Presenting the Marketing Strategy of Mc Donalds using the marketing mix and STP of the company

1. McDonalds India Ltd
Presented by
Kaustubh Phatak

2. Introduction
1940
• Founded by Richard and Maurice Macdonald as an
American Fast Food Company later transforming
it into a franchise
1955
• Roy Croc joined the company as a franchise agent
who purchased the company from Macdonald
brothers
2018
• Till date the franchise is spread over 100 countries
• 37599 outlets.
• 69 million customers with a happy tummy.

3. Marketing Mix
Product
The company conceived this idea of burger as on
the go snack to the time tied or travelling
customer which would eventually become the go
to option for a quick snack
Place
They have made the product highly accessible to to the customers by
planning stores at strategic locations such as malls and commercial
buildings and also selling through online platform

4. Marketing Mix
Price
Although re- discovering themselves as quality
advocates by revamping their operations in
food processing practices they have
maintained price, they have created a mass
market for themselves in this segment .
Promotion
They have advertised different varieties
through various ATL channels such asTV, print
media

5. Geographic Segmentation
Asia
Europe and
Americas
Africa Pacific & Oceania
Segmentation

6. Asian continent
• Customers here served spicier snack varieties
prepared to suit the palate of the Indians
European and American
continent
• People here are served less spicier varieties than
Asians

7. African continent
• Some exotic snack varieties are prepared to suit
the unique palate of Africans.
Oceania and Pacific region
• All the snack varieties prepared constitute one
locally consumed item in countries like New
Zealand, Australia to name a few.

8. Demographic
Segmentation
Age
5-45 yr.
olds
Gender
Male / Female

9. Psychological
Segmentation
A thorough understanding of the specific
preferences such as less spicy , more spicy ,
sour tastes ,etc.
They have also kept in mind the visual
appeal factor in designing the snack items

10. Behavioural Segmentation
• They have researched thoroughly the lifestyle of the
customer considering the times utilised by different
customers at different places across the world and
introduced varieties for specific times with a tagline as
“Breakfast menu”.

11. Segmentation
Targeting Positioning
 Parents with young
children
 Young children
 Business people
 Teenagers
• They use the segment
insights developed thorough
research.
• The company focuses on
three main parametes –
values, needs and lifestyle
from each segment.
• Using this info the company
creates a positioning profile.

12. ThankYou