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A project on mc donalds
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3. Salad sandwich was introduced targeting the people who are more conscious about health.
4. The introduction of jain salad in the outlet keeping the jain people rituals of not eating ginger ,onion, potatoes etc.
5. Seeing to the Indian mentality of having wheat chapattis led to the idea to introduce paneer salsa wrap and chicken Mexican wrap.Filet-o-fish was introduced keeping in mind the demand of the sea food lovers having no competitors in the segment before.<br />Place: Where should be the product be available and the role of distribution channels?<br />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. Nearly 50% of U.S.A is within a 3 minute drive from a McDonald’s outlet.<br />There is a certain degree of fun and happiness that a customer feels each time he dines at McDonalds. There are certain value propositions that McDonalds offer to its customers based on their needs. McDonalds offers hygienic environment, good ambience and great service. Now McDonalds have also started giving internet facility at their centres and they have been playing music through radio instead of the normal music. There are certain dedicated areas for children where they can play while their parents can have some quality time together. <br />Price: What should be the pricing strategy?<br /> <br />Pricing includes the list price, the discount functions available, the financing options available etc. It should also take into the consideration the probable reaction from the competitor to the pricing strategy. This is the most important part of the marketing mix as this is the only part which generates revenue. All the other three are expenses incurred. The price must take into consideration the appropriate demand-supply equation.<br />McDonalds has certain value pricing and bundling strategies such as happy meal, combo meal, family meal etc to increase overall sales volumes.<br />095250Branded Affordability: Having established the image of comfort and familiarity, it now was<br />time to add new people to the fold. The Indian consumers continued to perceive McDonald’s as an expensive eating out option. The challenge was to overcome this perception and be accepted as an affordable brand. While the patented products like McVeggie™ and McChicken™ continued to cater to the patrons, the company needed to broaden the audience base to further entrench into the market.<br />0topMcDonald’s found success in its strategy of Branded Affordability and introduced the ‘Happy Price Menu’ of Rs.20/-. Engaging and Memorable campaigns were created to establish the Branded Affordability communication -The ‘Bahanas’, the yesteryears prices, or ‘bees mein full dhamal’!<br />Promotion: What is the suitable strategy and channels for promotion of the product? <br />The various promotion channels being used by McDonald’s to effectively communicate the product information are given above. A clear understanding of the customer value helps decide whether the cost of promotion is worth spending. <br />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. The right message has to be communicated to the right audience through the right media. 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. <br />Some of the most famous marketing campaigns of McDonald’s are:<br />“You Deserve a break today, so get up and get away- To McDonald’s”<br />“Aap ke zamane mein, baap ke zamane ke daam”.<br />“Food, Folks, and Fun”<br />“I’m loving it”.<br />Familiarity breeds’ comfort: <br />685808890The first step for the brand was to establish itself as a familiar, comfortable place. Taking a cue from the Indian family values, the year 2000 saw the first ever McDonald’s ad aired in the country. A child, who is unable to recite a poem and suffers stage fright, but when he enters McDonald’s, he easily recites it when in the comfortable familiar environment of McDonalds. <br />Working on the insight – similarly when his family moves into a new place, the child misses all that has always been so familiar and dear. He then has the comfort of something that is dear and familiar to bring a smile to his face. McDonald’s was successful in creating an image of a warm and comfortable ambience through its <br />ads. ‘McDonald’s Mein Hai Kuch Baat’: Making McDonalds the consumers’ favorite place and way to eat. While kids and families were key, it was also important to talk to the generation that had not grown up on McDonald’s burgers and fries. An adult who works with logic and reasoning would need a reason tempting enough. And what better way to talk to them than talk about McDonald’s core competence – food!