Global/International Marketing

Presented by: Leah Hicks, Sierra Braccio, Scott Phillips, Kevin Ponath, & Brandon Hamilton

Agenda

• Global Business• Entering Into India • Marketing Mix • Product• Promotion • Price• Place (Distribution Channels) • Differences/Adaptations• Final Thoughts• References

Global Business

• Since 1990 the number of multinational corporations

has grown from 30,000 to 63,000

• Between 2000 and 2008 world trade grew more than

7% per year

• 17% of the worldwide GDP is world tradeo $12 Trillion

Marketing Mix

• Producto Straight Product

Extensiono Product Adaptationo Product Invention

• Promotiono Communication

Adaptation

• Priceo Income Distributiono Infrastructureo Natural Resources

• Placeo Country Sizeo Population Densityo Transportation

Structureo Distribution Channels

Entering Into India

• Opened in 1996• 92% Hindu or

Muslimo Religious Dietary

Restrictions

• 40% Vegetarian• 75% localized

menu o Local spices/chillies o Local ingredients in

sauces

• Altered Menu• Additional Services• Low Dine-Out

Rates• Household Income

Variety • Low Infrastructure

o No Mass Mediao Finding Partners

Product

USA

• High use of beef

• Few vegetarian meal options

• Larger Menu

• Larger Sizes

INDIA• No use of beef or

pork• Mainly chicken

based meals• Many vegetarian

options

Big Mac vs. Maharaja Mac

Promotion

USAo Brand Developmento McCafeo Premium McWrapo $1 Menuo Value Focus to

Regain Customerso Mobile Apps

INDIA

• Promotionso Toy of the montho Happy Price Menuo Masala Grill

• Advertising Messages

• Language & Cultural Differences

• QSCV (Quality, Service, Cleanliness, and Value)

Price

USA• $1 Menu • Most items under

$5• Affordable on most

American budgets

INDIA• Happy Price Menu

o Rs. 25 = .46 cents in U.S. dollars

o Econo Meal Rs. 79 = $1.46

• Economic differences

Place

USA

• Product Placemento News Broadcasts

• Millennial Targetingo McWrap

• New Leadershipo US Brand and

Strategy Officer

• Olympics

INDIA• McDelivery • Limited Drive-Thru

Options • Kitchen Tours

Key Differences/Adaptations

• McDelivery

• No Beef/Pork on menuo Religious Beliefs

• McDonalds Imageo Fast Food vs. Upscale Restaurant

• Localization (Lower prices in India, yet Upscale Dining experience)

Final Thoughts

References• http://adage.com/article/news/mcdonald-s-1-rank-millennials/240497/

• http://www.guardian.co.uk/world/2008/jul/22/usa.mediabusiness

• http://www.ukessays.com/essays/marketing/mcdonald-adaptation-in-india-marketing-essay.php

• http://www.mcdonaldsindia.com/

• http://ipm.ge/article/How%20McDonald's%20evolved%20its%20marketing%20in%20India_ENG.pdf

• http://voices.yahoo.com/mcdonalds-india-wheres-beef-774517.html

• http://www.ijsrp.org/research-paper-0912/ijsrp-p0935.pdf

• http://www.executivetravelmagazine.com/articles/mcdonalds-entry-into-india