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Mc Donalds

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Mc Donalds

  1. 1. “One world, One Burger”- McDonald’s<br />Welcome to McDonald&apos;s India!!<br />
  2. 2. 3/24/2009<br />2<br />consumer behavior<br />
  3. 3. 3/24/2009<br />3<br />consumer behavior<br />
  4. 4. One’s upon a time<br />When I was Baby<br />3/24/2009<br />4<br />consumer behavior<br />
  5. 5. History….<br />Founded in 1940<br />By Dick and Mac McDonald in California<br />Introduction of “speedee service system” in 1948<br />Ronald McDonald introduced in 1963<br />Ray Kroc gives the idea of franchising.<br />3/24/2009<br />5<br />consumer behavior<br />
  6. 6. McDonalds-global Fast Food Powerhouse<br />3/24/2009<br />6<br />consumer behavior<br />2004-world’s largest marketer of fast food<br />Serves in 120 countries<br />31,000 restaurants<br />Employs 360,000<br />47 million customers per day<br />
  7. 7. Company’s objectives<br />Customer driven, global oriented<br />Achieving sustainable ,profitable growth<br />Designed to increase restaurant visits and grow brand loyalty among new & existing customers<br /> McDonalds is committed to maintaining and developing the best food products in the quick service restaurant market. <br />3/24/2009<br />7<br />consumer behavior<br />
  8. 8. In order to deliver this, the company has made a number of commitments to food safety and nutrition. <br />Further build financial strength<br />Complete commitment to quality,service,cleanliness and value<br />3/24/2009<br />8<br />consumer behavior<br />
  9. 9. McDonald&apos;s History INDIA<br /><ul><li>Entered in India 1996
  10. 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. 11. Trained extensively with their Indian management team in Indonesia and US before launch
  12. 12. The entire menu was changed</li></ul>3/24/2009<br />9<br />consumer behavior<br />
  13. 13. McDonald’s History INDIA<br /><ul><li>90% of McDonald's business is owned and run by independent franchisees in India
  14. 14. Actively Involver in many social activities like CHILD EDUCATION, PULSE POLIO etc.</li></ul>3/24/2009<br />10<br />consumer behavior<br />
  15. 15. 3/24/2009<br />11<br />consumer behavior<br />Product adaptation-the Indian challenge<br />40% vegetarians selections to suit Indian tastes.<br />Respect for local culture-no beef or pork served.<br />Soft serves and mc shakesare eggless<br />Re-formulated own products using spices favored by Indians.<br />Only vegetable oil used as cooking medium.<br />
  16. 16. Its outlets…<br />There are 132 family restaurants in India employing about 5,000 people<br />79 restaurants in north and east India with 33 in Delhi itself<br />53 restaurants in south and west India <br />3/24/2009<br />12<br />consumer behavior<br />
  17. 17. 3/24/2009<br />consumer behavior<br />13<br />First McDonald’s at India<br />
  18. 18. 3/24/2009<br />14<br />consumer behavior<br />Targeted Markets….<br />
  19. 19. Marketing research<br />3/24/2009<br />15<br />consumer behavior<br />
  20. 20. Segmentation, Targeting and Positioning…<br />The main target segments are children, youth and the young urban family.<br />Targeted audiences ;<br /> -children<br /> -teenagers<br /> -adults<br />3/24/2009<br />16<br />consumer behavior<br />
  21. 21. Children<br /> -happy meal toys<br /> -play place<br /> Teenagers<br /> -price sensitivity <br /> -varieties offered<br />Adults<br /> -right ambience<br /> -products worth the money<br /> -healthy<br />3/24/2009<br />17<br />consumer behavior<br />
  22. 22. Branding strategies<br />McDonald&apos;s has placed considerable emphasis on enhancing its brand positioning through sponsorship of events and sports.<br />It was one of eight corporate sponsors of the Millennium Dome Experience, investing £8 million in the Dome&apos;s community programme and learning experience.<br />It has been a major sponsor of international football, including the World Cup since 1994 and the Champions League from 1996 to 2000.<br />It has sponsored British athletics since 1993, notably the McDonald&apos;s Young Athletes&apos; League, training 11 to 17 year olds.<br />It has sponsored Child Safety Week since 1994.<br />Logo Represented by the golden arches<br />3/24/2009<br />18<br />consumer behavior<br />
  23. 23. Marketing mix<br />The marketing mix is a term used to describe the four main marketing tools (4Ps):<br />• product<br />• price<br />• promotion<br />• and the place through which products are<br /> sold to customers.<br />3/24/2009<br />19<br />consumer behavior<br />
  24. 24. Product<br />Product is the physical product or service offered to the consumer. Product includes certain aspects such as packaging, guarantee, looks etc.,<br />It dropped ham, beef and mutton burgers from the menu. India is the only country where McDonalds serve vegetarian menu<br />McDonalds continuously innovates its products according to the changing preferences and tastes of its customers<br />3/24/2009<br />20<br />consumer behavior<br />
  25. 25. Place<br />The place mainly consists of the distribution channels.<br />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<br />McDonalds offers hygienic environment, good ambience and great service.<br />Delivery services are also available now<br />3/24/2009<br />21<br />consumer behavior<br />
  26. 26. Price<br />This is the most important part of the marketing mix as this is the only part which generates revenue.<br />McDonald’s came up with a very catchy punch line “Aapkezamanemein ,baapkezamanekedaam”. This was to attract the middle and lower class consumers<br />McDonalds has certain value pricing and bundling strategies such as happy meal, combo meal, family meal etc to increase overall sales volumes.<br />3/24/2009<br />22<br />consumer behavior<br />
  27. 27. Promotion.<br />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<br />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.<br />3/24/2009<br />23<br />consumer behavior<br />
  28. 28. Some of the most famous marketing campaigns of McDonald’s are:<br />· “You Deserve a break today, so get up and get away- To McDonald’s”<br />· “Aapkezamanemein ,baapkezamanekedaam”.<br />· “Food, Folks, and Fun”<br />· “I’m loving it”.<br />3/24/2009<br />24<br />consumer behavior<br />
  29. 29. SWOT analysis<br />3/24/2009<br />25<br />consumer behavior<br />
  30. 30. PLC of McDonalds<br />3/24/2009<br />26<br />consumer behavior<br />
  31. 31. Criticism<br />Ecologicaldamage  <br />Selling unhealthy food, <br />Contributing to suffering and exploitation of livestock.  <br />McDonalds=junk food, high calorie food?<br />
  32. 32. Strategies <br />Quicker service<br />Quicker delivery <br />More beverages & change in menu<br />More outlets<br />Target the two and three tier cities<br />Introduction of a new low calorie healthy burger<br />
  33. 33.
  34. 34. Achievements.<br />Ranked as the 8th best employer<br />Ranked the best fast food chain of restaurants <br />Ranked the 8th healthiest fast food eateries <br />Ranked 2nd for customer satisfaction<br />
  35. 35. BYE BYE SEE U AT McDonald’S<br />Thanking you<br />3/24/2009<br />31<br />consumer behavior<br />

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