<br />Even in Dreams:<br />McDonald’s realized that the way to draw more consumers would be to increase the visibility of the brand and its products. The more a person saw food, the greater his urge would be to try it out. The company came up with its next round of campaign to address and reflect this. The campaign showed different people dreaming about McDonald’s. It depicted how the consumers were totally involved with McDonald’s and the food. New product stories delivered in a memorable and engaging approach. It was imperative for the success of the brand to be ‘Indianized’ – to continuously speak to consumers in their ‘language’ without taking away from its core American parentage. ‘From tears to smiles’ - campaigns were produced to introduce new, scrumptious products.<br />Let go the child within you:<br />The general brand perception of McDonald’s in India was that of a place for kids. While the campaigns had worked in the past, targeting kids, McDonald’s recognized the fact that it could not always depend on the kids’ niche. When kids move up the consumption chain, there is a possibility of losing out on consumers. Moreover, the family outings with children only happen over the weekends and holidays. It was imperative to rope in adults who would patronize the brand over the weekends. Consequently, the next series of campaigns were targeted to drive in adult traffic to break away from the perception. The ad depicted a father being invited to a birthday party at McDonald’s. He is not at ease with the idea of visiting McDonald’s since he perceives it as a kids place. His child reminds him of the McCurry Pan™, Filet-o-Fish™ that he would be able to relish at the birthday party. The food boosts the father to go to the party, where to his astonishment is his boss’ party. The ad asserted that people celebrate birthdays and occasions at places they are comfortable in!<br />People: How to converge the benefits of internal and external marketing? <br />McDonald’s understands the value of both its employees and its customers. It understands the fact that a happy employee can serve well and result in a happy customer. <br />McDonald continuously does Internal Marketing. This is important as it must precede external marketing. This includes hiring, training and motivating able employees. This way they serve customers well and the final result is a happy customer. <br />The level of importance has changed to be in the following order (the more important people are at the top):<br />Customers<br />Front line employees<br />Middle level managers<br />Front line managers<br />The punch line “I’m loving it” is an attempt to show that the employees are loving their work at McDonalds and will love to serve the customers.<br />MC EMPLOYEES<br />Employee benefits<br />MC DONALD’S provides you with many opportunities to talk to your management on any topic related to your employment/work. To begin with we follow an “open door” policy, which means that all team members at MC DONALD’S are approachable at any time. Crew meetings are held every month in your restaurant where all the store related issues are discussed. Besides this you will also have rap session and meet 5 where you can express your view candidly.<br />RAP SESSION:-<br /> Rap session are small informal discuss between crew and management for the purpose of discussing ideas, suggestions and problems. These sessions will be held about once every three months or whenever needed by the store manager or a member of the management team. Rap sessions are an opportunity for the crew to make their views known to the company. You will be paid for attending a rap session.<br />Opinion survey:-<br /> About once a year we will ask all employees to complete a confidential questionnaire relating to their work and the operation of the store, the answers will help us to improve our management of the restaurant and conditions of employment.<br />Open door policy:-<br /> Should an employee have questions about the contents of their handbook or have any basis for concern about any work conditions the management team’s office door is always open for private discussion. Employees should be encouraged to use this “open door policy” whenever they wish. Likewise, operations/human resources manager encourage you to use the open door policy if you have a concern unresolved by your immediate supervisor.<br />Facilities<br /> <br />Crew room<br /> This room is provided for the employee for recreation and rest during the break time. The employee can study, listen to music, and get trained in this room.<br />Breaks <br /> It is not easy to maintain quality, service, and cleanliness. It take hard work and hustle. To keep energy level high, all the crew member working above five consecutive hour are eligible for an unpaid break of an hour. <br />Employee Meal<br /> One of the best things about working for McDonald’s is for food. Employees can enjoy quality nutritious food at world standard hygiene levels. It is free to managers and crew. All the meals consumed must be recorded and consumed in the restaurants itself.