3. Sr.N
o.
INDEX
1
Mission, Vision and values
2
Introduction
3
Swot Analysis
4
Market research
Marketing strategy
5 1.Segmentation, Target,
Positioning
2.4 P’s
4.
5. McDonald's Profile
World's leading food service retailer
• more than 33,000 restaurants in 118
countries
• Serving more than 67 million customers
each day.
Celebrating over 15 years of leadership
in food service retailing in India.
• McDonald's India - 250 restaurants
across the country.
• Serving more than 6.5 lakh customers
daily in India.
6. SWOT Analysis
STRENGTHS
•Hygienic food and quick
services.
•Ability to quickly adapt to
changing market condition.
•High brand value and
goodwill .
•Ability to innovate on
continuous basis .
OPPORTUNITIES
•Improve efficiency and home
delivery services.
•Growing presence in emerging
markets.
•Introduction of new flavour
WEAKNESS
•High fat and high calorie
food is not good for health.
•Franchise management.
THREATS
•Intensive competition.
•Changing consumer habits
toward healthier food
choices
15. Segmentation
McDonalds in India has done its
segmentation on three different bases:
1.
Geographic Segmentation: Metro
(city), Town, Population
density.
2. Demographic Segmentation:
Kids, Income, Family size and Students.
3. Psychographic segmentation: Social
class, lifestyle and Personality.
4. Behavioural segmentation:
Occasions, benefits, Marketing
17. • Max Consumption - 2 to10 times a
month is of the age group 14-35
years.
• Above 20 - consumption rate is
much higher.
• The target market consists of:
Consumers who belong to
Middle Income Group and above.
•In addition:
Working Class
Family
18. Positioning as a
• As a family Restaurant.
Brand
• Extra Care has been taken to
make the restaurant children
friendly
19. Positioning Of The Product
How the consumer will
perceive the product in
their mind?
High Quality and Quantity – At an
economical rate
28. LAYOUT
• Layout will remain mostly the
same
• Pizza can be ordered on the
counters already available
• Ovens will be added
• Inventory space need to be
increased
31. ‚Aapke Zamane Mai, Baap Ke
Zamane Ka Daam‛.
VEG
Mc Margherita
4‛
45/-
6‛
65/-
Mc Jain Pizza
50/-
70/-
Mc Burgerizza
40/-
60/-
Mc Choco Pizza
50/-
70/-
4‛
6‛
55/60/50/-
75/80/70/-
NON- VEG
Mc Chicken Margherita
Mc Chicken Burgerizza
Mc Choco Pizza
32. PLACE
Local market
• McDonald has launched in all local
markets
Malls
• McDonald has opened in urban areas
specially in malls
• Due to the less distance home delivery is
possible
Highways.
• For convenience purposes McDonald has
opened up branches for travellers
33.
34. ADVERTISING AND PROMOTIONS
• TV Commercials:
• Print Media:
• Social Networking:
SALES PROMOTION
• Coupons.
• Free Products.
• Sweepstakes.
• Happy Meals.
• Hoardings
• College festivals
• Best buses
35. Advertising and Promotion
Expenses Per Day
1
Channels
1
2
3
4
5
6
7
8
9
10
11
12
30
Television
Star Plus
Sony tv
Zee tv
Set Max
Zee Cinema
Star One
Colors
Sab tv
Star Utsav
Sports channels
News Channels
Others
days
Amount
1770000
813000
1380000
694000
527000
78000
1530000
140675
51000
2000000
600000
1300000
36. 2
Print Media
1Newspapers
1Times of India
2Hindustan Times
3Mumbai Mirror
4DNA
5Maharashtra Times
60thers
30 Days
Amount
600000 second Page
350000
400000
355000
215000
500000
Total 2420000 72600000
2Magazine
1Business Magazines 1200000
900000
2Other Magazines
Total 2100000 63000000
3
Social
Networking
1Website
2Facebook
3Other Sites
700000
400000
550000
Total 1650000 49500000
World-2ptsIndia -2ptsQSC&V-McDonalds is committed to provide customers - high quality products, served quickly with a smile, in a clean and pleasant environment at an affordable priceThis means McDonald's menu is priced at a value that the largest segment of the Indian consumers can afford, while at the same time ensuring that quality is not sacrificed for value Indian culture-India is the first country in the world where McDonald's does not offer any beef or pork items. McDonald's has developed a menu especially for India with vegetarian selections to suit the Indian palateSpecial care is taken to separate veg and non-veg food items and for that purpose McDonald's uses only vegetable oil as a cooking medium in India.
