Mc Donalds Ppt


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Mc Donalds Ppt

  1. 2. “ One world, One Burger”- McDonald’s
  2. 3. WELCOME TO THE WORLD OF McDonald’s
  3. 4. Shrikar Sunil Sushant Let me introduce to my friends
  4. 5. C D onald’s I ntroduction <ul><li>McDonald’s is the global fast food giant. </li></ul><ul><li>Entered India in Oct 1996. </li></ul><ul><li>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. </li></ul>
  5. 8. <ul><li>McDonald’s in India developed a range of 100% pure Veg food, along with Non-Veg range. </li></ul><ul><li>Competitors was more. </li></ul><ul><li>McDonald’s efforts were aimed purely at driving traffic in. </li></ul>
  6. 9. <ul><li>McDonald’s introduced home delivery system in stipulated areas. </li></ul><ul><li>Also introduced samples with the core products. </li></ul>
  7. 10. PRODUCTS
  8. 11. Objectives of Promotion Strategy <ul><li>Key objectives of McD’s promotion strategy were to, “ Get them in. Trade them up. Get them back ”. </li></ul><ul><li>Get Them In : To make consumers step into McDonald’s restaurant. </li></ul>
  9. 12. <ul><li>Trade Them Up : To shift the consumers to McDonald’s core products like Burger with cheese, McChicken Burger, Fillet-o-Fish, etc., </li></ul><ul><li>Get Them Back : To increase the frequency of visit by making the McD’s brand experience. </li></ul>
  10. 13. Target Segment and Positioning <ul><li>McDonald’s was positioned as a family restaurant. </li></ul><ul><li>Extra care has been taken to make the restaurant children-friendly. </li></ul><ul><li>McDonald’s targeted both Sec ‘A’ & ‘B’, because no other company targeted kids quit persistently. </li></ul>
  11. 14. <ul><li>McDonald’s strategy is obviously to make the eating-out function the focus of these outings. </li></ul><ul><li>Focused on Price Penetration. </li></ul><ul><li>In 1998 McDonald’s had achieved sufficient level of success, on their offerings & then educated customers about their core strengths. </li></ul><ul><li>Service, hygiene, products etc., </li></ul>
  12. 15. <ul><li>McDonald’s not only highlighted the economic value but also the experiential aspects at their store. </li></ul><ul><li>Aimed at 100% customer satisfaction for every customer, on every visit. </li></ul><ul><ul><li>Service </li></ul></ul><ul><ul><li>Accuracy in order taking </li></ul></ul><ul><ul><li>Knowing needs </li></ul></ul><ul><ul><li>Quality food </li></ul></ul>
  13. 16. <ul><li>McDonalds also provided hostesses who would keep on circulating in the lobby by providing </li></ul><ul><ul><li>Napkins </li></ul></ul><ul><ul><li>Soufflé cups </li></ul></ul><ul><ul><li>Helping children </li></ul></ul><ul><ul><li>Tissue papers </li></ul></ul><ul><ul><li>Assistance required </li></ul></ul>
  14. 17. <ul><ul><li>Building brand recall </li></ul></ul><ul><ul><li>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’. </li></ul></ul><ul><ul><li>Strong base of repeat customers. </li></ul></ul><ul><ul><li>In the period 1996-2000 McDonald’s experienced very high trails from first-time customers averaging 77-80%. </li></ul></ul>Role and Use of Advertising
  15. 18. <ul><li>Focused more on electronic media </li></ul><ul><li>Ads talk about emotions, family ties, and fun, and all these have high visual appeal. </li></ul><ul><li>They don’t use print media . </li></ul>Media Strategy
  16. 19. <ul><li>‘ McDonald’s mein hai kuch baat’ - encourage people to visit them, they tried to move on making McDonald’s a regular experience. </li></ul><ul><li>‘ Toh aaj McDonald’s ho jaye’ - everyday experience. Encouraging the customers to visit regularly. </li></ul><ul><li>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) </li></ul>Ad Campaign Launched
  17. 20. I Love Children I Have Gifts For them, They Can play Games also
  18. 21. <ul><li>Shift of joint families to nuclear families, children became part of purchase decision-making. </li></ul><ul><li>Used somber colors(gloomy) to attract children </li></ul><ul><li>Replaced the painting with things children can relate to </li></ul><ul><li>Happy meal Carnival </li></ul>Promotional activities aimed at kids
  19. 22. I Love Children- Happy Meal
  20. 23. <ul><li>Redesigned ‘Happy Meal’ encourage customer with innovative experience while providing with McDonald’s products within its restaurants. </li></ul><ul><li>Tie up with HP (get mother and child picture) </li></ul><ul><li>Started providing coke with Small McShake for Rs 8 or more. </li></ul><ul><li>Addition to this, offered affordable menu called ‘Happy Price Menu’ (priced at Rs 20 each) </li></ul>Conti….
  21. 25. <ul><li>Weak product development </li></ul><ul><li>Quality and taste of products </li></ul><ul><li>Brand Equity…world-wide </li></ul><ul><li>Consistency of food </li></ul><ul><li>Successful items: Fries, Happy Meal, Aloo tikki, Egg McMuffin, Promotions </li></ul><ul><li>Overseas market </li></ul><ul><li>Balance sheet position </li></ul><ul><li>International expansion </li></ul><ul><li>Only serving 1% of the world’s population </li></ul><ul><li>Growing dining-out market </li></ul><ul><li>Mature/overstored industry </li></ul><ul><li>Strength of competition </li></ul><ul><li>More health-conscious consumers </li></ul><ul><li>Fluctuation of foreign exchange rates; Economies </li></ul>Next McDonald’s SWOT Analysis
  22. 27. BYE BYE SEE U AT McDonald’S Thank you
  23. 28. <ul><li>T H A N K Y O U </li></ul>