean, you’ve got time to clean” Ray Kroc
    • McDonalds India
      • To be India’s best quick service restaurant experience – supported by principles and core values
      • Wholly owned subsidiary McDondalds India Private Limited.
      • Incorporated in India in 1993
      • McDonald’s opened its doors in India in Vasant Vihar, New Delhi in October 1996
      • Entered into two JVs with Connaught Plaza – Vikram Bakshi – North and Hardcastle Restraunts - Amit Jatia – West
    • Product
      • Product Adaptation:-
      • Product adaptations in the Asian Markets to suit Indian Tastes:-
      • - Burgers with Thai Basil – Thailand
      • - Teriyaki Burger – Japan
      • - Rice Dishes – Indonesia
      • - Aloo Tikki Burger – India
      • Indian Challenge:-
      • 40% Vegetarians – vegetarian selections to suit Indian Tastes
      • Maharaja Mac replaced Big Mac – Chicken Patty instead of beef
      • Mc Aloo tikki and Puzza Mcpuff introduced
    • PRODUCT
      • Restaurants Management System (RMS):-
      • 2 Separate Menus: Green – Veg and Purple – Non Veg
      • Separate veg, nonveg kitchens with dedicated staff, preparation and wrapping areas
      • Different uniforms for kitchen crew to clearly distinguish roles
      • Family Restaurant Concept:-
      • The McDonalds experience for the whole family
      • Focus on kids – gifts galore
      • Brightly lit, casual, comfortable and contemporary look
      • Friendly and well trained staff
      • Emphasis on cleanliness
    •  
    •  
    • PLACE
      • Location
      • Macro Context – India
      • Micro Context:-
      • Tier 1 cities
      • Big family size restaurants:
      • High density marketplaces
      • Shopping Malls
      • Railway Stations/Metro Stations
      • Desert Kiosks
      • Tier 2 Cities
      • National Highways (Drive In’s)
      • Channels
      • Franchise Model
      • Company Owned Flagship Outlets
      • Coverage
      • Pan India Presence
    • PLACE
      • Distribution
      • Matching supplier production with deliveries to meet schedules and restaurant needs
      • 3 centralized distribution centers at Mumbai, Delhi and Kochi
      • Emphasis on economies of scale
      • – High storage volumes
      • QIP (Quality Inspection Program)
      • – Quality checks at 20 points in the supply chain
      • HACCP (Hazard Analysis Critical Control Point)
      • – Food safety standards emphasizing prevention of faults rather than detection through inspection
      • “ With a Cold Chain in place, there is practically no need for a knife in the restaurant. Chopping and food processing is done in the plants. Restaurants are confined to only the actual cooking” – Amit Jaitia
      • Logistics
      • AFL Logistics – 50:50 JV between AirFreight and FX Coughlin of USA- McDonalds international logistics partner
    • PRICE
      • Pricing Strategy
      • “ Customers attracted purely by these unsustainable but attractive low prices (Happy Price Menu) would not pay repeat visits” –
      • Development of a low cost supply chain – crucial enabling factor
      • (Trikaya Agri, Cremica Industries, Amrit Foods, Radhakrishna Foodland, Vista processed foods, Dyanamix Diary)
      • Value Pricing:-
      • Happy Meals – Small Burgers, fries, coke and toy
      • Combo Meals – Burger, fries, coke (Medium size)
      • Competitive Pricing:-
      • KFC – Rs 59-79 (Burger and Drink)
      • Pizza Hut – Family Meal (2 medium pizza’s and pepsi) – Rs 350 – 400
      • Even these low prices ensure a 40% margin!!
      • Pricing lower than Pakistan, Sri Lanka and 50% lower than U.S.