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MC DONALDS

Presented by

Jatin Sehgal

Abhishek Mathur

Aarohi Tayal

Uddav Naykodi SohilPopat

Madhvi Chhetri

Ankit Dwivedi

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Introduction

Porters five forces model

Marketing Mix

STP

SWOT Analysis

Competitors Analysis

BCG Matrix Sales

Customers

Future

Flow

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MC DONALDS

McDonalds is one of the best known brand

worldwide. It is worlds leading food service provider

with 31000 restaurants serving in 119 countries

serving 50 million customers each day.

McDonalds entered India in 1996.

BUSINESSMODEL:

Franchise Model Only 15% of the total number of

restaurants are owned by the Company.

Act like a retailer and think like a brand

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Porters five model

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Product Variation: Variety in products ranging

from Burgers to softies

McDonalds continuously innovates its products

Product Innovation: Adapting to Indian

conditions creating the CHIKEN MAHARAJA

Product Elimination: Removal of Beef flavored

products

Menu: Veg, Non Veg, Frozen Desserts, Beverages

Successes: Fries, Happy Meal, Big Mac, paneer wrap , Pizza McPuff

Failures:, Fajita, Carrot Sticks, McLean, and the Arch Deluxe

7P AnalysisProduct

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Price

egetarian burgers are priced between Rs 25 and Rs 45.

Wrap paneer salsa is priced at Rs 75

Non vegetarian burgers are priced between Rs 60.

Wrap chicken Mexican is priced at Rs 55

Medium French fries are priced at Rs 30.

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Place

McDonald's has opened its door in India in October 1996 since then its has open his

restaurants in all the major cities like Mumbai, Delhi,Ahemdabad and many more

Fully owned outlets :- Directly selling from McDonalds

Franchise owned outlets that does selling from different places

McDonald's mainly consists of the distribution channels the product is available to the

customer at the right place, at the right time and in the right quantity

Offers hygienic environment good ambience and great service

Started giving internet facilities

Areas for children where they can play and enjoy with their

Family and friends

Spend some quality time together

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Promotion

Individual communication - Word of mouth

Mass communication Advertisements and child

amusement activities at outlets, drives and campaigns

Free distribution of children toys. With every happy meal

Some of the most famous marketing campaigns of McDonalds are:

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

Im loving it.

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PeopleThe employees in Mc Donalds have a standard uniform

and Mc Donalds specially focuses on friendly andprompt service to its customers from their employees.

ProcessManufacturing process at Mc Donalds is completely

transparent .

Physical EvidenceMc Donalds focuses on clean and hygienic interiors of

its outlets and at the same they are attractive

People,Process,Physical Evidence

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Segmentation

Demographically :-

1]Cater to kids

2] youth

3]Urban upper & Middle class families.

Geographically :-

1]Mostly in urban towns and cities

2]Now opening in 2 and 3 tiers cities

3]Mostly situated in malls having independent franchises

Psychographic:-

1]Place to chill out with friends and families

2]Place for enjoyment of the kids

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TARGETMARKETS

Initial focus on Metros,Malls,Multiplex,Highways,Stations & Airports.

Exposure to Western food & Culture.

Move to smaller satellite towns like Gurgaon,Pune.

Jaipur & Agra to attract foreign tourists..

POSITIONING

MacDonald mein hain kuch baath -a place for an entire family to

enjoy.

Place for Children- Fun Zones, Low Height Counters

Place for couples Happy Price menu starts Rs. 20 only.

TARGETING POSITIONINGDIFFERENTIATION

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SWOT ANALYSIS

PLEASE ADD UR POINTSSTRENGHTS

Strong brand recognition

Strongest International PresenceCustomer Intimacy

Product innovationSupply Chain

OPPORTUNITIESExpand into Tier1 and Tier 2

citiesEntry into breakfast category

Acquisition of other restaurants

WEAKNESS

Low depth and width of product

High overall costs than rivals

THREATS

Changing customer lifestyle

Increase in competition

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McDonalds Jumbo King Pizza hut

Mc Aloo Tikki - 25 Regular Vada Pav - 8 Simple Veg pizza-195

Mc Veggie - 45 Brown Bread Vada Pav-10 Veggie Supreme -345

Mac Chiken Maharaja-99 Butter Vada Pav - 15 Chicken Supreme-360

Value Meal - Chollee vada Pav - 18 Garlic bread platter-90

Happy Meal-95 Cheese Vada Pav - 18 Soups-45 to 80

French fries-38 Schezwan vada pav - 20 Pastas-110

Cold Coffee-39 Lassi - 15 Pepsi/7up/Mirinda -40

Iced tea - 25 Mango Lassi - 15 Pizza hut Royale-80

Soft Serve - 20 Pepsi - 10 Almond Praline-45

COMPETITORS ANALYSIS

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B C G Matrix

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Key ResultsArea

2005 2006 2007

SALES 5,295,139,101 6,350,194,872 7,154,433,428

PROFIT 3,327,400,997 106,474,041 269,817,869

MARKET

SHARE18% 15% 13%

Sales

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A parent with two

children Visit Mc D to give children a treat

The children want to

visit As it is a fun place to eat

A business customer

Visit Mc D during work day as service is

quick,

the food tastes great and can be eaten in

car without affecting a busy schedule

Teenager

Affordable and there is internet

access in some restaurants.

Customers

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McDonaldsthe Future..!!

McDonalds has built his strength in strong brand Customer intimacyProduct innovation & Supplier integration

It has its independent franchisee models in 2 tiers & 3 tiers cities i.e.

Pune,Jaipur and many more

McDonalds undertakes expansion; plans 40 new stores at Rs 150 crinvestment in 2011.

Coming up with new schemes that suits to every pocket

Mc-delivery has been started so everyone can be at home and enjoy

McDonald's food

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BYE BYE SEE YOU AT

McDonald's