“One world, One Burger”- McDonald’s

Welcome to McDonald's India!!

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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.

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• 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

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• 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

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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.

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Branding strategies

McDonald'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.

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Marketing mix

The marketing mix is a term used to describe the five main marketing tools (5Ps):

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

are sold to customers.

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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.

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Place

• The place mainly consists of the distribution channels.

• It is important so that the product is available to the customer at the right time, at the right place and in the right quantity.

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

• Delivery services are also available now.

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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.

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People

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

• Targeted audiences ; -children -teenagers -adults

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

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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.

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Punch lines of McD’s

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”.

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.

History of McD’s

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.

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BYE BYE SEE U AT McDonald’S