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TMV Student of MBA 1 st YR Manshi Makati
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WELCOME TO THE PRESENTATION OF MARKETING
PRESENTED BY
MANSHI MAKATI
DIVYA KADAM
GANESH SHARMA
BY PROF : sHUBHAM
“One world, One Burger”- McDonald’s
WELCOME TO THE WORLD OF McDonald’s
Hi, friends I am Ronald’s
Guess !!!!!! Why I am here in ICMHRDYES, I am here to tell you
about my story.
Story of McDonald's
ButFriends,
These are my three friends who help me to tell you my story
Let me introduce them
Let me introduce to my friends, They are from Dual A
Hi, this Is Me
Hi, I am Chintan
Hi!!!! I am Chirag
And, I am Chandni
AGENDA• WHY• VISION• HISTORY• Present AND Past
STRATEGY• segmentation• BCG MATRIX• SWOT ANALYSIS
So, Let’s go, Listen My story, Agenda of My story is
WHY ? McDonalds McDonalds also provided hostesses who would keep on
circulating in the lobby by providing.
― Napkins― Soufflé cups― Helping children― Tissue papers ― Assistance required
Mission statement
McDonald's
"McDonald's vision is to be the world's best quick service restaurant experience. Being the best means providing outstanding quality, service, cleanliness, and value, so that we make every customer in every restaurant smile."
History About
Mcdonald’s COMPANY DESCRIPTION
Established in California during 1940s by two brothers, named Richard and Maurice McDonald.
The brothers used assembly line procedures in their kitchen for mass production. Prices were kept low. Speed, service and cleanliness became the critical success factors of the business.
By mid-1950s, the restaurant's revenues had reached $350,000.
The brothers’ success, in 1955, Entrepreneur Ray Kroc bought the right to franchise the McDonald’s System, and Renamed the McDonald's Corporation in 1960.
contd …….
History about
Mcdonald’s Kroc focused his marketing effort on the family meal and children, spending heavily on television advertising which promoted the smiling clown face of its child-friendly brand mascot, Ronald McDonald.
Today, the McDonald’s franchise exceeds 30,000 restaurants globally and serves over 50 million people in more than 121 countries each day.
Chak De
INDIA
McDonald’s in India
• 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
• Localization: DON’T OFFER ANY BEEF OR
PORK ITEM IN INDIA IN PRODUCT LIKE MCVEGGIE,
PIZZA MCPUFF ETC.THEY USE SPICES FAVOURED BY INDIANS
SOFT SERVES AND MCSHAKES ARE EGGLESS
• Actively Involver in many social activities like CHILD EDUCATION, PULSE Policies etc.
McDonald’s History INDIA
• 1996 …The first McDonald’s restaurant opened on Oct. 13, at Basant Lok, Vasant Vihar, New Delhi. It was also the first restaurant in the world not serving beef on its menu
• 1997…the first Drive –Thru restaurant at Noida • 1999…the first Mall location restaurant at Ansal Plaza – New Delhi • 2000…the first highway restaurant at Mathura • 2001…the first thematic restaurant at Connaught Place• 2002…the first restaurant in a food court at 3C’s, Lajpat Nagar and
the first restaurant at the Delhi Metro Station at Inter State Bus Terminus
History in India
mc -Strategies
International Growth
Forward Integration
-Distribution through Franchisees
Backward Integration
-Local Sourcing, Cold Chain, Suppliers
Market penetration & Development
- McDelivery
New Product Development
- Aloo Tikki, Salad
Veg- Menu
Non- Veg Menu
Add ons Check our Meals
Frozen Desserts
Beverages
Our Products
Next
Beverages
Cold Coffee
Ice Tea
Soft Drinks
Mc Shakes
Hot Serves
Menu
Hot ServesCappucino, Café Mocha, Plain Tea,
Cardamom Tea, Hot Chocolate
Nutrition at glance
Type(Quantity)
Serving sizein g
ms
Proteinin g
ms /
serve
Caloriesin kCal / serve
Protein%
Carb.
in g
ms /
serve
Fatin g
ms /
serve
Carb%
Fat
%
Cappucino150
4 4 2 503
3 1
Café Mocha 150
4 4 2 47 3 3 1
Plain Tea 150
2 8 1 46 1 5 0
Cardamom Tea 150
2 8 1 47 1 5 0
Hot Chocolate 150
4 17 1 90 3 11 0Menu
Ice-Tea Cold-Coffee
Menu
McShakesMcShakes™
Nutrition at glance
Type(Quantity)
Serving sizein g
ms
Proteinin g
ms /
serve
Caloriesin kCal / serve
Protein%
Carb.
