Presentation
on
McDonald’s
Presented By:
Divam Goel
CONTENTS
•
•
•
•
•
•
•
•
•

Inroduction
McDonald’s in India
Objectives of promotion & strategy
Products
Target Segment and...
Introduction
• McDonald’s is the global fast food giant.
• Founded in 15 may 1940 in CALIFORNIA
• Founders –RICHARD & MAUR...
McDonald's in INDIA
• Entered in India 1996
• McDonald's India is a 50 – 50
partnership between MCDONALD’S
CORPORATION (U....
Objectives Of Promotion
Strategy
•Key objectives of McD’s promotion
strategy were to, “ Get them in. Trade
them up. Get th...
•Trade Them Up : To shift the
consumers to McDonald’s core
products like Burger with cheese,
McChicken Burger, Fillet-o-Fi...
Strategies
•
•
•
•
•
•

Quicker service
Quicker delivery
More beverages & change in menu
More outlets
Target the two and t...
PRODUCTS

•Hamburgers, Chicken sandwiches, French fries, Soft
drinks, Breakfast items and Deserts.
•Mc Donald’s also offer...
Target Segment and Positioning
• McDonald’s was positioned as a
family restaurant.
• Extra care has been taken to make
the...
• Focused on Price Penetration.
• In 1998 McDonald’s had achieved
sufficient level of success, on their
offerings & then e...
TYPES OF RESTAURANTS
• Mc Drive are the type of which provide drive
through services and offer no counter service or
seati...
ADVERTISING
• There are three main objectives of
advertising for McDonald’s are to
make people aware of an item, feel
posi...
Focus more on electronic media
• Ads talk about emotions,
family ties and fun and all
these have high legal appeal .
• The...
Achievements
• Among all the competitors
McDonald’s is the leading brand
• Ranked as the 8th best employer
• Ranked the be...
VARIOUS OTHER FACTS SHOWING
POPULARITY OF MCDONALD’S
 Fast food nation, book by Eric
Schlosser.
 Supersize me, a documen...
First
McDonald’s
at India

11/21/2013

consumer behavior

16
Marketing mix
The marketing mix is a term used to
describe the four main marketing tools
(4Ps):
• product
• price
• promot...
Product
• Product is the physical product or service
offered to the consumer. Product includes
certain aspects such as pac...
Place
• The place mainly consists of the
distribution channels.
• It is important so that the product
is available to the ...
Price
• This is the most important part of the marketing
mix as this is the only part which generates
revenue.
• McDonald’...
Promotion
• McDonald’s does its
promotion through
television, hoardings
and bus shelters. They
use print ads and the
telev...
Some most famous marketing campaigns of
McDonald’s are:
• “I’m loving it”
• “ Aap ke zamane mein ,
baap ke zamane ke daam”...
PLC of McDonalds
Criticism
• Ecological damage
• Selling unhealthy food,
• Contributing to suffering and
exploitation of livestock.
• McDon...
BYE BYE SEE U AT McDonald’S
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  • McDonald's India is an employer of opportunity, providing quality employment and region. long-term careers to the Indian people. The average McDonald's restaurant employs more than 100 people in 25 different positions – from cashier to restaurant manager. McDonald's world class-training inputs to its employees can be seen in the present close to 2000 employees currently in Mumbai and Delhi.
  • Limited menu, fresh food, fast service and affordable prices have been the pillars behind McDonald’s success in India. Intense competition and demands for a wider menu, drive-through and sit-down meals - encouraged the fast food giant to customize product variety without hindering the efficacy of its supply chain
  • Mc donalds

