McDonald's is a global fast food company founded in 1940 in California. It now operates over 31,000 restaurants serving around 47 million customers daily in 120 countries. When entering India in 1996, McDonald's adapted its menu to local tastes, removing beef and pork and adding many vegetarian options. It now has over 130 locations across India employing 5,000 people. McDonald's marketing strategy involves targeting children, teenagers, and young families through promotions, competitive pricing, and an emphasis on quality, service, and cleanliness.

1. “One world, One Burger”- McDonald’s Welcome to McDonald's India!!

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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

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 changed3/24/2009 9 consumer behavior

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 12 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 22 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 24 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

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 31 consumer behavior