in g
ms /
serve
Fatin g
ms /
serve
Carb%
Fat
%
Chocolate(S/M/L)
275400500
71013
527594
71013
298433541
333
191919
333
Strawberry(S/M/L)
275400500
71012
466784
71012
270393491
222
171717
222
Menu
Coca-ColaNutrition at glance
Type(Quantity)
Serving sizein gms
Proteinin gms / serve
Caloriesin kCal /
serve
Protein%
Carb. in gms / serve
Fatin gms / serve
Carb%
Fat
%
Coca Cola(S/M/L)
300400500
000
324253
000
126128210
000
111111
000
Fanta(S/M/L)
300400500
000
395265
000
156208260
000
131313
000
Sprite(S/M/L)
300400500
000
364860
000
144192240
000
121212
000
Menu
Frozen Desserts
Soft Serve Cone
Mc Swirl
Soft Serve
Flavor Burst
Floats
Menu
Flavour Burst
Menu
Floats
Menu
Soft ServesNutrition at glance
TypeServing sizein gms
Proteinin
gms / serve
Caloriesin
kCal / serve
Protein%
Carb. in
gms / serve
Fatin
gms / serve
Carb%Fat %
Soft Serve with Hot Fudge (Small) 86 3 25 3 140 4 29 4
Soft Serve with Hot Fudge (Medium) 143 6 43 5 241 4 30 4
Soft Serve with Strawberry (Small) 86 3 23 3 126 3 26 3
Soft Serve with Strawberry (Medium) 143 4 39 4 208 3 27 3
Menu
McVeggie™
McAloo Tikki™
Paneer Salsa Wrap
Crispy Chinese
Veg McCurry Pan™
Pizza McPuff™
Veg Menu
Menu
Non- Veg Menu
Chicken McCurry
Chicken Maharaja Mac
McChicken
Fiet-O-Fish
Chicken Mexican Wrap
Chicken McGrill
Menu
• Product Development– Successes: Fries, Happy Meal, Big Mac, Egg McMuffin,
Promotions
– Failures: McPizza, Fajita, Carrot Sticks, McLean, and
the Arch Deluxe
Past Mc Product Strategies
I Love Children- Happy Meal
Promotion
Place
McDonald's opened its doors in India in October 1996. Ever since then, our family restaurants in Mumbai, Delhi, Pune, Ahmedabad, Vadodora, Ludhiana, Jaipur, Noida Faridabad, Doraha, Manesar and Gurgaon have proceeded to demonstrate.
• The ambience and the environment is same at
all the outlets of McDonald's.
McDonald’s Outlets
Pepole
• Each outlet is headed by a Restaurant Manager . He is responsible for the daily operation and customer interaction.
• Delivery Crew Member carries basic operation of a restaurant. Ensures customer satisfaction at the restaurants.
• In order to motivate there employees they give them stars as per their performance.
Market segmentation
Mcdonald’s
Activities Interests Opinions Demographics
1 “Fast Food”
Student, Working, Adventurous, Energetic.
Sports, Entertainment, Fashion,Music, Recreation.
Influence by peer pressure, Energetic Impulse buying
Age: 16 – 24 years old. Marital status: Single; Heavy users
2 Ambience
Student, Working/self-made businessman; Working in projects
Entertainment, Fashion, Music, Recreation, Socialization
Ambitious, Future business and social issues, Politics.
Age: 20 – 35 yrs old. Marital status: Single and married. Light to medium users.
Market segmentation Mcdonald’s
Activities Interests Opinions Demographics
3 Status Symbol
Student, Working,Hanging out, Adventurous.
Sports, Entertainment, Fashion, Music, Recreation.
Energetic Impulse buying, Influence by peer pressure.
Age: 16 – 25 yrs old. Marital status: Single: Light to medium users.
4 Hygiene
Working women/ men, Housewives, Shopping, Club memberships
Home, Recreation, Fashion, Shopping.
Planned purchasing, Authoritarian, Strong view, Politics, Future business & Social issues.
Age: 25 – 45 yrs old; Marital status: Newly married, Full nest, Light users.
BCG Matrixmcdonald’s
Details about bcg matrix
Mcdonald’s
According to BCG Matrix McDonald’s is a star. The reason for this is its high market growth and high market share in all over market world.
On the other hand KFC and Pizza Hut are the cash cows because of their low growth rate and high market share. During past some years KFC and Pizza Hut have lost their market growth because of the fact that they lost their standard war to their competitor i-e Mcdonald’s
Details about bcg matrix
Mcdonald’s
Another direct competitor of McDonald’s is Subway. According to BCG
Matrix it is a dog.
Some of the reasons that are responsible for its low market share and low market growth are the less expansion strategies being followed by the company.
Secondly they are not focusing at all on all the major cities, rather they are only focused on the target segments of the places in India.
Declining market share Weak product development Quality and taste of products
Brand Equity…world-wide 42% of US fast-food hamburger business Consistency of food Successful items: Fries, Happy Meal, Aloo tikki, Egg McMuffin, Promotions Overseas market Balance sheet position
International expansion Only serving 1% of the world’s population Growing dining-out market
Mature/overstored industry Strength of competition More health-conscious consumers Fluctuation of foreign exchange rates; Economies
McDonald’s SWOT Analysis
Next
12.3%
17.7%
9.1%
6.7%
13.0%
16.6%
10.2%
4.5%
14.7%
14.6%
14.7% 14.4%
0.0%
2.0%
4.0%
6.0%
8.0%
10.0%
12.0%
14.0%
16.0%
18.0%
20.0%
1994 1995 1996 1997
Returns
Revenue Net Income Profit margin
Income Trends
SWOT
Organizational Chart
Supply Chain
Our growth plan for the next three years is more a function of getting our logistics and cold chain right rather than going to far off places.“
- Amit Jetia, managing director, McDonald's India, Mumbai Joint Venture,
BYE BYE SEE U AT McDonald’S