ABOUT MCDONALDS• Started by 2 brothers-Richard & Maurice McDonalds. Sell only Hamburgers.• Ray Kroc expressed interest in the business.• McDonalds operates on franchising model.• In 1965, it listed its shares on NYSE.• It has opened 34000 restaurants in 122 countries of the world.• It has a very large and diverse product line.McDonalds in IndiaMcDonalds entered India in 1996- JV b/w McD Corp & 2 Indian Businessman.Most of the restaurants serve only vegetarian food items.Most of the restaurants are located in malls, multiplexes, highways, metro stations etc.Located in Delhi, Jaipur, Mumbai, Gujrat, MP, UP, AP etc.
Market Segmentation of McDonaldsGEOGRAPHIC SEGMENTATIONDEMOGRAPHIC SEGMENTATIONPSYCHGRAPHIC SEGMENTATION
POSITIONING OF MCDONALDS PRODUCTS• Different Positioning Strategies for different Target Markets.• Positions its different products in the consumers mind and compares the same with its competitors.
• Nobody can do it like McDonalds can (1970s)• You Deserve a Break Today (1971)• We Do it All for You (1975)• You, You’re The One (1976)• Nobody Can Do It Like McDonald’s Can (1979)• Renewed: You Deserve a Break Today (1980 &1981)• Nobody Makes Your Day Like McDonald’s Can (1981)• McDonald makes your day (1988)• McDonald’s and You (1983)• It’s a Good Time for the Great Taste of McDonald’s (1984)• Good Time, Great Taste, That’s Why This is My Place (1988)• Food, Folks and Fun (1990) – - Nothing like a little crazy Patti LaBelle in the morning to wake you up!• What You Want is What You Get (1992)• Have you Had your Break Today? (1995)• My McDonald’s (1997)• Did Somebody Say McDonald’s (1997)• We Love to See You Smile (2000)• There’s a little McDonald’s in Everyone (2001) – Canada Only• I’m lovin’ it (2003)• McDonald’s, It’s not what you had in mind (2010)
MARKETING MIX OF MCDONALDS PRODUCT PHYSICAL PRICE EVIDENCE PROCESS PROMOTION PEOPLE PLACE
SWOT ANALYSISSTRENGHTS• McDonald’s is a market leader in the fast food industry.• Strong brand recognition• Product innovation• Customization of products• McDonalds has one competitive advantage and that is strategic locationWEAKNESS• High overall costs than rivals• McDonald’s is often related to unhealthy food and obesity• Employee turnover rate is highOPPORTUNITIES• McDonald’s can introduce healthy food consisting of low calories items.• They should put more efforts in Research and Development• Entry into breakfast category• Acquisition of other restaurantsTHREATS• Changing customer lifestyle• Increase in competition• Competition from KFC, Burger King, Wendy’s etc
CONCLUSION• McDonald’s is considered to be the King of the fast food. The key factors in success of McDonald’s are innovation, customization, and good management and above all best Marketing strategies adopted by McDonald’s. McDonald’s in India has a very bright future because of the customer’s bank, customized approach from McDonalds towards its customers and above all the strong brand image.• The reason for the success of McDonalds all over the world is because of its strong and proper market segmentation. It has successfully been able to position its products in the minds of its target market.