mcdonalds marketing
TRANSCRIPT
“One world, One Burger”- McDonald’s
WELCOME TO THE WORLD OF
McDonald’s
Presented byKhushal Thakkar 54Ruchin Thakkar 55
About McDonald's
Began in 1940
Located in 122 countries
31000 Restaurants
51 million people are served a day at 31000 different locations
Independent local business people own and operate more than 80% of McDonald’s Globally
BRIEF HISTORY
• 1940 :: First McDonald’s Opened in USA• 1953 :: McDonald’s Began To Franchise• 1964 :: McDonald's issued its first annual
report• 1975 :: Drive Thru Was Introduced• 1984 :: Ray Kroc Died on 14th January• 1996: The first Indian McDonald's opens.• 2005 :: McDonald’s Opened Wi-Fi Service• 2009: 20th Century Fox and McDonald's
begins promotional partnership.• 2012: McDonald's begins posting the
calories count for items on the menus and menu boards in the drive-thru.
India – Entry Strategy
Wholly owned subsidiary – MIPL
Incorporated in1993
McDonald’s opened its door
in India in Vasant Vihar, New Delhi in October 1996
Trained extensively,
along with their Indian
management team, in Mc Donald’s in
Indonesia & the US before launch
Initial focus on metros- Mumbai
& Delhi
Hard Castle Restaurants Pvt. Ltd
Connaught Plaza Restaurants Pvt. Ltd
Product Adaptation – The Indian Challenge
40% population is vegetarian
Maharaja Mac replaced by Big Mac
Respect for local culture
Only vegetable oil use as a cooking medium
Re-formulated own products using spics favored by Indians
Marketing Analysis4 P’s Analysis
$Produ
ct
• Wide variety of menu items - veg and non-veg
product- health-conscious items
• Local flavors
• Variety of product offering
4 P’s Analysis
$
Marketing Analysis
Promotion
• I’m lovin’ it campaign to attract family
• Feature artists to target teenagers
• Advertising through media
4 P’s Analysis
$
Marketing Analysis
Place
• 31,000 stores worldwide
• About 230 outlets in India
• Mainly focuses in north and west India
• Distribution channel
• Operations- Company-owned- Franchise
4 P’s Analysis
$
Marketing Analysis
Price
• Traditionally - value-pricing as competitive weapon
• Now, offer products at range of price points
- attract both price-sensitive and health-conscious consumers
Segmentation, Targeting and ositioning…
• The main target segments are children, youth and the young urban family.
• Targeted audiences ; -children -teenagers -adults
04/12/2023 13consumer behavior
• Children -happy meal toys -play place• Teenagers -price sensitivity -varieties offered• Adults -right ambience -products worth the money -healthy
T H A N K Y O U