<br />Locker Facility<br /> Lockers are available for the employees use at the restaurants for keeping the personal belongings in a safe and secure place during the shift. <br />Other Facilities<br /> In addition to the above facilities the employee also enjoys with the team member during the yearly store outing and various inter-store activities arranged system-wise and patchwise. These activities are fun and provide opportunity to have a good time and know fellow employees better.<br />Employee recognition<br />Incentives<br /> All the crew at McDonald’s have the opportunity to get McDonald’s branded merchandise. Each restaurant is allotted “Mahabucks” every month based on monthly store allocation and various inter-store competitions. Mahabucks is a crew incentive programme where the Mahabucks coupons can be redeemed for the set of utility items available for that year. The employee have the opportunity to earn the Mahabucks by becoming face of the month, face of the quarter, various rewards organized by the stores and through various inter store competitions.<br />Employee Referral Programme<br /> The employee can refer any friend who is interested in working at McDonald’s for a crew member’s job at any of the McDonald’s store. The employee receives an incentive after the referred crew member completes 3 months in the organization. <br />Graduate Career Advancement Programme<br /> McDonald’s believe that investing in the people is one of the best ways to build the brand and assure customer loyalty. Crew Member who completes their graduation are recognized for their academic growth by putting them on training programme which help them to become manager faster.<br />Retirement Benefits<br />Employee provident fund <br /> All the employee are eligible for the provident fund scheme as per the company’s rule. Provident fund is a retire benefit provided to every employee of McDonald’s. Every employee contribute 12% of his basic salary to his/her PF account. There is an equal contribution by the employer. However 8.33% of the employer’s contribution is deposited to the Employee’s Pension Fund and the rest goes to the Provident Fund.<br />Employee State Insurance <br /> All the crew member are eligible for the Employee State Insurance as per the ESI rule. This benefit is provided to the employee for free medical treatment in case of sickness, maternity, and employment injury. The employee contribute 1.75% of his gross salary where as the employer contributes 4.75% <br />Bonus <br /> Depending upon the law applicable at the relevant time the employee will receive an amount of 8.33%of the basic salary earned during the financial year.<br />Gratuity <br /> All the full time employee who have completed 5 years of continuous employment with the company are eligible for gratuity. The employee will receive an amount of 15 days basic salary for every week worked. The amount is given at the time of separation or retirement from the company. <br />MCDONALD’S IN SERVICE INDUSTRY<br />THE MCDONALD’S EXPERIENCE<br />Marketing in a services industry is becoming an increasingly complex challenge. The paradigms of service marketing demand a passionate understanding of customer expectations and perceptions, and linking them to product design & delivery as well as operational planning. This is where McDonald’s has excelled due to its ability to successfully integrate the customer’s perspective in its products and operations in a comprehensive manner. The revamped menu in India is an example of McDonald’s strategy of integrating the customer’s perspective in its products. And, the operational integration is evident from McDonald’s emphasis on its suppliers as its customers as well as its treatment of its consumers as co-producers of services. <br />The ultimate aim of Service Marketing is not just to become a Service Leader but to create a Service Brand. The Service Delivery Process is the key to achieving this aim of Service Marketing. <br />Core ProductSupplementary ProcessService Delivery Process<br />During the Service Delivery Process, each moment of interaction between the firm and the customer, called “Moments of Truth”, helps understand the opportunities that a firm has to win or lose the customer. For example, these “moments of truth” are created for McDonald’s every time the guard at the McDonald’s outlet meets the customer, every time an attendant takes down the order from the customer waiting in the queue, every time the cashier interacts with the customer, every time the attendant helps the customer guided the customer towards the table, every time the attendant cleans the tables etc. <br />tab<br />“Moments Of Truth” – The Service EncounterCustomer<br />Service Delivery PointsService Provider<br />Managing these “moments of truth” is a great challenge in Service Marketing especially due to customer’s involvement as a co-producer of services (e.g. McDonald’s self-service concept wherein the customer not only collects the order but also cleans the table after consuming the food). However, McDonald's has been able to create