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Mcdonald's marketing

The document provides an overview of McDonald's business including: - A brief history of how McDonald's was founded in 1937 in California and grew to become the world's largest fast food chain. - Details on McDonald's operations globally including having over 36,000 restaurants serving over 69 million customers daily across 121 countries. - An analysis of McDonald's marketing mix strategies covering their product lines, pricing, placement or distribution channels, and promotional activities.

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“One world, One Burger”- McDonald’s
WELCOME TO THE WORLD OF McDonald’s
• HISTORY • PAST AND PRESENT STRATEGY • SWOT ANALYSIS • 4 P’S • ORGANISATIONAL STRUCTURE • PROMOTIONAL STRATEGY • PRODUCT MIX • TURNOVER • DISTRIBUTION CHANNEL IN ABOARD • SEGMENTATION AGENDA
.  As word of their success spread, franchisees started showing interest. However, the franchising system failed  McDonald's was started as a drive-in restaurant by two brothers, Richard and Maurice McDonald in California, US in the year 1937. Mcdonald’s History The original mascot of McDonald's was a man with a chef's hat on top of a hamburger shaped head whose name was Speedee
• At this point, Ray Kroc (Kroc), distributor for milkshake machines . Expressed interest in the business, and he finalized a deal with the McDonald brothers in 1954. •He established a franchising company, the McDonald System Inc. and appointed franchisees. •In 1961, he bought out the McDonald brothers' share for 16.2 Cr and changed the name of the company to McDonald's Corporation. In 1965, McDonald's went public... Currently McDonald's operates in 121 countries & having more than 30000 restarunt McDonald’s History
McDonald's Market Share {Globally}
McDonald's Market Share {INDIA} Source : https://simconblog.wordpress.com
• McDonald's India has already contributed directly & indirectly Rs. 95 crore (approx. 16 per cent of total turnover) as revenue to the Center and the State towards Sales Tax, House tax and Income Tax in the last seven years. By 2005 this amount shall see an increase of more than 30 per cent per annum. Contribution to Economic Growth
McDonald's revenue from 2005 to 2012 {Globally} Source: http://www.statista.com
Global market share
Current status of McDonald’s  McDonald's is the world's #1 fast-food company by sales  Serving burgers and fries, it operates more than 36,250 restaurants  It serves in more than 121 countries on six continents  On a day-to-day basis, more than Rs.318 Crores customers world-wide are served  Employs more than 4,47,000 people  The Boston Market and Chipotle Mexican Grill fast- casual chains are also owned by McDonald's  Global sales of McDonalds is Rs.5,34,780 Crores in 2013
Competitors
Competitors 5,73,76,776  LIKES FOLLOWERS 2.75 Million
Competitors McDonald’s major competitors:
Marketing Mix The 4P’s used in Marketing Mix are :- Product Price Place Promotion
Product
New Product
Products Veg. Menu Mc Aloo Tikki Rs. 25
Non-Veg. Menu Mc Spicy Chicken Rs. 109 Mc Egg Rs.25
Beverages
Product Mix in INDIA  ‘Vegetarian menu’  Sauces and Cheese 100%vegetarian  Affordable price products
Product Mix in China Menu extensions, convince and value  It opened up a ‘Dollar Menu’ know as the “Value menu” that offered sandwiches and other items at a lower price
Product Mix in U.S.
Pricing Strategy Success of McDonalds has been mainly due to its value for money offering to the Indian Consumers Happy meals comprising of small burgers, coke + toy Medium meal combo that consisted of burger, medium fries and medium coke with the price of Rs. 75 Maharaja Mac Meal – Rs. 94
Place McDonald's opened its doors in India in October 1996. Ever since then, our family restaurants in Mumbai, Delhi, Pune, Ahmedabad, Vadodara, Ludhiana, Jaipur, Noida Faridabad, Doraha, Manesar and Gurgaon have proceeded to demonstrate.
• The ambience and the environment is same at all the outlets of McDonald's. McDonald’s Outlets
Promotion The various promotion channels being used by McDonalds to effectively communicate the product information are-
I Love Children I Have Gifts For them, They Can play Games also
“You deserve a break today, so get up and get away- To McDonalds” “Aap ke zamane mein, baap ke zamane ke daam” “Food, folks and fun.”
Organizational Chart
INTODUCTION MATURITY DECLINE Product Life Cycle {PLC} TIME S A L E S
STP Model McDonald’s has segmented their products according to 3 different bases Segmented groups - Adults, kids, students and family The 3 bases for segmentation are : Demographic Segmentation Psychographic Segmentation Behavioral Segmentation
Target Segment What is McDonalds for me? A Family with children A treat to children, a fun place to be for the children Urban customer on the move Great taste, quick service without affecting the work schedule Teenager Hangout with friends, but keep it affordable Targeting
Positioning Eg.. VADA PAV
 Declining market shareDeclining market share  Weak productWeak product developmentdevelopment  Quality and taste ofQuality and taste of productsproducts  42% of US fast-food42% of US fast-food hamburger businesshamburger business  Consistency of foodConsistency of food  Successful items: Fries,Successful items: Fries, Happy Meal, Aloo tikki, EggHappy Meal, Aloo tikki, Egg McMuffin, PromotionsMcMuffin, Promotions  Overseas marketOverseas market  InternationalInternational expansionexpansion  Only serving 1% of theOnly serving 1% of the world’s populationworld’s population  Strength of competitionStrength of competition  More health-consciousMore health-conscious consumersconsumers McDonald’s SWOT Analysis
Porter’s Five Competitive Forces Rivalry within industry: Burger King, Wendy’s, In & Out etc. Brands - Big Mac, Filet o’ Fish Innovation – celebrity endorsements, monopoly Online presence - company info, links to charity works Threat of new entrants: Eg.. Burger King Threat of substitutes: Any other food industry – high-class restaurants to hot dog stands Healthier alternatives (Newman’s Own), unique products
Bargaining power of buyers: Pay attention to customer demands and trends Offer specialty products for all segments First mover- salads, cooking oil Bargaining power of suppliers: McDonald’s relies on strong supplier and distributor relationships Help suppliers lower costs Suppliers include: Coca-Cola Porter’s Five Competitive Forces
BYE BYE SEE U AT McDonald’S