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Mc Donalds

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  • 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.
  • Transcript

    • 1. “One world, One Burger”- McDonald’s
      Welcome to McDonald's India!!
    • 2. 3/24/2009
      2
      consumer behavior
    • 3. 3/24/2009
      3
      consumer behavior
    • 4. One’s upon a time
      When I was Baby
      3/24/2009
      4
      consumer behavior
    • 5. 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
    • 6. 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
    • 7. 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
    • 8. 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
    • 9. McDonald's History INDIA
      • Entered in India 1996
      • 10. McDonald's India is a 50 – 50 JV partnership between MCDONALD’S CORPORATION (U.S.A) and two Indian businessman AmitJatia and Vikram Bakshi
      • 11. Trained extensively with their Indian management team in Indonesia and US before launch
      • 12. The entire menu was changed
      3/24/2009
      9
      consumer behavior
    • 13. McDonald’s History INDIA
      • 90% of McDonald's business is owned and run by independent franchisees in India
      • 14. Actively Involver in many social activities like CHILD EDUCATION, PULSE POLIO etc.
      3/24/2009
      10
      consumer behavior
    • 15. 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.
    • 16. 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
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      consumer behavior
    • 17. 3/24/2009
      consumer behavior
      13
      First McDonald’s at India
    • 18. 3/24/2009
      14
      consumer behavior
      Targeted Markets….
    • 19. Marketing research
      3/24/2009
      15
      consumer behavior
    • 20. 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
    • 21. 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
    • 22. 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
    • 23. 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
    • 24. 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
    • 25. 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
    • 26. 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
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      consumer behavior
    • 27. 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
    • 28. 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
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      consumer behavior
    • 29. SWOT analysis
      3/24/2009
      25
      consumer behavior
    • 30. PLC of McDonalds
      3/24/2009
      26
      consumer behavior
    • 31. Criticism
      Ecologicaldamage 
      Selling unhealthy food,
      Contributing to suffering and exploitation of livestock. 
      McDonalds=junk food, high calorie food?
    • 32. 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
    • 33.
    • 34. Achievements.
      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
    • 35. BYE BYE SEE U AT McDonald’S
      Thanking you
      3/24/2009
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      consumer behavior