This survey was done among 26 people, age between20-55 years. And the reason behind selecting their answer was also asked. So after completing our survey we came up with the following conclusion.
According to our survey about 73% people like eating McDonalds food items. About 23% people does not like McDonalds, this is because some people does not like burger.Most people falling under 23% category are people of age above 40 years.
Dominos holds 45% of total customer, who is the major competitor of our McIzza. Dominos have strong marketing concept of delivering of Pizza within 30minutes.Pizza Hut holds about 26% of market place. Pizza Hut have come with different marketing plans like 99rs meal.
About 85% people are ready to taste/try McDonalds pizza. They say that “McDonalds have always come with different ideas and specially tempting food items. (considering the Indian taste)”About 15% people are hesitating to try the McDonalds Pizza. They say that “When I hear McDonalds, I just think about Burgers.”
Here 87% people will like to have different combination in a pizza. As we know that there is always a change in the trend and customers are looking for unique innovation. (in this people who does not like Mcdonalds because of burger , are still willing to try Mcdonalds Pizza)About 13%people are not willing to have different combinations.
Monthly ConsumptionThe following diagram shows the monthly consumption of consumers ranging from 14-20 having 25% contribution.20-35 have the highest contribution of 50%.35-60 and 60> have 20% and 5% respectively.
We have divided the research in High Income Group and Lower Income Group.The Higher Income Group prefers Quality more than Quantity.The Lower Income Group prefers Quantity more than Quality. So, the most consumer of McDonalds are lower income group as compared to higher income group. We came up with the conclusion that our McIzza will contain 60% quantity and 40% quality.
The segmentation is done by Price and TypeAs the price keeps on increasing, we have segmented the products as Veg Burgers, Veg pizzas, Non-veg Burgers and Non-veg Pizzas.
Metro and town -people are on the go and need fast servicePopulation density-its been taken into consideration as high population density in a metro or a town area may lead to more salesDemographic-relating to structure of populationIncome-keeping the prices economicalFamily size-keeping in mind the family size McDonald provides pizza meals as well as meals including burger with pizza Students-Its the perfect place to hang out with friends Going for Pizzas in Mcd adds to the social class and lifestyle as pizzas have more quantity and price as observed in pizza hut and dominos pricesand thus personifies the personality tooOccasions—give example..Benefits-more quality in less priceMarketing factors-India being price sensitive nation price range and offers like pay 20 extra and get a coke
McDonald’s target audience is very broad Due to McDonald’s diverse consumer base. However, they do focus on consumers between the ages of 18-35Then ppt - readWorking classThey Focus on targeting working couples Because McDonald’s provides a quick and easy meal for working individualsfamilyIts layout is made in such a way to make it a family restuarantBy providing meals and combosEg happy meal
Keeping the positioning of McDonalds in mind we have positioned our productPeople love McDonalds for its high quality standards and the value they pay for it
We are introducing a new line of products ie. Pizzas . keeping in mind the consumers in India and their tests and preferences , Mc Donalds is launching ‘Mc Izza’. We have decided to go Italian this year. Our aim is provide a innovative and best quality product.We offer both VEG and NON-VEG Pizzas. Our menu features a special combination of pizza and burger. Pizza is the primary focus, with a mix of tradition and specialty, custom pizzas . The menu offers pizzas, side dishes, as well as beverages and desserts.
