So, Let’s go, Listen My story, Agenda of My story is
One’s upon a time When I was Baby
As word of their success spread, franchisees started showing interest. However, the franchising system failed because the
McDonald's was started as a drive-in restaurant by two brothers, Richard and Maurice McDonald in California, US in the year 1937 . The business, which was generating $200,000 per annum in the 1940s , got a further boost with the emergence of a revolutionary concept called 'self-service.'
The brothers used assembly line procedures in their kitchen for mass production. Prices were kept low . Speed , service and cleanliness became the critical success factors of the business. By mid- 1950 s, the restaurant's revenues had reached $350,000 .
At this point, Ray Kroc (Kroc), distributor for milkshake machines.Expressed interest in the business, and he finalized a deal with the McDonald brothers in 1954.
He established a franchising company, the McDonald System Inc. and appointed franchisees.
In 1961 , he bought out the McDonald brothers' share for $2.7 million and changed the name of the company to McDonald's Corporation. In 1965, McDonald's went public...
Currently McDonald's operates in 121 countries & having more than 30000 restarunt and serving 53 Mn customers everyday McDonald’s History
Chak De INDIA McDonald’s in India
Entered in India 1996
McDonald's India is a 50 – 50 JV partnership between MCDONALD’S CORPORATION (U.S.A) and two Indian businessman Amit Jatia and Vikram Bakshi
DON’T OFFER ANY BEEF OR PORK ITEM IN INDIA
IN PRODUCT LIKE MCVEGGIE, PIZZA MCPUFF ETC.THEY USE SPICES FAVOURED BY INDIANS
SOFT SERVES AND MCSHAKES ARE EGGLESS
Actively Involver in many social activities likegi CHILD EDUCATION, PULSE POLIOiesetc .
McDonald’s History INDIA
1996 …the first McDonald’s restaurant opened on Oct. 13, at Basant Lok, Vasant Vihar, New Delhi. It was also the first restaurant in the world not serving beef on its menu
1997 …the first Drive –Thru restaurant at Noida
1999 …the first Mall location restaurant at Ansal Plaza – New Delhi
2000 …the first highway restaurant at Mathura
2001 …the first thematic restaurant at Connaught Place
2002 …the first restaurant in a food court at 3C’s, Lajpat Nagar and the first restaurant at the Delhi Metro Station at Inter State Bus Terminus
History in India
SEGMENTATION Segment Marketing TARGETING Kids, Families, Student, Café-goers, Working Adults SELLING Transactional Selling, Phone/Internet Orders, Drive-Thru MARKETING MIX Product: Wide Range Price: Competitive, Affordable, POSITIONING i’m lovin’ it Ronald McDonald Brand Integrity DIFFERENTIATION Kid’s Favorite Place Shared Lifestyle Int’l Pricing, Price Discrimination Promotion: Coupons, TV ads Place: Intensive Distribution SERVICE Good Customer Service, 24- Hour outlets, Delivery Service PROCESS Cost efficient, transparent, Quality products 51
Target Market (and Customer Profile) Kids - 3 to 7 years Happy Meal (healthier choice) with free toys Families - Weekend outings or meals Drive-Thru, Takeaways, McDelivery, Happy Meal Students - Primary, Secondary, JC, Poly, Uni (a place to hang out or study) Student Meals, outlets at SP, NYP, NUS and NTU, 24-Hour Café goers - for quieter ambience, a place to relax or read or even business entertainments McCafe Working Adults - seek convenience meals; “grab and go” Drive-Thru, Takeaways, McDelivery, 24-Hour
Market Segmentation Geographically-segmented Islandwide Tampines, Woodlands, Clementi, Orchard, NTU… McCafes – 22 outlets islandwide Demographic Segmentation Kids, Family, Students Psychographic Segmentation Convenience and Lifestyle Behavioral Segmentation O ccasions, e.g. birthday parties
“ McDonaldland” MARKETING STRATEGIES 57
Product PRODUCT McDonaldland Concept: McDonaldland-themed Playground McDonaldland Membership Card McDonaldland Exclusive Line of Kids Wear
Product Front view McDonaldland Membership Card Targeted at kids below 12 years Membership Fees S$10 per year Register at any McDonalds outlets in India. Register online, Back view
McDonaldland Kids Wear Targeted at kids 7 colours per design; Red, Pink, Blue, White, Black, Green and Yellow Sizes; XS, S, M, L, XL
Why the Kids Market? Children remains as one of the main target market for McDonalds, why not expand the market? “ Every parent loves their kid(s)” CROSS-SELLING opportunities Despite the declining birth rate, we will expected a fall in population for that target market. However, we can BOOST demand through….. 54
Why the Kids Market? Demand = Population x Price x Frequency Population = ↓ Price = Competitive Pricing or Penetration Pricing Frequency = ↑ Thus, our marketing objective will be to look at ways to increase frequency, buying behaviours and upselling. Demand Function 55
I Love Children I Have Gifts For them, They Can play Games also
I Love Children- Happy Meal
Place McDonald's opened its doors in India in October 1996. Ever since then, our family restaurants in Mumbai , Delhi , Pune , Ahmedabad , Vadodara, Ludhiana, Jaipur, Noida Faridabad, Doraha, Manesar and Gurgaon have proceeded to demonstrate.
The ambience and the environment is same at
all the outlets of McDonald's.
Each outlet is headed by a Restaurant Manager . He is responsible for the daily operation and customer interaction.
Delivery Crew Member carries basic operation of a restaurant. Ensures customer satisfaction at the restaurants.
In order to motivate there employees they give them stars as per their performance.
Physical Evidence Cleanness, speed, Quality and transparency of process is biggest evidence
Social Events sponsored by McDonald's
Promotion PROMOTION Banners Outside McDonaldland outlets to create awareness Roadshows a max. of 3 roadshows a month around Singapore (near shopping malls or MRT stations) to create awareness and encourage membership sign ups Public Relation - sponsorship of Kids Central Membership perks and benefits Bundling offers to spur buying behaviour Launch McDonaldland concept on Children’s Day (every Children’s Day is our birthday) 72
POSITIONING i’m lovin’ it Ronald McDonald McDonaldland Brand Integrity DIFFERENTIATION Kid’s Favorite Place Shared Lifestyle
They have a feedback And suggestion form available at each outlet.
For the techno savy Customers they have a online Feed back form.
All the upcoming product and related info are posted on there website-