a great experience for its customers by understanding the nature of the entire Service Delivery <br />Process and the various stages in the process that are exposed to the customers. Transparency in the processes at its outlet has helped McDonald’s bring the back office in its outlet at the front so that the customer is able to know the operations and provide feedback on service design improvements. <br />Internal Customer Focus is equally important as External Customer Orientation in order to win these “moments of truth”. McDonald’s focus on its People and their service delivery methods therefore plays a very important role in creating a successful Service Brand. The quality and the consistency of the service delivered by McDonald’s have been greatly enhanced by the combination of the factors mentioned above. This has helped McDonald’s become Service Leader and a successful Service Brand. This is evident from the fact that very few of its customers opt for take-home parcels or home deliveries while most of them prefer to eat at the outlet and enjoy the McDonald’s experience.<br />IMPORTANCE OF PLC IN MCDONALDS<br />The requirements of customers change over time and thus the product offering has to be changed accordingly. What is the fashion today may be out of market within few weeks. Thus continuous innovation is required. <br /> <br />To counter these changes McDonalds has continuously introduced new products and has phased out the old ones which were at the decline stage of their PLC. The introduction is timed such that the new product does not cannibalize the product already in the maturity or growth stage. Thus the secret lies in getting profits with different products in the different stages of the PLC. <br />A perfect example of revitalising a product in decline phase<br /> <br />The French Fries have been an important part of the McDonalds menu worldwide. But now it was in the stage of decline and was actually not generating proper return. In an attempt to revitalize it, a new variant was introduced namely Shake Shake Fries. This is being served with chatpata spice mix which has resulted in increase in the sales of French Fries and has elevated it from to the decline stage. This is used to delay the decline of a well established product which has the potential of generating further revenue. <br />ANALYSIS<br />Competitors Analysis<br />McDonald’s has been a leading fast-foods outlet in Vile Parle. But the outlet understudy has other competitors eating away into its market share. In addition to its traditional rivals—KFC, Dominos, Pizza Hut—the firm encounters new challenges. Jumbo King competes using a back-to-basics approach of quickly serving up burgers for time-pressed consumers. On the higher end, the KFC has become potent competitor in the quick service field, taking away customers from McDonald’s. Perhaps in the new environment, fast, convenient service is no longer enough to distinguish the firm. At this time, a new critical success factor may be emerging: the need to create a rich, satisfying experience for consumers. This brings us to service and experience based competition which McDonald’s can use for competitive advantage against Jumbo King. Keeping in mind the demographics of the area, McDonald’s has Wi-Fi enabled the outlet to cater to the student community. It is for this overall “Food, Fun & Folks” experience that customers pay a premium over the other competitors.<br />Competition also reduces product lifecycle; inducing firms to revise their products portfolios and to revisit their product market to understand changing needs, expectations and perception of different market segments. The new McBreakfast would be introduced between 6 to 11 am as a pilot project. This would open up a whole new revenue stream for McDonald’s by tapping into the student and working population by providing a healthy and wholesome breakfast. This shows how demographic shift can affect the demand for products and services. McDonald’s has anticipated these changes to maintain its competitive edge.<br />Two Dimensional Perceptual Mapping<br />SWOT Analysis<br />The Road Ahead<br />Entry to Tier 2 and Tier 3 cities – The main target customer for McDonald’s is the new urban Indian family. With the customer demographics constantly changing and tectonic social and cultural shifts being observed in Tier 2 and Tier 3 cities due to globalization, the company is now expanding to Tier 2 cities like Pune and Jaipur. <br />Rolling out McBreakfast across all outlets – In India, the company has recently launched its entry into the breakfast food category. This is now launched on a pilot basis on select stores. In Mumbai, it available at the Vile Parle outlet. The company views this category as a key growth driver in future. <br />Exhibits<br />1. McDonald’s Indian Menu<br />VegetarianNon VegetarianMcVeggieChicken Maharaja MacMcAlooTikkiMcChicken BurgerPaneer Salsa WrapChicken NuggetsSalad Sandwich Wrap Chicken MexicanPotato Wedges Fillet-O-FishPizza McPuff<br />Survey Questionnaire<br />Q. Which is your favorite product at McDonald’s?