‘BURGERIZZA’ which is combination of a pizza and a burger. A traditional pizza surrounded by small patties of burgers. Choice of burger patties and pizza toppings is exclusively given to the customers creating customer value.
‘PIZZA BITES’ these are small buns filled with mozzarella cheese mix veggie and chicken filling and secret Mc spices.
‘CHOCO PIZZA’ is a deep fried pizza with melted rich chocolate filling and topping of dark and milk chocolate with fresh cuts of fruits.
Introducing a variant for the people belonging to the Jain community, keeping in mind the Indian customers. ‘JAIN PIZZA’.Fat free pizzas for health conscious people. With multi-grain and whole wheat pizza dough, with soya cheese topping. ‘FAT FREE MC IZZA’. FROZEN MC IZZASMc Donalds is also introducing a new concept of uncooked frozen pizza which will sold at McD itself in the beginning and will be looking forward to sell it in retail shops under the brand name of Mcd later on. We will be the first once to capture this part of market.
Mc Izza will have 3 Product categories, namely, Pizzas, Siders And Desserts. Product depth would be, Burgerizza, Pizza bites and Choco Pizza respectively as per categories. Products will be available in both veg and non-veg.
Value PricingMc Donalds came up with a concept of value pricing for Indian consumers keeping in mind this concept we have designed various combos:Pizza Meals comprising of burgerizza, choco pizza, fries, coke + toy. Family meals combo consist of two burgerizza, pizza bittes, choco pizza, fries, coke.Value Meal with burgerizza, coke, fries.The prices for the meals are economical as compared to the offerings in rest of the world.Product Line Pricing We have a unique price strategy which falls solely on many of our product lines. Our value meals fall into the category of product line pricing. Where there is a range of product or services the pricing reflect the benefits of parts of the range . For example, you order two value meals which come with medium fries and medium coke; you can super size this meal to get a large fries and large coke for little more money or you can go with another value meal that might include different items for different price.Promotional PricingIf you will drive through a McDonalds, you will notice that somewhere on our property whether it is a banner on our building or spelled out on our sign, we are always offering some sort of promotional pricing. This promotion can be seen as large banner draped across the building on many restaurants. This promotions changes weekly and may consist of different menu items packed together.Penetration PricingWe want to break into the pizza market , we are going to run a large marketing campaign in order to get some market share in the industry. For a limited time frame, we will give free small pizzas with every order of more than a certain amount during happy hours. This is to promote our new McIzza.Mc Donald’s is also known for quick service. Keeping in mind concept of McDonald, we are introducing Pizza of 4” and 6” because McDonalds believe is “Quick Service at Affordable Price” and this size of Pizza will not take time more than 10minutes. According to our survey we asked people that are they willing to wait for a pizza for 10 minute, majority people agreed.
PROMOTIONSAdvertising and PromotionsWe are launching advertising campaign for Mcizza. In addition to the usual media including television, radio, and newspaper ads, we are also making significant use of billboards and signage, sponsors sporting events ranging from Little League to the Olympic Games. TV Commercials, Print Media.We are utilizing aggressive media advertising as a tool to promote our product. With the help of television commercials, newspapers and magazines, we will successfully manage to create a positive image of our brand in the mind of target audience.Social NetworkingTo keep connected with our core consumer base, we already have our own web pages on the most popular social networking websites.Eg:-official website, face book etc Public RelationsPublic relations play an integral role in today’s marketing world. Mcdonaldssponsersinternational affairs like exhibitions, charitable work, rallies and sports events thus advertising our brand image.Sales promotionCouponsEvery few months we will sendout a little coupon leaflet to promote our Mcizza. We will distribute these coupons alsoin collges, offices etc.We are also in collaboration with AkbarAlllys which will provide our coupons to their customersFree ProductsIf a customer buys food item/meals 500 and above then that person will get one small McIzza free. This will help us to make customer try out McIzza.Toys with Happy mealHappy Meals are offered with small toys which excites children. McIzza meals will offers toys which are uncommonEg:-Bat mobile with Batman
