3. ABOUT THE COMPANY
• McDonald's is the world's leading food
service retailer with more than 33,000
restaurants in 118 countries serving more
than 67 million customers each day.
• Over 15 years of leadership in food service
retailing in India, McDonald's India now has a
network of over 250 restaurants across the
country serving more than 6.5 lakhs
customers daily in India.
4. • McDonald's India has an aggressive expansion plan
- including market expansion, new customer
outreach formats and menu expansion
• An Employer of Opportunity
• Respect for Indian Customs and Culture
• Quality, Service, Cleanliness & Value
5. PRODUCT
• Spicy delight(mc spicy chicken and paneer)
• Extra value meals ( maharaja mac meal)
• Happy price menu( soft serve, ice tea, coke float
• Breakfast menu( mc muffin meal)
• Favorites( mc chicken, mc veggie, french fries)
• Happy meals ( toy+ coke+ burger)
• Beverages(coke, ice tea, cappuccino, hot
chocolate)
• Deserts (mc flurry, soft serve, mc shakes)
6. COMPETITION
• KFC
• McDonald s is clearly poised well in terms of
appeal, 40% of which is vegetarian.
• The major competitors in India are Pizza
Hut, Subway, KFC, Barista, Hyderabad
House, Subway
7. TARGET AUDIENCE
• Age: 15 to 35 - mostly the people are either studying or
working.
• Psychological: Mc Donald’s customer between the age of
15 to 35 are found to be more health
conscious.
• The healthy food menu would target the youngsters who
like to have nutrition food rather than junk.
• “value for money.”
• McD would offer varied healthy food varieties at the same
time taking care of consumer’s preference when offering
regular McD.
• Burgers, Wraps, Snacks and desserts with low fat options.
8. PROBLEM
1. The image of McDonalds is perceived as
highly unhealthy.
2. The menu provided by McDonalds is not
unhealthy but is not specific about its
ingredients.
3. Even though they have healthy food items
people are not aware about it.
4. It does not specify the essential nutrients,
fibres, or vitamins it contains.
9. CURRENT BRAND IMAGE
Over the years McDonalds has
created an Image of it being a
“Junk food provider”. Since
McDonalds attracts customers
due to the fast food content it
has. Products like
Burgers, Fries, Ice Creams and
Soft drinks are the prime
products which are selling and it
will be a tough task to change the
consumer’s perception.
10. MARKETING OBJECTIVES
• Focusing on the Health benefits of
McDonalds.
• Making McDonalds a Top of the Mind
product in the healthy fast food category.
• Persuade the current customer base to
Sample the healthier options.
• Sparking the change in customer’s perception
of the brand from an unhealthy Connotation
into a more nutritious one.
12. WHAT WE NEED TO DO?
• In the recent times McDonalds has been blamed
for the high fat content in its products and many
consumers perceive that the food served at their
outlets is not healthy. Also, the consumers are
becoming increasingly health conscious these
days. McDonalds could introduce new items for
such people containing lower fat content and
lower calories, like calorie free burgers and
salads. This could attract a whole new segment
of health conscious people.
13. THANK YOU
- Latika
- Reshu Agarwal
- Swati Shah
- Yash Sharma