    1. 1. Presentation on McDonald’s Presented By: Divam Goel
    2. 2. CONTENTS • • • • • • • • • Inroduction McDonald’s in India Objectives of promotion & strategy Products Target Segment and Positioning Types Of Restaurants Advertising Achievements Marketing mix • Famous marketing campaigns • Criticism
    3. 3. Introduction • McDonald’s is the global fast food giant. • Founded in 15 may 1940 in CALIFORNIA • Founders –RICHARD & MAURICE MACDONALDS • Ronald McDonald introduced in 1963 • Ray Kroc gives the idea of franchising. • 31,000 restaurants in 119 countries • Serves 47 million customers every day • Employs more than 1.5 million people
    4. 4. McDonald's in INDIA • Entered in India 1996 • McDonald's India is a 50 – 50 partnership between MCDONALD’S CORPORATION (U.S.A) and two Indian businessman Amit Jatia and Vikram Bakshi • 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. 11/21/2013 4
    5. 5. Objectives Of Promotion Strategy •Key objectives of McD’s promotion strategy were to, “ Get them in. Trade them up. Get them back ”. • Get Them In : To make consumers step into McDonald’s restaurant.
    6. 6. •Trade Them Up : To shift the consumers to McDonald’s core products like Burger with cheese, McChicken Burger, Fillet-o-Fish, etc. •Get Them Back : To increase the frequency of visit by making the McD’s brand experience.
    7. 7. 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
    8. 8. PRODUCTS •Hamburgers, Chicken sandwiches, French fries, Soft drinks, Breakfast items and Deserts. •Mc Donald’s also offers salad and vegetarian items, wraps and other localized fare
    9. 9. Target Segment and Positioning • McDonald’s was positioned as a family restaurant. • Extra care has been taken to make the restaurant children-friendly. • McDonald’s targeted both Sec children & adults, because no other company targeted kids quit persistently.
    10. 10. • Focused on Price Penetration. • In 1998 McDonald’s had achieved sufficient level of success, on their offerings & then educated customers about their core strengths. • Their main focus is on Service, hygiene, products etc.,
    11. 11. TYPES OF RESTAURANTS • Mc Drive are the type of which provide drive through services and offer no counter service or seating. • Special theme restaurants also exists, such as the Solid Gold Mcdonald’s, a 1950s rock-n-roll themed restaurant.  Mcdonald’s introduced Mc Cafe a café style accompaniment to Mcdonald’s restaurants in the style of Starbucks.  Mc Express are the type of restaurants which are located in shopping malls.
    12. 12. ADVERTISING • 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 • Television has always played a central role in the company’s advertising strategy. • The company makes significant use of Bill board and Signage, Sponsors, Sporting events ranging from little league to olympic games. .
    13. 13. Focus more on electronic media • Ads talk about emotions, family ties and fun and all these have high legal appeal . • They don’t use print media.
    14. 14. Achievements • Among all the competitors McDonald’s is the leading brand • 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 • He appeared on Supersize me, is listed in Guiness Book of World Records, and has a movie called Mc Daddy.
    15. 15. VARIOUS OTHER FACTS SHOWING POPULARITY OF MCDONALD’S  Fast food nation, book by Eric Schlosser.  Supersize me, a documentary film by Morgan Spurlock.  McDonald's video games are also launched in the market.  Some other documentary films on Mc Donald’s are Maxime, Mc duff and Mc do.
    16. 16. First McDonald’s at India 11/21/2013 consumer behavior 16
    17. 17. 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. 17
    18. 18. 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 18
    19. 19. 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 19
    20. 20. 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. 11/21/2013 consumer behavior 20
    21. 21. Promotion • 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. 21
    22. 22. Some most famous marketing campaigns of McDonald’s are: • “I’m loving it” • “ Aap ke zamane mein , baap ke zamane ke daam”. • “You Deserve a break today, so get up and get away- To McDonald’s” • “Food, Folks, and Fun”
    23. 23. PLC of McDonalds
    24. 24. Criticism • Ecological damage • Selling unhealthy food, • Contributing to suffering and exploitation of livestock. • McDonalds=junk food, high calorie food?
    25. 25. BYE BYE SEE U AT McDonald’S
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