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One world, One Burger- McDonalds

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WELCOME TOTHEWORLD OF McDonalds

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Let me introduce to my friends

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CDonalds Introduction

McDonalds is the global fast food giant.

Entered India in Oct 1996.

Forty eight years down the line, they are the worlds

largest food-service chain with more than 30,000

restaurants in 100 countries, serving 46 millioncustomers ever day.

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McDonalds in India

developed a range of100% pure Veg food,

along with Non-Veg

range.

Competitors was more.

McDonalds effortswere aimed purely at

driving traffic in.

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McDonalds introducedhome delivery system in

stipulated areas.

Also introduced samples

with the core products.

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PRODUCTS

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Objectives of Promotion Strategy

Key objectives of McDs promotion

strategy were to, Get them in. Trade

them up. Get them back .

Get Them In : To make consumers

step into McDonalds restaurant.

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Trade Them Up : To shift theconsumers to McDonalds core

products like Burger with cheese,

McChicken Burger, Fillet-o-Fish,

etc.,

Get Them Back : To increase the

frequency of visit by making the

McDs brand experience.

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Target Segment and Positioning

McDonaldswas positioned as a family restaurant.

Extra care has been taken to make the restaurantchildren-friendly.

McDonalds targeted both Sec A & B, because noother company targeted kids quit persistently.

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McDonalds strategy is obviously to makethe eating-out function the focus of these

outings.

Focused on Price Penetration.

In 1998 McDonalds had achieved sufficient

level of success, on their offerings & then

educated customers about their core

strengths. Service, hygiene, products etc.,

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McDonalds not only highlighted the

economic value but also the experiential aspectsat their store.

Aimed at 100% customer satisfaction for every

customer, on every visit.

Service

Accuracy in order taking

Knowing needs

Quality food

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McDonalds also provided hostesses who

would keep on circulating in the lobby byproviding

Napkins

Souffl cups

Helping children

Tissue papers

Assistance required

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Building brand recall

The McDonalds management claimed that the products

that we serve are of international standards and we believe

that our brand has grown because we deliver our promise,

we sustain quality, and experience promised to theconsumers in our advertisements in the restaurants.

Strong base of repeat customers.

In the period 1996-2000 McDonalds experienced very

high trails from first-time customers averaging 77-80%.

Role and Use of Advertising

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Focused more on electronic media

Ads talk about emotions, family ties, and fun, and all

these have high visual appeal.

They dont use print media.

Media Strategy

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McDonalds mein hai kuch baat- encourage people to

visit them, they tried to move on making McDonalds a

regular experience.

Toh aaj McDonalds ho jaye- everyday experience.

Encouraging the customers to visit regularly.

In 2003 they came up with a new tag line saying Im lovin

it. It was carried out all over the world, expecting high

increase in revenue(15% in India)

Ad Campaign Launched

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I Love Children

I Have Gifts

For them,

They Can playGames also

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Shift of joint families to nuclear families,

children became part of purchase

decision-making.

Used somber colors(gloomy) to attract

children

Replaced the painting with things children

can relate to

Happy meal Carnival

Promotional activities aimed at kids

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I Love Children- Happy Meal

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Redesigned Happy Meal encourage

customer with innovative experience while

providing with McDonalds products within

its restaurants.

Tie up with HP (get mother and childpicture)

Started providing coke with Small

McShake for Rs 8 or more. Addition to this, offered affordable menu

called Happy Price Menu(priced at Rs

20 each)

Conti.

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Weak product developmentWeak product development

Quality and taste of productsQuality and taste of products

Brand EquityworldBrand Equityworld--widewide

Consistency of foodConsistency of food

Successful items: Fries, HappySuccessful items: Fries, Happy

Meal,Meal, AlooAloo tikkitikki, Egg, Egg McMuffinMcMuffin,,

PromotionsPromotions

Overseas marketOverseas market Balance sheet positionBalance sheet position

International expansionInternational expansion

Only serving 1% of the worldsOnly serving 1% of the worlds

populationpopulation

Growing diningGrowing dining--out marketout market

Mature/overstored industryMature/overstored industry

Strength of competitionStrength of competitionMore healthMore health--consciousconscious

consumersconsumers

Fluctuation of foreign exchangeFluctuation of foreign exchange

rates; Economiesrates; Economies

Next

McDonalds SWOT Analysis

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BYE BYE SEE U AT McDonaldS

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T H A N K YO

U