<br />Q. Is the product line in McDonald’s adequate?<br />Q. What is the main problem you faced at McDonald’s?<br />Q. Which area do you think needs the most improvement?<br />Q. What is the first thing that strikes your mind about McDonald’s?<br />Kids playing at McDonalds Vile Parle<br />THE NEW BREAKFAST MENU STARTED AT SELECT STORES IN MUMBAI.<br />The Business Need for McDelivery & kiosk<br />400050055245<br />McDelivery and Kiosks are two integral factors in the McDonalds growth model. <br />-34290044450<br /> <br /> <br /> <br />McDELIVERY<br />“If you can’t come to McDonalds, McDonalds will come to you.”<br />After nearly eight years in India, McDonald's finally started coming to your doorstep. The key idea is convenience. We are a quick service restaurant available at high-traffic locations. But there is a large number of people who find it difficult to travel. The key is to deliver hot and fresh food.<br />Why McDelivery is an Important Business model?<br />McDelivery is one of the Important Business models of Brand extensions .<br />McDelivery contributes to around 7.5 % of Total sales.<br />The key idea is Convenience because McDonalds believe in being accessible.<br />By offering home delivery we can reach out to the Customers and increase our penetration .<br />MDS SOI contribution to the store system wise is 15.30%.<br />Based on the Data it is presumed that in the Coming days the contribution of McDelivery will be on increasing trend.<br />Current number of MDS Stores – 36<br /> Plan by end of 2009 - 46 MDS stores<br />Analysis shows that the Sales Trend is continuously on increasing Trend.<br />In 2008 Regridding phase was done because of which TC’s for 2008 Were impacted compared to 2007 but now again there is an Increasing trend.<br />In 2007 – 27 MDS<br />In 2008 – 34 MDS<br />In 2009 Plan – 46 MDS Stores<br />In 2009 till date: 36 stores<br />In 2007 sales ended – Rs 8,31,98,038/-<br />In 2008 Sales ended – Rs.9,05,83,754/-<br />SOI Contribution Figures positive.<br />-342900-342900<br />Delivery Sales & GC Trend from year 2004-2008<br />-571500-228600<br />Strategy for 2009<br /> McDONALD’s KIOSK <br /> <br /> <br />At McDonalds we have made effort to cover every possible area for serving to the Customer needs. After serving the meals we have made Kiosk as a means of fulfilling the custom of something sweet following the main course.<br />Why KIOSK is an Important Business model?<br />Kiosk is one of the important model of Brand Extensions.<br />Kiosk is a Business model which requires comparatively less initial investment.<br />Also it helps us to increase the number of Guest Counts and Sales.<br />It is a way of extending our Brand with overall less Initial and Operating investments.<br />Kiosks helps us to give vaired choices to our Customers<br />Kiosks contrbute around 3.7% of our Total Sales.<br />Kiosk provides 23% of positive SOI.<br />Currently we have 25 Kiosks and plan is to reach 28 by Dec 2009.<br /> Kiosks GC & Sales Trend<br />-5715000<br /> Sales Contribution from New Business Models Kio<br />-38100069215<br />As per the Ananlysis the Trend of Sales of Kiosk seems to be<br />On increasing terms.<br />In 2007 – 14 Kiosks<br />In 2008 – 22 Kiosks<br />In 2009 (Plan)-28 Kiosks<br />In 2009(Till dat)-25 Kiosks<br />-104775252730The Chart below reflects the KIOSK as a strength for the system.<br />CONCLUSION<br />About 50 restaurants will be added to the 47 already in the India according to Vikram Bakshi, managing director of Connaught Plaza Restaurants, which holds the franchise for New Delhi and the north of the country.quot;
McDonald's considers China and India to be vital for expansion and will continue to invest more and more in both these countries,quot;
Mr Bakshi told Bloomberg News. He said the expansion is expected to cost between 10bn and 13bn rupees (£136-176m; $211-275m). Western India will get fifteen new outlets over the next 12 months at a cost of 600m rupees, according to Amit Jatia, managing director of regional franchise holder Hardcastle restaurants. <br />Indian growth <br />McDonald's has invested about 7bn rupees in India since it entered the market in 1996 and reported growth of about 40%. India has a population of over 1 billion and an emerging and affluent middle class. The food chain has tailored a number of its products to the Indian market, including the Paneer Salsa Wrap, McAloo Tikki and the mutton speciality for a country which does not eat beef, the Chicken Maharaja Mac. quot;
In the next two years, we should finally have a menu that is entirely relevant to the Indian household,quot;
Mr Bakshi said. <br />From the above information it is very clear that Mc Donalds is aggressive about its Indian operations and this fast food chain is here to stay feeding millions of Indians the Jai ho way think global act local.<br />