Can you guess the name of the company which: Is the ninth most valuable brand in the world?Has replaced the US army as the Nations largest job training organization?Controls the market share of more than 3 food chains taken together in America? It’s none other than McDonald’s Corporation USA.
In 1954, a fifty-two-year-old milk-shake machine salesman saw a hamburger stand in San Bernardino, California, and envisioned a massive new industry: fast food.
“One world, One Burger”- McDonald’s Welcome to McDonald's India!!
One’s upon a time When I was Baby 3/24/2009 4 consumer behavior
History…. Founded in 1940 By Dick and Mac McDonald in California Introduction of “speedee service system” in 1948 Ronald McDonald introduced in 1963 Ray Kroc gives the idea of franchising. 3/24/2009 5 consumer behavior
McDonalds-global Fast Food Powerhouse 3/24/2009 6 consumer behavior 2004-world’s largest marketer of fast food Serves in 120 countries 31,000 restaurants Employs 360,000 47 million customers per day
Company’s objectives Customer driven, global oriented Achieving sustainable ,profitable growth Designed to increase restaurant visits and grow brand loyalty among new & existing customers McDonalds is committed to maintaining and developing the best food products in the quick service restaurant market. 3/24/2009 7 consumer behavior
In order to deliver this, the company has made a number of commitments to food safety and nutrition. Further build financial strength Complete commitment to quality,service,cleanliness and value 3/24/2009 8 consumer behavior
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.
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3/24/2009 11 consumer behavior Product adaptation-the Indian challenge 40% vegetarians selections to suit Indian tastes. Respect for local culture-no beef or pork served. Soft serves and mc shakesare eggless Re-formulated own products using spices favored by Indians. Only vegetable oil used as cooking medium.
Its outlets… There are 132 family restaurants in India employing about 5,000 people 79 restaurants in north and east India with 33 in Delhi itself 53 restaurants in south and west India 3/24/2009 12 consumer behavior
3/24/2009 consumer behavior 13 First McDonald’s at India
Marketing research 3/24/2009 15 consumer behavior
Segmentation, Targeting and Positioning… The main target segments are children, youth and the young urban family. Targeted audiences ; -children -teenagers -adults 3/24/2009 16 consumer behavior
Children -happy meal toys -play place Teenagers -price sensitivity -varieties offered Adults -right ambience -products worth the money -healthy 3/24/2009 17 consumer behavior
Branding strategies McDonald's has placed considerable emphasis on enhancing its brand positioning through sponsorship of events and sports. It was one of eight corporate sponsors of the Millennium Dome Experience, investing £8 million in the Dome's community programme and learning experience. It has been a major sponsor of international football, including the World Cup since 1994 and the Champions League from 1996 to 2000. It has sponsored British athletics since 1993, notably the McDonald's Young Athletes' League, training 11 to 17 year olds. It has sponsored Child Safety Week since 1994. Logo Represented by the golden arches 3/24/2009 18 consumer behavior
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. 3/24/2009 19 consumer behavior
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 3/24/2009 20 consumer behavior
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 3/24/2009 21 consumer behavior
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 “Aapkezamanemein ,baapkezamanekedaam”. 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. 3/24/2009 22 consumer behavior
Promotion. 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 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. 3/24/2009 23 consumer behavior
Some of the most famous marketing campaigns of McDonald’s are: · “You Deserve a break today, so get up and get away- To McDonald’s” · “Aapkezamanemein ,baapkezamanekedaam”. · “Food, Folks, and Fun” · “I’m loving it”. 3/24/2009 24 consumer behavior