mc donalds

Presentation on

McDonald’s

Presented By:Divam Goel

CONTENTS• Inroduction• McDonald’s in India• Objectives of promotion & strategy• Products • Target Segment and Positioning• Types Of Restaurants• Advertising • Achievements• Marketing mix• Famous marketing campaigns• Criticism

Introduction• McDonald’s is the global fast food giant.• Founded in 15 may 1940 in CALIFORNIA• Founders –RICHARD & MAURICE

MACDONALDS• Ronald McDonald introduced in 1963• Ray Kroc gives the idea of franchising.• 31,000 restaurants in 119 countries• Serves 47 million customers every day • Employs more than 1.5 million people

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• Entered in India 1996• McDonald's India is a 50 – 50

partnership between MCDONALD’S CORPORATION (U.S.A) and two Indian businessman Amit Jatia and Vikram Bakshi

• 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 in INDIA

Objectives Of Promotion Strategy

•Key objectives of McD’s promotion strategy were to, “ Get them in. Trade them up. Get them back ”.

• Get Them In : To make consumers step into McDonald’s restaurant.

•Trade Them Up : To shift the consumers to McDonald’s core products like Burger with cheese, McChicken Burger, Fillet-o-Fish, etc.

•Get Them Back : To increase the frequency of visit by making the McD’s brand experience.

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

PRODUCTS

•Hamburgers, Chicken sandwiches, French fries, Soft drinks, Breakfast items and Deserts.

•Mc Donald’s also offers salad and vegetarian items, wraps and other localized fare

Target Segment and Positioning

• McDonald’s was positioned as a family restaurant.

• Extra care has been taken to make the restaurant children-friendly.

• McDonald’s targeted both Sec children & adults, because no other company targeted kids quit persistently.

• Focused on Price Penetration.

• In 1998 McDonald’s had achieved sufficient level of success, on their offerings & then educated customers about their core strengths.

• Their main focus is on Service, hygiene, products etc.,

TYPES OF RESTAURANTS• Mc Drive are the type of which provide drive

through services and offer no counter service or seating.

• Special theme restaurants also exists, such as the Solid Gold Mcdonald’s, a 1950s rock-n-roll themed restaurant.

Mcdonald’s introduced Mc Cafe a café style accompaniment to Mcdonald’s restaurants in the style of Starbucks.

Mc Express are the type of restaurants which are located in shopping malls.

ADVERTISING• 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

• Television has always played a central role in the company’s advertising strategy.

• The company makes significant use of Bill board and Signage, Sponsors, Sporting events ranging from little league to olympic games.

.

Focus more on electronic media • Ads talk about

emotions, family ties and fun and all these have high legal appeal .

• They don’t use print media.

Achievements

• Among all the competitors McDonald’s is the leading brand

• 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• He appeared on Supersize me,

is listed in Guiness Book of World Records, and has a movie called Mc Daddy.

VARIOUS OTHER FACTS SHOWING POPULARITY OF MCDONALD’S

Fast food nation, book by Eric Schlosser.

Supersize me, a documentary film by Morgan Spurlock.

McDonald's video games are also launched in the market.

Some other documentary films on Mc Donald’s are Maxime, Mc duff and Mc do.

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First McDonal

d’s at India

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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.

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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 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

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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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Promotion

• 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 most famous marketing campaigns of McDonald’s are:

• “I’m loving it”

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

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

• “Food, Folks, and Fun”

PLC of McDonalds

Criticism

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

and exploitation of livestock. 

• McDonalds=junk food, high calorie food?

BYE BYE SEE U AT McDonald’S