Mc Donalds

“One world, One Burger”- McDonald’s

Welcome to McDonald's India!!

04/11/2023 consumer behavior 2


One’s upon a time

When I was Baby


History….

• Founded in 1940• By Dick and Mac McDonald in

California• Introduction of “speedee service

system” in 1948• Ronald McDonald introduced in 1963• Ray Kroc gives the idea of

franchising.

McDonalds-global Fast Food Powerhouse

• 2004-world’s largest marketer of fast food

• Serves in 120 countries• 31,000 restaurants• Employs 360,000• 47 million customers per day


Company’s objectives• Customer driven, global oriented• Achieving sustainable ,profitable

growth• Designed to increase restaurant

visits and grow brand loyalty among new & existing customers

• McDonalds is committed to maintaining and developing the best food products in the quick service restaurant market.


• In order to deliver this, the company has made a number of commitments to food safety and nutrition.

• Further build financial strength• Complete commitment to

quality,service,cleanliness and value


• Entered in India 1996

• McDonald's India is a 50 – 50 JV partnership between MCDONALD’S CORPORATION (U.S.A) and two Indian businessman Amit Jatia and Vikram Bakshi

• Trained extensively with their Indian management team in Indonesia and US before launch

• The entire menu was changed

McDonald's History INDIA


• 90% of McDonald's business is owned and run by independent franchisees in India

• Actively Involver in many social activities like CHILD EDUCATION, PULSE POLIO etc.

McDonald’s History INDIA

04/11/2023 11consumer behavior

Product adaptation-the Indian challenge

• 40% vegetarians selections to suit Indian tastes.

• Respect for local culture-no beef or pork served.

• Soft serves and mc shakes are eggless

• Re-formulated own products using spices favored by Indians.

• Only vegetable oil used as cooking medium.


Its outlets…• There are 132 family

restaurants in India employing about 5,000 people

• 79 restaurants in north and east India with 33 in Delhi itself

• 53 restaurants in south and west India


First McDonal

d’s at India


Initial focus on metros

Relatively high incomes

Exposure to western food and culture

Moves to smaller

satellite town

Positive spillover effects of reputation

Jaipur & Agra –to attract foreign

customers

TARGETED MARKETS….


Marketing research

McDonalds

Economic changes

(rising living standards)

Legal changes(laws

about packaging)

Social changes(change

in patterns of living standards)

Technological changes(new

food production techniques)


Segmentation, Targeting and Positioning…

• The main target segments are children, youth and the young urban family.

• Targeted audiences ; -children -teenagers -adults


• Children -happy meal toys -play place• Teenagers -price sensitivity -varieties offered• Adults -right ambience -products worth the money -healthy


Branding strategiesMcDonald's has placed considerable emphasis on

enhancing its brand positioning through sponsorship of events and sports.

• It was one of eight corporate sponsors of the Millennium Dome Experience, investing £8 million in the Dome's community programme and learning experience.

• It has been a major sponsor of international football, including the World Cup since 1994 and the Champions League from 1996 to 2000.

• It has sponsored British athletics since 1993, notably the McDonald's Young Athletes' League, training 11 to 17 year olds.

• It has sponsored Child Safety Week since 1994.• Logo Represented by the golden arches


Marketing mix

The marketing mix is a term used to describe the four main marketing tools (4Ps):

• product• price• promotion• and the place through which products

are sold to customers.


Product• Product is the physical product or service

offered to the consumer. Product includes certain aspects such as packaging, guarantee, looks etc.,

• It dropped ham, beef and mutton burgers from the menu. India is the only country where McDonalds serve vegetarian menu

• McDonalds continuously innovates its products according to the changing preferences and tastes of its customers


Place• The place mainly consists of the

distribution channels.• 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

• McDonalds offers hygienic environment, good ambience and great service.

• Delivery services are also available now


Price• This is the most important part of the

marketing mix as this is the only part which generates revenue.

• McDonald’s came up with a very catchy punch line “Aap ke zamane mein ,baap ke zamane ke daam”. This was to attract the middle and lower class consumers

• McDonalds has certain value pricing and bundling strategies such as happy meal, combo meal, family meal etc to increase overall sales volumes.


Promotion.• 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

• 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.


Some of the most famous marketing campaigns of McDonald’s are:

• · “You Deserve a break today, so get up and get away- To McDonald’s”

• · “Aap ke zamane mein ,baap ke zamane ke daam”.

• · “Food, Folks, and Fun”• · “I’m loving it”.


SWOT analysis


PLC of McDonalds

Criticism• Ecological damage • Selling unhealthy food, • Contributing to suffering and

exploitation of livestock. • McDonalds=junk food, high calorie

food?

Strategies • Quicker service• Quicker delivery • More beverages & change in menu• More outlets• Target the two and three tier cities• Introduction of a new low calorie

healthy burger

Achievements.• Ranked as the 8th best employer• Ranked the best fast food chain of

restaurants • Ranked the 8th healthiest fast food

eateries • Ranked 2nd for customer satisfaction


BYE BYE SEE U AT McDonald’S

Business

Mc Donalds