Mc donald’s

Mc Donald’s
Presented By Malarvizhi.M

 McDonald’s is the global fast food giant.
 Entered India in Oct 1996.
 Forty eight years down the line, they are the
world’s largest food-service chain with more than
30,000 restaurants in 100 countries, serving 46
million customers ever day.

 McDonald’s is the largest and best known global
food service retailer with more than 30,000
restaurants in 121 countries, and best known
global food service.
 McDonald’s serves less than one percent of the
world’s population.
 The first McDonald's restaurant was opened in
1954.
 It was operated by two brothers Dick and Mac
McDonald.
 McDonald’s outstanding brand recognition,
experienced management, high quality food,
advanced operational systems and unique global
infrastructure ensure a position that enables them
to capitalize on global opportunities.

Steve Easterbrook
Stephen J. "Steve" Easterbrook (born 1967) is a British
corporate executive. On 1 March 2015, after being chief brand
officer of McDonald's and its former head in the UK and
northern Europe, he became CEO, succeeding Don Thompson,
who stepped down on 28 January 2015

 McDonald’s
introduced home
delivery system in
stipulated areas.
 Also introduced
samples with the
core products.
CATEGORY

 Key objectives of McD’s promotion strategy
were to, “ Get them in. Trade them up. Get
them back ”.
 Get Them In : To make consumers step into
McDonald’s restaurant.

 Trade Them Up : To shift the
consumers to McDonald’s core
products like Burger with cheese,
McChicken Burger, Fillet-o-Fish, etc.,
 Get Them Back : To increase the
frequency of visit by making the McD’s
brand experience.

 McDonald’s was positioned as a family restaurant.
 Extra care has been taken to make the restaurant
children-friendly.
 McDonald’s targeted both Sec ‘A’ & ‘B’, because
no other company targeted kids quit persistently.

McDonald’s strategy is obviously to make
the eating-out function the focus of these
outings.
Focused on Price Penetration.
In 1998 McDonald’s had achieved
sufficient level of success, on their
offerings & then educated customers about
their core strengths.
Service, hygiene, products etc.,

 McDonald’s not only highlighted the economic value
but also the experiential aspects at their store.
 Aimed at 100% customer satisfaction for every
customer, on every visit.
 Service
 Accuracy in order taking
 Knowing needs
 Quality food

 McDonalds also provided hostesses who would keep
on circulating in the lobby by providing
 Napkins
 Soufflé cups
 Helping children
 Tissue papers
 Assistance required

•Building brand recall
•The McDonald’s management claimed that ‘the products
that we serve are of international standards and we
believe that our brand has grown because we deliver our
promise, we sustain quality, and experience promised to
the consumers in our advertisements in the restaurants’.
•Strong base of repeat customers.
•In the period 1996-2000 McDonald’s experienced very high
trails from first-time customers averaging 77-80%.
Role and Use of Advertising

 Focused more on electronic media
 Ads talk about emotions, family ties, and fun, and all
these have high visual appeal.
 They don’t use print media.
Media Strategy

 ‘McDonald’s mein hai kuch baat’- encourage people to visit
them, they tried to move on making McDonald’s a regular
experience.
 ‘Toh aaj McDonald’s ho jaye’- everyday experience.
Encouraging the customers to visit regularly.
 In 2003 they came up with a new tag line saying ‘I’m lovin’
it’. It was carried out all over the world, expecting high
increase in revenue(15% in India)
Ad Campaign Launched

I Love Children
I Have Gifts
For them,
They Can play
Games also

• Gift Cards
• Free WiFi
• Play Place & Parties
• Subscription
• Coupon
• Online Booking
• Android App

 Shift of joint families to nuclear families, children
became part of purchase decision-making.
 Used somber colors(gloomy) to attract children
 Replaced the painting with things children can
relate to
 Happy meal Carnival
Promotional activities aimed at kids

 Redesigned ‘Happy Meal’ encourage customer with
innovative experience while providing with
McDonald’s products within its restaurants.
 Tie up with HP (get mother and child picture)
 Started providing coke with Small McShake for Rs 8
or more.
 Addition to this, offered affordable menu called
‘Happy Price Menu’(priced at Rs 20 each)
Conti….

BYE BYE SEE U AT McDonald’S

Mc donald’s

Recommended

Recommended

More Related Content

What's hot

What's hot (19)

Similar to Mc donald’s

Similar to Mc donald’s (20)

Recently uploaded

Recently uploaded (20)

Mc donald’s